“Most importantly, what it allows us to do is create a seamless experience for our customers. We know our passengers and we are able to combine and mine all that information to help us and our partners make accurate decisions based on data.

“We’re able to understand who our passengers are, what nationality they are, what age they are, where they travel to and how often they travel. We’re leveraging these insights to make strategic, data-driven decisions.”

Notably, Musleh debuted Qatar Duty Free’s 36Q data-sharing platform which will be accessible to its partners on 1 January 2025.

The ground-breaking data platform, three years in the making, offers in-depth and real-time data on the Hamad International Airport traveller and Qatar Duty Free consumer from age, nationality, sex, frequency of travel, what they’ve bought, what shops they’ve brought from and where they are flying to.

Musleh added: “This platform offers everything to enable you and us to deliver great commercial benefits. This data will be available to our partners at no charge.”

Musleh also underscored the importance of using data to “create the ultimate customer experience”. He said: “We’re making sure that we deliver something for everyone no matter what their budget is. We’ve got everything from basic needs, the ultimate luxury and everything in between, not just with retail but with experiences too.

“This year we are +29% above last year. I made a promise to our partners in Cannes last year that we were going to double our business in three years and we are going to deliver that through data. Let’s elevate airport experiences all over the world together.”