Airline operator Brussels Airlines has completed the expansion of its flagship passenger lounge, The Loft, at Brussels Airport in Belgium.
The footprint has been increased by more than 60% to cover a total of 2,040m² (22,000ft²), making it possible to welcome 500 travelers. As well as more physical space, The Loft also offers new innovative experiences created in partnership with brands including Lexus, Miele, Grohe, Corian and Dyson.
“Customer centricity is at the heart of everything we do,” said Christina Foerster, CEO Brussels Airlines. “We are known for our welcoming service and our Belgitude, which is reflected throughout The Loft.
“Business travelers remain an important part of our customer base, therefore we continue to invest in their comfort, working together with partners like Lexus who are driven by the highest quality service.
“With The Loft, we offer our customers an ideal environment, designed to meet their individual needs to relax, be productive or to be entertained.”
One of the lounge’s areas has been designed by Lexus following the traditions of omotenashi, the Japanese concept of hospitality and one of the core values of Lexus. According to Lexus, omotenashi goes further than just meeting an individual’s needs, it is about anticipating them before they arise.
“Omotenashi fits perfectly with the Brussels Airlines mantra – ‘We go the extra smile’,” said Tanguy Cartuyvels, vice president marketing at Brussels Airlines. “Customers are treated with the welcome and hospitality that would be given to a guest at home. Our guests spend a great amount of time in The Loft, 74 minutes on average, so it is important to provide them with a high-quality service and to make sure they have an inspiring space to relax or to work before the flight.”
The new Loft also offers an enclosed VIP area for HON Circle members (the highest tier in the Miles & More loyalty program) with a living room showcasing a changing art collection of foreign and Belgian art. Next to that, an array of the finest gastronomy in a state-of-the-art Miele kitchen is offered to make travelers feel at home away from home.
Furthermore, The Loft offers private nap rooms; a massage area with Panasonic relax chairs; a game room; and the Grohe Spa with 11 bathrooms, each containing a steam bath, music and light therapy.