"We’re not just keeping pace with the industry; we’re setting it": Qatar Duty Free unveils next-generation digital innovation

Qatar Duty Free (QDF) demonstrated its commitment to shaping the future of airport retail at this year’s TFWA World Exhibition and Conference in Cannes, unveiling a suite of ground-breaking technology solutions to brand partners at the QDF Suite in the Carlton Hotel. Centered around the integration of cutting-edge data, AI, and personalization, these advancements further solidify QDF’s position as the industry’s digital pioneer - pushing the boundaries of what’s possible in travel retail.

Leading With Insight: The Power of 36Q

Central to QDF’s digital strategy is the 36Q platform, an industry-first data engine that provides a deep, real-time understanding of every passenger’s journey. Harnessing the combined power of Qatar Airways, Hamad International Airport, and Qatar Duty Free, the platform aggregates and analyses passenger profiles, shopping behavior, and purchase preferences. Brand partners subscribing to the platform can precisely tailor their offerings and promotions, ensuring commercial impact and a more relevant traveler experience.

Recent enhancements with 36Q 2.0 introduce richer usability and data granularity. Partners can toggle between sales metrics, filter by subcategory or brand, and benefit from visually intuitive dashboards. A new feedback feature puts continuous improvement directly in the hands of QDF’s community, driving ever-closer alignment between partners and consumer needs.

Real-Time Shopper Understanding: Zoning Cameras

Raising the bar beyond analytics, QDF has also introduced zoning cameras - real-time tech that maps passenger movement and engagement across retail spaces. Also leveraging the trinity model, this innovation taps into Hamad International Airport’s existing camera network to enables brands to see exactly how shoppers interact with displays, what holds their attention, and what prompts conversion at checkout. These actionable insights drive immediate improvements to store layouts and promotional activity, maximizing impact for every brand.

Personalization at Scale: AI-Driven Decision-Making

Also being piloted is the integration of pioneering AI solutions into the Trinity model to assist operations, power decision-making, and unlock personalization at every step. Harnessing historic data from flight origins, demographic profiles, and spend patterns, opportunities to enhance the passenger journey and commercial optimization are endless. Currently, testing is underway on the allocation of gates based on the potential spend of the passenger body on board - ensuring planes are parked close to stores with categories typically desired by the passengers on board; the proximity increasing dwell time and eventual spend. Equally, the integration of this solution into concourse digital displays and momentary in-store offers is also underway- all aligned to the preference, even language, of the passenger-body passing by.

Seamless Digital Journeys: E-Commerce Innovation

Looking to the future, QDF is transforming the online experience just as much as the in-terminal journey.

Thanks to onboard Starlink connectivity, travelers will soon be able to shop a curated 14,000-product portfolio in the air and click-and-collect on arrival. With frictionless payment options, mobile-first design, and seamless Qatar Airways integration - including Avios rewards - QDF’s digital retail offering ensures an inspiring journey every step of the way. Forthcoming phases will launch immersive content, exclusive collaborations, and richer campaign storytelling - ushering in a new era of digital engagement for brands and shoppers alike.

Thabet Musleh, Qatar Airways Group Chief Retail & Hospitality Officer, said, “At Qatar Duty Free, we are driving innovation, every day. Because of our integrated trinity model, where the airline, airport, and retailer move as one, we can make things happen that nobody else in travel retail can pull off. The new tech we’ve unveiled - whether it's 36Q’s real-time data, AI-driven decision making, or zoning cameras - means we’re not relying on ever-more passengers to grow the business. Instead, we’re driving spend and conversion, tailoring every moment to the traveler, and helping brands win in ways that simply aren’t possible anywhere else. If you’re a brand looking to lead the channel, let’s talk - because at QDF, we’re not just keeping pace with the industry; we’re setting it.”