Priority Pass
Priority Pass, a Collinson Group subsidiary founded in 1992, operates the world's largest independent airport lounge membership program, offering three subscription tiers (Standard, Standard Plus, Prestige) granting access to 1,900+ lounges across 142 countries via direct consumer sales and B2B2C card-issuer partnerships.
- Company typePrivate
- Founded1992
- HeadquartersDallas, United States
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Priority Pass does
Priority Pass operates the world's largest independent airport lounge access program, founded in 1992 by Colin Evans and wholly owned by The Collinson Group Limited, with a registered office in London and operating presence across the Americas, EMEA, and Asia Pacific through regional subsidiaries. The core product is a three-tier annual membership subscription—Standard at US$99, Standard Plus at US$329, and Prestige at US$469—that grants access to a curated network of 1,900+ airport lounges and experiences across 142 countries and 600+ cities. The technology platform comprises an AWS-hosted digital membership system, iOS and Android mobile applications, digital membership cards, a multi-modal access system supporting QR codes, barcodes, and eligible payment cards, geolocation-enabled lounge discovery, and a Pre-book feature for guaranteed lounge reservations.
The business model blends direct-to-consumer subscription revenue (Standard, Standard Plus, Prestige), transaction-based per-visit charges and top-up fees for premium lounges (e.g., US$35 for Virgin Atlantic Clubhouse at LAX, US$75 for Chase Sapphire Lounge after entitlement), affiliate referral commissions through Impact, The Affiliate Gateway, and AWIN, and B2B2C partnerships with payment card issuers and private banks where membership is distributed as a cardholder or wealth-management benefit. The go-to-market combines self-serve direct sales via website and app, enterprise partnerships (e.g., Professional Tennis Players Association), affiliate marketing, and dedicated wealth-management distribution for the invitation-only Priority Pass Private tier launched in September 2025. Complementary offerings include Pre-book, Airport Fast Track, discount offers, and TrvlWell digital wellness companion.
The company is privately held, reports no public revenue figures, and operates with a lean 101–250 employee footprint typical of an asset-light platform monetizing partner-owned lounge inventory. Strategic activity in 2024–2026 emphasizes premium-tier expansion (Priority Pass Private, TrvlWell, XWELL wellness), flagship-lounge partnerships (Virgin Atlantic Clubhouse, Chase Sapphire Lounges, No1 Lounges, The Club at SFO/MDW), and dedicated regional leadership in Brazil, while the underlying membership network continues to grow beyond 1,900 lounges with 56% network expansion and 57% visit growth recorded in 2023.
Priority Pass firmographics
Firmographics- Name
- Priority Pass
- Legal name
- Priority Pass Limited
- Website
- https://prioritypass.com
- Company type
- Private
- Founded year
- 1992
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Priority Pass, a Collinson Group subsidiary founded in 1992, operates the world's largest independent airport lounge membership program, offering three subscription tiers (Standard, Standard Plus, Prestige) granting access to 1,900+ lounges across 142 countries via direct consumer sales and B2B2C card-issuer partnerships.
- Ownership category
- akta.pro rank
Priority Pass industry classification
Industry- Product category
- Airport Lounge Membership Services
- NAICS
- Travel Agencies (561510)
- SIC
- Services-Membership Sports & Recreation Clubs (7997)
- akta.pro primary industry
- Airport Lounges & Premium Passenger Facilities (THABALAA)
- akta.pro secondary industries
- Elite Status & Benefits (Tiers, Upgrades, Lounge Access) (THABAKAF), Travel Subscription, Membership & Deal Clubs (THAKAAAL)
Keywords
Where Priority Pass is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Priority Pass business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Operations, Technology or R&D, Marketing or Sales, Personnel, Infrastructure, Supply Chain
Revenue model
- Annual Membership Subscriptions: Three-tier annual subscription model (Standard $99, Standard Plus $329, Prestige $469) generating recurring membership fee revenue. Members receive included visit entitlements depending on tier, with per-visit charges for additional guests or select premium lounges.
- Per-Visit Charges: Lounge and merchant visits are subject to per-person, per-visit charges. Where applicable, these are debited to the customer's payment card. Premium lounge access (e.g., Virgin Atlantic Clubhouse) requires top-up fees in addition to membership entitlements.
- Premium Lounge Top-Up Fees: Additional fees charged for access to select premium lounges (e.g., $35 top-up for Virgin Atlantic Clubhouse at LAX, $75 for Chase Sapphire Lounge after entitlement used)
- Pre-book Service Fees: Fees for advance lounge reservation services through the Pre-book feature, either processed by Priority Pass or the lounge as Merchant of Record
- Affiliate Commission Revenue: Commission earned when affiliates drive sales of Priority Pass memberships through banner links on their websites
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Annual | Standard membership for occasional travelers at $99/year with basic lounge access |
| Subscription | Annual | Standard Plus for regular travelers at $329/year with enhanced lounge access |
| Subscription | Annual | Prestige for frequent travelers at $469/year with premium benefits |
| Unit Pricing | Pay-as-you-go | Virgin Atlantic Clubhouse top-up at LAX |
| Unit Pricing | Pay-as-you-go | Chase Sapphire Lounge preferential rate |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels8 records
Priority Pass product offering
Product offeringCore offering
Priority Pass sells subscription-based airport lounge access memberships in three annual tiers (Standard at US$99, Standard Plus at US$329, Prestige at US$469) that grant members access to 1,900+ lounges and experiences across 600+ cities and 142 countries. Memberships are distributed direct-to-consumer via the website and iOS/Android apps, and indirectly via partnerships with payment card issuers, private banks, and corporate enterprises. The offering is supplemented by paid ancillary services including Pre-book lounge reservations and Airport Fast Track, plus a separate invitation-only Priority Pass Private luxury experience for high-net-worth travelers.
Product overview
Priority Pass is an airport lounge and experiences membership program (owned and operated by Collinson International) offering three membership tiers (Standard at $99/year, Standard Plus at $329/year, and Prestige at $469/year) that provide access to a network of 1,900+ airport lounges and experiences across 600+ cities in 142 countries. The core product is the membership program, which includes a mobile app for lounge finding and digital card access. Additional offerings include Pre-book (advance lounge reservations), Airport Fast Track (expedited security access), Discount Offers (dining/spa/retail savings), and Airport Guides. The portfolio includes premium tiers (Priority Pass Private for luxury travelers) and wellness services (TrvlWell companion app, XWELL partnership). The company also operates an affiliate program and annual Excellence Awards to recognize partner excellence.
Differentiator
Problem solved
Functional benefit
Products and services
- Priority Pass Standard Membership Annual subscription membership at US$99 (equivalent to US$8.25/month) granting access to 1,900+ airport lounges and experiences worldwide. Targets occasional travellers who want standard lounge access with complimentary food, beverages, Wi-Fi, and quiet spaces, subject to space availability.
- Priority Pass Standard Plus Membership Annual subscription membership at US$329 (equivalent to US$27.42/month) providing enhanced entitlements versus Standard for regular travellers. Includes broader airport lounge and experience access within the Priority Pass global network.
- Priority Pass Prestige Membership Premium annual subscription membership at US$469 (equivalent to US$39.08/month) for frequent travellers. Includes the most comprehensive benefits across the Priority Pass network, access to lounge alternatives such as sleeping pods and restaurant experiences, and (where applicable) the highest visit entitlements.
- Priority Pass Mobile App Free mobile application for iOS and Android enabling members to find and access lounges, navigate airports, manage accounts, and access digital membership cards. Available on the App Store (id406878019) and Google Play (com.prioritypass3).
- Priority Pass Private Invitation-only luxury full-service airport experience for high-net-worth travelers, offering expedited private check-in, VIP lounge access, and chauffeured transfers directly to the aircraft. Initially available in 76 airports across Europe and the Middle East, distributed through private banks and wealth management firms.
- TrvlWell Digital Travel Wellness Companion Digital travel wellness companion accessible to Priority Pass members, providing wellness services and support during travel. Launched June 2025 as a benefit expansion for Priority Pass members.
- Pre-book Lounge Access Paid advance reservation service enabling members to reserve lounge access at select locations for a small fee, addressing space availability constraints and enabling planning around peak times. Operated by Priority Pass or by the relevant lounge as Merchant of Record.
- Airport Fast Track Service providing Priority Pass members with access to dedicated security and passport control lanes at participating airports. Reservations are non-cancellable, non-amendable, and non-refundable once confirmed.
- Priority Pass Affiliate Programme Commission-based referral programme that enables website owners to earn commission on Priority Pass memberships sold through their sites. Operated through affiliate networks: Impact (Americas), The Affiliate Gateway (UK), and AWIN (Rest of World), with 30-day cookie tracking.
- XWELL Wellness Services at Airports Wellness services delivered in partnership with XWELL at select international airports, including massage loungers and thermal beds accessible via Priority Pass lounge visit entitlements. Extended globally from a North America base in October 2025.
Quantifiable outcome
- 70% of global travellers believe airport lounge visits have beneficial impact on travels
- +4 more outcomes
Companies that use Priority Pass
Customer profileNamed customers3 records
Segments5 records
Ideal customer profiles4 records
Priority Pass technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
Priority Pass partnerships and signals
Strategic signalPartnerships
13 partnerships are on record, tiered core and minor.
- XWELLcoreXWELL expanded its partnership with Priority Pass to offer wellness services at international airports in the Middle East and Europe, extending the previously North America-based wellness program. Travelers can access wellness options like massage loungers and thermal beds through their lounge visit entitlement. The collaboration aims to incorporate wellness into the travel experience globally.
- Virgin AtlanticcorePriority Pass members gained exclusive access to the Virgin Atlantic Clubhouse at Los Angeles International Airport (LAX) Tom Bradley International Terminal. The premium lounge offers amenities including a Hollywood-inspired cinema lounge (Ruby Room), Zen Den wellness space, private work pods, and curated dining and cocktails. Priority Pass and LoungeKey are the only independent lounge membership programs with exclusive access.
- No1 LoungescoreNo1 Lounges operates the new No1 Lounge at London Heathrow Terminal 2, available to all Priority Pass members. The lounge features modern design with TV lounges, library area, free Wi-Fi, private rooms, and meeting spaces.
- Collinson InsurancecorePart of the Collinson Group family of businesses, Collinson Insurance is one of the diversified portfolio companies under the same parent as Priority Pass, alongside Airport Dimensions and Valuedynamx.
- Airport DimensionscoreAirport Dimensions, part of The Collinson Group, operates airport lounges and experiences. Priority Pass continues to expand through direct investment in new lounges via Airport Dimensions, reinforcing the company's commitment to expanding premium airport experiences.
- ValuedynamxminorPart of the Collinson Group family of businesses offering loyalty and customer engagement solutions alongside Priority Pass.
- Professional Tennis Players Association (PTPA)corePTPA partnered with Priority Pass via Winners Alliance to provide Prestige memberships to professional tennis players. The partnership grants hundreds of professional tennis players complimentary Priority Pass Prestige memberships to help them decompress during rigorous travel schedules. Priority Pass is an official partner of PTPA.
- ChasecorePriority Pass partnered with Chase to offer access to Chase Sapphire Lounge by The Club at New York's LaGuardia Airport. Non-Chase Priority Pass members can use one visit entitlement per calendar year across the Chase Sapphire Lounge network in the United States, with a preferential rate of US$75 per person per visit thereafter.
- ICLPminorFounded by Colin Evans in 1987, ICLP is one of the early ventures within the Collinson Group portfolio, contributing to the company's four decades of innovation in customer loyalty.
- Winners AlliancecorePTPA's for-profit affiliate that facilitated the partnership between Priority Pass and the Professional Tennis Players Association, enabling complimentary Prestige memberships for professional tennis players.
- Impact (Affiliate Network)minorAffiliate marketing network handling Priority Pass affiliate program for the Americas region, enabling websites to drive membership sales with commission.
- The Affiliate GatewayminorUK-based affiliate marketing network handling Priority Pass affiliate program for the United Kingdom, enabling websites to drive membership sales with commission.
- AWINminorGlobal affiliate marketing network handling Priority Pass affiliate program for Rest of World regions, enabling websites to drive membership sales with commission.
Scale indicators12 records
Recent moves7 records
Expansion highlights6 records
Priority Pass competitors and assessment
Company assessmentDirect peers
- LoungeKey: Sister brand under The Collinson Group offering similar independent airport lounge membership access via card issuer partnerships. Operates as the closest direct peer in the lounge membership program category, though owned by the same parent.
- Plaza Premium Group: Independent global airport lounge operator with its own branded lounges and access programs across Asia, Europe, and the Americas. Direct competitor for lounge inventory supply and competing member programs targeting frequent travelers.
- DreamFolks Services: India-headquartered airport lounge access and travel benefits platform serving card issuers and corporates. Comparable membership-based lounge aggregator model with B2B2C distribution through payment cards, primarily in India and emerging markets.
- Lounge Pass: UK-based airport lounge booking and access platform offering single-visit and membership products. Directly comparable as an independent lounge membership program serving travelers outside airline-specific ecosystems.
Broad incumbents
- American Express Centurion Lounges: Card-issuer-operated premium lounge network integrated into Amex Platinum and Centurion card benefits. Competes for the same high-value cardholder audience and represents the most direct vertical integration threat to Priority Pass's B2B2C distribution model.
- Chase Sapphire Lounges by The Club: Card-issuer-operated premium lounge network (HK, BOS, LGA, SFO, MDW, PHX, etc.) bundled with Chase Sapphire Reserve benefits. Notable as Priority Pass already partners for one-visit-per-year access, but represents competitive captive-lounge strategy.
- Delta Sky Club: Airline-operated premium lounge network serving Delta SkyMiles members and premium cabin passengers. Competes for premium traveler attention and airline-branded lounge inventory available through the Priority Pass network.
- Aspire Lounges (Swissport): Global airport lounge operator (subsidiary of Swissport) with lounges across UK, Europe, and beyond. Operates lounges accessible via Priority Pass while also offering direct walk-in and membership programs — a hybrid operator-peer relationship.
- No1 Lounges: UK-based independent airport lounge operator with locations at LHR, LGW, MAN, EDI, and others. Operates as both a Priority Pass network partner (e.g., No1 Lounge at Heathrow T2) and a direct competitor for traveler spend at the lounge operator level.
Emerging players
- Capital One Lounges: Card-issuer-operated premium lounges (e.g., DFW, DEN, IAD, LGA) tied to Capital One Venture X and similar premium cards. Emerging captive lounge network competing for card-linked lounge access value.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights7 records
Customer concentration
Priority Pass social profiles
Digital presencePriority Pass compliance and trust
Trust signalCompliance3 records
Priority Pass financial estimates
Financial estimateRevenue estimate
Valuation estimate
Priority Pass leadership team
Management profileNumber of profiles
Profiles1 record
Priority Pass subsidiaries and ownership
Company hierarchySubsidiaries7 records
Priority Pass funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Priority Pass M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Priority Pass
What does Priority Pass do?
Priority Pass sells subscription-based airport lounge access memberships in three annual tiers (Standard at US$99, Standard Plus at US$329, Prestige at US$469) that grant members access to 1,900+ lounges and experiences across 600+ cities and 142 countries. Memberships are distributed direct-to-consumer via the website and iOS/Android apps, and indirectly via partnerships with payment card issuers, private banks, and corporate enterprises. The offering is supplemented by paid ancillary services including Pre-book lounge reservations and Airport Fast Track, plus a separate invitation-only Priority Pass Private luxury experience for high-net-worth travelers.
Is Priority Pass a public or private company?
Priority Pass is a private company. It is classified as corporate owned and is currently operating.
When was Priority Pass founded?
Priority Pass was founded in 1992. It employs 101 to 250 people.
Where is Priority Pass based?
Priority Pass is headquartered in Dallas, United States, in the North America region.
How does Priority Pass make money?
Five revenue lines are on record. Annual Membership Subscriptions are the primary driver. The others are per-Visit Charges, premium Lounge Top-Up Fees, pre-book Service Fees and affiliate Commission Revenue.
Who are Priority Pass's main competitors?
Direct peers on record are LoungeKey, Plaza Premium Group, DreamFolks Services and Lounge Pass. Broad incumbents are American Express Centurion Lounges, Chase Sapphire Lounges by The Club, Delta Sky Club, Aspire Lounges (Swissport) and No1 Lounges. Capital One Lounges is listed as an emerging player.
Does Priority Pass have an API?
No public API is recorded for Priority Pass.
What industry is Priority Pass in?
Priority Pass's product category is Airport Lounge Membership Services. Its primary akta.pro industry code is THABALAA, Airport Lounges & Premium Passenger Facilities, with a secondary code of THABAKAF, Elite Status & Benefits (Tiers, Upgrades, Lounge Access). Its NAICS code is 561510 and its SIC code is 7997.