DOHA- Qatar Airways (QR), based in Doha (DOH), has reportedly asked its trade partners to remove Skytrax references from marketing materials, including logos, badges and award claims.
The reported move comes only weeks before the 2026 World Airline Awards, after Qatar Airways (QR) had prominently used its Skytrax recognition, including its nine World’s Best Airline titles, in its marketing.
Qatar Airways Moves Away From Skytrax Marketing
Qatar Airways has reportedly sent a memo to trade partners instructing them to eliminate references to Skytrax from promotional material connected with the airline. The request reportedly covers Skytrax logos, badges, award seals and wording associated with the organization’s ratings and awards.
Examples reportedly include removing references to the World’s Best Airline award and the Skytrax Five-Star Airline rating. The reported directive represents a notable change because Qatar Airways has historically highlighted these distinctions as part of its brand positioning.
The available source does not establish that Qatar Airways has ended its relationship with Skytrax. It only reports that the airline is asking trade partners to remove Skytrax-related references from their marketing, YHBU reported.
Qatar Airways Has Long Promoted Skytrax Awards
Qatar Airways has regularly described itself as a multiple award-winning airline in its press communications. Its messaging has highlighted its World’s Best Airline title, which the airline says it won for the ninth time at the 2025 World Airline Awards.
According to the cited material, Qatar Airways previously received the World’s Best Airline title in 2011, 2012, 2015, 2017, 2019, 2021, 2022 and 2024. It has also promoted Skytrax awards for World’s Best Business Class, World’s Best Business Class Airline Lounge and Best Airline in the Middle East.
That history makes the reported decision to remove Skytrax references significant from a marketing perspective. The airline has used the awards as evidence of its standing in the global premium airline market.
Timing Raises Questions About the 2026 Awards
The reported directive comes shortly before Skytrax is expected to announce its 2026 award winners. The timing has prompted questions about whether the upcoming results could be connected to Qatar Airways’ decision to remove Skytrax references.
However, the source does not confirm why Qatar Airways issued the reported request. Possible explanations discussed in the source include a change in the airline’s Skytrax relationship or dissatisfaction with the value of continuing to use Skytrax recognition in its marketing. These remain possibilities rather than established facts.
The airline could also be preparing for a change in how it presents third-party rankings. Without a public explanation from Qatar Airways, the reason for the reported marketing change remains unclear, OMAAT flagged.
Questions Over Skytrax Ratings and Consulting
The situation also brings attention to wider questions about the relationship between Skytrax ratings and the consulting services the organization provides to airlines. The source raises concerns about the potential relationship between these two activities but does not establish that Qatar Airways’ reported decision is connected to them.
The source also points to Lufthansa’s 2017 five-star Skytrax rating as an example that has attracted scrutiny. Skytrax cited Lufthansa’s announced new business class cabin and seat as a key factor in the certification, even though the product had not yet entered service.
That example has contributed to broader debate about how airline ratings assess announced products against products already available to passengers. It does not, by itself, demonstrate that Skytrax rankings are improperly influenced.
Qatar Airways Could Take a More Significant Step
The reported removal of Skytrax references does not necessarily mean Qatar Airways will withdraw from the organization’s ratings. A more extensive break would represent a much bigger shift.
The source notes that Etihad Airways withdrew from Skytrax in 2014. That decision went beyond marketing and meant the airline was no longer interested in being ranked or rated by Skytrax.
For now, there is no information in the source confirming that Qatar Airways intends to take the same step.
What the Change Means for Qatar Airways
Qatar Airways has built substantial marketing value around its Skytrax recognition, particularly its repeated World’s Best Airline wins. Removing those references could therefore mark a meaningful change in the way the airline communicates its quality credentials.
The reported action is also notable because it comes immediately before another annual Skytrax awards cycle. Until Qatar Airways provides an explanation, it is not possible to determine whether the move reflects a broader disagreement, a commercial decision, a change in marketing strategy, or another issue.
The key confirmed development is that Qatar Airways has reportedly asked trade partners to remove Skytrax-related branding and award references. Whether that develops into a complete break with Skytrax remains unclear.
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