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Turkish Airlines aims to become one of the world’s 100 most valuable brands
Turkish Airlines General Manager Ahmet Olmuştur announced that the company aims to become the first Turkish firm and potentially the first airline to enter the world’s 100 most valuable brands. The company plans to expand its Premium Economy class in 2029, grow its fleet and add new destinations.
Turkish Airlines General Manager Ahmet Olmuştur announced that the company aims to become the first Turkish firm and potentially the first airline to enter the world’s 100 most valuable brands.
Olmuştur said that, in pursuit of this goal, they were prioritizing not only increasing passenger and flight volumes but also growing the company’s brand value. He noted that brand value follows a different process for every company and requires long-term efforts.
122 touchpoints for the passenger experience
Turkish Airlines has placed the approximately 122 touchpoints through which it interacts with passengers at the center of its brand strategy. The process begins with a visit to the website and covers airport procedures, check-in, boarding, the in-flight experience, baggage collection and subsequent customer relations.
The company has been Türkiye’s most valuable brand for nine consecutive years. The brand value of Turkish Airlines reached a record $2.9 billion last year.
2029 target for Premium Economy
The company plans to expand its Premium Economy class as part of its product diversification efforts. The class is intended to offer seats with greater recline and more legroom, enhanced in-flight catering and additional benefits through the Miles&Smiles program.
The company is targeting 2029 for the widespread implementation of the new cabin configuration. It is continuing its fleet reassessment efforts as part of this process.
Fleet growth and Istanbul connections
Turkish Airlines launched a tender process in July to purchase regional aircraft. The aircraft are expected to be integrated into the fleet in the second half of 2028.
The fleet expansion is expected to help connect an additional 100 to 140 passengers to Istanbul each day and carry these passengers via Istanbul to other destinations across the flight network. The company is also evaluating whether to increase the number of long-haul aircraft with approximately 400 seats.
Turkish Airlines said it was the airline with the world’s highest operational efficiency in its Airbus A350 and Boeing 787 Dreamliner fleets during the 2025–2026 period. The aircraft registered as TC-LGP in the A350 fleet reached an industry-leading level last year, with an average daily flight time of 17 hours and 20 minutes.
The company aims to use its fleet efficiently while maintaining high standards for aircraft safety, maintenance and operational requirements.
New destinations and logistics operations
As part of its route expansion efforts, Turkish Airlines attracted 1.2 million first-time flyers over the past year. While its flight network in Asia is also expanding, services to Chengdu, China, are scheduled to begin on November 11.
The airline operates 14 weekly flights each to Beijing, Shanghai and Guangzhou. Flights to Minsk, the capital of Belarus, are also scheduled to resume on September 20.
The company plans to direct cargo capacity toward markets where demand is high and supply is limited. It aims to use its capacity more efficiently and increase revenue by monitoring market price balances.
Artificial intelligence and the loyalty program
The AI-powered TK Assistant application responded to more than 2 million passenger requests in over 100 languages during its first seven months of service.
Additional status miles are planned to be awarded from September 1 for travel packages offered through the Turkish Airlines Holidays platform. The number of Miles&Smiles members has also surpassed 25 million.
Olmuştur said that Miles&Smiles could no longer be defined simply as a program for frequent flyers, given its scale. Since the program was established, the company has hosted its 100 most regular flyers at Istanbul Airport.
Olmuştur also said that he began his career at the Turkish Airlines call center in 2000 and that benefiting from employees’ views was a priority in continuous improvement efforts.
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