In collaboration with Convergence, VOICE OF ASIA is proud to present timeless articles from the archives, reproduced digitally for your reading pleasure. Originally published in Convergence Volume 18 in 2013, we present this story on Mr Song Hoi See, the visionary founder behind Plaza Premium Lounge.
Visionary Malaysian entrepreneur Song Hoi See spearheads the highly successful global company Plaza Premium Lounge. As the Founder and Chief Executive Officer of Plaza Premium Lounge Management Limited, he presides over 100 airport lounges set in a multitude of international locations. Convergence explores how the man with the sparkling smile and a fantastic business idea put a smile on the face of air-travellers the world over.
Convenience for All
The success story of Song Hoi See – Mr Song – begins with his previous occupation. Not, however, by the time he spent in the office, but by the time he spent travelling across the globe in a professional capacity after he left his job in the financial sector to start up his own company operating a global branch of business and conference centres. With a start-up to shoulder, this businessman was not flying Business Class like he used to, in fact, Mr Song found himself sitting on airport floors to charge his phone, balancing a laptop in far from ergonomic airport furniture and all manner of other uncomfortable scenarios just to get his work done and achieve some comfort pre-flight.
Song noticed he was not alone in this eternal struggle, and it was here that his brainchild was born. As he testifies, “I arrived at the lounge almost by accident one could say. I always believe that if there is a problem, there is an opportunity, and I knew that this situation was not how I, or other air travellers should be spending their time in the airport.” While airlines have their own designated lounges for Business and First Class travellers, there was a sector – around 85% – of the economy class travelling public who were airport nomads. It was these trials of personal travel experience blended with astute business acumen that led to Plaza Premium Lounge – an idea from which song would make his name as the ‘Merchant of Convenience’.
A Vision for Success
It was in 1998 that song first pitched the pioneering idea of a ‘pay-in’ lounge to Malaysia Airports, and when the group were told of the idea they were immediately on-board. The concept, Song says, was simple. “I wanted to create a comfortable environment that provides air travellers the same creature comforts that the airline lounges do, providing premium service and access to a VIP lounge for all – premium service, but not at a premium price. We want our customers to feel pampered before they fly.” KL International Airport (KLiA) was the perfect platform to open the first such lounge and was a place close to the Malaysian businessman’s heart. It passed this litmus test, and the public fell in love with the facilities, but also the service on offer.
The latter was down to a specific customer charter that song put in place. Being the first of its kind could easily have led to complacency, but Plaza Premium Lounge sets a standard of excellence that is hard to follow. Said Song, confidently, “My ambition is to provide a five-star standard, so customers know what to expect when they walk into a Plaza Premium Lounge. This includes meeting every customer’s expectations to provide total satisfaction, and ensuring profitable growth through innovative services, market expansion, cost effectiveness and operation efficiency. I wanted to create a conducive environment which encourages creativity and teamwork through kind-hearted and socially responsible employees. These ideals are reflected in the Plaza Premium Lounge mission statement, and in the day to day events of the business.”
Growing Expectations
Mr Song has a keen focus on growing the business but also has the sense of proving opportunities for personal growth for his employees. Song oversees a 1,500 strong workforce that serves 2.5 million people annually, with an effective in-house training scheme run alongside an astute ability to source some of the best in the business, in terms of customer service and culinary expertise. The growth of his people is just as impressive as the growth of the business itself, with the award-winning Plaza Premium Lounge concept numbering 100 locations in over 24 international airports – and they continue to expand.
C. Though the Plaza Premium Lounge concept is a one-off, pay-in lounge scheme, such is the popularity of the brand that they launched a Plaza Privilege Card. Benefits include discount on lounge entry, an array of delectable food and favourable rates at the wellness spa and salon – all now available to those travelling through Malaysia.
The company has a presence in KLIA and LCCT-KLIA, as well as Kota Kinabalu, Langkawi, Penang, Johor and Kuching in Malaysia. Internationally, they have facilities in their headquarters of Hong Kong, and also in Singapore, China, Maldives, Oman, India and Canada, and will be opening a plethora of airport value-added outlets in the upcoming klia2. 2012 saw Mr Song attend the revamp of the very first location, as the flagship lounge at KLIA underwent a transformation to become a ‘4th Generation’ lounge. They deployed the services of Hong Kong interior designer Kinney Chan, who bedecked the KLIA lounge with a Mother-of-Pearl reception wall, signature Plaza crystal chandelier and 100% New Zealand wool carpets. Mr Song has ensured that his clients travel in style.
A World of Convenience
While services vary from lounge to lounge, each is packed with luxurious features, such as fine dining, massage and spa services, secluded meeting rooms, comfortable over-sized chairs to sink into, beauty services, baggage handling and online connectivity, with an excellent concierge service as well. As the great man himself says, “Our lounges are an oasis in the airport where you can eat, shower, relax, have a massage, get connected or rest and relax pre- or post-flight. It is the ultimate getaway, while waiting to get on your way.”
It is testament to the selfless nature of the man that Song Hoi See created Plaza Premium Lounge, a facility for the people by a man of the people. Since the initial idea in 1998, his pay-in airport lounge concept has grown from strength to strength, driven by the steely determination of the owner and public love-affair with the product. Today, Song’s business is still going places, as he takes his trademark VIP lounges to new destinations and ensures that when moving from A-Z, travellers can definitely make a luxurious stop at ‘P’ – the Plaza Premium Lounge.
