It is further reward for a groundbreaking initiative which has seen thousands of passengers enjoy Lexus’ unique Omotenashi hospitality in stylish and luxurious surroundings. The lounge concept complements the distinctive attention to luxury detail the brand invests in its cars, anticipating the needs and preferences of travellers and drivers alike.  

Dominique Bloch, THE LOFT Project Manager at Lexus Europe, commented: “Lexus has brought its spirit of Omotenashi and Making Luxury Personal to life in THE LOFT, not only through the lounge's design, but also by inspiring the lounge staff, creating a unique experience for passengers. We’re proud of the teams who have so naturally embraced and embodied Lexus values; this award is for them.”

Yves Bernaerts, Lounge Manager, Brussels Airlines, said: “This lounge has been recognised seven times as Europe’s Leading Airline Lounge because we never took the award for granted. Over the years we have consistently worked to ensure that we remain at the top.”

The original concept for the lounge took Lexus beyond the automotive world to expand its profile as an international luxury brand. Focusing on the principle of Omotenashi, the venue was designed to offer guests the highest level of hospitality service, anticipating their needs and providing them with a welcoming place in which to relax, work or recharge. 

Facilities included individual spa rooms with Grohe showers; dedicated spaces for work or relaxation; shiatsu massage chairs; and sleep rooms with starlight-effect ceilings. Hot and cold food is served and the venue even has its own in-house chocolatier. Visitors to the lounge, which extends to more than 2,000m², are welcomed by Lexus ambassadors, who have earned particular praise for their exceptional efforts to ensure all guests enjoy the best possible experience.

• Esteemed award voted for by lounge guests and travel industry leaders
• The exclusive luxury lounge concept remains a benchmark for business travellers
• THE LOFT’s sophisticated design and craftsmanship echoes that of Lexus cars

THE LOFT at Brussels Airport has been again named “Europe’s Leading Airline Lounge 2023” at the prestigious World Travel Awards. The announcement was made last Friday evening at an exclusive gala ceremony in Batumi - Georgia, attended by selected decision-makers, influencers and media from travel, tourism and hospitality. Conceived, crafted and curated by Brussels Airlines and Lexus, THE LOFT lounge has claimed this accolade each year since it opened in 2018.

“Winning this prestigious award for the fifth consecutive time, while having to compete against lounges of globally known airlines, is a real honour. It’s a recognition for our hard work every day, creating a space where people feel at home. I want to thank our guests for their trust in us, all our partners for the great collaboration and of course our team for propagating Belgian hospitality,” comments Olivier Brynaert, Head of Customer Experience, Brussels Airlines.

“This award reaffirms The LOFT as a tangible expression of our brand promise to ‘experience amazing’, and to win it for the fifth time in a row, shows our and all partners unwavering commitment to improve year on a year in a world of fast changing customer expectations”, comments Tommaso Grassi, Head of Communications & Customer Experience at Lexus Europe.

“With its blend of Lexus Takumi craftsmanship and Japanese Omotenashi hospitality, the LOFT offers a uniquely personal luxury experience for the business traveller.

The same purpose has driven the development of the last model of our electrified range, the New Lexus LM, that pushes the boundaries of ultimate in car passenger experience.”

Across more than 2,000 m², the lounge divides into luxury areas with distinctive ambiences, including a central bar, comfortable seating zones and a break-out space for undisturbed working. Iconic Lexus design elements characterise the space, including detailing from the Lexus signature grille, Lexus library and a Mark Levinson audio system.  

On entering THE LOFT, guests are greeted with bespoke touches such as a personal welcome and traditional warm Oshibori towels. They can relax with a wide array of digital newspapers in Lexus LS-like shiatsu massage chairs, enjoy the extra-sensory Grohe shower suites or take a refreshing nap in a bedroom with starlit ceiling, before savouring the fine catering which includes exclusive delights from a Neuhaus maître chocolatier.

THE LOFT at Brussels Airport draws on the award-winning INTERSECT BY LEXUS brand space in Tokyo. This unique airline lounge concept was inspired by Lexus luxury, design and the traditional Japanese Omotenashi hospitality, which centres on anticipating a guest’s needs even before they do.

Lexus Brand Ambassadors welcome guests in THE LOFT each day from 5 am till 9 pm. More information on THE LOFT by Brussels Airlines and Lexus can be found at: THE LOFT By Lexus | Lexus Europe.

ABOUT THE WORLD TRAVEL AWARDS

The World Travel Awards were established in 1993 to acknowledge, reward and celebrate excellence across all key sectors of the travel, tourism and hospitality industries. Celebrating its 30th anniversary in 2023, its programme is the most prestigious and comprehensive in the industry, with in excess of 2 million votes being cast.

A unique airline lounge concept, centred on guests experiencing comfort, technology and design with a blend of ‘Belgitude’ and Japanese hospitality, THE LOFT has won this prized accolade each year since it first opened in 2018. Following the pandemic, it reopened in June of this year after an eight-month closure. Guests are welcomed with the highest health safety standards including discreet COVID signage and bespoke touches like a personal welcome and seating process, traditional warm Japanese ‘Oshibori’ towels and digital newspapers. In catering the buffet concept was adjusted to reduce infection risks and while waiting for the passionate Neuhaus maître chocolatier to return, Neuhaus chocolate has continued to be offered to all lounge guests.

Wencke Lemmes-Pireaux, Head of Customer Experience, Product & Marketing: “ It is remarkable how our welcoming staff succeeds in providing our guests with a relaxing experience in the LOFT and this under challenging circumstances. Together with our partners who are driven by the highest quality, we made it our mission to make our guests feel well taken care of every day. The fact that, next to travel and tourism professionals, these same customers have chosen for the third consecutive time for the LOFT by Brussels Airlines and Lexus as “Europe’s Leading Airport Lounge 2021” is the greatest reward we could get. I wish to thank the team as well as all involved partners for their commitment to excellence and for always putting hospitality, and herewith our customers, first.”

Pascal Ruch, TME Vice President Lexus Europe, said: “Winning this award for the third time running with THE LOFT rounds off an amazing year for Lexus, with highlights like the all-new NX 450h Plug-in Hybrid and NX 350h Self-Charging Hybrid. Above all it reflects our world-class Japanese ‘Omotenashi’ service ethos where we anticipate customer needs, offering them safety and peace-of-mind during the pandemic.”

THE LOFT at Brussels Airport draws on award-winning INTERSECT BY LEXUS brand spaces in Tokyo, Dubai and in New York’s fashionable Meatpacking District. This new airline lounge concept for international travellers was inspired by Lexus luxury, design and the traditional Japanese ‘Omotenashi’ hospitality. It marks a further expansion of Lexus beyond the premium automotive world as a global luxury lifestyle brand.

Covering an area of more than 2,000 m², THE LOFT offers seating for up to 500 guests. It is divided into areas with distinctive ambiences and features, including a central bar, seating zones and a break-out space that is ideal for those who need to work while on the move.

In line with the brand proposition to ‘Feel More’, lounge guests are provided with a wealth of facilities to make their visit feel relaxing and enjoyable, together with opportunities to immerse themselves in the world of Lexus. They are invited to feel more luxurious with a masterclass hosted by a Neuhaus maître chocolatier; feel more relaxed in SPA Grohe shower suites’, nap rooms with starlit ceilings and LS Shiatsu-effect massage chairs; feel more inspired by award winning arts and design elements by Lexus, including a Lexus Boardroom with its Mark Levison^® audio system; and feel more entertained at regular events ranging from wine tasting to music recitals.

THE LOFT is once again fully operational, with Lexus Brand Ambassadors providing a Omotenashi welcome to guests each day from 05.00am till 09.00pm.

More information on THE LOFT by Brussels Airlines and Lexus can be found at : THE LOFT By Lexus | Lexus Europe

ABOUT THE WORLD TRAVEL AWARDS

The World Travel Awards were established in 1993 to acknowledge, reward and celebrate excellence across all key sectors of the travel, tourism and hospitality industries. Celebrating its 28th anniversary in 2021, its programme is the most prestigious and comprehensive in the industry. Each year the World Travel Award travels the globe with its Grand Tour – a series of regional gala ceremonies, culminating in a Grand Fina.

World Travel Awards gala ceremonies are regarded as milestone events in the travel calendar, attended by the industry's key decision-makers, figureheads and media. Despite the ongoing global challenges, the appetite for travel has reached new and unprecedented levels. Evidence is reflected in the World Travel Awards annual voting figures. In 2019, we reported a record 1,945,965 votes cast, a 17% increase on the previous record. In 2020, a record 2,033,494 votes were cast.