Nothing can make or break a trip like a long-haul flight. Fortunately, you have some options that can help transform your travel experience into a real treat. Most of us first consider the mundane issues?getting a reasonable price, loyalty points, and, of course, flights that match busy meeting schedules. Regular fliers, who value the journey as much as the destination, go a step further to consider their flight options based on the ?hard product??mainly the seat, in-flight entertainment, amenity kits, and even onboard bars versus the ?soft product??principally the service, food and wine. I put more value on the latter. However, the ground experience is an often-overlooked opportunity to turn a routine business or leisure flight into a wonderfully memorable voyage. All major airlines offer business and first class lounges to relax, work, and dine before and between flights. However, some airlines provide special ground services you should go out of your way to experience.
The first is Lufthansa and the remarkable first class terminal at their Frankfurt hub. Lufthansa provides several nice lounges in the main Frankfurt terminal. The first class terminal is different. Located in an entirely separate building and reserved only for passengers departing on a same-day Lufthansa-group flight in first class, this jewel provides a series of nicely furnished seating areas, a well-stocked bar, a cigar lounge, and comfortable sleeping rooms. The restaurant, providing buffet or table service, is very good and the drinks are well prepared with a solid selection of fine spirits. Service is attentive yet unobtrusive. The attendants are used to dealing with grumpy jet-lagged guests. Importantly, the terminal offers its own security screening facilities and immigration formalities?no waiting lines here, and the officials are polite. Lufthansa will even arrange a complimentary room at a nearby hotel.
The most desirable luxuries always include a special experience and the best feature of the first class terminal is, ironically, leaving it. Lufthansa drives you directly to your departing flight in a private German luxury or sports car. That must be the perfect way to begin an intercontinental flight.
Or is it? Lufthansa?s Star Alliance partner Thai Airways? first class ground services in Bangkok include meet-and-greet service at the curb and a decent lounge. Thai distinguishes itself, however, with the Royal Orchid Spa. First class passengers are offered a 30-minute pre-flight massage that must be the most relaxing way to prepare for a long flight. Even business class passengers can request a shoulder massage before going back to the laptop. Thai?s spa is the sublime yin to the exhilarating yang of Lufthansa?s autobahn-influenced tarmac tour.
Part of the joy of luxury is investing the time and effort to know your options so that you understand the trade-offs and appreciate your decisions. Thai and Lufthansa have in-flight catering featuring fine Champagne and caviar, but they have been outdone in the hard-product category by carriers who have invested in updated, spacious seats and better in-flight entertainment. These two airlines make up for it with airport offerings that represent the kind of differentiated offerings that we can all learn from as executives. Customers are willing to go out of their way to pay a premium to experience something that is unique and exciting; something that touches them at an emotional level. And happy customers will tell their friends. It is that premise that keeps all of us in the luxury business, in business.
Deepak Ohri is CEO of lebua
Hotels & Resorts. He can be reached at deepak@lebua.com