Your Priority Pass membership may soon be useful for more than finding a place to sit before your flight.
Priority Pass is preparing for a major expansion over the next 12 months, adding more airport fast-track options, lounges, and travel experiences while rolling out new technology designed to make it easier to find and use its benefits.
The changes are part of a five-year, $675 million investment from Collinson Group, the parent company of Priority Pass, according to Fast Company. The program already offers access to more than 1,900 airport lounges and travel experiences around the world, but the company is now expanding its services well beyond the traditional pre-flight lounge visit.
One of the biggest changes will be an expansion of Priority Pass’ airport fast-track network. The program currently offers bookable expedited security access at 28 airports. Over the next year, that number is expected to grow to more than 170 fast-track lanes across more than 150 terminals and 130 airports worldwide.
Priority Pass is also giving its app a significant makeover. The new Priority Pass+ app will eventually use artificial intelligence, members’ past behavior, and real-time location data to recommend lounges and other airport experiences based on a traveler’s particular trip.
Rather than scrolling through a list of lounges and trying to figure out which one is most convenient, members could receive more personalized recommendations based on their location and preferences.
The company is also making it easier for travelers who have more than one Priority Pass membership. Eligible members will be able to manage multiple memberships in one place, which could come in handy for frequent travelers who receive Priority Pass through multiple premium credit cards.
Additional updates include easier account activation, saved-card functionality, biometric authentication and one-time verification by email or mobile device.
Priority Pass isn’t abandoning airport lounges, either. Collinson says part of the investment will go toward expanding its proprietary lounge network, while the broader Priority Pass network will continue to include experiences such as spas, sleeping pods and airport dining.
The company also plans to add airport parking and luggage storage to its services, a push towards Priority Pass becoming a travel necessity.
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