Qatar Airways Cuts All Skytrax Award

Qatar Airways has instructed trade partners to remove all references to Skytrax awards from its marketing materials, a sudden reversal for an airline that

Qatar Airways has told its trade partners to eliminate all mentions of Skytrax. The directive includes removing Skytrax logos, badges, award seals, and messages related to award claims. This is a stark change for an airline that has consistently described itself as a multiple award-winner, heavily relying on Skytrax accolades in its press releases.

For years, Qatar Airways' standard description highlighted its Skytrax awards. It noted winning the 'World’s Best Airline' title an unprecedented nine times at the World Airline Awards, managed by Skytrax. The airline also frequently cited its recognition for 'World’s Best Business Class', 'World’s Best Business Class Airline Lounge', and being named 'Best Airline in the Middle East' for the 13th time.

The Sudden Split with Skytrax

The source, One Mile at a Time, suggests the timing is notable. Skytrax is set to announce its winners for 2026 in a few weeks. The publication speculates on potential reasons for the split but attributes these as questions, not settled facts.

One possibility is that Qatar Airways found out it will no longer win the 'World’s Best Airline' award and is now essentially boycotting Skytrax. Another is that Qatar Airways may have been paying for consulting services from Skytrax and decided to stop, realizing the impact that could have on its rankings. Skytrax both rates airlines and provides consulting services to them, a dual role that has drawn previous scrutiny.

Past Controversies with Skytrax Ratings

The source recounts a past incident to illustrate potential conflicts of interest. In 2017, Skytrax awarded Lufthansa a five-star rating. A key factor cited was Lufthansa's newly announced business class cabin and seat for its then-unreceived Boeing 777X aircraft. This rating was given for a product that did not exist at the time and was only introduced around eight years later.

This occurred despite Skytrax stating that star ratings are based partly on consistency. The organization's criteria state that an airline offering less than 80% fleet-wide product consistency may see a negative impact on its final rating. The source notes that Skytrax has threatened media outlets that suggest a lack of legitimacy or conflict of interest in its rankings.

Potential Industry Implications

If Qatar Airways fully cuts ties, it would not be the first carrier to do so. In 2014, Etihad Airways withdrew from Skytrax altogether, choosing not to be ranked or rated. The source humorously suggests such a move could present a new business opportunity for FIFA to get into the airline ratings business.

The core of the story is the abrupt removal of award claims. Qatar Airways has built its marketing identity around being the world's most awarded airline, primarily through Skytrax. Its request to trade partners specifically targets references to the 'World’s Best Airline' award and its 'Skytrax Five-Star Airline' rating.

The airline's next steps and Skytrax's upcoming award announcement will be closely watched.

Source: One Mile at a Time