Qatar Airways: Building a Global Brand by Providing a Memorable Experience

Qatar Airways has been a global success legend, rising to become the best airline in the world in 2011, just 18 years after its inception. Thus, this case investigates how Qatar Airways was able to develop a sound global branding model leading to its global success. From its earliest days, the airline’s management planned for Qatar Airways to become a key global player by leveraging the increasing demand for global travel and tourism, despite other airlines (such as Emirates, Etihad, Turkish Airlines, Lufthansa, and British Airways) in the region and nearby territories already operating with strong global networks and a wide customer base. Overtime, it has effectively implemented different approaches to build a global network, and by paying special attention to offer the highest level of customer service. These approaches need to be explored to understand how Qatar Airways provides memorable travel experiences to its customers and offer world-class service.