While in transit at Singapore’s Changi airport I noticed what looked like a private art exhibition hosted by the Singaporean bank DBS. Being partial to modern art, I dropped in only to find it was not a gallery, but a private lounge for invited customers of DBS. While it has a full range of very personal banking services, it also had a relaxation lounge complete with massage chairs, an orchid garden, iMacs and iPods for use while in the facility and a private meeting room.<\/p>\n
Oh, and let’s not forget the artwork.<\/p>\n
After a quick tour it was apparent that the facilites were well above the Singapore Air Business Class lounge. And for the mere sum of SIN$5000\/year membership they should be.<\/p>\n
The other way to become a member is by invitation from the bank – i.e. to have a lot of business with DBS.<\/p>\n
It’s an interesting way of reaching out to your most valuable customers in a way that would be valued. High net worth individuals tend to fly a lot, and when you are at an airport inevitably there’s some unavoidable waiting time. By providing this facility DBS has the potential to further cement the relationship with a very profitable customer group.<\/p>\n