
Do a club model. Monthly/annual fees grants access to:
* Per flight discounts
* Access to the loungeport and its amenities, even when not flying
* Discounts on stays at the hotel, car rentals, etc.
* Discounts at partner businesses, the way airlines partner with other companies for their milage programs
You could do it like Costco where membership is mandatory, or like Disney where club memberships are optional extras.