Navigating new horizons: Qatar Duty Free’s visionary leap into cultural retail experience

A well-known executive: Thabet Musleh, Qatar Duty Free's Senior Vice President

As the aviation industry continues to rebound and evolve, Qatar Duty Free (QDF) has emerged as a beacon of innovation and cultural engagement, spearheaded by the astute leadership of Senior Vice President Thabet Musleh. The seamless transition of leadership from His Excellency Mr. Akbar Al Baker to Engr. Badr Mohammed Al-Meer has been a testament to QDF’s unwavering commitment to delivering an unparalleled airport retail experience at Hamad International Airport (HIA).

“Engr. Badr Mohammed Al-Meer has been a central figure in QDF’s success story and shares His Excellency’s commitment to delivering the world’s best airport retail experience,” says Musleh, highlighting the continuity of vision within the organization. “Overall, the approach remains the same – challenge ourselves and our brand partners to deliver memorable, world-first experiences regardless of the shoppers’ budget, offer ‘Something for Everyone’ and strengthen Hamad International Airport’s reputation as a leading retail destination.”

Engr. Badr Mohammed Al-Meer as Group Chief Executive at Qatar Airways

Stimulating engagement

Musleh has been instrumental in crafting a shared vision for QDF, inspiring a team as diverse as the customer base they serve. “Perhaps I’m biased but I think Qatar Duty Free’s success story is really inspirational for everyone that gets to play their part in it,” he states. “We’re not delivering run-of-the-mill retail; we’re delivering best-in-class experiences and world-first concepts. We’re galvanized, from top to bottom, behind this common goal and it’s my job to foster the passion and commitment that makes that goal a reality.”

According to Musleh, a key element of QDF’s approach is to “challenge ourselves and our brand partners to deliver experiences that are unique to Hamad International Airport.” He wants to avoid what travelers have stated as a main reason they don’t shop at airports: “samey, over-familiar retail.”

His goal is to offer memorable world-first experiences that stimulate engagement and spend. “The concept is simple, but the execution isn’t,” he says. “It takes a lot of effort, ambition and creativity, but that’s the price of striving to be best-in-class.”

Intersection of retail and culture

The expansion of HIA is not just an increase in size, but a strategic leap into a future where retail and culture intersect. Recently opened Souq Al Matar, which presents an unparalleled sense of place, is a testament to QDF’s innovative strategy to optimize retail space.

Musleh envisions a future where the airport becomes a destination for “Transit Tourism,” offering travelers culturally relevant experiences like the recent opening of Souq Al Matar, which he believes has raised the bar for what the airport experience can aspire to be.

Snapshots from the grand opening of Souq Al Matar in Q4 of 2023

Indeed, Souq Al Matar is a cultural milestone for QDF. As Musleh notes, it underlines QDF’s commitment to delivering unique experiences. The souq is a microcosm of the traditional Qatari market, featuring wicker woven ceilings, arched doorways and a dhow boat display, all contributing to an immersive cultural narrative. This ‘sense of place’ experience has been integral to QDF’s strategy of blending commerce with culture, offering passengers a slice of Qatari heritage without leaving the airport.

The retail and culinary offerings at Souq Al Matar reflect the rich tapestry of Qatar’s traditional markets. Customers can enjoy a range of captivating cultural experiences, from live basket-weaving demonstrations to Sadu weaving, while exploring an assortment of shops and dining options that promise an inclusive experience for all of HIA’s patrons.

Pictures of Souq Al Matar during the grand opening

Iconic brands on offer

In addition to Souq Al Matar, the festive season at HIA was marked by the opening of four new boutiques from Bally, Mont Blanc, Ralph Lauren and Tag Heuer. These openings are part of QDF’s continuous journey of refinement, providing iconic brands with exceptional platforms for engagement. “We are delighted to give shoppers at HIA the opportunity to engage with them, particularly during this festive season for an elevated holiday shopping experience in new and improved spaces,” Musleh says.

The new Bally boutique redefines Swiss craftsmanship and contemporary style, now located in a more spacious environment, inviting travelers to explore timeless elegance. Ralph Lauren has unveiled a flagship store, the only airport location in the world offering a full range of products for men, women and children. Mont Blanc’s NEO Lumière store concept redefines elegance, showcasing fine writing instruments, timepieces, leather goods, and accessories. Visitors can indulge in customization at the “My Mont Blanc” area. Tag Heuer, synonymous with precision and innovation, dazzles with an upgraded permanent kiosk featuring LED illumination and an expanded product range.

Best in class

While the goal of Musleh and his QDF team is to deliver “Something for Everyone,” he says that whether that’s a cup of coffee or a luxury handbag, it should be best in class. “Of course, we have an incredible luxury offer, with incredible world-firsts like the Louis Vuitton lounge and the Fendi Café, but we cater to a wide range of shoppers, and it’s important to us that everyone knows that their custom is truly valued.”

QDF’s growth narrative is one of strategic foresight and exceptional execution. “Last year was a big year for QDF and Qatar with the FIFA World Cup bringing football fans and global travelers to our doorstep,” Musleh notes. “We capitalized on the incredible opportunity and excitement, advancing Hamad International Airport with many airport world-first openings. Some of the biggest unveilings included Louis Vuitton Lounge and TimeVallée. Through this, we reaffirmed our commitment to being an airport that has something for everyone, from the luxury shopper to the coffee connoisseur. QDF has no plans of slowing down, working with various partners to innovate these unique concepts that set HIA apart and encourage passengers to explore and engage with the retail offer.”

Purpose-driven

Innovation at QDF transcends the conventional. The introduction of the world’s first airport Watchfinder is a strategic endeavor that enhances the QDF experience. “Our vision is to establish Qatar Duty Free as the partner of choice for brands and the airport of choice for travelers,” Musleh explains, emphasizing the purpose-driven achievements that aim to engage passengers in a unique travel moment. “With each innovation and new concept, we highlight our commitment to doing things differently while maintaining a quality that is synonymous with QDF. Each new concept unveiled at HIA exists because we seek to engage with passengers and give them a truly unique travel moment.”

But don’t let these continuous revolutionary openings fool you. The digital world is also top of mind for Musleh. “Digitization the future, and the future has arrived,” he says. “QDF is working hard in the background to enhance our social media and e-commerce presence. We have a few large initiatives in the works, and we will be making some big announcements over the coming 12 months. Stay tuned for more news.”

Musleh’s leadership at Qatar Duty Free exemplifies a commitment to innovation, culture, and excellence. With a passion for creating memorable travel moments and a vision for the future of retail, Musleh and his team are navigating uncharted territory, where culture meets commerce, and the customer’s journey is enriched with every step. Qatar Duty Free is not just a retail experience; it’s a cultural odyssey, a testament to Qatar’s heritage, and a beacon of excellence in the aviation industry. In Musleh’s own words, “Everything we achieve is purpose driven.”