Thabet Musleh, Chief Retail & Hospitality Officer at Qatar Airways spoke to TR Consumer Forum delegates directly from Doha, Qatar.

Thabet Musleh, Chief Retail and Hospitality Officer at Qatar Airways, opened the second day of the TR Consumer Forum (2-4 June) with a powerful keynote address that offered an inside look at how data-driven decision-making is redefining travel retail at Qatar Duty Free (QDF).

Speaking via live stream from Doha, Musleh outlined the travel retailer’s ambitious customer-centric strategy, which he described as ‘Experiencentricity’ – a model rooted in creating personalised, memorable experiences at every stage of the passenger journey.

This year marks QDF’s 25th anniversary, and the business has plenty to celebrate, with Qatar Airways Group profit growing by more than 28% in the 24/25 fiscal year.

“It’s an exciting time for us,” said Musleh. “I’m really looking forward to showing you how we are shaping the future of retail for a truly customer-centric approach.”

What is ‘Experiencentricity?’

At the core of QDF’s vision is a concept Musleh calls “experiencentricity”– a philosophy focused on making every interaction, no matter how small, stand out.

“We want everyone to have an amazing experience and create moments that people remember long after they’ve left the airport,” he said. “And we are seeing from the feedback we’re getting that we are delivering this daily.”

While QDF operates in one of the world’s most luxurious airport environments, Musleh was clear that the brand’s focus is not limited to luxury goods.

Instead, it extends to luxury service and hospitality at every price point. This inclusive approach is particularly resonant with younger travellers, especially Gen Z, who increasingly value experiences over possessions.

“We believe every interaction is memorable,” explained Musleh. “Memorable interactions create happy shoppers, which naturally create sales growth. It’s a win-win – happy customers and stronger business results.”

TRBusiness Managing Editor Digital & Marketing Faye Bartle spoke with Tab Musleh, Chief Retail & Hospitality Officer, Qatar Airways Group via livestream.

Integrating data across the entire journey

One of QDF’s greatest advantages, said Musleh, lies in its unique model. As part of the wider Qatar Airways Group, it operates in close coordination with the airline and the airport, giving it access to a comprehensive pool of customer data.

“We understand their QDF spend history, transit time, departure gate, nationality, age, travel patterns and preferences,” he noted. “That allows us to tailor everything, from brands to pricing, to really resonate with each customer.”

This synergy is made possible by a fully integrated system where data is openly shared between airport, airline, and retailer. “The customer belongs to all of us,” emphasised Musleh. “We have one shared vision, and that’s what enables us to cater to customers in a highly personalised way.”

Loyalty is a key part of that equation. QDF’s programme boasts over 4.2 million members, and thanks to rich behavioural and demographic data, communications and offers are precisely targeted. “We can communicate with our members before they travel, offer them tailored promotions, and allow them to use their points not just in duty free, but to buy flights too.”

36Q: A game-changer for partners

The centrepiece of this data-driven approach is 36Q, QDF’s proprietary analytics platform that Musleh described as “the next piece of the puzzle.”

The cloud-based tool provides real-time insights across shopping behaviour, flight details, demographics and more, enabling QDF and its partners to make agile, evidence-based decisions.

“It connects all three dots: airline, airport and retailer,” commented Musleh. “Around 20 of our partners are already using it. They can log in, see who is buying their products, their age, nationality, destination, and average spend. It’s helping us all grow.”

Importantly, QDF doesn’t monetise this data directly. “We’ve made the decision not to sell data,” confirmed Musleh. “But we do have performance metrics, and if brands don’t meet them, they may have to pay.”

Thabet Musleh, Chief Retail and Hospitality Officer at Qatar Airways, delivered an inspiring address.

Musleh offered an example of how data-driven insights and bold creative execution can converge in spectacular fashion.

The ‘A Winter Tale’ collaboration last year with Chanel, for example, turned the terminal into a seasonal destination, featuring an illuminated corridor, full media domination, a fireplace-themed photocall, and even a giant dollhouse and calligraphy station.

“It wasn’t just a pop-up – it was a transformation,” he said. “It was a winter wonderland that spread across the whole terminal.” The results were equally impressive, with a 32% uplift in Chanel sales.

From retail to dining, QDF is also a pioneer in experiential concepts. The portfolio includes the world’s first FIFA store, the first airport-based Dior spa and world’s first Dior bespoke barbershop, the Louis Vuitton lounge and a Gordon Ramsay burger restaurant – the latter also a global first. “I think that speaks volumes about what the team delivers day in, day out,” said Musleh.

From hyper-personalisation to seamless choice

Musleh shared exclusive news that QDF is moving away from generic promotions entirely. “No more one-size-fits-all offers,” he said.

Instead, customers will receive hyper-personalised incentives based on their profile and preferences – a move designed to drive both engagement and conversion.

He also touched on QDF’s commitment to offering unprecedented choice, from core duty free and luxury to convenience and gifting. “We’re constantly refining our offer because we know our customers change too,” he said.

As Hamad International Airport continues its expansion with the new D and E concourses, QDF has introduced new concepts designed to solve traveller pain points.

One standout is ‘Last Call’, a hybrid retail and F&B concept targeted at US-bound passengers who often miss out on shopping due to extra security procedures.

“It’s the only one of its kind,” said Musleh. “The results have been phenomenal, and we’re already planning a second location for Q1 next year.”

New express stores are also opening, offering brand-led retail in compact formats.

“A lot of brands were hesitant because they felt it lacked personalisation,” explained Musleh. “But we gave them their own identity, and now they’re embracing it.”

What’s next for QDF?

Musleh teased a major world-exclusive launch with a high-profile brand in July. “It’s never been done before,” he teased, offering merely one cryptic clue: “It’s pink.”

He also touched on digital advancements, including Starlink Wi-Fi being rolled out on Qatar Airways’ Boeing 777 fleet and the use of conversational AI in the digital cabin crew. While improved connectivity could be seen as a threat to airport retail, Musleh sees it differently.

“Yes, people can shop online in the air. But our strategy is to let them do that, and then have the products waiting when they land,” he said. “It’s something we’re working on now – using inflight data to enhance the ground experience.”

When asked by moderator Faye Bartle, TRBusiness Managing Editor Digital & Marketing, about his most rewarding experiences, Musleh pointed to the company’s transformation over the last decade, as well as the development of long-standing team members.

“I love my job, and it will always come first,” he said. “The passion and pride of our team is what I’m most proud of.”

He also hinted at future updates coming in Cannes, including how Qatar Duty Free is using AI to elevate personalisation even further. “Watch this space,” he concluded.

During the audience Q&A, one delegate asked what lesson others could take from QDF’s success. Musleh’s response was characteristically candid and met with applause:

“Stop talking about concession fees and start talking about how you’re going to make your customers happy.”

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