A cigar lounge has always been more than a room where smoke rises and time stretches into a gentler rhythm. At its best, it is a sanctuary—where lighting softens, conversation slows, and the ritual of selecting, cutting, and lighting a cigar becomes part of a larger experience. Yet many lounges, even well-established ones, offer little beyond the basics: a worn, comfortable chair, a humidor, and the opportunity to enjoy a smoke, either alone with your thoughts or in the company of friends. Today’s consumers expect more. They want hospitality that honors the cigar, not just space that accommodates it.
People are also seeking new “third places”—environments outside of home and work that offer identity, connection and community. Traditionally, these have included cafés, bars, churches and libraries. Increasingly, the cigar lounge plays this role. A true third place should be open, inviting, comfortable and convenient, a setting where conversation flows naturally and guests can meet regulars while discovering new faces. Customers want more than a chair; they want a space that feels social, welcoming and even educational.
Across the country, aficionados increasingly seek lounges that treat the cigar experience with intention. They look for knowledgeable staff, thoughtful ambiance, curated pairings and programming that feels crafted rather than incidental. They expect the same level of refinement found in boutique hotels, elevated cocktail bars or luxury tasting rooms. For lounge owners, this shift presents both a challenge and a tremendous opportunity.
This level of hospitality begins with people. Staff who know their inventory and understand how to guide a guest through the humidor bring a sense of ceremony to the ritual. The best resemble seasoned sommeliers—curators who highlight flavor, body, terroir and craftsmanship in a way that deepens the guest’s enjoyment. A greeting at the door, a suggestion tailored to taste, an expertly handled cut and light—these gestures create lasting impressions and signal that the lounge values relationships, not just transactions.
For frequent traveler and FIU alumnus Alberto Santa, CRO of Alliants—an alumus of Florida International University’s Chaplin School of Hospitality & Tourism Management—the hospitality dimension is unmistakable: “A great lounge lets you slow down. The best ones pair comfort with passion—staff who know tobacco, understand the craft, and make every visit feel personal. Whether I’m in Orlando, Frankfurt or London, the lounges that stand out all share the same thing: real hospitality.” His global experience reinforces the modern standard: Passion, personalization and thoughtful service define cigar luxury today.
Atmosphere plays a similar role. Lighting should set the tone without overwhelming it. Music should enhance rather than intrude. Ventilation, temperature control, seating layout and cleanliness—details that fade when executed well—shape a guest’s comfort more than most owners realize. A well-designed lounge balances privacy with sociability, creating natural spaces for conversation, quiet reflection or group enjoyment. When a lounge’s environment feels intentional, guests settle in more deeply and stay longer.
Programming is another powerful differentiator. Lounges that host pairing nights, rolling demonstrations, tasting flights or educational sessions cultivate a sense of discovery that keeps patrons returning. These experiences need not be elaborate. A rum-and-cigar pairing, a vertical whiskey tasting or an evening built around a particular wrapper can transform a routine visit into a memorable one. Talks on cigar history, culture, shapes and construction not only educate but expand revenue opportunities. The value lies in connection—between flavor, ritual and story.
Alan Levine, CEO of Ballad Health, underscores what many sophisticated guests prioritize. Levine says, “I want a lounge that’s calm, well-ventilated and comfortable—somewhere I can unwind with a cigar and a bourbon without waiting for service. Friendly staff and a relaxed, attentive atmosphere matter more than anything else.” His emphasis on comfort and attentive service aligns with the core principle guiding modern luxury hospitality: Intention shapes experience.
For others, elegance and curation matter most. Dr. Lissarette Nisnevich, a developmental psychologist, looks for refinement: “A lounge should feel curated, elegant and hospitable. Good lighting, proper ventilation and staff who know their guests elevate the entire experience. I return to lounges where I feel welcomed, remembered and respected.” Her perspective highlights the high-touch hospitality foundations that discerning guests value and expect.
This emphasis on multi-sensory experience is central to a first-of-its-kind collaboration between the Premium Cigar Association and Florida International University’s Chaplin School of Hospitality & Tourism Management. Through its Hospitality Executive Education division, the school will launch the Luxury Marketing and Experiences Program in 2025, a three-day in-person executive education experience designed to elevate the art of hospitality within the premium cigar sector. The program explores experiential design, curated pairings, luxury consumer psychology and the service principles that shape world-class cigar environments.
A signature feature—a rum-and-chocolate pairing experience—illustrates how immersive cigar hospitality can become. It serves as a model for lounges seeking deeper sensory layers through collaborations with distilleries, chocolate makers, specialty roasters or culinary partners. Hospitality Executive Education plans to expand access through online modules following the in-person edition, and cigar professionals should stay connected for registration details for the 2026 program edition as dates are announced.
Enhancing the lounge experience does not require a full redesign or major investment. It requires intention—viewing each step of the visit, from greeting to farewell, as part of a crafted experience. Lounges that embrace this mindset are redefining what it means to enjoy a cigar in good company and a welcoming atmosphere. They create spaces where ritual unfolds naturally, supported by service that feels generous, unobtrusive and genuine.
As cigar culture continues to evolve, the lounges that stand out will be those that see hospitality not as an add-on, but as the heart of the experience. The cigar is the spark. The hospitality around it is the flame that keeps enthusiasts returning.
– Contributed by Suzanne Bagnera, PhD, and Nathan E. Dodge, MBA.
This story first appeared in PCA The Magazine, Volume 4, 2025. To receive a copy of this magazine, you must be a current PCA member. Join or renew today at premiumcigars.org/membership.