QDF's Thabet Musleh reveals how data-driven personalization, strategic talent acquisition and cultural authenticity contribute to expansion

Qatar Duty Free’s (QDF’s) 25th anniversary year has delivered both record performance and operational transformation. The retailer posted 18% year-on-year sales growth in 2024 while delivering on its promise to open more than 25 new concepts across Hamad International Airport this year, from Daily Chef Noof’s modern Qatari cuisine to Last Call’s hybrid retail-F&B format.

“Passenger response to our recent openings has been exceptionally strong across categories,” says Thabet Musleh, Qatar Airways Group Chief Retail and Hospitality Officer. “Daily Chef Noof has quickly become a standout for travelers wanting to experience Qatari flavors in a modern way, while Day2Day Eats proves that convenience can go hand-in-hand with quality.”

The expansion extends beyond F&B innovations. QDF opened Concourse D & E operations and secured luxury brands enjoying strong regional momentum but limited travel retail exposure, such as Brunello Cucinelli. These developments reflect a deliberate strategy blending authentic, locally rooted concepts with timely global brands.

Real-time retail intelligence

QDF’s 36Q data platform represents the most significant shift in how the retailer approaches merchandising and brand partnerships. Now several months since launch, the system has been successfully tracking passenger behavior, shopping patterns and interactions across the airport in real time.

“36Q has allowed us to shift from assumptions to action,” Musleh explains. “We’re now able to see how different passenger groups behave, shop and interact across the airport in real time and that changes everything.”

The platform enables brands to adjust campaigns without relying on seasonal forecasts or static data. QDF has leveraged the insights gleaned from 36Q to refine campaigns, rethink merchandising and introduce targeted pop-ups responding directly to traveler preferences.

“We’re also seeing stronger, more collaborative conversations with our brand partners because we’re speaking the same language, one that’s grounded in shared data and focused on enhancing the passenger journey,” Musleh adds.

Leadership evolution

Earlier this year, QDF strategically added senior executives Caroline Hannah Sartory to lead customer journey and digital experience, Ewan Lawson to strengthen brand voice and communications, and Hanno Hellwig to drive category strategy.

“Bringing in new leadership marks an important step in how we’re evolving as a business,” Musleh asserts. “It’s about strengthening the team with people who bring different perspectives, deep expertise and a fresh lens on the challenges and opportunities ahead.”

The retailer’s workforce has tripled over three years to more than 4,000 employees representing 78 nationalities. The appointment of six women executives this year reflect QDF’s commitment to diverse leadership development.

Adaptive retail environments

The new spaces in Concourses D and E apply the customer-centric principles of data-led planning, diverse product mix and clear experience focus. The retail curation strikes balance between global luxury positioning and everyday accessibility.

QDF has incorporated lessons from existing spaces to improve layout and visibility. The integrated ecosystem with Hamad International Airport and Qatar Airways provides flexibility to adapt spaces based on passenger profiles.

“For example, if a concourse consistently serves US departures, we can shape the retail and F&B offer to suit those travelers’ preferences, creating a more relevant and engaging experience for each market we serve,” Musleh explains. One such offer is the new “Last Call” concept, a combined retail and dining space created for US-bound passengers, who often lose shopping time because of additional security checks.

Technology with purpose

QDF’s digital initiatives center on purposeful implementation. The retailer’s upcoming e-commerce platform is set to add an expansive and convenient shopping channel for passengers, while Privilege Club continues to add genuine value through hyper-personalized offers. Using passenger data, QDF can deliver curated recommendations for families and exclusive perks for frequent flyers.

AI technology will soon power transit area digital displays with automatic content switching based on passenger profiles. “But no matter how advanced the technology, we never lose sight of the human element,” Musleh emphasizes. “Great retail is still about timing, tone and connection. That’s why we continue to train our teams to read situations, anticipate needs and create meaningful, in-person experiences on the ground.”

Cultural authenticity

Local relevance has emerged as a key differentiator through concepts like Daily Chef Nouf and partnerships with Qatari brands including Slicy and Flat White. These collaborations reinforce QDF’s commitment to providing what travelers overwhelmingly desire.

“These partnerships have reinforced our belief in the power of cultural storytelling,” Musleh says. “Travelers today are looking for a sense of place, even in transit, and we’re responding by weaving Qatari culture more meaningfully into our retail and F&B offer.”

The approach creates layered experiences where passengers can discover local craftsmanship alongside international brands. This defines QDF’s “transit tourism” strategy, extending beyond the terminal through sporting partnerships supporting Qatar’s global profile.

“It’s about creating a journey that feels layered and inclusive, where a passenger can discover local flavors and craftsmanship one moment, then engage with iconic international brands the next,” Musleh states. “That layered and inclusive approach defines our ‘transit tourism’ strategy  by curating experiences that feel authentic and accessible, with something for every traveler, every time.”

Sports integration

Sporting partnerships align with QDF and Qatar Airways Group’s pursuit of excellence. Qatar’s position as host to world-class events creates opportunities for immersive retail experiences extending beyond traditional sponsorship.

“We see sporting partnerships as a natural fit for QDF and the wider Qatar Airways Group, as we all strive for excellence, innovation and continual refinement of our respective crafts,” Musleh says. “Sport captivates a global audience in much the same way an airport connects the world, making it a powerful extension of the passenger experience.”

The “Live the F1 Life” campaign transformed HIA into a Formula 1 environment featuring interactive zones, exclusive merchandise and curated F&B offerings that drove measurable engagement and sales.

“With campaigns like ‘Live the F1 Life,’ we moved past traditional sponsorship into curated moments that brought the thrill of live sport into the terminal through interactive zones, exclusive merchandise, and curated F&B offerings,” Musleh points out.

Future activations emphasize deeper integration, using data to personalize offers around major events while designing spaces that invite participation. “The focus now is on integration – making these experiences feel less like activations and more like extensions of the journey,” Musleh says. “The goal is to connect the energy of global events with commercial opportunities in a way that feels like a natural extension of the airport experience.”

Future positioning

QDF reportedly sits 28% ahead of targets for doubling the business within three years. The retailer’s focus remains on staying ahead of traveler expectations as new passenger generations reshape airport experience desires.

As Musleh asserts, “Whether it’s through new geographies, new digital channels, harnessing new technology, or new experience formats, we’re building towards a more agile and connected QDF, one that’s ready to meet tomorrow’s travelers wherever they are.”

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