Turkish airport operator TAV, a subsidiary of French airport group ADP, has unveiled a new concept for its Primeclass lounges, which will be rolled out across its international network.
While the Primeclass lounges have been in operation for years, TAV has performed a comprehensive revamp of the service, not just in what concerns intangible elements, such as the brand itself, but also through a thorough transformation of the physical spaces where the lounges are located.
The project, which is being implemented through TAV Operation Services (TAVOS), the company’s division specializing in hospitality services and lounge management, has involved many of the customer touchpoints.
From the materials used in construction, to the staff uniforms and the culinary offering, the passenger experience has been redesigned to convey a greater sense of comfort and authenticity. For example, using natural materials, a warm color palette, and the use of local ingredients in the food being served at the lounge.
TAV Operation Services (TAVOS) has adopted the slogan “The Place to Be You” to market the transformed Primeclass offering.
In a press release, Aude Ferrand, Chief Commercial Officer of TAV Airports and CEO of TAV Operation Services, defined the renovated Primeclass lounges as a “quiet corner to unwind, a lively space to connect, or a comfortable spot to focus before take-off.”
The first two new Primeclass lounges will open to the public at Sofia (SOF) and Ankara-Esenboga (ESB) airports in early 2026, with Paris-Orly (ORY) following shortly after. Ultimately, the new concept will be rolled out across all airports in which TAV Operation Services has a presence, approximately 200 worldwide.
TAV Operation Services (TAVOS) aims to extend the Primeclass concept to other customer-facing services it offers at the airports in its network, such as Meet & Greet, Fast Track, and Air Room.
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