Wooing jet-setters on the ground via airport lounges

Singapore

AMID crowded skies, the battle for passengers isn't just taking place in the air - it's on terra firma too.

Airlines such as Singapore Airlines (SIA), British Airways (BA), Cathay Pacific and Qantas are among the carriers expanding or upgrading their lounges worldwide with plush offerings to attract and retain passengers with a complete travel experience. In a cut-throat operating environment where yields are coming under pressure, carriers are dialling up the comfort, and in some cases, the glamour, to stand out from the crowd.