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-   -   Commercialisation of the lounges (https://www.flyertalk.com/forum/british-airways-executive-club/1812177-commercialisation-lounges.html)

FClassOrBust Jan 1, 17 3:47 pm

Commercialisation of the lounges
 
Hi all, long time stalker here, finally created an account!

I remember using GF before and seeing the 'OPPO' stand. I've also seen posts about Samsung in the CCR.

Just wondering what your opinions are on BA presumably selling spaces in the lounges to these companies to attract our attention.

Personally, I don't think GF or CCR are the most appropriate places for them, I remember the OPPO stand being rather large and taking up space in what was an already crowded GF. HOWEVER, having said that, if it was noticable that BA were reinvesting the revenue from these deals into the lounges (ie charging ports) then I don't think I'd mind so much.

I must also add that I don't mind the promotional drinks so much, adds a bit of variety. I think I remember them having a Heineken stand in gallaries south last year at some point and I enjoyed that.

Your thoughts?

corporate-wage-slave Jan 1, 17 3:56 pm


Originally Posted by FClassOrBust (Post 27689722)
Hi all, long time stalker here, finally created an account!

Welcome to Flyertalk FClassOrBust, and I would certainly encourage you to adopt a New Year's resolution to post here, thank you for your points and question.

The Samsung display seems a monumental waste of time, as far as I can tell, it won't be there much longer, I gather. The gin/wine/tea/macaroons marketing efforts do seem to go down well, in both Flounge and CCR, but it seems to me that if you allow them for say food or drink, why not allow them for other products too? A rubicon has been crossed. There are less attractive ways of boosting BA's income after all.

FClassOrBust Jan 1, 17 4:07 pm


Originally Posted by corporate-wage-slave (Post 27689754)
Welcome to Flyertalk FClassOrBust, and I would certainly encourage you to adopt a New Year's resolution to post here, thank you for your points and question.

The Samsung display seems a monumental waste of time, as far as I can tell, it won't be there much longer, I gather. The gin/wine/tea/macaroons marketing efforts do seem to go down well, in both Flounge and CCR, but it seems to me that if you allow them for say food or drink, why not allow them for other products too? A rubicon has been crossed. There are less attractive ways of boosting BA's income after all.

Thank you for the warm welcome, corporate-wage-slave!

That's an interesting way of looking at it. Personally, I'm against it. If it's all or nothing, than I'd rather nothing. Lounges are supposed to be areas of relaxation that differ drastically from the selling culture that occurs down the escalators.

I know there is no pressure as such for a lounge user to interact with these stands but I still feel it cheapens the lounge somewhat. It also highlights BA's priorities and mentality when they are offering power plugs to these stands and displays but not to the fare paying passengers!

drhandsome Jan 1, 17 4:14 pm

I'm not a huge fan of these stands myself. Over the years airports have basically turned into shopping centres that also happen facilities for flights and the lounges are (for the time being) a safe haven where you can actually relax before your flight (or between your flights).

CD747 Jan 1, 17 4:48 pm

It's not the commercialisation itself that is the problem, in my opinion, it's the placement. After all, we don't seem to hear lots of complaints about the shopping areas in the Lufthansa First Class Terminal in Frankfurt, or the Emirates First Lounge in Dubai.

As I commented in the CCR thread, I don't believe any of the lounges have a space where something like this could fit in and look tasteful. It needs to be designed-in from the start in a separated / discreet alcove.

mrvincent Jan 1, 17 4:51 pm

Airports, especially Frequent flyer/premium lounges, are full of some of the most sought after consumer demographics. I can only see this going in one way in the future...

CD747 Jan 1, 17 4:57 pm

Interesting to read the other side of the coin:
http://www.bamedia.co.uk/media/Briti..._Pack_2013.pdf

(Also, interesting that the toilet split (proportion of male/female) in the FLounge doesn't match the stated demographic split in the guide :))

Ldnn1 Jan 1, 17 5:17 pm


Originally Posted by CD747 (Post 27689954)
Interesting to read the other side of the coin:
http://www.bamedia.co.uk/media/Briti..._Pack_2013.pdf

(Also, interesting that the toilet split (proportion of male/female) in the FLounge doesn't match the stated demographic split in the guide :))

Thanks for this - interesting link, particularly as it includes the prices.

matthandy Jan 1, 17 5:24 pm


Originally Posted by Ldnn1 (Post 27690010)
Thanks for this - interesting link, particularly as it includes the prices.

And the spelling mistakes...

Ldnn1 Jan 1, 17 5:25 pm


Originally Posted by matthandy (Post 27690032)
And the spelling mistakes...

Indeed, though I expect that from marketing peeps ;)

Often1 Jan 1, 17 7:16 pm

If flying in F meant paying F as in the fare basis "F" as it once did, that type of spend easily supported the sort of lounges which people remember and compare to today. But, that isn't the case anymore. Something has to make up for it and selling "placement" is an easy way to make up for that without either cutting lounge access, raising the bar or doing something else people won't like much.

Indeed, this is a demographic which the marketing folks drool over and while the people here claim that it doesn't work on them, the marketing people say that the facts show otherwise and that this is money well spent by them.

carrotjuice Jan 1, 17 7:37 pm

I personally don't mind that BA monetises it's lounge space etc. but in a manner that doesn't disrupt my comfort like the horrendously garish bright light of the Samsung stand. The lounge is after all supposed to be a place of pre flight quiet relaxation.

What next? Get beverage companies to sponsor individual drinks at the bar? Enjoy your full breakfast presented by company X? Let the ideas roll... :)

1010101 Jan 1, 17 8:07 pm

It just makes me think how cheap BA are. I was in the T5 complex over Christmas for the first time in a while. Barely any food, school changing room style showers, almost every seat taken, dirty plates and cups everywhere, and never out of sight of some form of garish advertisement. It really is a terrible first impression of the airline for anyone new to flying with them.

Quarky Quark Jan 1, 17 10:28 pm

Average annual income of 60k. Interesting. I presume there must have been some surveys, although I don't recall any referencing salary.
When I first read it I thought it was for Golds only, but I think it's the entire lounge demographic. I thought 60k would have been low for Gold, but seems a little higher than I would have thought for all exec members overall.
Either way, unless they had a stand where Blake Lively was giving lambada lessons, then I'm just not interested.

orbitmic Jan 1, 17 10:36 pm


Originally Posted by Ldnn1 (Post 27690010)
Thanks for this - interesting link, particularly as it includes the prices.

Facinating stuff indeed.


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