Broome is set for a travel upgrade, with Qantas set to open a brand-new Broome Regional Lounge in December 2024. The new lounge promises a much-needed upgrade, doubling the capacity of the current space in response to increasing demand from premium travellers. And with Broome’s airport terminal also expanding, it seems both the airline and the region are preparing for more high-end traffic.
Local flavour, premium service
One of the more interesting aspects of the new lounge is its design, which Qantas claims will reflect the Kimberley region’s unique landscapes. You can expect rich red tones inspired by James Price Point and bright oranges representing the sands of Roebuck Bay, with a splash of Willie Creek’s blues thrown in for good measure. It’s a deliberate effort to bring a sense of place to the space, which Qantas hopes will set this lounge apart from its other offerings.
According to Qantas Chief Customer and Digital Officer Catriona Larritt, the airline sees Western Australia as a key market, and the investment in Broome is a reflection of its strategic importance.
“Western Australia is a key market for us, and our continued investment in the state underscores our commitment to supporting visitation to Broome and providing exceptional experiences for our customers who are travelling through for business or leisure,” she said.
Building for the future
Although construction is set to be completed by the end of 2024, the existing lounge will remain open throughout the build, ensuring that Qantas doesn’t lose any momentum during the transition. The expansion coincides with seasonal flight services that connect Broome to Sydney and Melbourne between April and October, along with year-round flights from Perth. As the region draws in more visitors, these direct links, combined with the new lounge, are positioning Broome to handle an uptick in higher-end travellers.
Qantas’ investment in Broome is just one piece of the puzzle, with the airline throwing significant resources (to the tune of $100 million) to revamp its lounges globally, but it’s clear that Broome is not being left behind in the race to upgrade regional airport experiences, and Qantas sees potential in the region’s growth as a tourist hotspot.
More regional support
The airline’s dedication to regional Australia doesn’t stop at infrastructure. Earlier this year, Qantas announced the latest round of recipients in its Regional Grants Program, offering support to local community groups through cash, flights, and marketing assistance. Since its inception in 2019, the program has awarded $5 million to over 80 not-for-profit organisations across the country.
This year’s successful applicants include organisations like Story Dogs in NSW, which will fly volunteer coordinators to their leadership conference, and Deadly Hair Dude in NT, which provides free haircuts to vulnerable First Nations people around Darwin. Other recipients, like Feed the Little Children Inc. in WA, will use their grant to support outreach programs feeding disadvantaged locals.
It’s clear Qantas is eager to show its commitment to regional Australia, and while the grants are a positive contribution, they also offer a broader narrative about how the airline positions itself as a key player in supporting the regions it serves.
