PS (which was initially founded in 2017 as The Private Suite) offers a private terminal at LAX that allows commercial travelers to bypass the public terminals and go through private security checkpoints, be driven to the plane, etc. I reviewed the facility shortly after it opened.
The company has lofty expansion goals, and intends to open facilities at ATL in 2023 and at DFW in 2024. A fourth location has now been announced, right in my backyard…
In this post:
PS facility opening at Miami Airport
Miami International Airport (MIA) has approved PS to develop a new private airport facility for commercial flights, expected to open in 2025.
This will have an epic home. PS MIA will be located in the historic former Pan American Airways (Pan Am) headquarters, and will “celebrate the legacy of its historic new home, demonstrating architectural innovation, creativity, and deference to the building’s past.”
PS will offer a unique pre-flight and post-flight experience, serving as an alternative from the main terminal for passengers traveling on commercial flights. The facility will feature both Private Suites and The Salon signature lounge.
PS travelers will have access to private TSA and Customs screenings on-site, as well as a BMW chauffeured escort to and from the jet bridge stairs of their commercial flights. While at the facility, you can arrange everything from chef prepared meals, to spa treatments.
Here’s how Amina Porter, CEO of PS, describes this development:
“As the nation’s busiest airport for international passengers, with more flights to Latin America and the Caribbean than any other, MIA is an intuitive location for our expansion. We look forward to bringing the superior service and convenience for which PS is known to the discerning travelers that fly to and through Miami. We are grateful for the trust placed in us by the Miami-Dade Aviation Department and take seriously our stewardship of this iconic building.”
Is there a market for PS at major US airports?
I totally get how there’s value for something like PS at LAX, given the number of celebrities and other very wealthy people passing through the airport, and what a mess the airport can be. Arguably the biggest challenge PS faces is that it’s going after a market of wealthy people who don’t fly private.
Of course that market exists, and it’s significant. But PS is also expensive, so even someone who is well off might think twice about it. That’s especially true when you consider that travel doesn’t have to be a hassle nowadays, with programs like TSA PreCheck, CLEAR, Global Entry, etc.
Just for some context, you can find the pricing for PS at LAX here:
- Without a membership, you’ll pay $995 per person for access to The Salon (a shared space), or $4,650 for up to four travelers to access a Private Suite (a private space)
- With the $4,850 annual membership, you’ll pay $695 per person for access to The Salon, or $3,450 for up to four travelers to access a Private Suite
It’s interesting that Atlanta, Dallas, and Miami, are the three next markets to get these facilities. Admittedly those are cities that have quite a bit of wealth, though they’re also fortress hubs for two of the biggest airlines in the United States. We’ve seen airlines have some collaborations with PS at LAX, and I imagine that’s part of the plan here too.
Will American and Delta sell bundles to premium passengers that include access to the PS facility? I assume a deal might have already been made on that front, or is at least being considered. But how do you price it so that it’s attractive and generates business, without cannibalizing PS’ business of trying to sell memberships?
Maybe I’m biased, but living in Miami, I could almost see this succeeding here, given how people like to live it up in flashy ways. It blows my mind how many people here spend more on their car lease than their rent. Having a Lamborghini and living in a small studio is par for the course here. So I imagine this is also a splurge that many would consider.
Bottom line
The PS concept is expanding to ATL, DFW, and now MIA, as the company seems committed to expanding to several major airports throughout the United States. There’s no denying that this is an innovative concept for commercial aviation, so it’s great in that sense.
However, to me the value proposition of this is a tough sell, especially outside of LAX. How many people are willing to pay nearly $1,000 a pop to use a shared lounge in order to skip the terminal, or pay nearly $5,000 for four people to use a private lounge?
What do you make of the PS concept expanding to more airports? Do you see this expansion working out?
One silver lining flying in China is that an experience similar to PS is just a premium credit card (some have annual fee as low as CSP) away.
Not that flashy, but you get private security, shared lounge, and reasonable nice van chauffeur across the tarmac.
What card is this? Interested, thanks
Flying out of LAX, regardless of ticketed cabin, isn't a great experience. Traffic in an out of the terminal area can be terrible. Car services can't find parking and want to meet you 'curb side' on arrival (no luggage assistance). The days of escorts from check-in counter to aircraft door are (mostly) over. Security and customs/immigration....even with TSA Pre and Global Entry can be a total pain.
Private Suite has some strong selling points....
Flying out of LAX, regardless of ticketed cabin, isn't a great experience. Traffic in an out of the terminal area can be terrible. Car services can't find parking and want to meet you 'curb side' on arrival (no luggage assistance). The days of escorts from check-in counter to aircraft door are (mostly) over. Security and customs/immigration....even with TSA Pre and Global Entry can be a total pain.
Private Suite has some strong selling points. With P.S. you don't have to fight traffic in or out (it's on the opposite side of the airport from the main terminal area), you have a private security lane where you never have to wait, and on arrival you have your own immigration/customs officer and delivery of your baggage to their private terminal. If you are already paying 8k or more for a long haul commercial flight, P.S.' pricing isn't totally out of line. On a recent BA flight from LHR to LAX, I was surprised to see 4 P.S. agents waiting for arriving passengers (for a single flight)--so clearly there is a market for this service, even despite the cost.
I don't personally value the service at $700, but I hope that as they grow their business and partner with more airlines (and possibly expand their existing relationship with AmEx), we may see the pricing go down. I also hope that airlines and airport authorities figure out that they have to do a lot more to improve the airport 'experience' beyond building overcrowded lounges. No matter how much an airline price gouges you to sit in the 'pointy end', the ground services are mostly terrible (LH and AF at their home hub airports excepted).
Surprised you are questioning the demand for this type of service in MIA.
This said if airlines will be selling it to their premium passengers then what about the PS membership fee? Could this start to be a benefit of some premium credit cards too?
I'd try it once to get a look at the old PanAm HQ, even recognizing that it will look nothing like it did when PanAm occupied it.
I would totally consider this if I could get away with billing it to my clients or writing it off on my taxes since 99% of my flights are business.
A new hangout place where exiled dictators, warlords, drug dealer, arms dealer, and financiers can quietly do some networking without the tabloids who are waiting for the Kardashians or Sussex.
Couldnt have said it better myself. Seems like a perfect product for the discerning Lamborghini owner that lives in a studio apartment and strives to make the minimum monthly payments on their credit cards.
You touched on a great point there regarding people's relationship with money in SoFla. Being originally from the middle of the country, I was always shocked by the number of young folks driving luxury rides when I visited SoFla. At the time, i figured everyone must be really well off. It wasn't until I later went to grad school in FL where friends from the 305/954 explained to me that folks would still be living...
You touched on a great point there regarding people's relationship with money in SoFla. Being originally from the middle of the country, I was always shocked by the number of young folks driving luxury rides when I visited SoFla. At the time, i figured everyone must be really well off. It wasn't until I later went to grad school in FL where friends from the 305/954 explained to me that folks would still be living with their mom, working at Metro PCS, and driving a new Lexus. So basically the drive to act flashy caused a disproportionately high amount of folks to make horrible financial decisions. These pressures are not unique to SoFla, but the way folks respond to these pressures down there is unique in my experience.
$1K for an airport lounge visit I think is a joke but agree as someone that lives in MIA people here tend to be flashy. At least until they max out numerous credit cards and struggle to make their $1,200 car payment.
It's always interesting to read how people in the US views luxury vs. people outside of US views things.
For me, the luxury of flying private/first or even business is that I can be unseen, and just be left alone, safely, and in an acceptable time.
All the other fluff may make it just a little bit more bareable.
On your note Ben around spending more on a car than a house, it's often because those same people have nothing.
It's not about people in the US or outside.
It's people inside luxury and outside luxury.
The real be unseen people in FL flies private and never from MIA.
I work with UHNW individuals/families in luxury travel. I promise you there is huge demand for PS, even among clients who have their own planes or typically charter. There are tons of times where they decide to fly First/Business, especially on ultra-longhaul routes. The more PS', the better.
Having used PS at LAX I found it well worth it. The service, food/beverage and space was excellent and very relaxed, allowing you get the flight options of LAX without actually having to step foot inside the dumpster fire that is LAX. At MIA, given the rather frequent...clientele issues, I'd say PS would be a great option here as well.
For the love of god, can PANYNJ get off their ass and approve a JFK Private Suite? It's unfathomable that DFW and ATL are getting one before the most important domestic market in the country. I wish they would survey Transcon Premium Cabin passengers and realize the number of memberships that would sell if passengers could bypass LAX AND JFK on transcon hauls.
You would think they could leverage some space in the TWA hotel for this.
Yeah I'm shocked the JFK PS hasn't come yet. It's been talked about for years now. The CEO even mentioned it again during the pandemic. The demand is certainly there for the NYC area so this should be a no brainer.
There's a suckered born everyday so there is absolutely a market for this.
You mean suckered (sic) who can't even get the phrase correct or google up Michigan laws?
It's definitely every minute. LOL.
Now I have to get Sarah McLachlan out of my head again.