Business Treaveler logo

Travel news, reviews and intel for high-flyers

JPMorgan Chase to Launch New Airport Lounge Brand

Bank-branded lounge concept could become a trend at U.S. airports

June 6, 2021

The JP Morgan Chase investment bank and financial services firm is partnering with Airport Dimensions to develop the Chase Sapphire Lounge by The Club brand, “with locations to be announced in select markets over time.”

Details on lounge facilities and access eligibility have yet to be announced, but the “Sapphire” part of the brand name suggests that they will be aimed at the group’s Sapphire credit card holders.

In a press release JPMorgan Chase said:

“For more than a decade, Chase Sapphire has activated lounges across the country at marquee events, serving as hubs for unique access at culinary, entertainment and cultural experiences. That same inspiration will come to life in airports, providing access to exceptional, authentic and regionally inspired food, drink, art, entertainment, and wellness.”

Over time the lounges are likely to go head to head with American Express’ network of Centurion lounges, developed for the firm’s premium card holders. Credit card specialist Capital One also recently announced plans to launch its own airport lounges, starting with locations at Dallas Fort Worth and Washington Dulles.

Collinson-owned Airport Dimensions operates a network of airport lounges worldwide under The Club and Club Aspire brands, with forthcoming locations including Cleveland Hopkins International, Charlotte Douglas International and San Francisco International.

Commenting on the new venture, Mignon Buckingham, CEO of Airport Dimensions, said:

“This partnership further strengthens Airport Dimensions’ position as the innovative force in improving the airport experience and driving non-aeronautical revenues for airports.

“Our unrivalled insights into what specific passengers are looking for and our understanding of both the physical and digital environment allows us to build an offer that is tailored to customer’s needs.

“This, coupled with JPMorgan Chase’s reputation for providing customers with unique and exceptional value, notably through the popular Chase Sapphire brand, will result in a unique and elevated experience.”

The move follows a similar bid announced by Capital One in April to develop an airport lounge brand with the credit card’s name on it. That new chain concept is expected to debut this summer at Dallas/Fort Worth Airport (DFW).

Main image: Chase bank sign at One Chase Plaza, Manhattan (helen89)