Aviation becoming increasingly popular and used by an extremely large number of people, airports are nowadays overcrowded impersonal points of mass traffic. Nevertheless, this is changing rapidly, and the design of future airports extends beyond the appearance of the terminal building, emphasizing on passenger comfort and trying to reduce the amount of stress suffered by airline passengers. 

 

However, frequent and upper class travellers are becoming increasingly demanding, as they seek to replace the stress caused by being in the airport with productive or relaxing activities in a high-end environment. The modern business lounge is nowadays more than lounge seating and catering services alone but with more subtle factors influencing the design. Passengers that travel frequently or for business are mostly time sensitive, they do not want to engage to the airport environment but want to use their time proficiently in an attractive environment. 

 

A feeling of control, easy navigation, personal space, visual, acoustic and tactile comfort, an immersive relaxing experience, integrated technology, and tailored services form new guidelines for achieving passenger comfort. These factors also support the creation of a strong brand experience, by blending brand values and features into a passenger experience centered design for a lounge. Products and Services must 
be authentic and sincere and in line with the brand values. Only then
will the customer actually appreciate them. If a brand does not respond to any deeper needs and if the product, the service or relevant area or building does not touch any deeper values, then everything remains very superficial. 

 

Travelling by plane is a form of expansion: a broadening of your experiences, broadening your horizon. Within the travel process, the airport is the springboard to another world, culture, climate, time zone. There is no final destination, only a halfway station, a pit stop, a no- where town. In the course of their travel process the frequent fliers experiences tension between positive feelings of excitement, of exploring the world and negative feeling of loss of control, insecurity, tiredness and restriction of their freedom. Frequent fliers are people who are used to being in control, taking control.