Case Study: Qatar Duty Free

Outcomes and Impact

Instantly applicable learning

Participants applied concepts from the program directly to their daily work. This resulted in noticeable improvements in decision-making and customer interaction.

Improved service quality and teamwork

The training supported greater consistency in delivering high service standards. Teams demonstrated stronger collaboration and a clearer understanding of international best practices.

Increased employee confidence and engagement

Staff reported higher confidence in their roles and stronger engagement with the organisation’s service vision. This contributed to more proactive contributions in the retail and hospitality environment.

Career growth for participants

Several employees who completed the training have since taken on additional responsibilities, applying their learning to support both operational performance and their own career development.

Long-term organisational strength

This training strengthens Qatar Duty Free’s ability to respond to future trends in travel retail, adapt to changing customer expectations, and continue delivering exceptional experiences at scale.

“Our people are at the heart of Qatar Duty Free’s success, and I am incredibly proud of our colleagues who have completed this important programme. Their commitment to continuous learning reflects the culture of excellence we value so deeply. By investing in our team, we ensure that every traveller at Hamad International Airport enjoys service that is as exceptional as the experiences we create.”

— Thabet Musleh, Chief Retail and Hospitality Officer, Qatar Airways Group

Looking Ahead

As Qatar Duty Free continues to advance its ‘experiencentricity’ philosophy, the organization is considering enrolling additional employees in the Certificate in Duty Free and Travel Retail. This supports a consistent approach to professional development across both retail floor and head office teams and strengthens readiness for emerging approaches such as data-driven insights and new forms of customer engagement.

Conclusion

Qatar Duty Free’s adoption of the Certificate in Duty Free and Travel Retail demonstrates how targeted, industry-specific professional development can elevate service delivery, reinforce commercial strength, and support the organization’s strategic position as a global leader in travel retail.

For organizations seeking to strengthen capability and deliver customer experiences that stand apart, this program offers a pathway to duty free and travel retail excellence.