BULGARIA. TAV Operation Services (OS) has introduced its next-generation Primeclass lounge at Vasil Levski Sofia Airport, marking the first physical roll-out of a new lifestyle-led hospitality concept in travel retail.
The opening positions Sofia as the launch platform for a broader transformation across the Primeclass global network, as TAV OS shifts the brand from functional lounge environments towards experience-driven spaces designed around traveller wellbeing, flexibility and emotional engagement.
Operating under the philosophy ‘The Place to Be You’, the new concept reframes the airport lounge as a fluid, hybrid environment rather than a traditional waiting area.
The Sofia location integrates multiple zones spanning social, dining, working and relaxation needs, including a bar and living area, curated dining space, work zones, a children’s area, nap room and outdoor terrace.
The design approach, branded ‘Haven on Earth’, has been developed with international creative partners and combines global consistency with local identity.
Natural materials, intuitive layouts and a sensory-led atmosphere are intended to create a more immersive passenger experience aligned with evolving expectations in airport hospitality, according to TAV OS.
A strong emphasis is placed on localisation. The lounge incorporates a ‘Local Artist Wall’ (pictured above), developed with a Sofia-based gallery, showcasing works by Bulgarian artists including Stela Vasileva and Alexander Valchev.
TAV OS noted the exhibition will rotate over time, positioning the lounge as an ongoing cultural touchpoint within the airport environment.
Food & beverage is similarly positioned as part of the experiential offer, with Bulgarian flavours reinterpreted alongside international selections to create what the company describes as a “journey of discovery” for travellers.
TAV Airports Holding Chief Commercial Officer and TAV Operation Services CEO Aude Ferrand said, “Sofia holds a special place for Primeclass – not only as a key destination within our network, but as the starting point where our new vision becomes tangible.
“We also highly value Vasil Levski Sofia Airport’s forward-thinking approach to passenger experience, and we are delighted to collaborate with a partner that shares our ambition to redefine airport hospitality.
“We see Sofia Airport as a strong partner in shaping the future of airport experience in the region.
“With this opening, we are redefining how airport lounges are designed, experienced and felt. We are witnessing a shift in traveller expectations from purely functional spaces to emotionally resonant environments.
“At TAV Operation Services, we position hospitality as the foundation of the journey, focusing on turning airport time into meaningful, experience-led moments.
“Sofia marks the beginning of this transformation, which we will continue to scale across our global network.”
Sofia Connect CEO Jesús Caballero commented, “At Vasil Levski Sofia Airport, we are proud to deepen our strategic partnership with TAV Operation Services through the launch of the new Primeclass lounge concept – a collaboration built on shared ambition, trust and a common vision for excellence.
“Being the first airport to introduce Primeclass next-generation lifestyle concept is both an honour and a strong vote of confidence in Sofia as a fast-evolving European aviation hub.
“This milestone is more than the opening of a lounge; it is a clear step forward in our journey to transform the passenger experience and to position Sofia as the first 5-star regional airport in Europe.
“Together with TAV Operation Services, we are redefining what airport hospitality means – creating spaces that are not only functional, but emotionally engaging, locally inspired and globally competitive.
“We are proud that Sofia is setting the benchmark for this new era of airport hospitality, and we look forward to continuing this successful partnership as we elevate our standards even further for the benefit of our passengers and partners alike.”
TAV OS said the Primeclass concept will now be rolled out progressively across the company’s international lounge portfolio, as it targets a more design-led, locally grounded and experience-focused model for airport hospitality. ✈
* Read our President Dermot Davitt’s recent interview with Aude Ferrand, in which they discuss the new Primeclass concept, here.
 The Moodie Davitt Report is delighted to announce Airport Hospitality World, the latest edition to its wide-ranging, market-leading travel retail and airport non-aeronautical revenues publishing and event portfolio. Airport Hospitality World covers all forms of airport lounges across international and domestic terminals, including various definitions as follows:
Plus other hospitality-related platforms:
Excitingly, the long-established Airport Food & Beverage (FAB) + Hospitality Conference & Awards will embrace Airport Hospitality World from the 2026 edition – the event’s 15th anniversary. The event will take on an extended form, featuring an exhibition and the ultimate one-stop airport hospitality and food & beverage conference and awards platform. |
