New Qatar Airways Lounge Has Dior Spa, Louis Vuitton Cafe

Yawn.

Is anyone going to go out of their way to travel through an airport so can visit a cafe.

This is perfect for the instagram sugar babies of the world to get a few photos in

Will check it out at the end of May , the new lounge looks fantastic so that’s what I will be focusing on

Hmmm. Looks great if one has the time, actually cares and has the dough. Qatar is by far the most lavish airline these days.

Here's to hoping crowding will actually be addressed, and the WiFi won't be a spectacular fail. It seems like Qatar Airways still hasn't addressed putting sensible seating in the lounge, since most chairs still look like individual loungers with no tables or privacy.

When it comes to displays like this, it isn’t the super wealthy that are being targeted. They’re also not worried about people not interested in luxury goods. It’s the portion of the upper middle class who does value luxury and sees it from the outside. There are a lot of people flying through not only Doha but other airports who haven’t decided if they want to buy the Dior bag or an LV duffel (two of their highest margin products) over other brands. Paradoxically, keeping offerings like this visible but expensive makes the brand more lucrative. So yes, I’m sure they’d like to upsell the person sitting in their spa on Dior skincare products, but the real target is everyone who hears there is a Dior spa up there, and I doubt they’re too worried about cutting into purchasing time of the person entering their spa.

I think you're underestimating how much certain people value "rarity". I have a friend who always has to have the most rare Hublot special edition, LV collab, etc. If Dior or LV have some kind of special edition (of any product tbh) only available in these locations, people will absolutely re-route just to get this. At the very least, people will re-route so they can resell online for 50% markup.

Two of the most dull, generic and ubiquitous brands in the world. Luxury has become about uniform, global blandness. The same brands and the same store in every airport, high end mall and shopping street in the world.

I’m sure these outlets will be busy with those who have more money than imagination.

Predictable! I didn’t have any insider info when I commented on the Feb article “That would be my guess… LV cafe, Dior or maybe even Cheval Blanc spa… keep it all in the LVMH family. They’re keen to build their ‘experiences’ business.”

These brands target low to middle class individuals who ASPIRE to be rich. Hence the reason they’re called “aspirational brands”. The rich don’t visit boutiques; the boutiques go to them.

Both of these will be PACKED by these kinds of people, and all will be documented on social media for others to “ooh” and “aah” over and want to visit themselves. They visit, do the same, and the cycle continues.

This is why places like Cappadocia in Türkiye blew up.

So the new Business Lounge has expensive shops, but no charge to enter with QR business class connection?
How's the food .... wait times .... showers .... ???

Went there on opening day. It does not live up to the pre opening hype so I went back to the Al Safwa Lounge.

Agree with the comments, it's not targeted at the super wealthy and nobody will travel out of their way for it. It is great brand exposure for those brands though.

The lounge looks great, current/old one was too small and often overcrowded so I guess it's a big improvement. Personally can't be bothered with LV cafe and Dior Spa, agree it's more for Instagramers and influencers rather. Not sure when I will visit it though as I am not a fan of QR itself.

I'll be through there tonight. Reading through the FT posts the fitness center is not open yet and the private quiet rooms have those chaise loungers, not flat cots, what do airports have against people laying down flat? Glad that I did not take the extra long connection which I considered instead of an extra half-day hotel. Enjoyed Eid festivities in Male.

Excellent Collaborations

It looks like the Louis Vuitton cafe may be opening soon. When we arrived today it looked fully set up, and there was a group taking professional photos and videos at the entrance and inside the cafe.

When flying QR's Business Light, how much is it to purchase lounge access? And advance seat selection for ultra-long haul & long-haul sectors (e.g. JFK-DOH, DOH-HKG, DOH-SYD/MEL)?