TAV Operation Services has unveiled the redesigned Primeclass Domestic Lounge at Ankara Esenboğa Airport, marking the debut of the brand's global lifestyle concept in Türkiye. The lounge, which opened on 22 October 2026, spans 380 square metres across two levels and accommodates up to 135 guests. It is designed to function not just as a pre-flight waiting area but as a destination in itself, with dedicated zones for working, dining, socialising, and relaxation.
The launch reflects Primeclass's broader strategy to reposition airport lounges as lifestyle hubs rather than mere transit amenities. The concept, branded under the philosophy “The Place to Be You,” integrates international hospitality standards with local cultural elements, aiming to offer travellers a more personalised and memorable experience.
Design and amenities
The lounge features a library, a bar, and a buffet, with refreshments available on both floors. Worktables equipped with power sockets and lockable storage cater to business travellers, while the overall design incorporates local art and materials to create a sense of place. Sustainability is also addressed through waste separation practices, aligning with broader industry trends toward eco-conscious operations.
Aude Ferrand, Chief Commercial Officer of TAV Airports Holding and CEO of TAV Operation Services, said: “Our new Primeclass concept reimagines lounges as lifestyle spaces where travellers can experience design, local culture, and personalised service.” Her comments underscore the company's ambition to differentiate its lounge offerings in a competitive market.
Culinary programme
The food and beverage programme offers a contemporary take on Anatolian cuisine, featuring seasonal produce and plant-forward options. This culinary direction is intended to appeal to both domestic and international travellers seeking authentic regional flavours. The menu is guided by four principles: Staying Tuned, Collective Experience, Human Touch, and Better Future, which together shape the lounge's operational ethos.
Beyond the lounge itself, Primeclass provides a suite of ancillary services, including Meet & Greet, Fast Track, and private transfers. These services are designed to enhance the entire airport journey, from curb to gate. Travellers can access the lounge through partner loyalty programmes, individual reservations, or walk-in entry, making it accessible to a wide range of passengers.
The Ankara opening is part of a broader trend among airport lounge operators to innovate and differentiate. Similar moves have been seen elsewhere, such as Plaza Premium Group's new kids' zones at three airports, which target family travellers. Meanwhile, airlines are also enhancing their ground experiences, as evidenced by Austrian Airlines' seasonal wine programme for 2026-27, which adds a local flavour to its lounges and onboard service.
For travel professionals, the Primeclass concept offers a case study in how lounges can evolve into revenue-generating lifestyle spaces. By blending design, culture, and service, operators can attract both premium passengers and those seeking a more refined travel experience. The Ankara lounge's dual-floor layout and capacity suggest a focus on scalability, which could be replicated across other airports in the TAV network.
As the travel industry continues to recover and adapt, lounge innovation remains a key differentiator. The Primeclass launch at Ankara Esenboğa is a notable example of how airport hospitality is being reimagined to meet changing passenger expectations. With its emphasis on local culture and sustainability, the concept aligns with broader industry trends toward authentic and responsible travel.
