QATAR. Qatar Duty Free (QDF) ranked first in Advantage Group International’s 2026 Global Travel Retail Voice of Supplier CORE benchmark, taking the top position among 36 global travel retailers.
The ranking is based on anonymous feedback from more than 50 suppliers across core product categories including perfumes & cosmetics, spirits & wine, tobacco and confectionery.
The benchmark assesses how retailers and suppliers work together against 27 competencies grouped under five areas: Organisation & People, Category & Business Development, Retail Execution, Supply, and Digital.
A QDF statement said the ranking reflects the company’s “collaborative approach, use of data and passenger insight to empower brand partners, and strong focus on customer experience”.
The recognition follows a challenging past six months amid conflict in the Gulf region, which has hit travel, tourism and travel retail hard.
QDF said despite the disruption, it continued to invest in its offer at Hamad International Airport and move forward with planned openings and initiatives together with its partners.
During the 2025/26 financial year (to March 2026), QDF introduced 15 new retail concepts and 16 new food & beverage destinations, including POP MART’s first Middle East store and Lancôme Café de la Rose, the world’s first airport beauty café.
Brand partner activations, such as Charlotte Tilbury’s Star Confidence holiday pop-up and Toblerone’s Pink Crush, were also among the highlights, alongside more recent openings, including Qatar’s first Aesop store and the world’s first Assouline Travel Series Kiosk.
QDF has also continued to enhance 36Q, the industry-first data-sharing platform that combines passenger and shopper insights from Qatar Airways, Hamad International Airport and QDF.
The platform gives subscribing brand partners real-time performance data and consumer insights through an accessible browser-based interface.
QDF said its recent 36Q 2.0 upgrade has added richer usability and data granularity, letting partners toggle between sales metrics, filter by subcategory or brand, and use more visually intuitive dashboards. These updates “are providing partners with clearer performance insights to inform targeted activations, helping them spot new opportunities and act on them with confidence”.
Qatar Airways Group Chief Retail & Hospitality Officer Thabet Musleh said, “Being recognised by our brand partners is a powerful and touching validation of our vision and the ecosystem we are working hard to build together: one that’s connected, insight-driven, and designed to help all parties drive growth.
“I want to thank those same partners for being so steadfast in their support despite this year’s uncertainties. And above all, I want to thank the entire QDF team for their consistent dedication and excellence – this accolade is very much theirs. Together, we remain committed to being the best retail partner in the industry and providing the ultimate launchpad for cutting-edge innovations and activations in travel retail.” ✈
