TÜRKİYE. Airport hospitality specialist TAV Operation Services (TAVOS) has unveiled its reimagined lifestyle-led Primeclass concept.
It is guided by a new ‘The Place To Be You’ mantra and philosophy, through which the TAV Airports-owned company said it aims to “transform airport lounges into vibrant lifestyle destinations – blending design, culinary excellence and authentic human connection”.
A statement said: “Airports are evolving into premium destinations where travellers can pause, connect and rediscover the joy of movement. Guided by this ambition, TAV OS is merging the worlds of aviation and hospitality to redefine airport experience.”
The first lounges designed under this new concept will open at Sofia and Ankara airports this year, followed by Paris Orly at the beginning of 2026, marking the beginning of a global roll-out that will gradually extend across the Primeclass network.
Tailored hospitality
Through the updated Primeclass positioning, each journey should reflects the passenger mindset and answer their needs.
“The evolution enhances the brand’s mission to transform airport time into a meaningful and holistic travel experience, where comfort, connection and inspiration feel uniquely personal. It is crafted through a design philosophy inspired by timeless hospitality with contemporary aesthetics.”
The new Primeclass philosophy is embodied in The Primeclass Promise – four guiding values, namely: Staying Tuned, Collective Experience, Human Touch and Better Future. Together, these represent an inclusive lifestyle-driven and sustainable approach to hospitality, reflecting the brand’s commitment to meaningful and responsible travel.
“Our mission is to bring the true hospitality into the heart of the airport experience, The Place To Be You,” said Aude Ferrand, Chief Commercial Officer of TAV Airports and CEO of TAV Operation Services.
“Imagine a traveller finding their own rhythm – a quiet corner to unwind, a lively space to connect, or a comfortable spot to focus before take-off. Primeclass embraces every journey and every pace, welcoming business travellers, families and friends alike.”
A lifestyle-driven experience
The transformation of Primeclass encompasses visual identity and much more, noted TAVOS, from physical and digital touchpoints, welcoming signage and spatial design to staff uniforms, dining concepts and digital experiences.
The use of natural materials such as terracotta, wood and locally-inspired design elements, helps create an environment that feels “authentic, warm and contemporary”.
A sustainable and human-centred approach to hospitality is also central, said TAVOS. By celebrating local sourcing, seasonal menus and culinary diversity, Primeclass said it supports regional producers, reduces environmental impact and ensures that each meal reflects its place of origin.
“This commitment extends beyond the plate – from multicultural teams to authentic, caring service – creating a premium experience that connects people, culture and community across every journey. Whether through thoughtful gestures, multilingual communication or regionally inspired design, the brand embodies a premium experience that feels both global and deeply personal.
“The result is a global benchmark in airport hospitality – one that harmoniously blends cultural connection, culinary excellence and a genuine human touch.”
Dedicated spaces to reflect modern travel
The reimagined Primeclass lounges are organised around five signature zones, designed to match the diverse rhythms of travel, reimagining the airport as “a vibrant, emotionally grounding space where comfort, connection and individuality coexist”.
Live – a vibrant social hub anchored by a sculptural bar where energy and connections live.
Enjoy – a culinary journey featuring local flavours, seasonal menus and live preparations.
Work – serene, light-filled areas for focus and productivity.
Relax – tranquil zones with reclining seats, reading corners and private showers for a refreshing break.
Play – joyful areas for children and adults, designed for social and sensory connection.
TAVOS said: “Every Primeclass environment harmonises natural materials, tactile textures and specific lighting to create a premium yet welcoming atmosphere. Each lounge combines global design coherence with local cultural cues, ensuring travellers experience both familiarity and discovery, wherever their journey takes them.”
Access to Primeclass lounges is available to business class passengers, members of partner loyalty programmes and individual guests through online booking or partner card schemes – as well as walk-in guests seeking a premium travel experience.
The Primeclass concept will also extend beyond lounges – with the design and service touchpoints of Meet & Greet, Fast Track and Air Room experiences coming under ‘The Place to Be You’ philosophy. “This integrated vision ensures a seamless and emotionally connected journey from curb to gate,” said TAVOS.
TAV Operation Services offers comprehensive lounge management and end-to-end premium airport services, serving more than 7 million passengers annually.
Operating across 61 countries and 200 airports worldwide – from Chile to Japan, including the USA, Europe, Türkiye and Central Asia – TAV Operation Services delivers premium travel and loyalty solutions through its flagship brands: Primeclass, Extime Lounge, HelloSky, Treva, TAV Passport and LoungeMe. ✈
