Qsuite - Bringing First into Business

Brand Case Study #17

Known for industry firsts, Qatar Airways is the national carrier of the State of Qatar, and is one of the fastest-growing airlines operating one of the youngest fleets in the world. Qatar Airways has a modern fleet of 200 aircraft flying to key business and leisure destinations across six continents. The airline was awarded the World’s Best Business Class by Skytrax in 2016, and its home hub, Hamad International Airport was also recently honoured with five stars at the Skytrax World Airport Awards.

Keeping true to its traditions, Qatar Airways is set to introduce yet another innovation in the airline industry with Qsuite.  With the launch of the first aircraft in its fleet fitted with the revolutionary, award-winning new Qsuite, Qatar Airways will bring the new concept of First in Business Class.

Qsuite is a unique and patented seat design that will bring the First Class experience to the airline’s Business Class cabin, setting a new standard for Premium Class travel and redefining industry expectations, in tandem with the airline’s already award-winning Business Class service. It was first tried out as a retro-fit in a Qatar Airways Boeing 777 aircraft.

Qatar Airways’ patented new seat design has already gained industry recognition after receiving the Best Airline Innovation of the Year award at the 2017 ULTRAS (Ultimate Luxury Travel Related Awards) for its Qsuite.

Qsuite features the aviation industry’s first-ever double bed available in Business Class, with privacy panels that stow away, allowing passengers in adjoining seats to create their own private room. In addition, TV monitors on the center four seats can move to allow colleagues, friends or families travelling together to transform their space into a private suite for four to work, dine or socialize together.

The Individually-crafted suites contain luxurious details such as hand-stitched leather and satin rose gold finishing, bringing an additional level of luxury, privacy and style to Qatar Airways’ Business Class offering.

The new Business Class menu is also leapfrogging to new standards and a new concept as well. It will now offer an additional selection of snack ‘sharing dishes’ available throughout the flight, allowing travelers to turn dining at 35,000 feet into a social experience.

All this being said, it will be interesting to know how Qatar Airways will price its new offering. Since it cannot be too close to the First Class offering, Qatar Airways might stick to the segment in segment format.