QATAR. Qatar Duty Free is continuing its 25th anniversary campaign with a colourful homepage makeover of The Moodie Davitt Report and an elegant treatment of our mobile website.
The latest phase in the company’s high-profile celebrations coincides with the start of TFWA World Exhibition in Cannes (28 September-3 October).
The Moodie Davitt Magazine for October (out in coming days) carries a special feature to mark the anniversary, with comment from Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh. He also outlines Qatar Duty Free’s ambitions to enhance the business at Hamad International Airport.
Since it opened its doors on 1 May 2000, the Qatar Airways Group company has become a flag bearer for quality and innovation and a relentless champion for the power of partnership.
The retailer has helped to pushed the boundaries of travel retail, with, for example, global debuts for the Dior Luxury Beauty Retreat – the largest Dior spa globally – and Souq Al Matar, the hybrid retail and F&B concept that brings a taste of Qatar to transit travellers.
QDF has also expanded its food & beverage portfolio to include more than 70 restaurants and cafés. These span world exclusives, such as the Louis Vuitton Lounge by Yannick Alléno, a culinary destination that brings Michelin-starred dining to the airport, as well as Fendi Caffe, Oreo Café, Gordon Ramsay, Ralph’s and Emporio Armani Ristorante, alongside local favourites, such as Basta and Chapati & Karak.
In an important statement about its attitude to partnership, the retailer has also begun a concerted push to deliver personalised and relevant experiences aided by 36Q, its pioneering data platform – a collaborative tool for the industry.
Reflecting on QDF’s 25-year milestone and how it has been marked, Musleh said: “Our 25th anniversary this May was about celebrating 25 years of success – a journey made possible by our people and shared with millions of passengers. The ‘25 Has Arrived’ campaign transformed the airport into a vibrant space where the travellers were part of our success story.
“Throughout the airport, travellers were greeted with a striking takeover – from more than 1,000 digital screens broadcasting the campaign film and visuals, to unique photo-call moments with giant shopping bag installations and a colourful hot-air balloon – all designed to capture memories and touch every part of the passenger journey.”
‘Something for Everyone’
QDF has consistently aimed to broaden its offer to deliver on its ‘Something for Everyone’ mantra, and this focus will only deepen, said Musleh.
“With one of the most diverse traveller mixes in the world, our priority is to ensure every passenger finds something that resonates with them, whether it’s global luxury, local concepts or convenient everyday essentials.
“Our retail offer has seen a significant expansion. We’ve opened a wide range of stores across the airport, strengthening choice and variety for passengers. From luxury fashion houses like Zegna, Tom Ford, Brunello Cucinelli and Vilebrequin to lifestyle and sports concepts, such as The U Studio and the Rugby store, the focus has been on curating an offer that balances global prestige with everyday appeal.
“We also continue to expand our Big Value concept across the terminal, ensuring accessibility and a budget-conscious offer.”
The principle applies to F&B too, with concepts that blend speed with quality – Daily Chef Noof and Slicy bring Qatari heritage into the offer, while Day2Day Eats provides a broad range of options.
Under the recent expansion of concourses D and E, 2,700sq m of additional retail and F&B space introduces concepts such as Luxury Express, Work & Fly, Last Call and Day2Day.
The retailer continues to emphasise the importance of its ‘Experiencentricity’ philosophy, aimed at exciting and surprising guests.
Musleh said, “Through the commercial success and passenger feedback we receive from our pop-ups and immersive concepts, we know travellers are looking for experiences; ones that entertain, engage and feel worth their time.
“This feedback was crucial in the development of ‘Experiencentricity’: putting experience at the heart of our customer journey, so that every activation feels personal and memorable.
“Such activations include the opening of our new Lancôme Café, blending beauty, fragrance and gastronomy in a way that redefines hybrid retail, while our new standalone sunglasses store – The U Studio – also offers unique and highly Instagrammable moments and spaces.”
QDF is also building on its drive to further localise the offer, championing Qatar’s creative artisans and culinary traditions.
Musleh says, “Whether our passengers have a few minutes or a few hours at the airport, we have a commitment to supporting homegrown talent and offering those passing through a taste of the country’s culture.
“Opened this summer, Daily Chef Noof celebrates Qatari cuisine in a contemporary way, while Slicy, Flat White Cafe and other local collaborations show how homegrown talent can stand shoulder-to-shoulder with global brands.
“This balance of local and global is key to our ‘transit tourism’ approach, creating a journey where a passenger can discover Qatari culture one moment, then engage with iconic international brands the next.”
Musleh said that the pipeline of innovation remains strong, adding that QDF intends to continue playing a leadership role, in both thought and action, within the global industry.
“Looking ahead, our focus will remain on curating experiences that reflect ‘Experiencentricity’ in action – from exclusive pop-ups to luxury flagships and convenient concepts for every traveller.
“Expansion into the new concourses will allow us to further balance luxury positioning with accessible variety, while our ecommerce platform and continued digital integration will add new levels of convenience, streamlining and personalisation.
“Through the power of the Trinity model – airline, airport and retailer working seamlessly together – we are in a unique position to keep innovating and further enhancing the passenger and brand partner experience.”
*The full interview will appear in The Moodie Davitt October Magazine, out shortly in digital format and available in hard copy for Cannes delegates. ✈
