Summary:
- TAV Operation Services has unveiled a reimagined, lifestyle-led Primeclass lounge concept designed to redefine airport hospitality through its new âPlace to Be Youâ philosophy.
- The transformation spans every physical and digital touchpoint, blending human-centred design, curated culinary experiences, and sustainable, locally inspired elements to create vibrant airport lifestyle destinations.
- The new Primeclass concept will debut in Sofia and Ankara, followed by Paris-Orly, marking the start of a global rollout across the Primeclass lounge network.
TAV Operation Services has unveiled the reimagining of its lifestyle-led Primeclass concept, with the aim of redefining airport hospitality. Guided by a new âPlace to Be Youâ philosophy, Primeclass is designed to transform airport lounges into vibrant lifestyle destinations, blending design, culinary excellence, and authentic human connection.
âOur mission is to bring the true hospitality into the heart of the airport experience, The Place to Be You,â said Aude Ferrand, Chief Commercial Officer of TAV Airports and CEO of TAV Operation Services. âImagine a traveller finding their own rhythm â 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.â
The new Primeclass philosophy is embodied in âThe Primeclass Promiseâ with 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 brandâs commitment to meaningful and responsible travel.
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-centred 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 â from multicultural teams to authentic, caring service â creating a premium experience that connects people, culture, and community across every journey.
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 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.
The first lounges designed under this new concept will open in Sofia and Ankara, followed by Paris-Orly, 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 programmes, and individual guests through online booking or partner card schemes, as well as walk-in guests seeking premium travel experience.
