“ We have redesigned our business model; transformation is not an option, but a necessity.”

Evaluating OYAK Pazarlama’s 2030 roadmap, Yusuf Yenilmez stated, “Our goal is not only growth, but also to create sustainable value.” Yusuf Yenilmez, General Manager of OYAK Pazarlama Hizmet ve Turizm A.Ş., shared insights into the company’s comprehensive transformation process and the business model reshaped in line with OYAK’s 2030 Vision. Assessing OYAK Pazarlama’s competitiveness, sectoral positioning, and targets through detailed industry analyses, Yenilmez outlined the company’s strategies for the upcoming period, stating: “We are not merely improving our existing structure; we are undergoing a deep-rooted transformation in which we are redesigning our business model. This is the only way to sustain competitiveness and leadership. Our objective is not only growth, but also the creation of sustainable value.” Emphasizing that OYAK Pazarlama is progressing on its transformation journey through collective synergy—driven by a shared mindset, a forward-looking perspective, and the strength of teamwork—Yenilmez added: “Our goal is to build a stronger ecosystem focused on efficiency, trust, technology, and sustainable value.”

Three Strategic Pillars: Digitalization, Integration, and Sustainability

Noting that they did not start this journey from scratch, Yenilmez underlined that they benefit from the deep trust in the OYAK brand, its institutional discipline, and years of accumulated operational expertise. He stated that their new vision is built upon OYAK’s extensive experience, governance culture, and capability to adapt to technological advancements. Listing their strategic priorities for the new period as digitalization, integration of business processes, and sustainable growth, Yenilmez said: “By moving beyond traditional approaches, we are building an organization empowered by technology, making data-driven decisions, and acting with agility. While digitalization enables us to make our operations smarter and more measurable, integration allows us to bring together our different business lines under a single value chain. In this way, we offer not only services to our customers, but end-to-end solutions and a comprehensive experience.”

“Digitalization Is Not a Technology Investment, but a Strategic Inflection Point”

Highlighting that operational excellence is embedded in their corporate culture, Yenilmez stated that digitalization represents a corporate legacy that accelerates the company. He announced that the SAP S/4HANA infrastructure has been integrated across the entire OYAK Pazarlama organization, adding that by incorporating artificial intelligence into processes, the company has significantly strengthened its predictive capabilities.

A Human-Centered Approach in Tourism and Facility Management

Touching upon the transformation in the service sector, Yenilmez described tourism operations not merely as a process, but as “a matter of creating experiences, building trust, and generating lasting value.” Emphasizing that seamless end-to-end service, customer experience-focused design, and strong governance are their key priorities, Yenilmez stated: “We position facility management not merely as a technical service, but as a management approach centered on human experience. In this direction, we are establishing an operational structure that experiences fewer disruptions in the field, produces rapid solutions, and elevates user satisfaction to the highest level. The real difference lies not in what is done, but in how it is managed.”

Strong Employee Experience and Leadership Vision

Underlining that leadership is an action that builds trust, provides direction through vision, and assumes responsibility, Yenilmez emphasized that sustainability is not a temporary agenda item for the company, but the core strategy at the center of all decisions. Stating that employees are at the heart of success, Yenilmez said: “Employee experience is not limited to fringe benefits. The true spirit of an organization and its sustainable success are built by strong individuals who feel valued and empowered. We do not merely offer a workplace; we create a sense of balance, awareness, and belonging.” Addressing young professionals, Yenilmez also noted that a career is not simply a process of progression, but a journey in which individuals discover their potential and continuously improve themselves.

“The Service Ethos of OYAK Has Always Guided Our Decisions”

Concluding his remarks by emphasizing OYAK’s mission and the significant responsibility they carry, Yusuf Yenilmez delivered the following message: “The awareness that every budget we spend is built upon the efforts of our soldiers serving this country has always guided our decisions. At the point we have reached today, it is clearly evident that this approach—centered on people, guided by corporate values, strengthened through digital transformation, and supported by a robust governance framework—is the strongest key to our sustainable and trust-based success.”