Most airport lounge pricing is still set by access tier rather than by what travellers will actually pay. That leaves margin uncaptured at the top of the ladder, and it hides exactly where the price ceiling sits.

Our choice-based conjoint with 300 UK-based travellers puts a number on both. Adding wellness amenities to a £28 Standard tier supported a price of £52.30, an 86.8% premium, with almost no drop in demand. Demand holds to around £50; beyond that, price sensitivity roughly doubles across every tier.

This full paper has the elasticity curve by tier, the source of share for a new £55 top tier, and the simulated lift in portfolio revenue from £3.98m to £4.35m. Worth having before you set next year’s tier ladder.