Award Nomination Category: Hospitality Excellence Award

22/07/2025

Introduction: Hospitality as a Journey, Not a Transaction

At Primeclass, hospitality is more than a service—it is a journey we design with care, empathy, and purpose. As the global airport hospitality brand of TAV Operation Services, Primeclass offers a new perspective on what it means to travel comfortably, seamlessly, and meaningfully. We believe that every moment in an airport is an opportunity to enhance a traveller's journey, and that world-class service begins the moment a guest steps into the terminal—not just when they reach the lounge.

With a presence across six continents, in over 29 airports and 19 countries, we serve more than 10 million guests annually through a robust and diverse portfolio of premium lounges and value-added services. Our model is built on delivering holistic, end-to-end experiences—ensuring that every guest, regardless of their location, receives comfort, care, and connection in equal measure.

Our award-winning Primeclass Lounge in Muscat is a prime example of this mission in action. It reflects not only our operational excellence but also our commitment to local culture, innovation, and guest-centricity—qualities that make us a true leader in the airport hospitality space.

Global Footprint, Local Soul

What sets Primeclass apart is our ability to combine global consistency with local relevance. Each of our locations—while aligned with international standards—celebrates the culture, design, and hospitality traditions of its host country. Nowhere is this more evident than in Primeclass Lounge Muscat, where Omani elegance and tradition blend effortlessly with contemporary luxury and global best practices.

This approach ensures that guests don't just experience comfort—they connect with the place they're in. In Muscat, that means architectural details reflecting local heritage, carefully curated dining inspired by Omani flavours, and warm, personalised service that reflects the nation's rich hospitality culture.

Primeclass is not just a hospitality brand; it is a gateway to place, acting as a cultural ambassador while delivering universal value and excellence.

A Holistic, Guest-Centric Ecosystem

At Primeclass, we believe that hospitality is not confined to a lounge. We are committed to providing a fully integrated experience that supports the traveller through every stage of their airport journey.

Our services include:

Exclusive Lounge Access: Sophisticated, thoughtfully designed spaces offering gourmet cuisine, rest areas, business facilities, wellness corners, and family zones.

Meet & Greet Services: Personalised escorting services from curb to gate, with multilingual support, baggage handling, lounge access, and priority security.

Fast Track: Accelerated immigration and security clearance for a smoother, time-efficient process.

Porter and Valet: Extra convenience for guests with children, elderly companions, or large amounts of luggage.

Airport Transfers: Door-to-door mobility solutions that ensure the journey is seamless from arrival to departure.

This holistic ecosystem is at the heart of our value proposition. It reflects our commitment to not just satisfying functional needs but creating emotionally resonant and efficient travel experiences that make guests feel understood, respected, and valued.

Muscat: A Model of Regional Excellence

Our Primeclass Lounge in Muscat International Airport represents the pinnacle of what Primeclass aspires to deliver worldwide. It was named the "Best Lounge in the Middle East & Africa" at the 2025 Priority Pass Excellence Awards—a testament to the excellence we bring to every detail of the guest experience.

Key highlights of the Muscat lounge include:

Elegant, locally inspired design that reflects Oman's architectural heritage and cultural identity.

Live cooking stations offering both international cuisine and traditional Omani dishes.

Private family suites and PRM (Persons with Reduced Mobility) areas, ensuring inclusivity and comfort for all.

Dedicated children's play zone, cinema room, and prayer rooms, enhancing the family and spiritual travel experience.

Quiet zones, massage chairs, and workstations, balancing relaxation with productivity.

Integrated Meet & Greet service that complements the lounge experience, from arrival to boarding.

This space exemplifies the "value with meaning" approach we strive for—where luxury and local character meet, and where every guest feels both welcomed and enriched.

Value-Driven by Design

Primeclass has transformed the perception of value in airport hospitality. For us, value is not about price—it's about providing high-quality, flexible, emotionally intelligent services that genuinely enhance the traveller's experience.

We've unified a previously segmented brand portfolio into a single, globally recognised brand identity—Primeclass—to create consistency across touchpoints while allowing room for local expression. This branded house model strengthens guest recognition and trust, while ensuring operational efficiency across all service areas.

Our value lies in:

Emotional intelligence: Anticipating guest needs and responding with empathy and discretion.

Adaptability: Offering modular, scalable services that can be tailored to the traveller's context.

Reliability: Maintaining high standards in both predictable and unexpected circumstances.

Authenticity: Designing spaces and experiences that respect and reflect the cultures we operate within.

Muscat exemplifies this perfectly—offering comfort that is both meaningful and material.

A Strong B2B and B2C Impact

Primeclass is uniquely positioned to serve both individual travellers and corporate partners through B2C and B2B channels. We work with airlines, airports, banks, travel companies, tourism boards, and luxury brands to deliver experiences that are not only memorable but strategically aligned.

For our partners, we provide:

Tailored packages and loyalty integration (e.g., with banking or airline membership programs).

Operational streamlining through our proprietary CRM and digital service platforms.

Data-driven insights into customer behaviour and service trends.

Co-branded experiences and activations to elevate brand presence within the airport.

In Muscat, for instance, we've hosted cultural pop-ups, collaborated with Omani chefs and artisans, and activated loyalty-driven guest experiences—all of which serve to deepen the guest's engagement while supporting the broader tourism and hospitality ecosystem.

Guest Intelligence and Emotional Engagement

Our award-worthy hospitality is not guesswork—it's the result of detailed customer journey mapping, in-depth guest feedback analysis, and strategic digital engagement. Through our Customer Intelligence Team, we develop insights that inform not only operational decisions but also how we communicate and connect with guests across every touchpoint.

Our omnichannel engagement includes:

Mobile apps and digital booking systems for convenience and transparency.

Utilise social media platforms (Instagram, LinkedIn) for real-time engagement and storytelling.

Email campaigns, influencer collaborations, and press coverage to expand reach and relevance.

On-site branding, QR-based service feedback, and AI-powered service response systems to ensure seamless guest interaction.

This innovative integration of technology and human warmth allows us to scale personalised hospitality without compromising on care or quality.

Innovation and Sustainability in Hospitality

Primeclass integrates sustainability and innovation into its hospitality philosophy. In Muscat and beyond, we take a responsible design approach that focuses on:

Eco-conscious materials and energy-efficient architecture in our lounges.

Digital service delivery to reduce paper usage and manual processing.

Local procurement and regional hiring, supporting community growth.

Wellness-focused design, with spaces optimised for rest, mindfulness, and health.

We see sustainability not as a separate strategy, but as a fundamental principle that aligns with the values of our guests and our commitment to long-term excellence.

Resilience and Adaptability During Challenges

The past few years have tested every sector—and airport hospitality was no exception. Primeclass demonstrated resilience by rapidly adapting to evolving guest expectations and global health protocols.

From launching contactless Meet & Greet services to introducing wellness and hygiene stations in lounges, we ensured that our guests could continue to travel with confidence and peace of mind.

Our team in Muscat was especially proactive, implementing enhanced cleaning protocols, touch-free catering solutions, and multilingual support to ensure every guest felt safe and cared for.

Why We Deserve the Hospitality Excellence Award

We believe Primeclass deserves this award because we have not only raised the bar for airport hospitality in Oman—we've redefined what it means to care for travellers across the world.

Here's why we stand out:

We create holistic journeys, not isolated services.

We honour local culture while upholding global standards.

We anticipate needs and solve problems with empathy and elegance.

We deliver value with meaning, not just amenities.

We build trust and loyalty with our guests, partners, and communities.

From fast-track arrivals to thoughtful farewells, Primeclass transforms every moment of travel into something memorable. Our Muscat lounge is a glowing example of our ability to blend beauty, utility, tradition, and innovation into one seamless experience.

This award would not just recognise a brand—it would celebrate a team that leads with passion, a vision built on connection, and a belief that hospitality is one of the most powerful ways to show care in motion.