Despite the trend to downtrading, Richard Oliver of Qatar Airways is convinced the business traveller still wants quality. He explains here why the airline is wedded to five-star quality

Quality, excellence, and five-star. They’re words that, it could be argued, are over used in the travel industry. They are also terms that are seemingly under constant threat as we hear, almost daily, scare stories in the media and in the field that the business traveller is “trading down” from five-star to four-star, from business class to economy class, and from travelling for business to videoconferencing instead.And in many areas of the industry we are seeing suppliers, be they hotels or airlines, adjusting their product to follow this perceived downwards trend.

For me, though, quality and the concept of five-star is something that a brand should never compromise on. If done correctly, if supported through a passionate belief from the chairman at the top of the organisation to all parts of the organisation, be they cabin crew or ground staff, a passion to deliver a five-star service can be a real differentiator for a brand. And true differentiation, as any marketeer will quickly confirm, leads to success.

There is no doubt in my mind that a five-star service, built on the corner-stones of a quality product, a passionate culture within the staff towards service, an attention to detail and an ambition to always aspire to be the best in everything we do, will always resonate with the business traveller.

But a five-star quality strategy requires dedication. It demands commitment and resolve – be it the type of aircraft used, the onboard product offered or the drive to deliver an on-time service. That dedication must be consistent.

And ever since I arrived at Qatar Airways, just a few months ago, that has been the thing that has struck me most about the airline. Qatar Airways’ hallmark is to strive to be the best. It permeates everything and, as a result, creates a successful organisation.

So while many players are adjusting their business model to move down market, Qatar Airways remains devoted to offering a five-star quality experience. It is, we believe, what gives us true competitive advantage.

A relatively young airline, the story of Qatar Airways over these last few years has been remarkable – one of strong and dramatic growth. New aircraft, new routes and constant innovation throughout the organisation have fuelled an airline that is today truly world class and is recognised by the industry as such.

While many predict that there is a move away from quality by the business traveller, I’m not seeing it. Our forward bookings are looking incredibly positive year on year, we are seeing growth in passenger numbers and, as we add new routes, increase capacity to existing destinations and bring in brand new aircraft, we are seeing buoyant markets emerge.

And why is this picture looking so bullish? It is because the business traveller still wants quality. They still want their travel experience to be one of ease, comfort and attention to detail. From their experience of the onboard service to that of the lounges and terminals, and even online during the planning stages, the quality makes the difference to a business traveller.

Five-star quality improves your brand proposition. That is one of the key ingredients to why Qatar Airways has become one of the most successful airlines in the world.

As I said at the outset, I think many of those commentators predicting the move away from quality by the business traveller are not true. And that the suppliers – from hotel to airline – who adjust their business model accordingly are making a big mistake.

Five-star quality and the passion to ensure that it comes through at every customer touch point, in every part of the customer offering – from your product to your people – is the key to true success.

Qatar Airways will not rest on its laurels. It will remain committed and focused on the job in hand and will strive to exceed the high expectations of its customers.

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