Interview: Godfrey Sullivan, senior vice-president, CEMEA, Visa

We spoke to Bora Isbulan, Deputy CEO of Plaza Premium Group about enhancing airport experiences. Read the full interview in here.

How did the idea of having a business model nestled completely inside an airport, meant specifically for travelers, come about?

Under the visionary leadership of our founder and CEO, Mr. Song Hoi-See, Plaza Premium Group was established 25 years ago to address a significant gap in the aviation industry. As a former banking executive who frequently traveled, Mr. Song understood the stark divide in airport services, where only about 15 percent of passengers — those flying first or business class — had access to exclusive lounge comforts. This insight led him to launch the world’s first independent lounge brand, Plaza Premium Lounge. What began in Hong Kong and Kuala Lumpur has now flourished into the globe’s most extensive independent lounge network, with over 250 locations across 80 airports in 30 countries. Our pioneering model has not only democratized airport lounge access but also set a new standard in universal travel comfort, aligning with our commitment to enhancing the airport experience for every traveler, regardless of their ticket class.

Air passenger traffic has rebounded after Covid and airlines are on an expansion spree, adding aircraft to their fleet and expanding routes. What kind of expansion has your company done as the skies opened up once again?

As air passenger traffic surged post-COVID, Plaza Premium Group proactively prepared for the recovery phase, strategically transitioning into a comprehensive 360-degree airport hospitality services company. Rather than retreating, we capitalised on the opportunity to expand our offerings and footprint significantly. From 2019 to the present, our portfolio — including airport lounges, dining outlets, transit hotels, and other passenger services — has seen a notable organic growth of 35.3 percent, expanding from 180 locations in 45 airports across 22 countries in 2019 to over 250 locations in more than 80 airports across 30+ countries today.

Which markets look most lucrative to you in the near future?

In the near future, several markets appear particularly promising for Plaza Premium Group, each offering unique growth opportunities. Firstly, as previously mentioned in our discussion about our expansion into Saudi Arabia, the Middle East continues to be a focal point. This region is underpinned by dynamic developments and governmental initiatives like Saudi Vision 2030 that dramatically boost travel and tourism infrastructure.

How can businesses such as yours enhance offerings for passengers, knowing fully well that you only have a few hours to woo them before they hop onto a plane?

At Plaza Premium Group, our goal is to maximise the limited time we have to engage passengers before their flights by offering enhanced, memorable experiences. We’ve introduced several initiatives aimed at creating authentic, personalised experiences that resonate with today’s travelers. • Proudly local experience: We recently launched this program at Plaza Premium Lounges in locations such as Dubai, Kuala Lumpur, Jakarta, Rome, Nagoya, and Adelaide. It immerses travelers in the local culture through art, food, and curated award-winning hospitality experiences, transforming waiting time into a cultural exploration. This will be expanded globally • Art and lounge program: Our lounges double as galleries showcasing local art. In cities like Dubai, London, and Kuala Lumpur, travelers can enjoy unique art pieces from local artists, enriching their lounge experience. • Tailored offerings for varied traveler needs: Recognising that travelers have diverse preferences and travel triggers for their journeys, we cater to them with specific amenities. Business travelers can find well-equipped workstations, families can use dedicated kids’ play zones, and leisure travelers can relax at in-lounge bars, all designed to provide a personalized experience.

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