Qatar Airways Group’s Thabet Musleh discusses leadership and integration of retail, airline and airport operations
The dynamic Qatar Duty Free team in Cannes during TFWA WE & Conference
Qatar Duty Free (QDF) is crafting a narrative of innovation and growth that’s capturing global attention.
With revenues soaring year-on-year and ambitious plans for expansion, QDF’s fiscal performance tells only part of the story. The real magic lies in how the retailer is transforming the very essence of airport shopping, blending retail, technology and cultural experiences in ways that are deeply attuned to traveler needs.
“My new role as Chief Retail and Hospitality Officer at Qatar Airways Group is a company-wide role, so Qatar Duty Free is now just one part of what I look after,” says Thabet Musleh. “I not only look after QDF, which is the retail and F&B side. Dhiafatina, which is our hotel business, and all lounges under the Qatar Airways brand are also now under my remit. Additionally, I take care of Al Maha, which comprises all our meet and greet services.”
The serene and peaceful atmosphere of ORCHARD at DOH makes it hard to believe you're actually in an airport – an impression carefully cultivated by the QDF team
Unique model
What makes QDF truly unique is that it is part of a trinity model, driven by the integrated ecosystem of Qatar Airways Group. As Musleh states, he’s probably the only person in the industry today that represents retail, airport and airline in one position. This approach allows for seamless coordination across all customer touchpoints.
“The vision is still the same, which is to deliver a great customer experience,” he says. “With my new role, I now have access to our customers directly at all these different touchpoints. At the end of this year, you will see something we have done strategically with a big brand that will encompass an entire airport takeover.”
World-class team
To support this ambitious vision, Musleh has assembled a formidable leadership team. “We made bold promises last year, saying we’re going to double our business in three years, and we’re on target for that. We’re already +28% up against last year,” he shares. “To deliver what I need to deliver, you need great people alongside you.”
The restructured business now includes VPs driving department growth. The team includes veteran duty free and travel retail industry leaders including Augusto Deymonnaz, Vice President of Marketing and Communications; Nuno Moreira, Vice President of Strategy & Commercial; Stuart Barnard, Vice President of Supply Chain, Warehouse and Logistics; Przemyslaw Lesniak, Vice President of Retail Operations and Grant Fleming, Vice President of Food and Beverage.
Revolutionary data platform
QDF is poised to launch a groundbreaking data platform that promises to revolutionize the industry. The platform, which has been in development for 2.5 years, reflects QDF’s commitment to excellence. “It’s been ready for nine months but you know I’m a perfectionist. We won’t go live until it blows everyone away,” says Musleh.
Expansion and innovation
The retailer’s growth plans include significant physical expansion. “We’re adding two new concourses, 23 more contact gates, over 2,500 square meters of new retail space,” Musleh states. “My team at QDF consists of world-first pioneers who bring amazing concepts, and that isn’t going to stop.”
These innovations have included the world’s first Louis Vuitton Lounge and the world’s first Dior spa in an airport, marking a new era in luxury travel retail. The retailer also introduced Souq Al Matar, a unique concept that brings the essence of traditional Qatari marketplaces into the heart of Hamad International Airport.
Retail for everyone
Musleh emphasizes that QDF’s strategy is about creating a diverse and inclusive shopping experience. “Customer experience is the essence of everything we do,” he states.
This approach is evident in the wide range of retail options available at Hamad International Airport. From high-end boutiques to accessible brands, QDF ensures that every traveler can find something that suits their needs and budget.
“As long as our customers are happy, we're confident we'll keep growing strong,” says Musleh.
This focus on customer satisfaction across all segments has been a key driver in QDF’s success, allowing the retailer to not only meet but exceed traveler expectations in an increasingly competitive market.
QDF’s partnership with YSL Beauty showcased the power of the integrated ecosystem offered by Qatar Airways Group and the power of Musleh’s new role
Looking ahead
The future holds exciting prospects for QDF. “We’ve already got double-digit projects lined up that will continue to grow the business,” Musleh reveals. The retailer’s efforts have garnered numerous accolades from Skytrax, the Food + Beverage (FAB) and Hospitality Awards, and the Frontier Awards.
That said, Musleh is quick to share the credit. "We’re very, very proud. We cannot do this without our partners. We cannot do this without the fantastic teams that we have on the shop floor. The awards are for them.”
As QDF continues its journey of innovation and growth, Musleh hints at significant developments on the horizon. “You’ll be seeing lots of new things over the next 12 to 18 months,” he promises. Given the transformative breakthroughs and sustained expansion we've continuously seen since Musleh joined QDF in 2015, one can only imagine what might be coming.
Global Travel Retail Magazine’s Hibah Noor sits down with Qatar Duty Free’s Tab Musleh to learn about a host of 2025 plans
