Airtel Africa premier customers to get access to airport lounges with Priority Pass

Priority Pass, the world’s largest independent airport lounge access program, has been selected by Airtel as a premium benefit for its exclusive Premier customer base in Africa.

In a first for the African mobile telecoms market, members of Airtel’s Premier program will receive a complimentary Priority Pass membership (standard annual rate US$99) – giving them access to a growing network of over 700 airport lounges globally. This will give Airtel customers the opportunity to get away from the crowds and access an oasis of calm in lounges that offer refreshments, comfortable seating and other services that will enhance their journey.  Airtel’s Premier customers simply need to show their Priority Pass membership card to enter participating lounges at over 400 cities in more than 120 countries worldwide.

The African mobile market is growing quicker than any other continent and now has a penetration rate of 75%.*  But alongside this growth the industry is facing significant challenges around the high level of customer churn, which increased from 8% in 2007 to 38% in 2011**.  It is therefore increasingly important for Telcos to offer their customers effective loyalty initiatives that are relevant to the needs of the customer.

By delivering Priority Pass as a highly valued benefit to its most valuable customers, Airtel’s Premier proposition will continue to set the pace in a highly competitive market-place.  Provided to Airtel’s customers in 17 countries across the region, the offering sets a bench-mark on how innovative operators can build engaging and attractive propositions to acquire and retain the best customers. 

Priority Pass General Manager EMEA, Errol McGlothan said: “We are delighted to have been selected by Airtel to provide Priority Pass as an exclusive benefit to its Premier subscribers. This is an exciting and innovative enhancement to the Premier program and will give Airtel a point of differentiation while also rewarding its most loyal customers. We look forward to Premier customers enjoying the benefits of Priority Pass, our airport VIP lounge membership which is already highly valued by discerning travellers across the globe.” 

Andre Beyers, Chief Marketing Officer at Airtel Africa added: “In a highly competitive market, continuing to acknowledge the loyalty of our Premier customers is very important for us. The addition of airport lounge membership to the exceptional benefits and services that we already deliver as part of this membership is further evidence of this.”