The airline first became the most popular carrier ever on Facebook when it passed eight million fans in December 2014 and has held the title consistently since.

Akbar al Baker group chief executive Qatar Airways said 'Qatar Airways' success is directly related to our connection with our customers whether on-board or on-line. Awards such as the 2015 Skytrax World's Best Airline and recognition such as this recent milestone achieved with 10mn fans on Facebook serve to motivate us to continue anticipating our customers' needs and delivering a great experience. Without our loyal passengers and our social media fans none of this would have been possible.'

Qatar Airways created its Facebook account in 2011 and has grown its on-line community through multiple engagement strategies including current competitions such as 'The Heart of Barca' where FC Barcelona fans can enter to win exclusive prizes. Other successes include the recent #DREAMSterdam competition asking fans to submit original art work capturing the spirit of Amsterdam which Qatar Airways started serving in June 2015.