O’Connell, J.F. and Bueno, O.E. (2018) A Study into the Hub Performance Emirates, Etihad Airways and Qatar Airways and Their Competitive Position against the Major European Hubbing Airlines. Journal of Air Transport Management, 69, 257-268.
https://doi.org/10.1016/j.jairtraman.2016.11.006

has been cited by the following article:

• TITLE: Analysis of Airline Marketing Optimization Strategies: Taking Middle Eastern Airlines as an Example

  AUTHORS: Fatima Zahraa Bendriouch

  KEYWORDS: Middle Eastern Airlines, Marketing Strategies, Customer Retention, Customer Satisfaction

  JOURNAL NAME: Open Access Library Journal, Vol.12 No.11, November 12, 2025

  ABSTRACT: This article compares the marketing strategies and performance of Emirates Airlines and Qatar Airways. While Emirates has historically led with luxury branding and sponsorships, recent gaps in customer engagement and adaptive marketing have allowed Qatar Airways to excel. Qatar Airways’ focus on customer-centric service, digital innovation, and agile marketing has earned it top accolades, including repeated Skytrax awards. On the other hand, we realize that Emirates’ declining quality of customer service, and differentiation in terms of treating clients among different classes can impact customers’ loyalty. Furthermore, rigidity in policy (one size fits all kind of laws) regarding flyer programs, not having to a certain degree some flexibility towards some customers’ exceptional cases, and randomness in scheduling flights which can be seen in its WCR (Weighted Connectivity Ration) has led the company to lose its “airline of the year” Skytrax award and then fail in customer retention and loyalty.