There’s no doubt that Qatar Airways has become one of the most aspirational carriers in the skies. With an unmatched focus on premium service, a slick brand identity, and the kind of passenger experience that often feels a step above the rest, the airline has carved out a well-earned reputation for luxury. But even the most awarded airlines are not immune to industry evolution – or the lessons that come from it.
After recently reviewing the airline’s Qsuite experience once again – which you can watch over on our YouTube channel – I was reminded of just how well Qatar executes the core pillars of premium travel. Yet, that same flight also highlighted a few areas where other carriers are beginning to edge ahead. Because as cabins get smarter, menus more curated, and branding more meaningful, there’s always room to learn – and to lead.
Here’s our take on what Qatar Airways can learn from the industry – and what the industry should be learning from Qatar Airways.
Five Things Qatar Airways Can Learn from the Industry
Collaborate with Chefs, Not Just Caterers
Qatar Airways offers a robust inflight dining experience, but compared to the likes of Cathay Pacific, Air France, or China Airlines, it lacks a personal culinary narrative. Where others are working with renowned chefs to craft locally inspired, seasonal menus that reflect cultural identity, Qatar’s menu often feels globally neutral. Partnering with celebrated Qatari chefs or regional culinary institutions could elevate its inflight experience with storytelling and flavour that connect back to its roots.
Raise the Bar on Uniform Presentation
There’s a noticeable difference when you board a Qatar Airways flight compared to airlines like Singapore Airlines or Virgin Atlantic. The Qatar Airways crew are friendly, no doubt, but the visual sharpness sometimes lacks impact – especially when jackets or blazers are skipped during boarding. At a time when image still speaks volumes, a return to a more tailored, considered uniform presence would help amplify the brand’s polished luxury image.
Rethink the IFE Interface
Qatar’s Oryx One system is reliable in content but increasingly dated in experience. While airlines like Finnair and Cathay are redesigning their systems to feel more like intuitive mobile apps – with easy navigation, smooth transitions, and dynamic moving maps – Qatar’s system feels largely unchanged. This is especially true on its 777s, where the moving map is static and uninspiring. It’s an easy win for an airline already known for thoughtful detail elsewhere.
Standardise the Cabin Experience
Perhaps one of Qatar Airways’ biggest inconsistencies is the product mismatch across its fleet. The Qsuite is a masterstroke of design, but not all 777s or A350s are fitted with it. Worse still, some aircraft swap results in a drop to a dated cabin, which frequent flyers have come to call being “Qatar’d.” In contrast, carriers like United and Oman Air are making strides toward fleetwide consistency, offering predictability and peace of mind – a feeling Qatar, surprisingly, sometimes lacks.
Bring in More of Qatar
In a world where airlines are rediscovering the power of place, from Emirates’ Arabic coffee ritual to Turkish Airlines’ ottoman design motifs, Qatar’s cultural identity risks being too understated. While its experience feels globally luxurious, there’s little that unmistakably ties it back to Qatari heritage. Whether through amenity design, lounge styling, or onboard rituals, there’s an opportunity to embed more Qatari hospitality and design cues into the experience.
Five Things the Industry Can Learn from Qatar Airways
Amenities Define Perception
One of the reasons Qatar is considered a truly premium airline is the sheer breadth of its amenities. From Diptyque amenity kits and full bedding sets to pyjamas and indulgent onboard fragrances in the lavatories, the brand doesn’t just talk luxury — it delivers it in touchpoints that passengers feel, see, and take home. In contrast, many other carriers are still struggling on how to deliver the frills that make us talk about a brand, only to realise they could start to lose brand loyalty while saving the bottom line.
Dine Any Time, Done Right
Qatar’s dine-on-demand model is not just a service quirk – it’s an enabler of control. Whether you’re flying for work or leisure, eating on your own schedule (and with the freedom to mix and match) turns the flight into a genuinely customisable experience. Unlike other carriers that have concerns about the complexity of service delivery, Qatar gets the choreography right – and the crew make it look effortless. If Qatar can do it, surely other airlines can follow suit?
Fast, Efficient, Personal Service
There’s no trolley in sight. From drinks served within ten minutes of take-off to the option of any pre-boarding beverage (not just juice and water), Qatar’s speed and flexibility in service sets a gold standard. Snacks arrive promptly, crew anticipate rather than react, and the sense that “nothing is too much trouble” permeates the journey. It’s a subtle art that very few other carriers have truly mastered – though Etihad deserves a nod here too.
Seamless Integration with the Hub
Qatar Airways doesn’t just fly through Doha – it is intrinsically linked to the experience of Hamad International Airport. From earning and spending Avios in duty free, to the architectural flow between lounge and terminal, every element feels synchronised. The Al Mourjan Garden Lounge even overlooks the airport’s tropical Orchard, blurring the line between airline experience and airport identity. It’s the kind of integrated thinking most airline-airport partnerships still fall short on.
Brand Cohesion Across All Touchpoints
This is where Qatar soars. From the seat pattern to the menu cover, from lavatory signage to IFE loading screens, the brand identity is tightly controlled and beautifully executed. Every detail — colour palette, typography, materials — feels like part of the same creative universe. It’s a level of consistency that many brands, even legacy ones, struggle to maintain across lounges, cabins, crew uniforms and digital platforms.
Final Thoughts
In a world of constant innovation and evolving expectations, even the most prestigious airlines can benefit from a fresh perspective. Qatar Airways remains one of the most aspirational players in the skies, but like all great brands, it can evolve further – and the industry should continue to watch closely. Whether it’s rethinking cabin consistency or pushing amenity benchmarks, it’s the balance of learning and leading that keeps this airline, and the industry around it, flying forward.
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