Private Terminals: Reimagining the Airport Journey

In another exciting step on CAVU's mission to revolutionise airport travel, we were thrilled to recently announce the launch of aether – the Private Terminal exclusively at Manchester Airport. Set to open its doors this autumn, it marks a first in UK aviation, offering an elevated experience that is accessible to all airline passengers.

As Chair of the World Airports VIP Forum (WAVF) and a central figure in bringing this innovative new concept to life, our Head of Product Strategy, Heidi Stancliffe, is well placed to introduce this latest development and explain exactly what a Private Terminal is.

What is a Private Terminal?

Falling in the category airport ‘VIP Services’, aether reimagines the airport journey by offering all passengers a purchasable service that would usually have been reserved for first and business class passengers.

While some VIP Services can handle private jets, the primary focus of these VIP Services is passengers on scheduled flights. As such, passengers are often required to arrive to the airport earlier, a requirement that opens the door to create an exceptional experience through the offer of luxury amenities that elevate and make the airport journey as comfortable as possible.

When it comes to customer journey, VIP Services offer an entirely separate experience to the typical terminal transit, with their own car park, entrance, and security. In the case of aether, it is an entirely separate facility away from the main terminals, offering the added benefit of unparalleled views of the airport runway. This translates to a full curb-to-gate airport service, encapsulating everything from the moment a car drives in to the airport to when the passengers board their flight (or vice versa). Passengers can relax and unwind, knowing that every aspect of their journey is taken care of.

Dedicated functional elements such as its own security and passport control checkpoints along with a chauffeur service to transfer passengers to and from the gate are a marked difference from the ‘Meet & Assist’ Services, whereby passengers are simply escorted through the public terminal. These assets ensure that every aspect of the journey can be designed with meticulous attention to detail, including a curated menu, panoramic runway views, and dedicated staff attending to guests’ needs.

A Growing Demand for VIP Services

The rise of private terminals is driven by a noticeable shift in traveller priorities. Today’s passengers - particularly busy professionals and families - are increasingly seeking a more comfortable, efficient, and personalised airport experience.

Handing over the responsibility and effort of navigating through a busy airport is one that is sure to have wide appeal. A dedicated staff are on-hand to manage all travel logistics, whether that’s bag drop and security on departure or passport control and baggage claim upon arrival. Every detail has been considered to create an enjoyable and effortless experience. In fact, where many have traditionally seen the terminal passenger experience as being an accepted stressor, travelling through a private terminal turns this idea on its head, offering a sense of occasion or relaxation as part of their journey.

This craving for a more bespoke and attentive travel experience is part of a wider focus for the industry. Customer research highlights the importance in enhancing the travel experience, from booking through to fulfilment. In the case of VIP Services such as aether, passengers are now able to tailor their journeys based on individual needs, whether that‘s through greater privacy, ease of travel or embracing luxurious amenities that allow them to relax and unwind.

A more tailored experience also streamlines the airport journey. In today's fast-paced world where time is considered a precious commodity, more importance is being placed on how time is being applied. Whether it’s making occasions more special or simply being to act more efficiently, both business and recreational travellers are looking for ways to maximise the way in which they fill their days.

Whichever the reason, once you’ve had the Private Terminal experience, you might not want to travel any other way!

How much do Private Terminals cost?

As we’ve highlighted, different VIP Services vary in the style and level of service that they can offer. As a passenger you might expect prices to range from ￡150 up to ￡1,000+ per person. At aether, prices start from ￡90 per person and, as part of a tiered offering, there are two packages to choose from. ‘Express’ for those with just cabin bags, offers users access to go straight through the Private Terminal to seamlessly reach their gate. Meanwhile, ‘Inclusive’ is for those with either cabin baggage or who have checked bags with partner airlines and can be used on either departure or arrival. It allows guests to enjoy the full offering, including a curated menu, all food and drinks, and even a private chauffer to their aircraft. Depending on availability and at an additional cost, guests can also bring along guests to enjoy the aether experience before being waved off ahead of their flight.

Contact us to hear more about aether or any of our other airport lounge solutions.