The Airline Passenger Experience Association (APEX) has announced the launch of the APEX World Class Lounge Awards, audited by Yates+, an aviation guest experience transformation consultancy. APEX says this awards programme is the world’s first dedicated audit and recognition initiative specifically designed to elevate the global airport lounge guest experience.
Since its inception in 2021, the APEX World Class Awards programme has recognised achievements in the airline industry, in terms of safety, well-being, sustainability, and guest experience. The introduction of the airline lounge category is in recognition of the importance of this touchpoint in the airline travel journey.
Entry into the APEX World Class Lounge Awards is by invitation and qualification through a comprehensive audit led by industry professionals under the guidance of Yates+. This inclusive programme is open to lounges managed by airlines, airports, alliances and credit card companies, as well as airline-owned, airport-owned, and independent lounges.
Guest experiences in lounges will be assessed across 20 criteria, categorised under Safety and Well Being, Guest Experience, F&B Execution, and Sustainability. Yates+ will apply a triangulated methodology approach that combines Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and detailed data analysis by aviation hospitality professionals, with the audit offering actionable feedback and enhancement highlights for participating brands.
Dr Joe Leader, group CEO of APEX, said that this new category, “signifies a coveted global mark of distinction that elevates an airline to a tier of unparalleled guest experience, actively sought after by the most discerning travellers. In today’s travel landscape, lounges are key to the ultimate end-to-end passenger experience, embodying commitment to comfort and exclusivity. Achieving this honour recognises the mastery of service, design, and an overall world-class lounge experience.”
Keith Yates, founding chairman of Yates+, added, “Currently, there is not one comprehensive study and recognition system which defines international standards and provides actionable feedback for lounge guest experiences. The APEX World Class Lounge Awards audited by Yates+ thoroughly considers everything that is important to lounge customers, ensuring that they attain the remarkable level that customers deserve.”
The entry window for the 2024 APEX World Class Lounge Awards is now open, with the first award presentation expected to take place in the last quarter of the year. For further information and entry details, visit https://www.apexworldclass.com/
