QATAR. Qatar Duty Free has released a special video highlighting key moments in its remarkable 25-year journey.
Founded in 2000 with a modest retail footprint and 50 staff at Doha International Airport, today the Qatar Airways Group company manages over 200 retail and dining destinations at Hamad International Airport, supported by a diverse team of over 4,000 employees representing 84 nationalities.
Following the recent expansion and opening of concourses D and E, Hamad International now houses 32,889sq m of retail and F&B space.
Click on the video to view highlights of the Qatar Duty Free journey so far
Qatar Duty Free began trading three years after the relaunch of parent Qatar Airways, under the leadership of the airline’s then-Group Chief Executive His Excellency Akbar Al Baker, which heralded an extraordinary transformation of the aviation sector in the Gulf state.
Unusually, Qatar Airways chose to run its airport duty-free and food & beverage operations in-house, airline, airport and retail brought together under a single, unique industry ‘Trinity’.
Over the ensuing quarter century QDF has become one of the industry’s most acclaimed travel retailers, a flagbearer for constant, often daring innovation; multiple sector firsts; and a relentless focus on quality rarely if ever matched worldwide.
As the video shows, the relocation to Hamad International was a key moment in its history, which QDF hails as “providing a blank canvas on which to create a world-class retail destination”.
Last year the airport served 52.7 million passengers, while QDF posted an +18% surge in sales, surpassing the +15% increase in passenger traffic.
QDF highlighted how it has pushed the boundaries of travel retail, introducing numerous world-first concepts. Among these are the Dior Luxury Beauty Retreat, the largest Dior spa globally, offering a sanctuary of wellness and beauty, and Souq Al Matar, the hybrid retail and F&B concept that brings a taste of Qatar to transit travellers.
These flagship openings, coupled with high-impact activations such as the recent Live the F1 Life Formula 1 campaign, Summer Mirage by YSL Beauty and Chanel’s Winter Tale, have elevated experiences for travellers and driven sales growth.
A culinary journey
QDF has expanded its food & beverage portfolio to include more than 70 restaurants and cafés. These span world exclusives like 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.
The travel retailer also saluted Qatar’s hosting of the FIFA World Cup 2022 as a “defining moment”.
The company stated: “As millions of fans from around the world converged in Qatar, QDF rose to the occasion, providing seamless and exceptional service and delivering a major expansion in record time. The event required meticulous planning, logistical precision and a dedicated workforce to manage the surge in demand.
“QDF’s performance during the World Cup not only enhanced the experience for visitors but also reinforced Qatar’s reputation as a world-class destination capable of hosting major international events.”
Strategic partnerships
QDF has also struck partnerships across major sporting events, including Formula 1, tennis, and golf, that promote Qatar as a global destination.
“By aligning with prestigious sporting events, QDF leverages their global reach and media exposure to showcase Qatar’s world-class facilities and vibrant culture. These sponsorships not only contribute to the growth of sports in Qatar but also drive tourism, stimulate the local economy and strengthen Qatar’s position on the world stage.”
Data-driven insights
The retailer also noted its push to deliver personalised and relevant experiences aided by 36Q, its pioneering data platform.
“This innovative system provides real-time insights into passenger behaviour, preferences and campaign performance. By analysing data on purchasing patterns, demographics, and engagement metrics, 36Q enables QDF to tailor its offerings, optimise marketing campaigns, and create activations that resonate more deeply with travellers.
“This data-driven approach ensures that every interaction is more meaningful, timely, and engaging for both travellers and brand partners, leading to increased customer satisfaction and sales growth.”
The company also signalled a milestone last year when it became the first travel retailer to hold three major industry awards simultaneously: Airport Retailer of the Year (Frontier Awards), Airport Food & Beverage Offer of the Year (FAB Awards), and World’s Best Airport Shopping (Skytrax).
Qatar Airways Group Chief Retail and Hospitality Officer Thabet Musleh said, “Celebrating 25 years is a huge milestone for everyone at Qatar Duty Free. It’s a reflection of the incredible team behind the scenes and the partners who’ve been part of our journey from the start.
“Over the years, we’ve evolved so much, being part of such a supportive and aligned ecosystem with Qatar Airways and Hamad International Airport, but what’s stayed constant is our commitment to doing things differently. Fixating on the customer experience has really shaped how we think and work.
“It’s about putting the traveller at the centre of everything we do, and making sure every interaction feels considered and meaningful. Looking ahead, we’re excited to keep pushing boundaries through new concepts, increased use of data, and experiences that stay with people long after they’ve left the airport.”
In 2025, QDF plans to launch more than 25 new retail and dining concepts, which the company said will “further enhance the traveller experience and solidify its position as a leader in the industry”. ✈
Footnote: Last year Moodie Davitt STUDIO released Airport Wonders of the World, a film series dedicated as the name suggests to the greatest gateways on the planet.
The inaugural production, a three-part series of short films, was dedicated to Hamad International Airport in Doha and Qatar Duty Free’s retail, dining, hospitality and leisure attractions.
Click on the YouTube icons to view.
