Skift Take
The new Atlanta facility by American Express is the most impressive airport lounge yet, featuring outdoor terraces and a debut concept whiskey bar.
American Express has just elevated the competition for high-spending travelers with the opening of its latest airport lounge on Wednesday. This is no ordinary lounge.
The new Centurion Lounge at Atlanta’s Hartsfield-Jackson International Airport is the world’s largest of its kind, spanning almost 26,000 square feet and offering indoor and outdoor areas.
Given the ample space available at the world’s busiest airport, the design team has introduced several innovative concepts. Unique to Atlanta within the Centurion network are multiple outdoor terrace areas designed with the city’s varying weather conditions in mind. The terraces feature heaters and fans for year-round use.
To blend the indoors with the outdoors, a 60-foot abstract mural of leaf-like shapes adorns one of the main walls. Painted by local artist Evan Blackwell Helgeson, the mural extends from the interior dining area to the exterior terrace.
In addition, a 50-year-old olive tree serves as the centerpiece of the main seating area. There’s also a custom 3,850 square foot light sculpture inspired by a forest canopy. These elements, among others, pay tribute to Atlanta’s reputation as ‘the city in the forest’.
Comprehensive Dining Options
As expected, the food and beverage options are high-end. Guests can choose from a menu created by local chef Deborah VanTrece, renowned for her Twisted Soul Cookhouse in Atlanta.
For those seeking gluten-free and vegan alternatives, including protein bites, salads, and juice shots, there’s a dedicated station alongside more formal sit-down options.
At The Reserve by American Express, guests can enjoy a slightly stronger drink. Described as a ‘bespoke whiskey bar’, this first-of-its-kind in Atlanta serves cocktails crafted by Centurion’s in-house mixologist. A specialty cocktail named Drink a Peach, featuring fruit-flavored whiskey and bitters, pays homage to Georgia.
Audrey Hendley, President of American Express Travel, acknowledged the importance of a new site in Atlanta, serving one of the company’s largest cardholder bases at the airport. The Atlanta lounge marks the 28th globally, with the first facility opening in Las Vegas in 2013.
Airport Lounges Are Big Business
The significance of the Centurion network for American Express was highlighted last year at the Skift Aviation Forum. Manisha Jain, Company VP, described the credit card company as a pioneer in the field, reshaping perceptions of airport lounges.
In addition to the Atlanta lounge, more Centurion locations will be opening at Reagan National Airport in Washington, D.C., and Newark Liberty International Airport in New Jersey.
This is happening as airport lounges experience a kind of post-pandemic resurgence. Recently, the oneworld airline alliance launched its first branded lounge in Seoul, South Korea. American Express competitor Chase has also been busy introducing its own range of member-only spaces.
Despite lounges offering luxurious amenities and increased air travel, maintaining a sense of exclusivity poses a challenge.
Delta Air Lines implemented significant changes to its loyalty programs last year to combat overcrowding at its facilities. This move sparked backlash from frequent flyers and led the airline to revise some of its original plans.
The new Centurion Lounge in Atlanta is situated in Concourse E near gate E11.
To delve deeper into the airport lounge business, explore this special Skift insight.
