Once upon a time, a pre-flight experience meant juggling a soggy sandwich, a scratchy public address system, and a seat beside a bloke determined to take his shoes off. But, dear reader, today’s airport has undergone a digital glow-up—especially if you’re in the Asia Pacific region, where Priority Pass reckons the fusion of tech and creature comforts is turning travel into a rather pleasant affair.
Priority Pass has unearthed some surprisingly optimistic figures in its latest global survey of over 12,000 jet-setters, including frequent flyers from Australia, Singapore, Hong Kong, India, Thailand, South Korea and Indonesia. The headline? Airport automation is no longer just a novelty—it’s a spending magnet.
Lounge Lizards and Loaded Wallets
According to the report, 67% of travellers who grace an airport lounge tend to part with more cash at the airport than those who don’t. That number plummets to 40% among the lounge-less. A plush seat, decent coffee and free Wi-Fi are more than a luxury—they catalyse economic activity.
In APAC, the pattern’s even more pronounced. Nearly 7 in 10 travellers (68%) say airport automation has led them to spend more. And if you’re under 40, it’s practically a given: 77% of Gen Z and 73% of Millennials are opening their wallets more readily when automation is part of the journey.
Now, don’t go thinking these high-flyers are splurging just for the thrill of it. They’re gaining time—sometimes up to an hour, thanks to faster check-ins, snappy security, and digital boarding passes—and they’re using it wisely: 58% choose to dine, 51% shop, and 46% visit lounges. And, if you believe the numbers, nearly a third say they’re simply more relaxed—and we all know what happens when people are comfortable. They spend.
Fast, Frictionless, and Frivolous (in a Good Way)
It’s not just about lounges, either. Across APAC, 78% say fast-track security is the most impactful airport tech, while 77% nominate digital boarding passes as their unsung hero. Automated baggage drops (74%) and advanced scanners (72%) also get the nod—because there’s nothing quite like seeing your bag disappear down the chute without a surly glance from a check-in clerk.
The overall result? Travellers get a more seamless, stress-free journey. Nearly half gain 10–30 extra minutes per airport visit; 21% gain up to an hour. They’re not wasting this time in queues but instead channelling into shopping, eating, or sipping on a chardonnay in a lounge chair that reclines properly.
The Lounge Renaissance
Let’s not mince words—lounges are having a moment. In the Asia Pacific region, 80% of travellers say they’ve visited one. Among them, the spend-happy crowd swells: 73% of lounge visitors say automation increases their spending, compared to 45% of non-users.
And Australia? Well, Aussie travellers with payment card access to Priority Pass lounges are splashing out 19% more annually than their mates with other lounge deals—or none at all.
What do modern globetrotters want from their lounges? Personalised food and entertainment, innovative tech environments, and app-based booking were top. Oh, and let’s not forget the eco-conscious crowd: 41% want lounges to be sustainably designed with wellness areas—preferably with kombucha on tap and air purifiers that double as mood lighting.
But Let’s Not Forget the Human Touch
Here’s where it gets refreshingly old-fashioned. Despite the digitisation frenzy, APAC travellers still crave the human touch. While 69% reckon airports are keeping pace with AI and tech just fine, they don’t want a robot to console them when the airline loses their bag or their boarding pass mysteriously vanishes.
Two-thirds of respondents say customer service remains a must-have at airports. Over half also want a real person to help with security or when something goes walkabout. And quite right, too. Few things are more calming than a competent, smiling face when you’re flustered and fifteen minutes from boarding.
As Todd Handcock, Collinson’s Global CCO and APAC Chair neatly puts it: “Travellers in APAC also place high value on connection, trust, and service alongside these innovations. Brands that can seamlessly integrate cutting-edge digital solutions with meaningful human experiences can fully maximise the benefits of digital transformation.”
Airport of the Future? Think Smarter, Not Colder
Looking ahead, travellers have clear priorities. Topping the wishlist? Globally consistent security checks (45%), fully biometric journeys (44%), and smart baggage tracking (43%). It’s not precisely the Jetsons, but it’s a far cry from queuing behind someone repacking their liquids into a Ziplock bag.
Christopher Evans, CEO of Collinson International, sums it up with a marketer’s flair and a practical edge: “Automation is freeing up valuable time, lowering stress levels and providing better information. When the experience delivers, travellers are more inclined to explore places to relax, sample dining options or retail stores.”
And that, my dear readers, is the crux of it. Technology isn’t replacing the airport—it’s finally making it live up to the promise: a gateway, not a grind.
The Bigger Picture
Let’s put things into perspective. The global airport automation market is expected to soar from USD 55 billion in 2025 to over USD 85 billion by 2033. That’s a lot of biometric scanners and self-check kiosks. But what’s more important is how we use them—not just to cut costs, but to improve lives. Or, at the very least, to turn a dreaded layover into a lounge-visit worth Instagramming.
Through its flagship app and global partnerships, Priority Pass is angling to be more than a lounge access pass. It’s shaping itself as a bridge between automation and humanity, between time-saving tech and feel-good service.
In short, it’s not just about getting through the airport anymore—it’s about enjoying the journey. And if that means an extra espresso in a lounge with mood lighting and no screaming toddlers.
By My Thanh Pham
