Qatar Airways removes Skytrax awards

Qatar Airways has told its trade partners to eliminate all references to Skytrax. This directive, reported by the blog One Mile at a Time, includes removing Skytrax logos, award seals, and claims related to the "World's Best Airline" title. The move comes just weeks before Skytrax is set to announce its 2026 award winners.

The Doha-based carrier has historically defined its brand through these awards. Its past press releases prominently noted winning the Skytrax 'World's Best Airline' title a record nine times, including in 2025. It also frequently cited its 'World's Best Business Class' and 'World's Best Business Class Airline Lounge' awards.

A Sudden Shift in Marketing

The airline's memo, as flagged by YHBU, requests the removal of all Skytrax-connected marketing material. This represents a stark reversal for an airline that has long considered itself the world's most awarded. No official reason was given for the change.

One Mile at a Time suggests the timing is likely not a coincidence. The blog speculates that Qatar Airways may have learned it will not win the top award for 2026, prompting a boycott. Alternatively, it questions if a business relationship has changed.

Questions About Skytrax's Model

The source report raises broader questions about Skytrax's legitimacy. It notes that Skytrax both rates airlines and sells consulting services to them, a potential conflict of interest. The blog urges caution, stating Skytrax has threatened media outlets for suggesting such issues.

A past incident involving Lufthansa is cited as an example. According to the report, Skytrax awarded Lufthansa a five-star rating in 2017 partly based on a new business class seat for the Boeing 777X, a seat that did not exist at the time and was only introduced years later. This occurred despite Skytrax's own stated policy that ratings depend on "delivered realities" and fleet-wide consistency.

Potential Outcomes and Precedents

If Qatar Airways fully severs ties, it would not be the first major carrier to do so. The source notes that Etihad Airways withdrew from Skytrax's ratings entirely in 2014. The blog humorously suggests such a departure could create a "new business opportunity for FIFA" to enter the airline ratings business.

The core situation remains unclear. Is Qatar Airways' action a simple reaction to losing an award, or does it signal a deeper rift? The airline's next steps will be closely watched by the industry. For now, its marketing materials are undergoing a quiet but significant purge of the Skytrax brand it once championed.