In association with
Priority Pass Private is a new luxury full-service airport experience tailored for the most discerning travellers.
Square Mile spoke with Chris Ross, Chief Brand Officer at Collinson International, owner and operator of Priority Pass, to learn more about what this new elevated experience means for businesses looking to reward their most discerning customers.
Square Mile: Chris, congratulations on the launch of Priority Pass Private. What distinguishes this new offering from your existing airport experiences?
Chris Ross: We’re thrilled to bring this vision to market. Our original airport experiences programme, Priority Pass, launched in 1992 with the belief that travel is as much about the journey as the destination.
It began by offering frequent travellers access to airport lounges without the need for a first-class ticket. Today, it only seems fitting that we’re once again redefining the airport experience, unlocking a level of service traditionally reserved for private aviation and making it accessible to the most exclusive segment of commercial airline passengers.
With access to VIP terminals, private check-in, expedited security, and discreet boarding direct to the aircraft, Priority Pass Private ensures a seamless journey through the airport. We're unlocking a new benchmark in elevated travel and setting a higher standard of excellence for discerning customers.
We’re redefining the airport experience, unlocking a level of service traditionally reserved for private aviation
Jacob Lund / iStock
SM: Why do you believe there is a demand for this level of exclusivity in airport services?
CR: We’ve listened closely to the market and our clients, recognising that a more elevated offering is essential to truly reward the expectations of today’s top-tier travellers – and to meet the rising demands of the next generation of discerning jetsetters.
These individuals are driving a new era of ultra-personalised, service-led travel, where time is the ultimate luxury and seamlessness is non-negotiable.
Priority Pass Private was created to meet this shift, replacing the usual airport friction with a curated, high-touch experience that honours their most valuable asset: time.
SM: How does this innovation impact your financial services partners?
CR: Financial institutions are always seeking new ways to reward and influence their most valued clients – and Priority Pass Private delivers a new distinctive travel experience with high perceived value. It offers seamless, exclusive airport access that resonates with an audience that values time, privacy, and exceptional service.
This is more than a travel benefit; it’s a powerful differentiator. By offering a curated, high-touch experience, our clients can deepen engagement, elevate brand perception, and deliver measurable ROI.
It’s a bold step forward in redefining what meaningful customer value looks like.
See more at prioritypassprivate.com
