Independent airport lounge service provider Priority Pass has refreshed the brand to reflect the changing needs and expectations of frequent flyers.
Priority Pass is launching an updated website, smartphone apps, new digital membership cards, member offers and a contemporary brand identity.
Under the revamped services, members will be provided with new benefits such as exclusive golf packages, travel and car rental services in more than 850 lounges globally.
'Aspire, the Lounge and Spa' was opened at London Heathrow Terminal 5, as part of the revamp.
The website prioritypass.com has a new look and enhanced functionality, and the Priority Pass Android, Blackberry and iOS smartphone apps have been updated.
For the first time, Priority Pass Members are being allowed to use a Digital Membership Card through a smartphone or tablet, for speedy access to lounges.
Launched by the Collinson Group in 1992, Priority Pass provides frequent travellers with airport lounge access irrespective of their class of travel or airline.
According to Priority Pass, the new programme was chalked out based on a member research in Asia, Europe and the US.
Priority Pass global marketing director Stephen Simpson said: "We asked our growing membership what they wanted to see from us and the result is a significant investment which exceeds the demanding expectations of our members, clients and partners.
"This is our broadest product improvement to date, with a brand new website, smartphone apps and rejuvenated brand, along with a product roadmap outlining continual product improvement."
The brand revamp will enable Priority Pass Clients such as banks, credit card providers, telecoms operators and consumer brands to tailor the rewards they offer their customersunder their reward programmes, the firm said.
In August, Priority Pass and aviation services provider Swissport opened the 'Aspire, the Lounge and Spa at LHR T5' at London Heathrow's terminal 5.
Travellers without membership can access the services of the lounge for £40 for three hours. Priority Pass also operates similar lounges Chicago O Hare, Los Angeles, John F Kennedy, and London Gatwick international airports.
Image: The Aspire lounge in London Heathrow. Photo: courtesy of Swissport.