A Cut Above
Robb Report Singapore|September 2020
A Cut Above
Qatar Executive has launched Diamond Agreement, a new travel programme for its chartered flights. Mark Hardman, the firm’s acting executive vice president, reveals why this bold move makes perfect business sense.
Ho Yun Kuan

It’s no secret that the travel industry has been severely impacted by the pandemic, causing a wave of retrenchments and cost-cutting measures. But while commercial travel has taken a big hit, demand for private charters has shot up. A spokesperson from VistaJet reported that the company saw an increase in the number of first-time private travellers during the first few months of the pandemic.

It’s no surprise then that Qatar Executive (QE), the subsidiary of Qatar Airways that specialises in private charters, launched a new product, called Diamond Agreement, in July. The company claims that it’s a charter service that offers travellers unprecedented flexibility at competitive prices.

Mark Hardman, QE’s acting executive vice president, explains why it made strategic sense to debut the programme despite the downturn. “Due to the global situation and changing travel requirements,” he says, “customers are looking for versatile, high-quality services from a reputable and financially secure operator such as Qatar Airways. Traditionally, there have always been two types of charter offerings in the market – ad hoc (also known as ‘on-demand’), and jet cards. The Diamond Agreement is a combination of the two and ensures that our clients receive the benefits of both.”

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September 2020