Luxury lounges: Credit card perks 'we are all paying for'

Chase bank has recently opened a new lounge at La Guardia Airport in New York called the Sapphire Lounge. This lounge is designed to provide a luxurious experience for its guests, resembling a high-end hotel with its soft lighting, marble countertops, and plush seating. Dana Pouwels, who oversees airport lounge benefits at Chase, guided me through this impressive space. Upon entering, guests are greeted with a seafood tower and caviar, along with champagne to enjoy. However, to gain access to this exclusive lounge, one must possess a specific credit card that costs $550 annually. For those seeking even more privacy, there is an option to pay up to $3,000 for a private suite for a few hours. This is a glimpse into how waiting for a flight can be transformed into a luxurious experience, but only for those who can afford it. The competition among credit card companies to create the most extravagant airport lounges is something many people may not be aware of. Experts suggest that even if you do not have access to these lounges, you are likely contributing to their costs. The expenses associated with building these lounges are significant. Clint Thompson, a news editor at The Points Guy, mentioned that some lounges can cost tens of millions of dollars to construct. For instance, the Centurion lounge owned by American Express in Atlanta reportedly cost around $100 million to build. This illustrates the lengths to which credit card companies are willing to go to attract customers. While airport lounges are not a new concept, credit card issuers are now taking the initiative to build their own lounges to appeal directly to cardholders and potential customers. Companies like JP Morgan Chase, American Express, and Capital One are all entering the lounge and lifestyle market. American Express has also opened a high-end lounge in midtown Manhattan, located on the 55th floor of a skyscraper. This exclusive venue is designed for Centurion cardholders, which requires a $10,000 sign-up fee and an annual fee of $5,000. Access to this lounge is by invitation only, making it a highly sought-after experience. Audrey Hendley, the head of global travel at American Express, emphasized that they aim to be more than just a credit card company; they want to be a lifestyle brand that offers special access to concerts and restaurants. Additionally, credit card companies are venturing into the coffee shop business. Capital One has introduced Capital One Cafés, which resemble trendy coffee shops. Their location in Georgetown, Washington DC, features exposed brick walls and a barista coffee machine, creating a welcoming atmosphere. While anyone can visit the café, Capital One cardholders receive discounts on their beverages. Shaun Rowley, the director of Capital One Cafés, explained that they aim to create a showroom for their products, allowing customers to experience Capital One in action. This innovative approach helps to foster a connection between the brand and its customers. Dan Bennett, who leads behavioral science at Ogilvy, noted that credit cards are more than just tools for transactions; they represent a person's status in society. They can elevate one's sense of self and create a feeling of importance. Credit card companies are not merely constructing lounges; they are crafting experiences that resonate with people's desires for status and recognition. Even if you never set foot in these luxurious lounges, you are still indirectly contributing to their existence. Lulu Wang, an assistant professor of finance at Northwestern University, explained that credit cards incur higher processing fees for merchants compared to debit cards. As a result, businesses may raise their prices to offset these additional costs. This means that consumers, regardless of their credit card usage, ultimately bear the financial burden of these exclusive lounges and perks. The trend of credit card companies competing to offer more lounges and lifestyle experiences is unlikely to slow down. The race to secure customer loyalty through extravagant offerings is ongoing, and more luxurious spaces are expected to emerge in the future.