Airport Lounges Are Now Dictating How Travelers Choose Flights, JD Power Finds
Nearly half of lounge users plan routes around access, according to new J.D. Power research.
Photo: Courtesy of American Express
Airport lounge access has become a decisive factor in how travelers choose both flight routes and airlines, according to the inaugural J.D. Power 2025 U.S. Airport Lounge Benchmark, released last week.
The study found that 47 percent of U.S. airport lounge customers now plan their routes based on access to a preferred lounge. Meanwhile, 82 percent say lounge access influences their airline selection, showing how lounges have shifted from optional perks to core components of the travel experience, especially for frequent and premium travelers.
The benchmark, which was based on responses from 1,430 travelers who visited a U.S. airport lounge in the past year, evaluates lounges across eight dimensions, led by value of experience, staff, food and beverage, cleanliness, and ease of access. The study was fielded between September and October 2025.
American Express Centurion Lounge ranked highest in overall customer satisfaction, earning a score of 782 on J.D. Power’s 1,000-point scale. Capital One Lounge and Delta Sky Club tied for second place, each with a score of 773. The rankings reflect growing competition among financial institutions and airlines to differentiate through lounge quality, food programs, and spatial design.
Access methods have also shifted meaningfully. More than one-third of lounge users—34 percent—now enter via credit card benefits, compared with 21 percent who access lounges through elite frequent-flyer status. Another 18 percent hold standalone lounge memberships. The expansion of credit card access has widened the lounge audience, but also intensified pressure on capacity.
Food and beverage offerings are the primary draw for 74 percent of lounge visitors, followed by rest and relaxation at 62 percent. Thirty-seven percent cited escaping terminal crowds as a key reason for visiting. Notably, 38 percent of respondents reported using lounges as a response to high food and beverage prices in public terminal areas.
“Airport lounges have become so popular that many airports are now starting to mimic their designs and layouts in their public terminal areas,” said Michael Taylor, managing director of travel, hospitality, and retail at J.D. Power. “Lounges are clearly resonating with travelers, as expanded access through credit card perks and other non-status-related offers has fueled demand, bringing with it the unfortunate side effect of increased crowding. This is driving the demand for additional lounge space within airport terminals.”
The length of stay also correlates directly with satisfaction. While a majority of guests spend between 31 and 60 minutes in a lounge—yielding an average satisfaction score of 758—overall satisfaction rises to 797 among travelers who remain for two hours or longer.
But as lounge access spreads, the race is no longer about opening doors—it’s about keeping the experience intact once everyone gets inside.
