Turkish Airlines Sets Goal for Global Brand and Value-Focused Growth
Turkish Airlines aims to enter the top 100 global brands by increasing its brand value, while introducing Premium Economy and regional flights to its fleet.
Turkish Airlines aims to secure a spot among the world's top 100 most valuable brands by focusing on value-driven strategies alongside volume-oriented growth.
Value-Driven Growth Strategy
Turkish Airlines General Manager Ahmet Olmuştur stated that they aim to elevate the brand value of the institution, which is Turkey's most valuable brand, even further. Emphasizing that the world's most valuable airline brand is currently in the 120s range and that no airline brand has ever entered the top 100, Olmuştur noted that they will focus on value-driven growth alongside volume-oriented expansion.
Historic Brand Value Achievement
Pointing out that Turkish Airlines has been chosen as Turkey's most valuable brand for the past 9 years, Olmuştur noted that a brand value of $2.9 billion was reached in 2025, marking the highest level in the institution's history.
Premium Economy Cabin Project
It was announced that one of the projects being worked on to increase the variety of products offered to passengers is the Premium Economy cabin. The year 2029 is targeted for the widespread integration of this product, positioned between the Business and Economy cabins, into the fleet.
Regional Flights and New Routes
Evaluating the advantages offered by Istanbul's geographical proximity to Europe, Olmuştur stated that they will gain the opportunity to reach new cities with more limited passenger potential using regional aircraft. While it was stated that many cities with a daily passenger potential of 100-140 will be connected to Istanbul, the second half of 2028 has been set as the target for regional aircraft to join the fleet.
New Customers and Loyalty Program
Stating that one of the most important elements of the development in market share is new customers, Olmuştur announced that 1.2 million people who traveled with Turkish Airlines for the first time were hosted compared to the same period of last year. While emphasizing that commercial actions have been taken to strengthen relations with new passengers, it was reported that the Miles&Smiles loyalty program has reached 25 million members.