WASHINGTON, D.C. (10 September 2024) – Building off their groundbreaking collaboration, aviation guest experience transformation consultancy YATES+ and the Airline Passenger Experience Association (APEX) announced the launch of the APEX World Class™ Lounge Awards audited by YATES+. This pioneering program stands as the world’s first dedicated audit and recognition initiative specifically designed to elevate the global airport lounge guest experience.
Since its inception in 2021, the APEX World Class™ Awards program has recognized the achievement of the highest standards of safety, well-being, sustainability, and guest experience within the airline industry. The introduction of the prestigious lounge category comes in response to the increasing recognition among airlines to expand and encompass this crucial touchpoint in the travel journey.
Dr. Joe Leader, APEX Group Chief Executive Officer, underscored the significance of the addition of this new category, “APEX World Class™ Lounge Awards audited by YATES+ signifies a coveted global mark of distinction that elevates an airline to a tier of unparalleled guest experience, actively sought after by the most discerning travelers. In today’s travel landscape, lounges are key to the ultimate end-to-end passenger experience, embodying commitment to comfort and exclusivity. Achieving this honor recognizes the mastery of service, design, and an overall world class lounge experience.”
Entry into the APEX World Class™ Lounge Awards audited by YATES+ is by invitation and qualification through a comprehensive audit led by industry professionals under the guidance of YATES+. This inclusive program is open to lounges managed by airports, airlines, alliances, credit card companies as well as independent lounges, aiming to assess guest experiences across 20 dimensions categorized under Safety and Well Being, Guest Experience, F&B Execution, and Sustainability.
Keith Yates, Founding Chairman of YATES+, emphasized the holistic approach of the APEX World Class™ Lounge Awards audited by YATES+ stating, “Currently, there is not one comprehensive study and recognition system which defines international standards and provides actionable feedback for lounge guest experience. The APEX World Class™ Lounge Awards audited by YATES+ thoroughly considers everything that is important to lounge customers assuring that they attain the remarkable level that customers deserve.”
The APEX World Class™ Lounge Awards audited by YATES+ sets out to raise the bar for airport lounges globally, providing a benchmark for elevated guest experiences. Through a triangulated methodology approach that combines Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and detailed data analysis by aviation hospitality professionals, the audit offers actionable feedback and enhancement highlights for participating brands.
Entries for the 2024 APEX World Class™ Lounge Awards audited by YATES+ are now open, with the first award presentation expected to take place in the last quarter of the year. For further information and entry details, please visit https://www.apexworldclass.com/.
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About the Airline Passenger Experience Association (APEX)
As a global non-profit and one of the world’s largest international airline associations, APEX accelerates the industry with the backing of nearly every major airline and valued supplier. APEX reinvests all its resources to serving its members, strengthening the worldwide airline industry, advancing thought-leadership, fostering business opportunities via events, developing global initiatives, setting key airline standards, and highlighting well-deserved recognition across our industry. In conjunction with both the International Flight Services Association (IFSA) and Future Travel Experience (FTE), APEX serves the full spectrum of the end-to-end travel experience.
About YATES+
YATES+ is an aviation guest experience consultancy dedicated to curating and transforming elevated guest experiences. Over the past decade, YATES+ has provided consultancy services to numerous international airlines, airports, and hospitality groups, shaping exceptional five-star hospitality. Founded by Keith Yates, a pioneering figure in modern guest experience and hospitality, the consultancy has supported renowned premium airlines such as Cathay Pacific, Virgin Atlantic, Qatar Airways, and Etihad Airways. Keith’s expertise spans brand strategy, implementation across various touchpoints including livery, interiors, guest experience, dining, crew and staff behavior, and service.