LAX to Offer New Service- Private Suite Lounges
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| An outside view of the ultimate flying experience |
Starting this summer, LAX will begin to offer luxury lounges that will serve the wealthier travelers as their target market. This service will provide travelers with a space dedicated to relaxation and privacy, commodities that are hard to come by in even the most advanced airports.
Being one of most traveled airports and located near a celebrity-filled hub, this idea is actually not innovative as other airports already offer VIP suites that offer these kinds of services and privacy for their travelers. “The Private Suite, a remote terminal for VIPs, celebrities, CEOs and anyone willing to pay $1,500 to $4,000 for privacy and pampering at one of the world’s busiest airports, will officially open May 15.”
Los Angeles knows that their audience is composed of celebrities and A-list guests that can cause major headaches when flying due to their own celebrity status. By offering a lounge, they are able to sell their clients privacy an element that is often hard to sell, as well as minimize their traffic which can lead to a higher satisfaction rating of their other audience the average flyer flying out of LAX. This can lead to an increase in profits because often normal travelers would be discouraged from flying out of LAX due to the fact that this particular airport is often crowded with photographers and paparazzi that can ruin the flying experience. LAX probably determined that their main competitors were other airports within California that travelers were willing to drive to just for the sake of smaller crowds. The exact product being sold in this case is the idea of luxury and tries to differentiate how being secluded is special and only a normal consumer goes through the standard process of flying. Most people using this service would be purely doing so out of the luxury factor and not the utility.
Carlos Gutierrez
MKTG 3343
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