Plaza Premium Group Appoints Diana Borchard to Lead Major Chile Airport Lounge Expansion

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September 2, 2026 4:32 PM |

Plaza Premium Group (PPG) has appointed hospitality executive Diana Borchard as Area General Manager for Chile, placing her in charge of a major new airport hospitality expansion at Arturo Merino Benítez International Airport in Santiago.

Borchard will lead the launch and strategic development of five new VIP lounges at Chile’s main international airport, with three scheduled to open during 2026 and another two planned for 2027. The expansion is expected to generate more than 150 local jobs and will also bring PPG’s ALLWAYS Meet & Assist concierge service to the airport.

The new lounges are planned to operate around the clock, giving passengers access to premium airport hospitality regardless of their flight time. The appointment therefore represents more than a senior leadership change for PPG; it places an experienced hospitality operator at the centre of the company’s Latin American growth strategy.

Diana Borchard Takes Charge of PPG’s Chile Operations

Borchard brings more than three decades of hospitality management experience to Plaza Premium Group.

She has lived in Chile for more than 20 years, giving her extensive experience of the country’s hospitality market and operating environment. Her career has included launching and managing major hospitality businesses, including the introduction of the Best Western Premier brand and leadership positions at prominent properties such as the Renaissance Santiago Hotel.

Her combination of international hospitality experience and long-standing knowledge of Chile is particularly relevant as PPG prepares to establish a significantly larger presence at Santiago airport.

In her new position, Borchard will report to David Thompson, Senior Vice President for Latin America. Her responsibilities will include overseeing the development of the new lounge portfolio and helping establish the operational platform required to support PPG’s expansion in the country.

Five New VIP Lounges Planned for Santiago Airport

The centrepiece of PPG’s Chile strategy is the planned launch of five VIP lounges at Arturo Merino Benítez International Airport in Santiago.

Three lounges are scheduled to open in 2026, followed by two additional facilities in 2027. This phased approach gives PPG a multi-year expansion programme rather than a single airport hospitality launch.

The lounges are expected to provide premium services to travellers and will operate 24 hours a day, seven days a week.

That continuous operating model is important for an international airport such as Santiago, where passenger demand can extend well beyond traditional daytime hospitality hours. A 24/7 lounge network can serve early-morning departures, late-night arrivals, long connections and travellers with flight schedules outside conventional business hours.

For passengers, the expansion should increase access to dedicated premium spaces within the airport. For PPG, it provides a substantial platform from which to develop its Chilean operations.

More Than 150 Jobs Expected

The Santiago expansion is also expected to have a direct impact on local employment.

PPG anticipates that the new operations will create more than 150 local jobs. Those positions will support the delivery of lounge and passenger services as the company’s presence at the airport grows.

The employment component adds a broader economic dimension to the project. Airport hospitality operations require teams capable of delivering food and beverage services, guest assistance, customer care and other premium passenger experiences throughout the day and night.

As the lounges are rolled out in stages, recruitment and operational development will become an important part of Borchard’s responsibilities.

ALLWAYS Meet & Assist Adds Concierge Support

PPG’s Chile expansion will not be limited to lounge access.

The company also plans to introduce its ALLWAYS Meet & Assist service at Arturo Merino Benítez International Airport. The service is designed to provide passengers with comprehensive concierge assistance while navigating the airport.

The addition creates a wider passenger-services proposition around PPG’s lounge business.

Instead of focusing exclusively on providing a premium place to relax before a flight, PPG will also be able to support travellers through airport processes with dedicated assistance. This broadens the role of airport hospitality from lounge-based comfort towards a more comprehensive service experience.

For passengers who value convenience, personal assistance and a smoother airport journey, concierge-style services can form an important part of the overall travel experience.

The combination of VIP lounges and Meet & Assist therefore gives PPG multiple touchpoints with travellers at Santiago airport.

Why the Chile Appointment Matters to PPG

The appointment comes as Plaza Premium Group continues to develop its international airport hospitality network.

PPG is known for operating airport lounges and premium passenger services across international markets. Establishing a larger presence in Chile gives the group another platform for expansion in Latin America.

The scale of the Santiago programme makes the appointment particularly significant. Borchard is not being brought in simply to manage an existing operation. She will be responsible for helping build and develop a new portfolio of facilities while establishing the operational standards associated with the Plaza Premium Group brand.

Her previous experience in launching hospitality operations could therefore prove important during the transition from development to day-to-day operations.

The first three lounges are scheduled to open in 2026, meaning the immediate priority will be turning the expansion strategy into functioning passenger facilities. The two further openings planned for 2027 will then extend the group’s presence.

Local Knowledge Could Support the Expansion

Borchard’s long connection with Chile gives the appointment an additional dimension.

Having been based in the country for more than two decades, she brings substantial familiarity with the local hospitality sector. Her experience managing established hotels and launching hospitality brands also gives her exposure to both operational management and new-business development.

That combination is relevant to airport hospitality, where service quality must be maintained consistently while operations respond to changing passenger flows and demanding schedules.

Borchard said her focus will be on building a strong operation and delivering exceptional hospitality experiences. That objective will be tested across a network that is expected to operate continuously and serve passengers throughout the day and night.

The challenge will be to combine PPG’s international service proposition with an operation that is responsive to the needs of travellers using Santiago airport.

Santiago Becomes a Key Focus for Premium Airport Hospitality

The planned five-lounge network gives Arturo Merino Benítez International Airport a central role in PPG’s Chile strategy.

The airport is the setting for all of the group’s announced new lounge developments in the country, making Santiago the immediate gateway for PPG’s Latin American expansion.

The staged opening schedule also suggests that the company’s Chilean presence is being built progressively. Three lounges are expected in 2026, while the remaining two are planned for 2027.

For the airport’s passengers, the additional facilities could mean greater choice when seeking premium services before or during their journeys.

For the wider airport hospitality sector, PPG’s investment highlights the continuing importance of premium passenger experiences as airports seek to serve travellers beyond the basic requirements of getting from check-in to the aircraft.

The Bigger Shift in Airport Travel

Airport hospitality has increasingly become part of the overall travel experience rather than a standalone pre-flight amenity.

Travellers can now encounter a range of premium services within airports, from dedicated lounges and food and beverage offerings to concierge support and assistance services.

PPG’s plans for Santiago reflect that broader approach.

The five VIP lounges will provide dedicated premium environments, while ALLWAYS Meet & Assist will extend assistance into the passenger journey itself. Together, the services create a proposition focused on convenience, comfort and personalised support.

The 24/7 operating model also recognises the reality of modern international air travel. Passenger schedules do not necessarily fit conventional operating hours, particularly at major international airports.

By designing the new lounges to remain open throughout the day and night, PPG is positioning its Chile operation to serve a broad range of flight schedules.

What Comes Next for Plaza Premium Group in Chile

The immediate focus will be the development and launch of the first three lounges scheduled for 2026.

Borchard will oversee the strategic and operational development of the programme, supported by the broader PPG Latin America leadership structure under David Thompson.

The company will then have two further lounges planned for 2027, creating a five-facility portfolio at Arturo Merino Benítez International Airport.

The expected creation of more than 150 local jobs will also require PPG to build a substantial operational workforce capable of maintaining premium service standards across a 24/7 network.

The introduction of ALLWAYS Meet & Assist adds another element to that development and gives the company an opportunity to establish a broader airport hospitality proposition in Chile.

A Strategic Leadership Appointment for PPG

Diana Borchard’s appointment comes at an important stage in Plaza Premium Group’s development in Latin America.

Her more than 30 years of hospitality experience, combined with more than two decades living and working in Chile, places her in a strong position to oversee a complex new operation.

The five planned VIP lounges, the ALLWAYS Meet & Assist service and the creation of more than 150 jobs represent a substantial commitment to the Chilean market.

With three lounges expected to open in 2026 and two more following in 2027, the project gives PPG a clear multi-year growth programme at Santiago airport.

For travellers, the expansion promises more premium airport services and round-the-clock access to lounge facilities. For Plaza Premium Group, it represents another step in its ambition to reshape airport hospitality and extend its global network into new markets.