Virgin Australia has unveiled invitation-only members lounges for VIP passengers that are so exclusive they're hidden behind unmarked doors.
The new Beyond Lounges have opened in Sydney, Melbourne and Brisbane, and are reserved for Virgin Australia's corporate partners, some high-status Velocity Frequent Flyer members, and what the airline refers to as key opinion leaders throughout the country.
The secluded areas were designed to meet the desires of Virgin Australia's Beyond members, for whom privacy was found to be one of the most important attributes of invitation-only lounges in a 2021 survey.
Luxurious in scale, the spaces have been built to rival the Qantas Chairman's Lounge, which is renowned for being one of the world's most exclusive clubs.
Beyond Lounges offer à la carte dining, privacy pods, private offices and more
Behind their secret doors, Beyond Lounges offer members the opportunity to settle into plush Chester-style armchairs, while revelling in the ambience provided by leather-clad and oak timber walls, greenery and frosted glass privacy pods.
With all-day à la carte dining, complimentary beverages, board rooms and private offices for those who book ahead, Beyond Lounges are a far cry from what most travellers will experience at Australian airport terminals.
The dining menu includes options such as made-to-order eggs, salads, seafood, decadent desserts, cheese boards from famed Australian cheesemongers, and the airline's signature truffle fries.
Members can also freshen up before their flight with access to end-of-day amenities, such as showers with towels and fancy toiletries.
The lucky few who are granted access to Beyond Lounges won't even have to listen to regular airport noises, with loud-speaker boarding announcements scrapped in favour of personalised boarding invitations, delivered by hosts who will come by when it's time for members to board their flights.
Premium travel experiences for business leaders
Virgin Australia Group CEO Jayne Hrdlicka explained that "many months" went into market research for the lounges.
Meanwhile Virgin Australia's Group Chief Customer and Digital Officer Paul Jones said the lounges were set up to equally facilitate private business meetings or solo travel, offering discretion, comfort and top-quality dining.
"The dining experience is exceptional. Dishes take anywhere from five to 15 minutes to prepare and range from quick and convenient light dishes to more substantial items depending on the time of day and the duration of the members' visit," Jones said.
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