Luxurious leisure: tri-national airline Gulf Air has introduced a number of service enhancements designed to improve the passenger's departure experience from London. Airports International reports.(Terminal Equipment)

A recent survey of outbound passengers taken at the ten busiest airports in the UK indicates that airlines' customers are unhappy with their start-of-the-journey experience at the airport. There can be any number of reasons for this--from being stuck in traffic trying to reach the airport, to waiting in line for the necessary security checks. Increasingly, airlines are trying to ensure that their customers' enjoyment and relaxation begins on the ground rather than once they are airborne. One such airline that has rapidly moved in this direction is Gulf Air. Over the last two years, the carrier has been revitalised, having completed two-thirds of a business recovery plan involving refinancing, new aircraft, routes and customer services.

Over those two years, the Bahrain-based tri-national operator has not only rebranded, but also repositioned itself in the marketplace to ensure it competes more effectively with some of its aggressive rivals in the Middle East region. One such development has been the splitting of its business to form a dedicated all-economy (but still full-service) airline called Gulf Traveller in a move to better serve local regional markets. This has allowed Gulf Air to concentrate on its core intercontinental route network.

Gulf Air, which still offers a three-class cabin, has been serving the UK market since 1970 and, coupled with the rebranding exercise, has introduced a number of initiatives at London Heathrow this year. The first was the launch of Business Plus--the term does not refer to a new class of cabin but rather to a new service designed to help ease the stress of travelling to the airport. The new airport-based collection service offered to first and business passengers extends to a catchment area of 50 miles (80km) from Heathrow and includes a chauffeur-driven luxury limousine that delivers the customer to 'Park Avenue', an exclusive kerbside fast-track check-in area at Terminal 3. A dedicated representative is on hand there to assist the customer through passport control and on to the airline's lounge.

Rohan Alce, Gulf Air's UK Manager, explained: "It [the collection service] has been designed to provide a fast, seamless service, helping to remove the stresses associated with business travel. It means our customers can relax from the moment they open their front door to when they step off the plane at their destination, knowing that the airline is looking after them every step of the way."

In order to further enhance the customer travel experience at Heathrow, the airline unveiled a brand-new dedicated lounge in September. Designed by Landor, this is its first such facility at the London airport--it previously used one in conjunction with a codeshare partner airline. The new lounge is conveniently close to the terminal's duty-free retail area and has been designed to reflect the true flavour and spirit of the new Gulf Air.

The lounge, which merges contemporary architecture with traditional influences from the Arabian Gulf region, has seating for 34 passengers in an environment which combines the restful tranquillity desired by some passengers with the facilities required by the modern business traveller. Upon reaching the lounge, passengers are offered a complimentary shower to freshen up before what may be a long flight--the airline now numbers Australia among its destinations. An extensive range of international and Arabic newspapers is available, while a 24/7 news service keeps passengers up-to-date with world events. The airline has a twice-daily departure from Heathrow: for the morning departure cold refreshments are available, while a more extensive menu, including a hot buffet, is served prior to the evening flight. The lounge offers an executive work area with both Internet and Wi-Fi hotspot connections.

"Our philosophy for the new lounge was simple--to treat people on the ground as we treat them in the air," said John Butler, Gulf Air's VP Marketing and Sales. "We encourage passengers to sit back, relax and be waited upon--the same personal attention they receive from our cabin crew is mirrored in our luxury lounges."

Perhaps the most identifiable features of the lounge is the Gulf Air signature pod seating, a contemporary 'take' on the traditional majilis that reinforce the concept of local hospitality central to the airline's brand. "The Arabesque pods with their tent-like feel are unique and will become one of the key features of the concept," John Butler added.

The airline has also incorporated the idea of more space for the individual. Just as on the aircraft, where first and business customers have the opportunity to spread themselves, a similar idea has been introduced in the lounge, where there is individual armchair seating. This has also allowed better use of the available space within the lounge.

The other end of the route has not been forgotten--Gulf Air had already opened a similar lounge at Bahrain International Airport, its home and main base. Naturally, it had much more flexibility here in creating the desired atmosphere as the space available was far greater. The Bahrain facility covers an area of 1,075 sq ft (1,000[m.sup.2]) and is described as 'a lounge within a lounge' concept.

Sited in the former duty-free shopping mall, it is open 24 hours a day and gives panoramic views of the runway, allowing full observation of airside operations round the clock. The essence of Landor's design for Bahrain has been the theme of 'Ahlan Wah Sahlan' or 'welcome to my home'. The lounge has a distinctly Arabic flavour, and while it caters for the requirements of business travellers, it also focuses on the needs of the family and on local cultural values.

"We have worked to provide many little 'extra touches' that make the lounge experience more enjoyable," said Gulf Air's CEO James Hogan. "A favourite place to sit with a view, a special dish on the menu, the gracious host who greets you as a friend--these finer points differentiate this lounge from the rest." The use of individual seating means that travellers can rearrange the space around them to suit their needs. The aesthetics are considered a key attribute in the overall design. Water features, combined with areas of planted greenery, give the impression of being closer to an oasis than a busy airport environment, and work to produce a calming effect on the passenger.

"Different [types of] passengers have different expectations from a lounge," James Hogan said. "For some it is the rest and relaxation offered, for others it's an office extension, while for many it is the familiarity that comes from travelling frequently. To that we have added a 'family experience', with a special area set aside for families, and a games room. This features the latest in technology--X boxes--which will keep the young, and the young at heart engaged for hours."

Landor's Creative Director John Brash said: "In reshaping Gulf Air to operative in the extremely competitive market [in which it finds itself] the aim has been to move away from the image of a generic international airline. The new-look airline has been encapsulated in the new lounges, with all its attributes reproduced in some shape or form, allowing customers to 'feel and touch the brand'. The end result is a feature that is very different and which I believe has few rivals. Although it is an international design, no one is left in any doubt that they are in Arabia."