The Knowledge > Supplier perspective Why it's...
CRUCIAL TO COMMIT TO FIVE-STAR QUALITY 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
Richard Oliver COUNTRY MANAGER, UK & IRELAND, QATAR AIRWAYS Richard Oliver is the new country manager UK and Ireland at Qatar Airways. Richard brings over 25 years’ experience within the aviation industry to the role. He joined Qatar Airways from Air France- KLM, where he was latterly head of UK leisure, direct and Northern Sales. Richard has also held general manager roles for KLM in markets including the Gulf and the Far East. Qatar Airways’ rapidly expanding global network will be a key focus for Richard in his new role.
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
“While many predict that there is a move away from quality by the business traveller, I’m not seeing it”
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.
12 I THE BUSINESS TRAVEL MAGAZINE
BIGSTOCKPHOTO.COM
Page 1 |
Page 2 |
Page 3 |
Page 4 |
Page 5 |
Page 6 |
Page 7 |
Page 8 |
Page 9 |
Page 10 |
Page 11 |
Page 12 |
Page 13 |
Page 14 |
Page 15 |
Page 16 |
Page 17 |
Page 18 |
Page 19 |
Page 20 |
Page 21 |
Page 22 |
Page 23 |
Page 24 |
Page 25 |
Page 26 |
Page 27 |
Page 28 |
Page 29 |
Page 30 |
Page 31 |
Page 32 |
Page 33 |
Page 34 |
Page 35 |
Page 36 |
Page 37 |
Page 38 |
Page 39 |
Page 40 |
Page 41 |
Page 42 |
Page 43 |
Page 44 |
Page 45 |
Page 46 |
Page 47 |
Page 48 |
Page 49 |
Page 50 |
Page 51 |
Page 52 |
Page 53 |
Page 54 |
Page 55 |
Page 56 |
Page 57 |
Page 58 |
Page 59 |
Page 60 |
Page 61 |
Page 62 |
Page 63 |
Page 64 |
Page 65 |
Page 66 |
Page 67 |
Page 68 |
Page 69 |
Page 70 |
Page 71 |
Page 72 |
Page 73 |
Page 74 |
Page 75 |
Page 76 |
Page 77 |
Page 78 |
Page 79 |
Page 80 |
Page 81 |
Page 82 |
Page 83 |
Page 84 |
Page 85 |
Page 86 |
Page 87 |
Page 88 |
Page 89 |
Page 90 |
Page 91 |
Page 92 |
Page 93 |
Page 94 |
Page 95 |
Page 96