Tavas Spreads Its Wings

Having identified the premium market as a major growth engine, Tavas won a much-coveted tender from El Al, Israel’s national airline. Electra’s commercial cleaning arm is now setting a new standard of spick-and-span service at Ben-Gurion International Airport, and the exclusive King David Lounge is looking as clean as a whistle.

At the end of July 2024, Tavas secured a highly desirable cleaning tender and was given responsibility for two main areas in Terminal 3 at Ben-Gurion International Airport: the King David Lounge, reserved for VIP travelers, as well as an operational area that serves aircraft. The client is El Al, Israel’s national airline – and Tavas’s first premium customer.

“The premium market is our new growth engine,” explained Ilan Cohen, who manages the Tavas branch for the Shfela region, where the airport is located. “El Al had been disappointed in the cleaning standard they’d received for these areas in the past. When we presented our plan, they didn’t believe that we would invest so much and acquire especially expensive equipment for their sake, but we’d chosen to offer a premium service and make a very clear statement: those who are willing to pay for the best will receive the best – a service experience beyond anything they thought was possible.”

Tavas premium customers are assigned highly trained professional cleaners who earn at least 25% more than regular cleaners. Customers also receive first-class service that extends throughout every aspect of the cleaning activities, from cleaners’ uniforms, through the detailed work plans, to the advanced equipment and cleaning products. “When you’re working for a premium customer, you simply don’t use a vacuum cleaner with a cord that everyone can trip over,” Ilan said. “We procured cordless electrical appliances, which demonstrated our quality, attention to detail, and serious attitude toward every project. Our floor cleaning machines are rechargeable, make less noise, and have a more elegant appearance. We also replaced all the restroom accessories with premium versions – it was very important for us to show El Al that we had put extensive thought into everything we were doing.” As befits a premium customer, Tavas acquired eco-friendly cleaning products and biodegradable toilet paper. “There was even a discussion about the mop handles and dustpans we bought.”

When Tavas began operations for El Al, the team performed a deep-clean of the entire lounge, from the giant windows looking out at the airplanes, to the smallest air vents. “The lounge offers a 5-star hotel experience, so our service has to do the same,” Ilan stated. “People who are flying overseas and waiting in the lounge want a pleasant ambience. This means that the cleanliness standard must be absolutely top-notch. We selected cleaners who understand the importance of a well-groomed appearance, and we ensured that they have tailored uniforms and nice-looking shoes. Everything suits the overall atmosphere of the lounge.”

Tavas selected about 30 cleaners to serve El Al in the lounge and the operational area. The lounge is open seven days a week and operates around the clock, only closing during Shabbat. Executive site manager Jenny Vasilyev
“does an exceptional job, together with her deputy Bogdan Kychievsky”, Ilan noted. “Thanks to her efforts, we’ve been able to meet all our targets, to the customer’s satisfaction, since the very first month.” Jenny took care to quickly fill all the position and build strong work plans. She now focuses on maintaining workforce stability, including overseeing transportation and managing employees day and night, in three shifts.

Special emphasis is placed on the standard of cleanliness. Tavas passes all site hygiene inspections with flying colors, but according to Ilan, “the real proof of our good work is the feedback we get from El Al employees and the passengers who visit the lounge. Everyone mentions how much the service has improved compared to the way it was before.”

“El Al’s VP Service flew to Bangkok a couple of months ago,” Ilan said. “He was sitting in the lounge and was so pleased with our work that he immediately called up the department manager to express his appreciation – and even asked to give our employees a gift card. That was another major sign that we were on the right track.”

“I feel great satisfaction, knowing that we were able to quickly achieve the goal we’d set for ourselves of gaining a premium customer. We managed to convince El Al that Tavas really was the best choice for them.” Now, Ilan’s eyes are set on other El Al and Airport Authority locations. “That’s my guiding principle,” he explained. “I’m always thinking about what I can do better than the competition.”