Hamad International Airport, Commercial Strategy
Doha, Qatar

Developing the world’s leading airport retail and F&B offer.

Service

Commercial Strategy & Advisory

Sector

Aviation

Client

Hamad International Airport

Size

52 mppa

Solution

Hamad International Airport set out to expand its retail and food and beverage programme as part of the new Central Concourse, building on its reputation as a major international transfer hub. The brief called for a commercial strategy capable of supporting a substantial new tenant offer while reinforcing the airport’s position among the most highly regarded in the sector.

Strategy developed alongside the airport’s own teams

Benoy’s Commercial Strategy & Advisory team worked in collaboration with the airport’s in-house commercial team and its retail architects to develop the strategy for the concourse. The study addressed commercial positioning, the allocation of space and the composition of the tenant mix, setting out how the offer should be structured to perform across a high-volume, transfer-led passenger base.

An expanded offer across retail and dining

The work informed a programme spanning 16,000 m² of retail and food and beverage space. It supported the introduction of forty new retail stores and twenty new dining outlets, broadening the range available to travellers throughout the concourse. More than 52 million passengers travelled through Hamad International Airport in 2024.