Saunas, Cinemas, Shoe Shines: Airline Lounges With Stand-Out Services

Forbes

06-05-2025

Finnair's flagship lounge Finnair
In an effort to court high-value frequent flyers, some premium carriers are heavily investing in flagship lounges to not only cater to the ever-rising demands of their highest spending customers but also to serve as a platform to communicate brand ethos. Here are five standout lounge perks—with a sense of place—to enjoy the next time you fly.
Finnair's sauna Finnair
With a strong national identity, the widely beloved, boundary-breaking flag carrier of Finland, Finnair, is known for doing things differently. For example, check out their eye-catching and brow-raising AirLounge, the world's only long-haul business class seat that shifts into a lie-flat bed via a rising footrest instead of a reclining back. In addition to being on the cutting edge of tech (an impressive feat for the sometimes-slow-adapting airline industry), this award-winning airline is also known for staying true to its Nordic identity. Scandi-chic aesthetics comes care of Finnish design house Marimekko, responsible for the airline's bedding and ammenity kits, and the on-board F&B offering is a reflection of local culture with its famous blueberry juice available across all cabins and hyper-local ingredients like reigndeer dishes on the menu. Then there's the very Finnish focus on wellbeing, which is best appreciated in the Finnair Platinum Wing lounge in Helsinki Airport.
The flagship lounge includes all the usual luxuries but with a Nordic twist. There's an extensive buffet curated by chefs based in the Nordic region and a bar is well stocked with Finnish gins, craft beers and specialty cocktails. Other amenities include private workstations and sleep pods; however, the highlight here is the Finnish sauna.
Travelers can enjoy a true spa-like experience, starting with a shower stocked with high-end organic skincare products in the miminalist but well-considered private changing areas, followed by a stint in the steam-filled sauna cabin, which is swathed in dark wood. Afterwards, cool down happens in the relaxation room, equipped with loungers and dim lighting meant to mimic the soothing light of a Scandinavian forest at twilight. In a country where sauna culture is part of the national identity, Finnair's amenity is a true testament to deeply rooted understanding of its home base.
Cathay Pacific has bathtubs in its flagship lounge Carmen Chan 2015
Oneworld alliance member Cathay Pacific has long been synonymous with premium service and refined design, which is epitomized in The Pier first class lounge at Hong Kong International Airport. Designed by London-based Studioilse, the lounge is very stylish, but beyond its good looks (and impressive dining room with made-to-order Cantonese dishes), The Pier's hidden gem lies within its Retreat section. Here, travelers will find a collection of day suites and private bathrooms that include full-sized bathtubs (yes, bathtubs!), as well as plush towels and Jurlique amenities. Virgin Atlantic Clubhouse in Los Angeles: A stylish cinema
Virgin Clubhouse LAX Ruby Room PERRY GRAHAM
Virgin Atlantic is a brand known for its flair, and the Clubhouse at LAX, in the Tom Bradley International Terminal, captures that spirit best with a mix of Cali cool and cheeky British personality. The design is marked by vibrant reds (the brand's signature), but it's the unique amenities that set it apart. One standout feature is the Zen Den, a wellness space featuring a smart fitness mirror by FORME Studio, but perhaps the most fun is the cinema area, with comfortable chairs and a rotating selection of short films. Travelers can immerse themselves in very Hollywood, mini movie experience before boarding. SAS Lounge in Copenhagen: Showers with speakers
SAS Lounge SAS
Scandinavian Airlines (SAS) has a flagship lounge in Copenhagen Airport that is understated but thought out. There are plenty of expected treats here, including Scandinavian design, a smorgasbord of hot and cold bites and peaceful workspaces, but it's the showers that deserve a special shout out. Each shower suite comes equipped with a waterproof Bluetooth speaker, allowing for travelers to connect their phones and enjoy their own playlists and podcasts while freshening up. It's a simple yet delightful wellness-focused touch that transforms an otherwise utilitarian travel moment into something more personalized and enjoyable. Japan Airlines' First Class Lounge at Tokyo Haneda: Shoe shine service
John Lobb getty
Japan Airlines (JAL) has a good reputation for top-notch service and attention to detail, which is also true for the airline's First Class Lounge at Tokyo Haneda Airport. Besides the sushi bar, whiskey lounge and nap rooms, one unusually refined amenity stands out: A shoe shine service created in collaboration with the famed British shoemaker John Lobb. Offered at select times, this complimentary service gives jetsetters the chance to have their leather footwear buffed up by specially trained staff in a meticulous, 15-minute-long experiences using high-end instruments and materials. It's an elegant, old-world and above all useful perk, especially for business travelers heading off to a meeting directly after landing or travelers with a sartorial eye. Plus, it's a nice nod to the Japanese concept of omotenashi, which underscores caring for guests with genuine hospitality.