Passengers taking two or more trips a year are driving a sharp rise in demand, with usage up 16 percentage points in just 12 months, according to Airport Dimensions’ latest Airport Experience Study (AX26).
A separate survey of 7,200 lounge guests by No1 Lounges found the reason for the surge has little to do with free drinks and everything to do with stress.
Travellers are now choosing lounges as a way to escape the noise, queues and pressure of busy terminals, with 84% of guests flying for leisure rather than business.
Gen Z passengers are leading the shift, with younger travellers more likely to pay for lounge access than any other age group. Around 30% book directly rather than relying on airline status or card memberships, treating lounge entry as a deliberate part of the journey rather than a luxury perk.
Sharon Jevans, managing director at No1 Lounges, said: “The lounge is no longer a perk. It is a pressure valve.
“Our guests are not booking for the free drinks. They are booking because airports can be overwhelming and they want somewhere calm, comfortable and human before they fly.”
The research shows comfort and quiet are key motivators, driving around 30% of bookings, while price is a far smaller factor at just 11%.
Once inside, travellers are staying for an average of 115 minutes, with many treating the lounge as part of the holiday itself rather than a short stop before departure.
Nearly half of guests (41%) said they would book a lounge every time they travel, while demand for food remains a major draw. A cooked breakfast is the most popular request, chosen by 65% of visitors.
In 2025 alone, No1 Lounges served 59,000 English breakfasts through its Clubrooms brand, alongside 43,100 cups of breakfast tea and 130,400 bottles of sparkling wine.
The company, which operates 17 lounges across the UK and Channel Islands under the No1 Lounge, Clubrooms and My Lounge brands, also secured 13 international awards in the past year.
Its Heathrow Terminal 2 lounge was named World’s Leading Airport Lounge and Europe’s Leading Airport Lounge at the World Travel Awards 2025, alongside a LIT Lighting Design Award. Clubrooms at Gatwick North also picked up World’s Best Airport Lounge for Dining at the World Culinary Awards.
Pre-booked lounge passes are available from ÂŁ38 per person.
