Plaza Premium Group (PPG) has named Diana Borchard as Area General Manager for Chile, a move that underscores the company's push into Latin America's premium airport services market. Borchard will lead the rollout of five new VIP lounges at Arturo Merino Benítez International Airport (SCL) in Santiago, with three scheduled to open in 2026 and two more in 2027.
The expansion is expected to generate more than 150 local jobs and will operate around the clock, catering to the growing demand for seamless, high-end travel experiences in the region. PPG will also introduce its ALLWAYS Meet & Assist service at SCL, providing passengers with dedicated concierge support from curb to gate.
Leadership with deep local roots
Borchard brings more than three decades of hospitality management experience to the role, with over 20 years based in Chile. Her track record includes launching the Best Western Premier and managing prominent properties such as the Renaissance Santiago Hotel. In her new position, she reports to David Thompson, PPG's Senior Vice President for Latin America.
“I am excited to build a strong operation in Chile and deliver exceptional hospitality experiences that reflect PPG's global standards,” Borchard said. Her appointment comes as PPG continues to expand its footprint across Latin America, a region where airport lounges and premium services are seeing increased investment.
The Santiago project is part of PPG's broader strategy to transform airport experiences worldwide. The company, which operates a network of lounges across major hubs, has been actively pursuing growth in emerging markets. This move also aligns with the trend of airport operators and hospitality groups partnering to elevate passenger services, similar to recent developments in other regions.
For travel professionals, the Santiago expansion signals growing opportunities in South America's aviation and hospitality sectors. With SCL serving as a key gateway to the continent, the new lounges are expected to attract both business and leisure travelers, particularly those connecting to long-haul routes.
PPG's investment in Chile also reflects a broader industry shift toward premium, experience-driven travel. As airlines and airports compete for passenger loyalty, lounge access and personalized services have become critical differentiators. The company's ALLWAYS service, which offers meet-and-assist support, is part of this trend, providing a white-glove experience that appeals to high-net-worth individuals and corporate travelers alike.
Borchard's appointment is one of several recent leadership changes in the hospitality sector, highlighting the importance of local expertise in global expansion. Her deep understanding of the Chilean market will be crucial as PPG navigates the complexities of airport operations and local regulations.
The new lounges will be located within the existing terminal infrastructure, with design and amenities tailored to the needs of modern travelers. PPG has not yet disclosed specific details on lounge features, but the company is known for its premium offerings, including gourmet dining, spa services, and quiet zones.
As the project progresses, PPG is expected to provide more information on partnerships and operational timelines. For now, the appointment of Borchard signals a clear commitment to making Santiago a hub for premium airport hospitality in Latin America.
