Qatar Airways is no doubt a world class airline, in terms of the passenger experience it offers. There’s also nothing the airline loves more than reminding consumers of how great it is, and how many awards it has won, primarily from Skytrax. Along those lines, it looks like the airline is now reversing course, and suddenly wants nothing to do with Skytrax… or something.
Qatar Airways wants to eliminate all mentions of Skytrax
If you look at any press release from Qatar Airways up until now, you’ll see how the airline describes itself, which relies heavily on the awards it has won from Skytrax:
A multiple award-winning airline, Qatar Airways won the ‘World’s Best Airline’ title for an unprecedented ninth time at the 2025 World Airline Awards, managed by the international air transport rating organisation, Skytrax. Qatar Airways was previously named the World’s Best Airline in 2011, 2012, 2015, 2017, 2019, 2021, 2022, and 2024.
The airline continues to be synonymous with excellence, and has yet again received recognition for ‘World’s Best Business Class’, and ‘World’s Best Business Class Airline Lounge’. As the leading connector in the region, Qatar Airways has also been lauded with the ‘Best Airline in the Middle East’ title for the 13th time.
However, something is going on. YHBU flags how the Doha-based oneworld carrier has sent out a memo to its trade partners, asking them to remove all mentions of Skytrax in connection to Qatar Airways (thanks to ritesa for flagging this).
This includes the Skytrax logos, badges, and award seals, and messages related to award claims. The airline provides the examples of eliminating references to the “World’s Best Airline” award, its “Skytrax Five-Star Airline” rating, etc.
What’s going on between Qatar Airways and Skytrax?
I have to be careful with what I say about Skytrax, because they like to threaten the media when they suggest that there may be a lack of legitimacy or a conflict of interest to their rankings. Keep in mind that Skytrax both rates airlines and provides consulting services to airlines, and it’s hard to imagine there’s not a link between the two.
I’d remind everyone of how in 2017, Lufthansa was awarded a five-star rating by Skytrax, with one of the key criteria being the following:
“A key factor behind Lufthansa gaining 5-Star Airline Certification is the recently announced new business class cabin and seat that will be delivered when the airline receives their first Boeing 777X aircraft.”
Right, Skytrax gave Lufthansa a five-star rating over a seat that didn’t actually exist at the time (and only ended up being introduced around eight years later, lol), despite claiming that star ratings are in part based on the following:
“The consistency of an airline’s Product and service is a critical issue within their final Rating, and detailed focus is applied to the delivered realities. Particular attention is applied to the quality and consistency of cabin seating, IFE systems and associated cabin products. An airline offering less than 80% fleet-wide product consistency may find these conditions will have a negative impact on their final quality rating determination.”
With that in mind, what could explain Qatar Airways suddenly wanting to pretend that Skytrax doesn’t exist? In a few weeks, Skytrax will be announcing its winners for 2026, and I have to imagine that the timing of that isn’t a coincidence:
- Did Qatar Airways find out that it no longer won the award for world’s best airline, and now the airline is essentially boycotting Skytrax?
- Was Qatar Airways paying for some “consulting” from Skytrax, and decided that’s no longer money well spent, and it’s now realizing the impact that has on rankings?
I do wonder if we could see Qatar Airways take really drastic action here. For example, in 2014 Etihad withdrew from Skytrax altogether. In other words, it’s not just that the airline wasn’t getting “consulting,” but it literally just wasn’t interested in being ranked or rated.
If Qatar Airways does fully cut ties with Skytrax, you’d think this would be a new business opportunity for FIFA, to get into the “airline ratings” business…
Bottom line
For years, Qatar Airways has leaned heavily into its Skytrax awards in its marketing, as it has considered itself to be the world’s most awarded airline. Now Qatar Airways is suddenly removing all mentions of Skytrax. This comes weeks ahead of Skytrax issuing its annual awards.
I wonder if this is as simple as Qatar Airways not winning the award for world’s best airline, or if there’s a bigger rift between the two organizations.
What do you make of this Qatar Airways & Skytrax situation?
Skytrax is absolutely secretive about how winners are determined. They say there's polling but the results are not audited. It's possible for interested parties to stuff votes as email addresses are not validated. Who's to say that Skytrax does not just decide that winners are those who have engaged their services? Why the news media continue to report on the awards just baffles me.
Skytrax . . . with some of the recent years actions and awards this company published … it just shows again, money rules the world!
NOT much truth to it all.
So …. make and experience your own understanding and opinion about something and DON‘T just believe what others say or try to recommend by getting a ton of money for doing exactly that !
My No1 reason in almost 8 years,...
Skytrax . . . with some of the recent years actions and awards this company published … it just shows again, money rules the world!
NOT much truth to it all.
So …. make and experience your own understanding and opinion about something and DON‘T just believe what others say or try to recommend by getting a ton of money for doing exactly that !
My No1 reason in almost 8 years, why it‘s 99% a reliable source out there, to read reviews at OMAT. My honest opinion, not to compare with other publications globally on any upscaled brands, it‘s REAL experience and cool reflections.
TRUSTWORTHY compared to Skytrax, …. that‘s what i think.
So Ben, well done! I mean it.
Qatar Airways, a professional brand, usually good Service and Quality in the premium segment, i‘m NOT surprised, to see such a change now. Money has shifted in awarding a brand, i guess Qatar Airways is just 1 step ahead (as usual) compared with other brands in the industry, wait and see! Skytrax …. something from the PAST ;-) YES!
Are there still people in the world who belive in skytrax?
I really hope they will withdraw. The whole airline rating business is an absolute scam and utter nonsense. Airlines should give them zero attention and definitely no money.
Has anyone in the history of flight decided which airline to fly because of a Skytrax rating?
Yes
As a regular on Qatar (less so of late), there is absolutely no doubt that they are in their decline phase. Still with a decent enough hard product, their service and how that product is offered is on the decline. Mid tier lounges in Doha are overrun with OFWs trying to sleep on long transfers, Business class has been divvied up into tiers including one with no lounge access, fares are no longer as competitive...
As a regular on Qatar (less so of late), there is absolutely no doubt that they are in their decline phase. Still with a decent enough hard product, their service and how that product is offered is on the decline. Mid tier lounges in Doha are overrun with OFWs trying to sleep on long transfers, Business class has been divvied up into tiers including one with no lounge access, fares are no longer as competitive as in their early "on the rise" years. The whole experience feels shabby and tawdry, with their local class / caste system on show - Filipinos doing food & cleaning, black Africans on security / ushering, etc. The atmosphere at their hub has more in common with a central Asian bus station than a high end airport experience. Personally I'm more comfortable spending more for Cathay Pacific / Singapore Airlines, where the penny pinching is not on show and the service is more seamless. And Qatar's suites no longer have the halo effect they once did when unique in the industry. For all the criticism Akbar Al Baker received, he ran a tight ship reaching for the stars. These days Qatar is just another airline wearing its profit imperatives on its sleeve with a distinct lack of subtlety or class.
“you’d think this would be a new business opportunity for FIFA, to get into the “airline ratings” business…”
I don’t quite get this - are you meaning FIFA as in football?? I don’t follow football so maybe that’s why I don’t get it.
Yes. FIFA recently went through a big to-do where the president of FIFA proposed selling a good portion of the rights to the World Cup to a new corporation headed up by a private investment group. The president of FIFA was to be brought on to that new corporation in a senior, and presumably extremely lucrative, capacity. Various regional soccer governing bodies objected, the whole thing was dropped, and it has yet to be seen...
Yes. FIFA recently went through a big to-do where the president of FIFA proposed selling a good portion of the rights to the World Cup to a new corporation headed up by a private investment group. The president of FIFA was to be brought on to that new corporation in a senior, and presumably extremely lucrative, capacity. Various regional soccer governing bodies objected, the whole thing was dropped, and it has yet to be seen if the president is forced out. Adding to the drama is that the president of FIFA has been flying around, including during the recent World Cup, in a private airplane owned by Qatar Airways. Thus, maybe FIFA would give Qatar Airways a top ranking.
I thought it was a reference to their "peace prize".
same scam as Skytrax ;-)
…. talking of corrupt corporations.
…. sad thing is, people fall for it!
Qatar has flooded the market already. People who travel know the expectations. They won’t loose premium passengers because a ranking if service stays in line with what people expect. Travel advisors will still recommend them, if service doesn’t deteriorate. And yes, they could make a lot of money doing business or sponsorship another way. If dollars and Qatar thought they needed Skytrax, they wouldn’t leave point blank. Qatar doesn’t need them.
I am yet to encounter an airline other than QR that uses the term ‘award-winning’ in its marketing… or, for that matter, uses the world’s biggest sporting event as a trumpet for itself. Can you even imagine SQ or Air France doing this?! Have you ever seen AF (practically the only truly luxurious Western airline today) promote its Skytrax rating? Or ANA and JAL? Therein lies the answer…
Turkish often include their Apex awards in marketing. I googled "award-winning airline" and the first page included lists of awards on the Cathay, Virgin and Singapore sites.
To be fair SQ does use it to a certain extent but they do not brag it to QR's extent. SQ tends to be humble with its award won.
… and be totally OVERRATED too! ;-)
…. for way too many times!
Vietnam Airlines definitely markets it.
As a frequent flyer on Air France, I'm completely baffled as to why you consider them a "truly luxurious" airline in any cabin.
The majority of these so-called airlines ratings are crap. Emirates used to keep on winning but an EK flight attendant told me they had to fill in the forms so EK got the votes to make sure they got over the line.
does that mean the absolute nonsense about doha being the best airport will also go now that qatar have stopped buying the 'award'?
Case and point: skytrax 5 star airports/reginonal airports contain HOU, EWR (new terminal), LGA....yet dont even mention SFO...which by all accounts is a great airport versus those especially HOU.....
in terms of airlines...AC is rated higher than Alaska...yet AC is a dumpster fire in service, reliability and food.....air transat is 4 star...worst airline in Canada.....
This is all a pay to play to get the rating....skytrax is very much like FIFA....pay us or we can...
Case and point: skytrax 5 star airports/reginonal airports contain HOU, EWR (new terminal), LGA....yet dont even mention SFO...which by all accounts is a great airport versus those especially HOU.....
in terms of airlines...AC is rated higher than Alaska...yet AC is a dumpster fire in service, reliability and food.....air transat is 4 star...worst airline in Canada.....
This is all a pay to play to get the rating....skytrax is very much like FIFA....pay us or we can sink you with our social network.
All "ratings" no matter what the overseeing entity are biased and should be taken with a grain of salt. There is no transparency behind the ratings. Skytrax (and Fifa for that matter) should disclose thier financial relationships along side the ratings. However, if that was done, then legitamacy would evaporate. Its a marketing tool; nothing more for the "airline paying for consulting" of the body.
For example, i have plenty of "industry publications" suddenly...
All "ratings" no matter what the overseeing entity are biased and should be taken with a grain of salt. There is no transparency behind the ratings. Skytrax (and Fifa for that matter) should disclose thier financial relationships along side the ratings. However, if that was done, then legitamacy would evaporate. Its a marketing tool; nothing more for the "airline paying for consulting" of the body.
For example, i have plenty of "industry publications" suddenly calling me want to highlight our business cuz of all the "excellent ties we have with X company and Y company" who paid for the article to be done. So they want $$$$ to be mentioned in the article; otherwise, i wont be mentioned in the article as participating in the project. Of course that company was featured highly on thier "ratings" lists in the publication.
Skytrax is no different. Heck even OMAAT is biased to thier network of contacts to some degree; cuz if you are negative to them...they wont give you the scoop....this is just how the world works.....
But are they still the best ? I have not traveled with them in a long, long time. But during the pandemic i looked at their first class lounge menu online and the selection of food and beverages was out of this world. Pretty sure, unmatched by any other airline. I saw that online menu about 6 months ago and the choice of F&B was not that impressive.
Off course i have not experienced that...
But are they still the best ? I have not traveled with them in a long, long time. But during the pandemic i looked at their first class lounge menu online and the selection of food and beverages was out of this world. Pretty sure, unmatched by any other airline. I saw that online menu about 6 months ago and the choice of F&B was not that impressive.
Off course i have not experienced that first class lounge in person. So I will defer to someone who has had first hand experience.
Qatar Airways just loves to have beef with everybody. They joined OneWorld and started a long term quarrel with QANTAS. They banned John Cahill and keep banning him instead of trying to find a solution. They rather fight with Airtbus over A350 paint instead of finding a solution. And now SkyTrax is the new play partner for a riot.
They act a bit like drama queens. Not surprising if you ever looked Al Bakr...
Qatar Airways just loves to have beef with everybody. They joined OneWorld and started a long term quarrel with QANTAS. They banned John Cahill and keep banning him instead of trying to find a solution. They rather fight with Airtbus over A350 paint instead of finding a solution. And now SkyTrax is the new play partner for a riot.
They act a bit like drama queens. Not surprising if you ever looked Al Bakr in the eyes. A soul is missing behind them. I'm sure his successor is of the same breed.
The A350 debacle was a huge loss of face for Qatar. At least it gave the board an excuse to finally ditch that odious Al Baker character for good.
Skytrax lost any shred of credibility when they rewarded 2-2-2 Lufthansa 5 stars and kept the designation for years.
Simple.
Skytrax Wants more money.
Qatar Airways CEO doesn’t want to pay.
agree 100%
…. would be a WASTE of investment in marketing!
See how fast it goes from good to being dropped, Lufthansa the best example!
Hyped (for nothing or NON existing product) but years later NOTHING delivered as what they paid for on a false rating (for the future!) ha ha ha
Skytrax, simply unreliable in terms of experience, …. sort of telling a company, „give me a text i should...
agree 100%
…. would be a WASTE of investment in marketing!
See how fast it goes from good to being dropped, Lufthansa the best example!
Hyped (for nothing or NON existing product) but years later NOTHING delivered as what they paid for on a false rating (for the future!) ha ha ha
Skytrax, simply unreliable in terms of experience, …. sort of telling a company, „give me a text i should publish, and transfer the negotiated amount, all will be published accordingly“ UNRELIABLE, outdated, for dumb „believers“.
Can’t wait to see who pays—sorry “wins”—for 2026
Fantastic FIFA comment ;)))))))))
I'm just disappointed that there wasn't a Nobel Prize awarded for World Cup MVP.
When will Skytrax get into the “Peace Prize” business? I hear there’s a lot of money to be made there.
Maybe the JD Power ranking was cheaper this year?
Who needs to pay JD Power when you can pay Tom Brady?
Probably they'll give QR's 5 star spot to AA! (Lol)
wash your mouth out
Unless your a moron you would be advised to not fully believe any award or ranking. Take food for instance half the words and labeling is fake. Industries that the vendor pays for for certification. Ponder that they get paid to award you or label you. Skytrax is probably no different.
Is baptism some kind of certification?
Also includes Hajj or Shabbat?
I don't know about other alleged Christians, but for us Catholics, baptism is more like having an airline credit card that allows you club access. So baptism gets you, say, United Club and sainthood gives you Lifetime Polaris.
For those of you giving me a Yowzers, please look up extra ecclesium nulla salis. It's still official Catholic doctrine.
Isn't it more like someone from 2000 years ago says you'll get lifetime Global Airlines gamer class access just by having their credit card.
Re: sainthood
So in other words it’s unachievable?
It's easier than ever. Even the distinct lack of contemporary miracles; which are much more difficult to claim these days since everyone started carrying a 4K video camera in their pocket; doesn't deter the church from trying it on. Recent case in point - Carlo Acutis.
*you're
"I have to be careful with what I say about Skytrax, because they like to threaten the media when they suggest that there may be a lack of legitimacy or a conflict of interest to their rankings."
What will they do? WHINE you to death?
Or are you talking fat orange Nazi-like frivolous lawsuits? Many say they are utterly corrupt (Hi FIFA!) and engage in pay-to-play in their ratings? Most people already assume that.
They suck.
Uh oh... SLAPP lawsuit inbound...
When Ben was being hassled by Virgin Atlantic a while back, I suggested that he have his lawyers write them a "blow it out your ass" letter. Seems to me that Skytrax is deserving of similar correspondence. Let them threaten, then respond with aggressive sarcasm on an attorney's letterhead.
Well said!
"There's a sucker born every minute." – P. T. Barnum. Certainly much more often than that nowadays - thank you, Internet, for that!
More like "There's a sucker born every nanosecond, and their intelligence and critical thinking skills get worse with every passing minute."
Who DOESN’T QR have beef with? They love throwing their weight around because it truly is a softpower exercise first, airline second, profit-producing enterprise dead dead last.
It looks like the war in ME is having a serious effect at Qatar Airway. We Flew back to US via Qatar Airways (Q-Suites)from Doha and was very surprised to see Al Mourjan Business Lounge pretty empty at 0600.The menu offerings were not quite the same as they have been in the months before the war.The Flight itself was Full, But the Galley Offerings were very limited even those were cleared up By the Indian...
It looks like the war in ME is having a serious effect at Qatar Airway. We Flew back to US via Qatar Airways (Q-Suites)from Doha and was very surprised to see Al Mourjan Business Lounge pretty empty at 0600.The menu offerings were not quite the same as they have been in the months before the war.The Flight itself was Full, But the Galley Offerings were very limited even those were cleared up By the Indian passengers as soon as they were put out. It seems like the water Bottle has also become a serious issue on the Flights, It maybe due to the water to Iranian strikes on the water Desalination Plants.
Hotels have closed Off Floors due to very low occupancy (Summer of 112 Degrees every day may have contributed to that also).
Let's Hope things improve,we really love QA & Qatar itself!
I am still surprised how comfortable Egypt Air 787 Dreamliner J seats were.
"But the Galley Offerings were very limited even those were cleared up By the Indian passengers as soon as they were put out"
This comment deserves 2 Yowzers!
I will say, in 2023, Singapore Airlines was awarded the best airline and Qatar did not withdraw or boycott (at least I don’t think so). Maybe it has to do with tension in the Middle East? After all, Hamad Airport (which is almost certainly affiliated directly with Qatar Airways) completely withdrew from the world airport awards, with the airport not even appearing at all in the top 100 list (of course Changi claimed the top...
I will say, in 2023, Singapore Airlines was awarded the best airline and Qatar did not withdraw or boycott (at least I don’t think so). Maybe it has to do with tension in the Middle East? After all, Hamad Airport (which is almost certainly affiliated directly with Qatar Airways) completely withdrew from the world airport awards, with the airport not even appearing at all in the top 100 list (of course Changi claimed the top spot). Maybe Skytrax is starting to die down? I noticed this year that Changi Airport did absolutely no marketing for its best airport award. They never even talked about it despite winning it this year. Maybe people are starting to come to the conclusion that Skytrax is not trustworthy, but who knows.
Goodhart's law: "When a measure becomes a target, it ceases to be a good measure"
In the modern age it seems too easy to game all of these ratings, regardless of how well meaning they are. (Not saying that Slytrax is well meaning in any way, just that it almost doesn't matter)
Well they had to have beef.
You can't expect Qataris to have pork right?
Since Ben can't say anything about Skytrax. Let's bring AeroB13a to praise Skytrax as if it was Tim Dunn himself and Delta.
And Ben missed 1 point about LH 5 star ratings. Not only was it based on a seat that didn't exist. The 777X hasn't even been delivered to anyone after a decade later.
I thought they had 'the lasagna'?
(Where's Aero been? Was that one of your characters?)
You ever seen me as a BA apologist?
Eskimo, you could use a vacation. Please enjoy my review of the new MLE terminal (https://onemileatatime.com/community-stories/male-velana-airport-new-terminal-1-international-arrivals/) Get yourself an overwater bungalow or something...
I did.
It was a good review. Looking forward for more of your trips.
About the overwater bungalow. Maybe you should do a Kickstarter for me and fly me there on EY Residence. ;)
Thank you. Ooh lala, the Residence is well beyond my pay-grade. Best I can do is business class on points, then attempt a points upgrade to First (which I've only pulled off twice with EK, never EY).
You must be new here.
Or maybe I'm just too old here.
IYKYK ;)
If you aren't directly affected by the disruptions in the Middle East this year, and if Qatar Airways doesn't swap your aircraft last-minute, long-haul Q-Suite is still one of the world's best hard (and soft) products around. (Sure, I may think ANA's "The Room" is slightly better, but QR is way up there, and flies to more places.) So, maybe, it's time for NH, JL, SQ, or CX to take the lead for a year. (Wait, what if JX takes it? @Samar?!)
SQ biz. seats suck out loud unless one is three feet tall, or is > 6' but doesn't have legs.
To me, it's the angle that's off. (And the manual 'all-or-nothing' approach to lie-flat with SQ in J like on their a359ULR.) I may even prefer their regular lie-flat on their 787. Even their 737max has the 'throne' seats. Wish more carriers would adopt those for medium-haul, single-aisle.
The problem with paying Skytrax to get a good rating, is that others can easily pay more to get an even better rating.
Skytrax awarded CDG the title of Europe's best airport. I think that says enough.
You see a pattern between Skytrax and Tim Dunn here?
I agree this is very telling
Every single institution on Earth is corrupt
Oof. Corruption is bad, but writing off literally everything as corrupt is a cop-out. It ignores the well-run institutions and makes it impossible to actually fix the broken ones. Let's not go full-nihilism.