TAV Operation Services Unveils Lifestyle-Led Primeclass Concept Redefining Airport Hospitality
04/11/2025
The new “Place to Be You” philosophy transforms airport lounges into lifestyle destinations, blending design, culinary excellence, and human connection.
Istanbul, Türkiye — TAV Operation Services (TAVOS), one of the world’s leaders in airport hospitality, unveils the reimagining of the Lifestyle-Led Primeclass Concept, redefining Airport Hospitality. Guided by the new “Place to Be You” philosophy, Primeclass transforms airport lounges into vibrant lifestyle destinations—blending design, culinary excellence, and authentic human connection.
Airports are evolving into premium destinations where travelers can pause, connect, and rediscover the joy of movement. Guided by this ambition, TAV Operation Services (TAV OS) is merging the worlds of aviation and hospitality to redefine airport experience.
“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 traveler 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 travelers, families, and friends alike,” explains Ferrand.
Defining Tailored Hospitality
Primeclass is entering a new era —a refined positioning where every journey becomes a personal experience, a journey that reflects the passenger’s mindset and answers passengers’ needs.
This 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: Staying Tuned, Collective Experience, Human Touch, and Better Future. Together, they represent an inclusive lifestyle-driven and sustainable approach to hospitality, reflecting the brand’s commitment to meaningful and responsible travel.
Primeclass: A Lifestyle-Driven Experience
The transformation of Primeclass goes far beyond visual identity. It represents a complete reimagining of the airport journey, encompassing every physical and digital touchpoint, from welcoming signage and spatial design to staff uniforms, dining concepts, and digital experiences.
In the reimagined Primeclass, every detail, from the use of natural materials such as terracotta and wood to locally inspired design elements, has been crafted to create an environment that feels authentic, warm, and contemporary.
At the heart of Primeclass lies a sustainable and human-centered approach to hospitality. By celebrating local sourcing, seasonal menus, and culinary diversity, Primeclass supports regional producers, reduces environmental impact, and ensures that every 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 that Reflect Modern Travel
From vibrant social settings to serene areas designed for rest and reflection, each space is thoughtfully crafted to meet a diverse range of needs and moments. The reimagined Primeclass lounges are organized 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 flavors, 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.
Every Primeclass environment harmonizes 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 travelers experience both familiarity and discovery -wherever their journey takes them.
Primeclass’s next steps
The first lounges designed under this new concept will open in Sofia, Bulgaria, and Ankara, Türkiye, followed by Orly in Paris at the beginning of 2026, marking the beginning of a global rollout that will gradually extend across the Primeclass network.
Access to Primeclass lounges is available to business class passengers, members of partner loyalty programs, and individual guests through online booking or partner card schemes — as well as walk-in guests seeking premium travel experience.
Reflecting its holistic approach, the Primeclass concept will also extend beyond lounges — inspiring the design and service touchpoints of Meet & Greet, Fast Track, and Air Room experiences under the same “Place to Be You” philosophy. This integrated vision ensures a seamless and emotionally connected journey from curb to gate.
About TAV Operation Services
A subsidiary of TAV Airports, TAV Operation Services, is among the world’s leading airport hospitality operators, combining deep industry expertise with operational excellence. With over two decades of experience in the travel and aviation sector, the company is a trusted partner to global brands, offering comprehensive lounge management and end-to-end premium airport services, and 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.
The company partners with leading airlines, financial institutions, and airport operators provide a variety of guest-centric services — including lounge management, meet-and-greet, fast track, porter, and airport transfers — across nearly 400 service points worldwide.
With a clear focus on service excellence, sustainability, and digital innovation, TAV Operation Services continues to redefine the airport experience — making travel more seamless, connected, and memorable for today’s modern traveler.
Watch the launch film : https://www.youtube.com/watch?v=CTl-cdnnDM0