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Exclusive Structure Advances in Brazilian Terminals, With Million-Dollar Investments and High Demand for Personalized Services and Easy Access via Credit Cards
The revolution of airport experience in Brazil has already begun. VIP lounges, once restricted to a few terminals, are now multiplying at a rapid pace. They offer a new standard of exclusivity, comfort, and sophistication to passengers looking for more than just a simple wait for boarding.
This movement is driven by banks, card operators, and airlines, which are making substantial investments to ensure differentiation in the market. From 2021 to 2023, the number of lounges in major airports jumped from 35 to 66. The growth peaked in February 2025, with the inauguration of the largest VIP lounge in Latin America. Located in Guarulhos, the project involved R$ 115 million invested by Latam.
In addition, Bradesco also featured a remarkable inauguration. In partnership with Ambaar Lounge and Aena Brasil, the company opened a 1,095 m² space in Congonhas. The lounge can accommodate up to 290 passengers simultaneously.
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A New Era in Airports: The Expansion of VIP Lounges in Brazil
VIP lounges have become prominent in the country’s main terminals. With the advancement of companies like W Premium Group and The Lounge, regional airports have also started to receive this type of structure.
By the end of 2025, new units are expected to open in Macapá, Ilhéus, Vitória da Conquista, Teresina, and São José do Rio Preto. This movement reflects the advancement of this trend beyond major centers. Cities like Uberlândia, Joinville, and Ribeirão Preto already have exclusive spaces. This highlights the demand for comfort, even on short and routine trips.
The audience served goes beyond first class. The upper middle class, driven by premium cards and mileage programs, has begun to frequent VIP lounges. This change has broadened the reach and relevance of these spaces.
Access Architecture: Cards, Loyalty, and Strategic Alliances
Access to VIP lounges has been greatly facilitated. Cards like BRB DUX, Altus Visa Infinite, and Amex Centurion guarantee unlimited entries through strategic partnerships. Programs like LoungeKey, Priority Pass, and Dragon Pass allow access to dozens of airports in the country.
Moreover, Visa unveiled a new space in Guarulhos in May 2025. The Visa Infinite Privilege Lounge features 165 m² and has the capacity for up to 38 people. Access is exclusive, requiring a 24-hour advance reservation.
These initiatives arise in response to overcrowding. The increased flow in lounges demands more organization and control. Consequently, banks and operators have created reservation systems and apps to manage queues.
The Challenges of Mass Comfort: Lines, Limitations, and Sector Responses
The popularization of VIP lounges has brought challenges. Among them are long lines, overcrowding, and limitations on services offered. To address these issues, companies have adopted strategies such as expanding areas, using technology, and reviewing access policies.
Visa, for instance, implemented a virtual queue system. It organizes service and ensures predictability for users. The experience has become more fluid and less frustrating.
This type of problem is not exclusive to Brazil. Airports in Europe, Asia, and the United States also face overcrowding. Therefore, international operators have adopted similar measures. These include advance reservations and access categories based on customer profile.
The Future of VIP Lounges in Brazil and International Recognition
The VIP lounge sector in Brazil continues to expand. W Premium Group announced new units in Fortaleza and Porto Alegre. Meanwhile, BRT Lounges revealed an investment plan of R$ 50 million by the end of 2025. The goal is to serve 100,000 passengers per month in exclusive and highly equipped environments.
In May 2025, BH Airport achieved international recognition. The Advantage VIP Lounge was voted the best in the world at the Priority Pass Excellence Awards. The selection was based on over 781,000 evaluations made between March 2024 and March 2025.
The Brazilian highlight is attributed to the comfort, quality of service, gastronomy, and superior infrastructure. The international recognition proves that the country has definitively entered the high-standard airport experience circuit.
As a result, VIP lounges have ceased to be a luxury reserved for a few. They have become a strategic tool for loyalty, exclusivity, and enhancing the experience for frequent travelers.
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