Like the Gulf airlines, Turkish Airlines is continuing its move upmarket in Business on the soft product byintroducing a Driver Service, following the example of Emirates or Etihad.
Its goal: to compete with these companies and offer an end-to-end service, from the door of your home to your final destination.

A service reserved for very high contribution passengers

This is one of the weak points of the service: if the offer is clear with the competitors, i.e. to have a paying ticket in Business or First class, it is immediately much less obvious with Turkish: only passengers booked in class C or D (the highest in Business) have access to it.
As a result, all promotional and attractive fares are excluded.

And, to top it all off, Turkish Airlines does not allow you to select these particular classes when booking.

Still a limited number of cities served

Another weak point of the offer is thenumber of cities served. Very low :

• On the American continent (50 miles from the airport):
  • Toronto
  • Montreal
  • Houston
  • New York
  • Chicago
  • Los Angeles
  • Miami
  • Boston
  • Washington
  • San Francisco
• In the Middle East (80 miles from the airport):
  • Dubaï
  • Koweit

Here, we are very far from what the Gulf airlines offer, especially in the service to Europe, the great forgotten (for the moment) of the TK offer.
Let’s watch for announcements in the coming weeks on this subject.

A very simple reservation process

Although the Turkish Airlines website is undergoing a major overhaul, booking is very simple, using the PNR number and name in the My Booking area of the airline’s website.
As the website is being redesigned, we can imagine a deeper integration when viewing the reservation.

In conclusion: yes, but…

This is an interesting service that puts Turkish Airlines in line with the competition in terms of business class customer service. But the small number of destinations served and its restriction to the highest fare classesare real obstacles to its expansion.