Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Emirates First Class Lounge Dubai Terminal 3 Introduces AI Concierge

Emirates has introduced an AI concierge in their First Class Lounge at Dubai International Airport's Terminal 3. This is a welcome addition to the already impressive lounge, known for its spacious design and direct connection to the aircraft. The AI concierge is intended to enhance the experience by making it easier and faster for guests to get the help they need, adding another layer of personalization to an already premium environment. While amenities like the shower spas and luxurious toiletries are already part of the lounge's appeal, this new feature suggests Emirates is focusing on utilizing technology to provide a smoother, more convenient experience. It's a move that emphasizes the airline's focus on creating a truly top-tier lounge environment, especially for those traveling in First Class. While the lounge is already a highly-regarded space, the addition of AI highlights Emirates' desire to continually improve the experience and remain a leader in premium airport lounge amenities.

The Emirates First Class Lounge in Dubai's Terminal 3, situated in Concourse A, has introduced an AI concierge system. This new addition aims to optimize the guest experience by leveraging algorithms to anticipate and respond to individual traveler needs. The lounge, a vast space covering over 50,000 square feet, can be a logistical challenge, particularly during peak travel periods. The AI concierge is designed to streamline processes, from managing service requests to directing passenger flow, easing the burden of handling a large influx of travelers.

The lounge provides a luxurious setting with features such as shower spas equipped with amenities. The concept of blending relaxation and comfort during travel is interesting to observe. It seems this is related to a rising trend of prioritizing wellness in the travel experience, possibly resulting in greater satisfaction among those using the lounge. This AI concierge is designed to learn over time based on customer interaction, adapting its recommendations for dining and services in real time. This learning loop, mirroring machine learning approaches found in various fields, continuously improves the guest experience through personalized service.

The dining experience at the Emirates First Class Lounge includes a selection of global cuisines prepared by skilled chefs. Combining this culinary experience with the AI system’s ability to recommend menu items based on data and individual preference provides a sophisticated, personalized food experience. There's a growing trend to personalize services based on individual data, and this seems to be implemented in various ways in the high-end hospitality industry.

Notably, the lounge offers a quiet zone. This caters to the increasing demand for solitude amongst travelers, especially those traveling alone. The desire for privacy and tranquility while traveling, away from the hustle and bustle of the airport, is evident in the creation of dedicated quiet areas.

The AI system extends beyond passenger service. It's used to analyze passenger flows and optimize staffing and resource allocation within the lounge. Through sophisticated data analysis, this system can minimize wait times and ensure a smoother experience for all. This approach appears increasingly vital in complex airport environments to improve the overall experience for guests.

Noise control is an important aspect of the lounge's design, utilizing materials meant to reduce noise pollution. This suggests a focus on making the lounge a tranquil space to help alleviate the common stresses of travel.

The selection of wines and spirits offered in the lounge leverages data and analytics. Predictive techniques ensure that the lounge stocks what travelers prefer, illustrating the shift towards data-driven service models in hospitality. This is clearly related to improving the customer experience.

The AI's reach extends beyond lounge services. Real-time flight tracking informs guests of any changes in their boarding status, aiming to make the transition from relaxation in the lounge to the gate a smooth experience. Such data management can improve overall traveler satisfaction with the entire travel experience.

What else is in this post?

1. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Emirates First Class Lounge Dubai Terminal 3 Introduces AI Concierge
2. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Qantas First Lounge LAX Unveils New Spa Treatment Menu
3. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Lufthansa First Class Terminal Frankfurt Adds Michelin-Starred Chef Pop-ups
4. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Cathay Pacific The Pier First Class Lounge Hong Kong Launches Silent Relaxation Pods
5. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Singapore Airlines The Private Room Changi Airport Expands Whisky Collection
6. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Air France La Première Lounge Paris CDG Introduces Virtual Reality Art Gallery
7. Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - ANA Suite Lounge Tokyo Haneda Debuts Japanese Tea Ceremony Experience

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Qantas First Lounge LAX Unveils New Spa Treatment Menu

Qantas has introduced a new spa treatment menu at their First Lounge in LAX, adding a touch of pampering to the already premium experience. This new offering includes complimentary 20-minute treatments like facials, which could be a nice perk for those seeking relaxation before a long flight. Located in the Tom Bradley International Terminal, this lounge is exclusively for oneworld international first class passengers. It offers a spacious and bright environment, thanks to its high ceilings and natural light. The food scene is a highlight, with a menu rotating with the seasons and overseen by chef Neil Perry, known for his work at Rockpool Bar & Grill. You'll find tempting dishes like salt and pepper squid alongside more traditional choices. While breakfast items like avocado toast and pastries are offered, lunch selections feature more elaborate choices. Despite being regarded as one of the best airline lounges in the US, it curiously lacks a dedicated rest or nap area. Also, if you're hoping to find a dedicated workspace to catch up on emails, you might be disappointed. While the luxurious features are undoubtedly appealing, it's interesting to see that even top-tier lounges sometimes struggle to balance indulgence with practical necessities for travelers who might prefer a bit more functional space alongside the pampering.

The Qantas First Lounge at LAX, situated within the Tom Bradley International Terminal, has introduced a refreshed spa treatment menu. It's interesting that they're offering complimentary 20-minute services, including facials, as a perk for oneworld international first-class passengers. This addition seems to tap into the growing focus on wellness within the travel experience, a trend that could impact how other lounges are designed in the future.

While the lounge is considered one of the best in North America, it lacks some key features seen in others. The absence of a dedicated nap or rest area stands out. And from a functional perspective, it's worth noting the lounge's workspace is less than ideal for those who need to get some serious work done. However, the space itself is well-designed—it's airy, with high ceilings and lots of natural light. This is in line with some studies that show how natural light and space can be beneficial for the psyche and help reduce stress.

The dining options, overseen by Neil Perry of Rockpool Bar & Grill, are noteworthy. They've got a rotating seasonal menu—it's quite fascinating how they seem to be adjusting to what the freshest ingredients are throughout the year. The menu includes popular choices like salt and pepper squid, a dish found in other airport lounges as well. Breakfast options include standard fare, like avocado toast and bircher muesli, along with other items that suggest a focus on freshness and healthy choices. Interestingly, Baha bass is offered during lunch.

Unlike some lounges open to a wider group of passengers, access to the Qantas First Lounge is exclusive to first-class travelers. It's not a 'business class' friendly location. The lounge consistently receives positive feedback, and passenger comments suggest the service aligns with the standards expected for a first-class experience. Whether the Qantas offering will inspire other lounges to offer more spa treatments is something worth keeping an eye on.

The introduction of this spa menu by Qantas shows how airlines are attempting to differentiate themselves through better services. They’re clearly looking to cater to a clientele who appreciate these kinds of amenities. The question is, will this become a standard feature across lounges, or remain a high-end perk for only a select group? Only time will tell.

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Lufthansa First Class Terminal Frankfurt Adds Michelin-Starred Chef Pop-ups

Lufthansa's First Class Terminal in Frankfurt is enhancing its already impressive experience for first-class travelers by introducing pop-up restaurants featuring Michelin-starred chefs. This dedicated terminal, often considered among the best airport lounges globally, already offers a range of luxurious amenities, including dedicated chauffeur service to the aircraft, and a well-regarded dining experience courtesy of DO&CO. This includes a large buffet and an a la carte menu, which is regularly refreshed with special seasonal dishes. Now, the terminal is adding another layer of indulgence: a series of pop-up appearances from celebrated chefs, each promising a unique culinary highlight for those fortunate enough to be passing through. This initiative shows Lufthansa's dedication to delivering a truly exceptional travel experience, and underscores how gastronomy is playing a growing role in defining the pinnacle of air travel luxury. It's a smart move, blending high-quality food with the already excellent service and facilities to create a more memorable pre-flight experience.

The Lufthansa First Class Terminal in Frankfurt operates as a sort of private airport within an airport. First class passengers can handle immigration and security in a secluded setting before entering the exclusive lounge. This streamlining is clearly beneficial for high-value travelers, removing some of the usual airport hassle.

The terminal is known for its constantly rotating culinary experiences, employing pop-up concepts from Michelin-starred chefs for limited engagements. This means the dining experience evolves, giving regular travelers a new element to explore on each visit. It’s an interesting strategy—while some might crave consistency, the concept encourages experimentation with a range of culinary styles.

Lufthansa has built a significant wine collection in the terminal, with over 300 carefully curated bottles. This extensive wine cellar rivals many upscale restaurants, highlighting a dedication to quality. The choices are refined based on past traveler tastes and trends in the wine industry, offering a glimpse into how data can refine the high-end travel experience.

The terminal's full-service restaurant features dishes built around seasonal, locally-sourced ingredients. This highlights local cuisine alongside the more globally-focused Michelin-level dishes. It's a deliberate effort to create a culinary experience that connects travelers to the surrounding region, not just the wider world of haute cuisine.

The terminal caters to business travelers with amenities like private meeting rooms decked out with advanced audio-visual technology. It’s interesting how Lufthansa has aimed to merge high-tech functionality with luxury aesthetics. This design approach seems to address a growing demand among frequent flyers who often need both spaces for collaboration and relaxation.

The terminal has a unique outdoor terrace with a clear view of the runway. This allows travelers to experience airport activity in a way not often seen, bringing the “outside” in. It appears Lufthansa sees the potential in incorporating a sense of nature and activity even in a controlled setting, perhaps recognizing its stress-reducing qualities.

There's a dedicated “sipping room” where passengers can experiment with a variety of spirits and cocktails, with support from expert staff. This immersive approach offers travelers a chance to expand their knowledge of drinks and the latest trends in mixology. It seems that the lounge aims to stimulate the senses and deliver a full sensory experience.

Lufthansa collaborates with an assortment of chefs for these pop-up events. This builds a strong culinary reputation for the terminal while stimulating cultural exchange as chefs introduce new cooking techniques and ingredients. This approach creates a diverse and lively dining narrative, moving beyond the typical airline lounge experience.

The terminal is heavily soundproofed. This creates a serene environment within the often chaotic airport, a remarkable accomplishment considering how loud airports typically are. Lufthansa understands how important noise control is for passenger relaxation, which highlights the value of a quiet environment in a high-stress situation.

Lufthansa's travel analytics team is actively studying passenger behavior and preferences. This data-driven approach allows for ongoing refinements of the offerings, which should theoretically translate into tailored experiences based on passenger history. It's a testament to the ever-evolving nature of the premium passenger experience and Lufthansa's dedication to understanding and meeting customer desires.

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Cathay Pacific The Pier First Class Lounge Hong Kong Launches Silent Relaxation Pods

Cathay Pacific's The Pier First Class Lounge in Hong Kong has added a new feature for those seeking tranquility: Silent Relaxation Pods. Situated near gate 63 in Terminal 1 of the airport, this lounge has earned a reputation for its serene atmosphere and excellent services, including a spa and a bar with unique cocktails. These new pods are a response to the growing desire for personal space and quiet in the hectic airport environment, a trend that's particularly appealing to solo travelers who want to escape the crowds. The Pier's design and attention to passenger comfort create a calming environment, effectively transforming the lounge into a peaceful refuge for first-class passengers looking to unwind before their flight. While it's a luxurious touch that some will appreciate, it remains to be seen whether it's genuinely practical or will attract enough guests to justify their presence. In a world of ever-increasing airport noise, this may be a novel approach, however, for the longer term, it's worth noting that its long term success remains to be seen.

Cathay Pacific's The Pier First Class Lounge at Hong Kong International Airport, near gate 63 in Terminal 1, has recently been updated with a unique feature: Silent Relaxation Pods. These pods, introduced in what is already considered one of the world's finest first-class lounges, are engineered to reduce noise significantly, creating a haven of peace in the otherwise bustling airport environment. The Pier, which originally debuted in 2015, has always emphasized a calming and detail-oriented atmosphere. The design of these new pods is fascinating in its attempt to minimize noise interference. It seems they are leveraging techniques from acoustic engineering to cut down the surrounding noise by a remarkable 20 decibels. This noise reduction isn't merely for comfort; research shows lower noise levels can help alleviate stress and generally promote relaxation and well-being—all beneficial factors for travelers facing the pressures of extended journeys.

Furthermore, the lighting within these pods is thoughtfully considered. They employ LED systems designed to mimic natural light cycles, minimizing disruption to circadian rhythms. This potentially leads to improved sleep quality and better rest for travelers utilizing these pods during layovers. The concept seems quite intuitive and practical. Given that a considerable portion of premium travelers value private, quiet zones at airports, it is no surprise that the pods are frequently occupied. Cathay Pacific, in introducing these pods, is responding to a clear trend in traveler preference for more tranquil and controlled airport environments. The trend towards focusing on well-being in travel experiences seems evident. Interestingly, initial data indicates that these pods are at or near 90% capacity during peak travel periods, suggesting Cathay Pacific has successfully tapped into a demand for both solitude and comfort within the airport setting.

Besides the acoustic features, the pods are equipped with technologies to cater to the needs of today's traveler, featuring USB ports and wireless charging. It's interesting how readily available these amenities are, considering the growing reliance on mobile devices during travel. This integration of technology within the serene environment provides an elegant approach to balancing the desire for relaxation with modern connectivity. The overall impression is that Cathay Pacific is seeking to carve out a niche for themselves by providing a lounge experience that is thoughtfully designed and engineered to support relaxation and rejuvenation. This initiative might translate into strong brand loyalty within the segment of first-class travelers who value both comfort and technology in the airport environment. It's a testament to the ongoing shift towards more individualized and amenity-focused experiences within premium travel.

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Singapore Airlines The Private Room Changi Airport Expands Whisky Collection

Singapore Airlines' The Private Room at Changi Airport has recently expanded its whisky selection, adding another layer to its already luxurious offerings for first-class passengers. This exclusive lounge, accessible to a limited number of travelers on specific Airbus A380 and Boeing 777 flights, can accommodate up to 78 guests. While the overall design is elegant, the lounge has drawn mixed reactions. Some find the ambiance sophisticated, but others might argue it lacks truly unique elements compared to other top-tier lounges worldwide. While the expanded whisky collection is sure to please enthusiasts, it remains to be seen if it is enough to truly differentiate the lounge experience. Singapore Airlines has invested a significant amount into the lounge, and while its evolution is positive, it's facing increased competition from other airports and airlines vying to deliver exceptional travel experiences. The Private Room will need to further solidify its position as a truly standout pre-flight destination in order to capture and retain a devoted clientele within the highly competitive realm of first-class airport lounges.

Singapore Airlines' The Private Room at Changi Airport has recently expanded its whisky selection, now featuring over 60 premium brands, including some rare single cask and limited-edition releases. It's interesting how they've curated this diverse collection to attract both serious whisky enthusiasts and those who simply enjoy a good dram. They've also taken steps to educate travelers about the whiskies, providing tasting notes and insights into each spirit's origin and flavor profile. This emphasis on the 'experience' seems to reflect a broader trend in the luxury travel world of highlighting experiential dining and drinking, particularly among those with a discerning palate.

The process of building this whisky library involves a careful mix of analyzing traveler trends, seeking advice from whisky experts, and staying current with new releases and innovations in the field. This data-driven approach is becoming quite common in optimizing service offerings across various sectors. It’s interesting how they’ve tried to craft a selection that suits a wide range of tastes by sourcing whisky from different regions around the globe. Scotland and Japan are well-represented, but they've also included whiskies from emerging producers in places like India. This gives a glimpse into how whisky has evolved into a global phenomenon and allows travelers to discover new and unique expressions.

Examining the whisky list reveals a fascinating blend of tradition and innovation. While some of these whiskies adhere to well-established techniques, others utilize modern distilling methods to create exciting new flavor profiles. This highlights the ongoing evolution of whisky production and its ability to balance heritage with contemporary experimentation.

The Private Room doesn't stop at just offering a range of whiskies. They've paired this selection with a range of cheeses and other gourmet snacks to further enhance the tasting experience. This emphasis on combining flavor profiles is a great example of how the science of food and drink can be incorporated into travel experiences. For those who want a deeper dive into the world of whisky, The Private Room also offers guided tasting sessions led by experienced sommeliers. It’s become increasingly common for luxury travel spaces to include these sorts of educational experiences to deepen passenger understanding and appreciation for what's on offer. It's a way to elevate the overall journey.

Furthermore, Singapore Airlines hosts regular whisky-focused events, such as masterclasses featuring leading distillers. These initiatives facilitate cultural exchange and interaction amongst travelers, which is always an interesting way to cultivate a sense of community within these very exclusive environments. By closely watching guest choices, Singapore Airlines continuously adapts the whisky list to remain aligned with current trends. This continuous refinement is a hallmark of a top-tier service, showcasing the willingness to constantly improve and stay relevant within the dynamic world of luxury travel. Lastly, the atmosphere of The Private Room is meticulously curated to enhance the whisky experience. A combination of soft lighting and elegant decor fosters a soothing, calm atmosphere for travelers. Research suggests that focusing on creating a positive sensory experience, especially with regard to lighting and design, contributes to higher guest satisfaction levels. This careful consideration of environmental factors is a great example of how a well-designed lounge can improve the overall journey and enhance a passenger's perception of the overall experience.

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - Air France La Première Lounge Paris CDG Introduces Virtual Reality Art Gallery

Air France's La Première Lounge at Paris' Charles de Gaulle airport has taken a step towards enhancing the experience for their most discerning passengers: a virtual reality art gallery. It's a novel addition to a lounge already recognized for its high-end service and luxurious setting, specifically designed for La Première passengers. Air France is aiming to provide a unique travel experience with this feature, allowing passengers to enjoy art in a way previously unavailable in an airport environment. It's especially interesting as the 2024 Olympics approaches, with Air France looking to showcase its premium travel offerings in a new light. The lounge has always been associated with an exclusive environment and personalized service, and this virtual art gallery adds another layer of luxury to the experience. It's a move that might foreshadow the future of premium airport lounges, with creativity potentially becoming an increasingly important factor in distinguishing oneself from the competition.

The Air France La Première Lounge at Paris Charles de Gaulle Airport has introduced a new feature that's quite intriguing: a virtual reality (VR) art gallery. This addition brings a different dimension to the experience of the lounge, which is already renowned for its luxurious amenities and generally considered to provide the best first-class airport experience in the world, particularly with the Olympics just around the corner. It's worth noting that La Première passengers enjoy a dedicated travel journey, from a personalized check-in to access to the lounge and, ultimately, a seat in one of the 76 La Première seats in the Air France fleet.

This VR gallery utilizes digital artwork displayed through VR headsets, providing a 3D art experience for passengers. This novel way of displaying art touches on a current design trend in the hospitality sector, seeking to elevate the experience beyond the usual comforts and amenities. There's a growing body of psychological research that suggests that art exposure can have a positive impact on people, in particular by reducing stress, enhancing mood, and even improving cognitive function. So, it's interesting to see Air France leverage this potential in their lounge, perhaps as a method to improve passenger experience.


It’s also interesting to see Air France embracing this technology, possibly to appeal to a more tech-savvy clientele. Just as how advancements in food and beverages can shift preferences in other fields like grocery shopping, cutting-edge amenities could be critical in attracting passengers and solidifying a positive brand image within the fiercely competitive market of premium air travel. The selection of artwork includes pieces from both renowned and emerging artists, giving a more diverse representation of global creativity. This is quite noteworthy, since attracting travelers from all corners of the world may necessitate having artwork that is relatable and appealing to the specific cultures and backgrounds of these travelers.

Furthermore, the lounge has been designed to make the transition between physical space and the virtual VR world fairly seamless. This thoughtful planning is crucial since a sudden shift between realities can sometimes be jarring. This seamless approach ensures a more positive experience for passengers. The technology also allows for some personalized aspects: the gallery can tailor the artwork based on user preferences, providing an experience that's unique to the individual. This type of personalization is a major trend in the service industry, and in this case, it's quite elegantly integrated into the VR art display.

One could compare this to successful pop-up restaurants at high-end locations. The VR art offerings within the lounge are expected to be regularly updated with new exhibitions. This approach keeps the experience fresh, and for regular visitors of the lounge, it could prove to be a compelling feature. In addition, the lounge has staff who are trained in VR to help passengers, so even those not familiar with this technology can access this experience. This is a nice touch in terms of inclusivity and accessibility. Air France is making a bold move by introducing this type of innovation in the lounge. In a market where competition is growing, this kind of innovation and a willingness to experiment could potentially attract new clientele and cement La Première's position in the arena of first-class travel.

Top 7 Solo-Friendly Airline Lounges for First Class Travelers in 2024 - ANA Suite Lounge Tokyo Haneda Debuts Japanese Tea Ceremony Experience

ANA's Suite Lounge at Tokyo Haneda Airport has recently introduced a Japanese tea ceremony, a unique cultural element for its first-class passengers. This lounge, situated in Terminal 2, boasts a design by renowned architect Kengo Kuma, emphasizing the concept of "Ichigo ichie"—treasure each encounter. It's a refreshing change from the usual airport lounge experience.

Beyond the tea ceremony, the lounge offers extensive amenities. Passengers can reserve quiet work booths through the ANA app, ideal for those needing a focused workspace. Complimentary food options range from salads to pastries, available in a buffet-style setup. While this approach works for some, others might find the food selection a bit inconsistent.

The overall impression is that the lounge is designed to cater to solo travelers, providing both a calming atmosphere and functional spaces. Whether the tea ceremony alone will be a draw for many is yet to be seen. One wonders if this is truly enough to keep it at the top of the list for first-class flyers. But for those seeking a peaceful and uniquely Japanese experience before a flight, ANA's Suite Lounge might be an interesting choice.

The ANA Suite Lounge at Tokyo Haneda Airport has introduced a Japanese tea ceremony experience, a fascinating blend of tradition and hospitality. This lounge, situated in Terminal 2, is one of Japan's largest international airline lounges, notable for its size and seating capacity. It was designed by architect Kengo Kuma, drawing inspiration from the concept of "Ichigo Ichie," highlighting the importance of cherishing each moment as unique. It's noteworthy that they've woven this ancient practice into the lounge's ambiance. The tea ceremony is traditionally centered on principles of mindfulness, peace, and respect, practices that are possibly gaining traction among international travelers who value serenity and cultural immersion.

Beyond the tea ceremony, the lounge provides various amenities, including multi-purpose restrooms and nursing rooms. Interestingly, soundproof work booths can be reserved through the ANA app, indicating an attempt to meet the needs of different kinds of travelers. It's unclear how often these booths are utilized or whether the app reservation system is straightforward. This lounge, reopened in July 2023 after renovations, is only accessible to ANA's first-class passengers.

The culinary scene in the lounge is represented by a buffet offering standard fare like salads, cheeses, soups, and pastries. Interestingly, a second buffet area on the other side of the lounge offers a similar array of food, although occasional stock shortages have been reported. Whether this is due to food waste management issues or a function of the volume of first-class passengers remains to be seen. The ANA Arrival Lounge, adjacent to this facility, is presently unavailable for passenger use.


The introduction of the tea ceremony likely reflects the rising demand for culturally immersive travel experiences. Integrating aspects of Japanese culture like the tea ceremony might resonate with those interested in experiencing authentic local traditions. The practice itself emphasizes the consumption of matcha, a type of green tea rich in L-theanine, which research suggests can induce a state of calm and relaxation. This specific connection of cultural practices and their possible effects on a passenger's state of mind makes the experience quite intriguing. However, whether a tea ceremony truly impacts passenger experience in a manner relevant to airline lounges needs more empirical investigation. While ANA's inclusion of this tradition speaks to a commitment to passenger experience, its long-term impact remains to be determined. It's worth observing whether this trend toward cultural immersion gains traction across the airline industry and how it impacts passenger behavior and satisfaction. It's quite conceivable that this may have ripple effects in the broader airline lounge scene. One could easily imagine the Qantas First Lounge at LAX implementing Australian Aboriginal dot painting workshops or other cultural experiences for their customers.