What started as an innovation has become something people rely on.Bart-Jan Wielinga - Manager Privium
Blog · 10 November 25 years of Privium
From bold experiment to essential part of travelling through Schiphol
What began 25 years ago as an innovative service programme, featuring the groundbreaking iris scan as its flagship innovation, has become a trusted part of the travel routine for many frequent travellers. This year, Privium celebrates its 25th anniversary, making it the perfect moment to look back and ahead.
Few people are better placed to tell this story than Conny Lanza. Speaking from Portugal, where she is temporarily teaching, the creator of the original Privium concept reflects on the early years. She led the programme through its formative stages up to the introduction of the first Privium ClubLounge, seven years after launching. 'When you walk through Schiphol today and see how much biometric technology is being used, it all seems perfectly normal,' she says with a smile. 'But when we started, it definitely had a bit of a James Bond feel to it.'
Bart-Jan Wielinga, currently Manager Privium, has witnessed that evolution as well. 'For many members, Privium has simply become part of their journey,' he says. 'And that’s actually a great compliment. What started as an innovation has become something people rely on.'
An idea born out of familiar frustrations
The story began in the late 1990s with a simple observation. A relatively small group of travellers used Schiphol exceptionally frequently, and they represented significant value to the airport. 'We saw that frequent travellers needed something different,' Conny explains. 'They wanted more control and certainty throughout their journey.' That insight became the foundation of what would later become Privium. 'It was all about reducing stress,' she says. 'Everything revolved around that.'
What do you call something like that?
The service still needed a name. One that suited an international airport, would stand the test of time, and conveyed both convenience and priority. 'We considered three names,' Conny recalls. 'Sapphire, Prestigo and Privium. Sapphire felt too polished and was more difficult to register legally. And Prestigo, depending on how you pronounced it, sounded a bit like a cleaning product.' In the end, only one name remained: Privium.
'The name felt right straight away' says Conny. 'It hinted at privileges, but without creating distance.' Twenty-five years later, that choice has proved successful. Virtually every frequent traveller passing through Schiphol recognises the Privium name.
A revolutionary idea
The real innovation, of course, was the technology. In the late 1990s, biometric identification was virtually unknown to travellers. Nevertheless, Schiphol and its partners decided to develop a system that would allow travellers to use an iris scan to pass through border control more quickly.
'We saw biometrics as a solution to a problem,' says Conny. 'Not as a gadget.' That meant breaking new ground. There were technical challenges, legal questions, and naturally, discussions about privacy. 'We often had to explain what an iris scan was. People simply weren’t familiar with it yet.'
But the system worked. Through close cooperation with the Royal Netherlands Marechaussee, Schiphol became the first airport in the world to introduce iris scanning for border control. Travellers immediately experienced the benefits, laying the foundation for the future growth of this technology.
More than fast border crossing
While the iris scan may have been the most visible innovation, Privium was designed from the outset as a complete premium travel experience. Bart-Jan sees how broad the offering has become every day. 'For many members, Privium is no longer just about getting through security or border control faster. It’s about the entire travel experience.' From day one, members could benefit from fast-track security and border procedures, priority parking and business-class check-in at various airlines, regardless of which airline they were flying with or what type of ticket they had purchased.
Since then, the programme has expanded significantly. In 2008, the first Privium ClubLounge opened its doors. Today, members have access to multiple Privium Lounges. Members can also enjoy fast-track security and lounge access at Eindhoven Airport and Rotterdam The Hague Airport. 'But ultimately, it is still about the same thing,' says Bart-Jan. 'More convenience, more comfort and less stress.'
Continuously improving quality and comfort
According to Bart-Jan, another shift has taken place in recent years. 'Privium has always been about reducing stress and increasing convenience. But we also see that travellers increasingly value the time they spend at the airport. Our unique Privium Lounges are our answer to that, and we continue to enhance the Privium experience.'
One example is the recently opened ClubLounge South, which offers workspaces, meeting facilities, quiet seating areas, a shower and a wide selection of food and beverages. 'We see people using the lounge in many different ways,' Bart-Jan explains. 'Some spend an hour working in complete focus. Others read a book or enjoy a quiet cup of coffee before departure.' As a result, the airport is increasingly becoming a place where travellers do not simply pass through, but where they also choose to spend time.
Behind the scenes
What many travellers do not see is how many organisations and teams work together to make that experience possible. 'Privium was designed around the customer and implemented across the entire organisation,' says Conny. 'It was developed together with various partners and within the frameworks established by the Royal Netherlands Marechaussee and the relevant ministries.'
Behind every smooth security check and fast border crossing stands a large network of colleagues and partners. The lounges also rely on dedicated teams every day, from cleaning and food & beverage staff to the committed Privium colleagues who welcome members. 'Privium is truly a collective product,' Conny says. 'That is what makes it so special. So many people contribute to its success.'
Growth without losing sight of what matters
Over the past 25 years, Privium has grown tremendously. Yet, according to Bart-Jan, one question remains central: how do we maintain quality? 'Growth is wonderful, but it can never come at the expense of our members’ experience.' That is why investments in new facilities and additional capacity will continue in the years ahead. 'Privium must always remain exceptionally comfortable,' he says. 'That will continue to be our most important benchmark.'
The airport has changed. Travellers have changed. But the essence of Privium has remained the same.Conny Lanza - creator of the original Privium concept
Looking ahead to the next 25 years
Looking back from Portugal on the idea she developed 25 years ago, Conny feels above all a sense of pride. 'When you see that it is still a success after 25 years, that is incredibly rewarding.' She is equally pleased that the original philosophy remains intact. 'The technology has changed. The airport has changed. Travellers have changed. But the essence of Privium has remained the same.' Bart-Jan agrees. 'We still strive to offer Privium members, whether they travel for business or leisure, the same things we offered 25 years ago: convenience, speed and comfort. The difference is that today we have many more ways to deliver it.'
And perhaps that is the most fitting conclusion after 25 years of Privium; innovation is not ultimately about technology. It is about people. It is about understanding what matters to travellers and responding to those needs every single day through the dedication and commitment of the Privium team.
That was true 25 years ago. And it remains true today.