Having started its operations in Nepal with a single flight each day about a decadeand- a-half ago, Qatar Airways has come a long way indeed. Aptly awarded a 5-star rating by Skytrax (a UK-based consultancy that carries out international-traveller surveys and ranks airlines and airports), it has increased its frequency to four flights each day beginning 1 October this year. Qatar Airways flies out of Kathmandu every day at 9:45 am, 8:30 pm, 9:30 pm and 11:30 pm.

While the first two flights primarily carries migrant workers, the next two mostly have passengers who use the airline as a network carrier to reach their respective destinations in North America, South America, Africa and Europe, informs Ramdas Shivram, Country Manager for Nepal. Migrant workers boarding the 9:45 am and 8:30 pm flights go on to connect with GCC (Gulf Cooperation Council) countries and passengers on board 9:30 pm and 11:30 pm flights use the airline's hub Doha as a transit point to continue their onward journey to other continents.

The next two flights comprise expatriates living in Nepal, tourists as well as Nepalis living abroad, adds Shivram saying that around 5,000 passengers used the airline's services each way within the first 10 days of operations since flight frequency increased 1 October onwards. With four Airbus A320 carriers flying out of Kathmandu and, correspondingly, four flights coming into the city each day, Qatar Airways in Nepal sees the potential of selling in the region of 420,000 seats per annum. Shivram, who joined the airline in 2005 and took over its Nepal operations in November 2010, says Qatar Airways has expanded in Nepal after sensing a large potential in the country. On a global level, it aims to be the biggest international carrier.

Advertising & Promotions

An essential part of its marketing strategy, the airline seeks to reinforce brand position efforts and provide a platform to deliver credibility for its brand. It makes every possible effort to expand brand visibility and link Qatar Airways brand attributes and values with its customers to establish lasting and loyal relationships with them. While ATL (Above the line) advertising is taken care of by its global head office, the airline indulges in local advertising and promotions by sponsoring sporting events such as golf, organising road shows, holding promotional programmes directed at travel agents, supporting educational programmes on television and publishing advertisements and media releases in major daily newspapers. Shivram cites an example, To promote knowledge about the recent increase in flight frequency, we organised a road show where we approached top 50 travel agencies in Nepal. It was a very successful event.

Work Culture

Qatar Airways has 42 people working at its Kathmandu office, a sizeable number for a foreign airline. It has always tried to hire individuals who can work independently on their own. Shivram, who himself is equipped with a post graduate diploma in human resources, is well acquainted with critical issues such as organisational behaviour. He says that his expertise comes in handy while dealing with his colleagues at work. We try to hire the best talent available and send them to Doha for training. I personally believe in giving ample time and room for adaptation and mentor co-workers who show intent to shoulder greater responsibilities,he further states.

Market Potential

The airline is growing at 35 per cent per annum globally and flies to 107 destinations (Oslo, Norway launched on 5 October this year being the latest one) worldwide with an impressive fleet of 100 aircrafts. It plans to serve more than 120 key business and leisure destinations across Europe, Middle East, Africa, Asia Pacific, North America and South America with a fleet of over 120 aircrafts by 2013. From Nepal's perspective too, Qatar Airways aims to become the number one airline in terms of time, connectivity and delivering best service. And to achieve this objective, it offers attractive schemes pertaining to specific destinations during the off season. Shivram rubbishes criticism from certain quarters that Nepal does not have a great deal to offer civil aviation in terms of numbers. He says, The fact that as many as 27 international carriers are operating in Nepal is proof enough that this market holds tremendous potential. He further believes that better infrastructure, improved navigation system and enhanced security arrangements at the Tribhuvan International Airport along with making it operational for 24 hours a day can do wonders for Nepal's civil aviation prospects.

Unprecedented Success

The airline takes incredible pride in being a national carrier representing the State of Qatar. Voted Airline of the Year 2011 in the prestigious Skytrax industry audit, Qatar Airways has won the confidence of the travelling public. Since its re-launch in 1997, it has reached the pinnacle of the airline industry for outstanding in-flight service, superior onboard products, and operational excellence among others. Shivram attributes the record success to the airline's clear objectives, ambitions and a focused CEO in Akbar Al Baker. Since becoming the CEO of Qatar Airways in 1997, Al Baker has been instrumental in shaping Qatar Airways into one of the fastest growing and most highly acclaimed airlines in the world. Over the last decade, he spearheaded the airline's growth, which operated only four aircrafts in a regional capacity prior to his appointment. Our decision of continuing to expand even during the difficult period of global recession a few years ago has fetched us handsome dividends, asserts Shivram. Despite being a foreign entity in Nepal, the airline has tasted success because it realised the need to get into the roots of the local culture and acted on it. Shivram says, Practicing the corporate philosophy of Qatar Airways along with correct product positioning and successfully establishing the right business environment has got us this far. Being responsible to internal as well as external customers is absolutely vital for any company's success, he concludes.