In the dynamic and ever-evolving world of travel retail, where exceptional customer experiences are just as significant as the destinations themselves, Dr. Aliona Zeqiri has established herself as a visionary leader. As the CEO of A&A Group of Companies and Executive Director of AA Airport at Tirana International Airport (TIA), her innovative approach has redefined what travel retail can accomplish. By seamlessly blending cultural heritage with luxury, driving extraordinary growth, and setting new global standards, Dr. Zeqiri has made an indelible mark on the industry.
Her exceptional achievements include over 10 prestigious company awards and three personal accolades, including recognition for her participation in the U.S. Department of State’s “Woman and Entrepreneurship” program in 2007. Most recently, she was honored with THE BIZZ Award for Excellence in Travel Retail Management in 2024. These accolades highlight Dr. Zeqiri’s track record of innovation, strategic growth, and mentorship, all of which have cemented her status as an influential figure in the global business landscape.
Beyond her business success, Dr. Zeqiri’s work as a thought leader in shaping the strategic direction of TIA underscores her role as a transformative figure in the travel retail sector. Her journey is not just about achieving personal success but about inspiring the next generation of leaders. Committed to empowering women and underrepresented groups, Dr. Zeqiri is dedicated to supporting emerging talent, providing them with the tools and opportunities needed to thrive.
In this exclusive interview, Dr. Zeqiri reflects on her remarkable journey, shares insights into her leadership philosophy, and discusses her vision for the future of A&A Group of Companies and the travel retail industry as a whole. Her message is clear: “True leadership is about creating opportunities, not just for yourself but for others. That’s the legacy I aim to build.”
Dr. Zeqiri, under your leadership, A&A Group has achieved extraordinary growth, including a 295% surge in VIP lounge clientele—an impressive feat, particularly amid declining business-class passenger numbers. What key strategies and innovations drove this success, and how did you adapt to shifting industry dynamics?
The success of the Scanderbeg VIP Lounge stems from my commitment to redefining the passenger experience and pioneering a transformative approach to travel retail. This project was not just about creating a luxurious space—it was about establishing a cultural landmark within Tirana International Airport, one that resonates emotionally with travelers and elevates Albania’s presence on the global stage.
One of the core strategies behind this achievement was seamlessly blending Albania’s rich heritage with contemporary luxury. The lounge embodies this vision, featuring rare and exclusive artifacts such as the Franck Muller watch with the Skanderbeg figure—one of only 25 in the world. These carefully curated elements distinguish the lounge, making it a destination in its own right rather than just a stopover.
Our marketing strategy was equally pivotal. Leveraging digital platforms, particularly viral social media campaigns on TikTok, we successfully generated global recognition. Travelers began choosing Tirana International Airport over alternative hubs like Pristina, planning their journeys specifically to experience the lounge. This strategic, culturally immersive approach directly fueled the remarkable 295% growth in VIP clientele.
Ultimately, this success underscores the power of visionary leadership, innovation, and an unwavering commitment to excellence. Being recognized on an international stage by WORLDCOB affirms that groundbreaking achievements in travel retail are not incidental—they are the result of bold ideas, meticulous execution, and a relentless pursuit of transformation.
Dr. Zeqiri, Tirana International Airport recently achieved a record-breaking milestone, surpassing 10 million passengers and becoming one of Europe’s fastest-growing airports. How has your leadership played a pivotal role in driving this growth, and what strategic decisions were instrumental in achieving this success?
Leadership is about recognizing opportunities where others see challenges. My vision for our activities at Tirana International Airport has always been to transform it from a transit point into a dynamic cultural and commercial hub that embodies Albania’s identity on the global stage.
TIA’s record-breaking milestone of surpassing 10 million passengers and becoming Europe’s fastest-growing airport was the highlight of the aviation industry in 2024
A key driver of this success was the development of the Scanderbeg VIP Lounge, which redefined the airport’s business model by attracting high-value clientele. Despite a decline in business-class passengers—given that 75% of TIA’s travelers are low-cost—our strategy drove an extraordinary 295% increase in VIP lounge clientele since its launch in January 2024. This achievement highlights our ability to adapt and innovate, even in a shifting market. It was the result of a strategic focus on elevating the passenger experience, expanding luxury retail offerings, and integrating cultural authenticity into our services.
By reimagining the VIP lounge as more than just a resting space, we created a destination within the airport—a cultural and luxury hub that enhances the overall travel experience. This is evident in travelers choosing TIA over alternative airports like Pristina specifically to visit the lounge. Even passengers flying economy, are now purchasing access due to its unique appeal.
Beyond the lounge, we introduced a groundbreaking, customer-centric retail model that reshaped the airport shopping experience, encouraging longer passenger dwell times and increasing revenue streams. These strategic initiatives have solidified TIA’s reputation as a benchmark for airport excellence in Europe. Our recent international recognition is further validation that visionary leadership, innovation, and a commitment to excellence drive real, measurable impact.
You have received numerous prestigious awards at the company level, but more notably, you are among a rare group of accomplished women in this industry to have earned distinguished personal accolades for your leadership. How have these honors shaped your leadership journey, and what do they signify about your impact in this field?
These awards represent the evolution of my leadership journey, each marking a pivotal moment in my career.
Being selected for the Women and Entrepreneurship International Visitor Leadership Program (IVLP) by the U.S. Department of State in 2007 was a pivotal moment in my journey as a future leader. More than just a recognition of professional success, it was a powerful validation of my dedication to women’s empowerment and leadership. This honor placed me among an elite network of global changemakers, including over 500 current and former Chiefs of State or Heads of Government who have participated in the IVLP, reinforcing my commitment to driving meaningful impact. At a time when female representation in executive roles was even more limited, this award reinforced my belief that women belong in boardrooms, at decision-making tables, and in every space where leadership is exercised. It fueled my passion for mentoring young women and advocating for gender equality—not just as an ideal, but as an essential driver of business success.
Fast forward to 2024, THE BIZZ Award for Excellence in Travel Retail Management marks a new chapter—not just for me, but for the industry. This prestigious international recognition – founded in 2004 in Houston, Texas, in the United States of America that has approximately 3,500 members representing over 130 countries – solidifies my impact as a global business leader, acknowledging not only the economic growth I’ve driven but also the transformation I’ve spearheaded in travel retail. It validates the vision and strategic innovation that have redefined the passenger experience and positioned Tirana International Airport as a benchmark for excellence.
Together, these awards tell a story of resilience, innovation, and transformation. They highlight how my journey has evolved—from breaking barriers for women to setting new global standards in business leadership by daring to think outside the box. Ultimately, they are not just personal milestones but reflections of the broader impact of visionary leadership on industries, economies, and future generations of leaders.
THE BIZZ Award has been previously awarded to some of the most influential figures in global business. What does it mean to be recognized alongside such esteemed leaders, and how does this position you as a pioneer in the travel retail industry?
Being recognized alongside esteemed global leaders such as Qatar Airways, Pepsi, Doha Bank, etc. is both humbling and inspiring. It underscores the importance of the work we are doing at A&A Group and in the broader travel retail industry. The BIZZ Award, which has been awarded to the most influential figures in business, serves as a reflection of the impact we have been able to make, not only within the industry but also in shaping the future of travel retail.
As a transformational leader, my approach has always been to innovate by combining cultural heritage with luxury, which has led to substantial growth and new global standards. The recognition I’ve received, including the BIZZ Award for Excellence in Travel Retail Management in 2024, is not only a personal achievement but a testament to the collective effort of my team, the mentorship we offer, and our relentless pursuit of excellence in customer experiences.
You’ve been a vocal advocate for women in business, with 74.79 % of your team being women. How do you foster female leadership within A&A Group?
Empowering women is not merely a component of my leadership philosophy; it’s the foundation upon which I build my strategy. The fact that 74.79% of my team is composed of women isn’t just a statistic—it reflects a deep commitment to creating pathways for female leadership at every level.
I focus on mentoring young women, sharing the lessons I’ve learned throughout my journey, and helping them navigate the complexities of the corporate world. In addition, I’ve implemented targeted leadership development programs that are specifically designed to provide women with the tools, confidence, and opportunities to excel. For me, true leadership is measured not just by personal accomplishments but by the ability to foster environments where others, especially women, can thrive and lead in their own right. It’s about paving the way for future leaders, ensuring they have the resources and support they need to succeed.
Looking ahead, what’s next for you and A&A Group of Companies?
The future for A&A Group is centered on both expansion and legacy. I see us becoming a global leader in travel retail, establishing a strong presence in key international hubs. While business growth is crucial, my vision extends beyond that—it’s about building a legacy that redefines leadership. I want to be remembered not just for my entrepreneurial success, but for being a changemaker who reshaped industry standards, inspired future generations, and championed diversity in all its forms.
As we continue to grow, I’m also dedicated to expanding my role as a mentor and advocate. I aim to support emerging leaders, particularly women and other underrepresented groups, to help them break barriers and achieve their full potential. For me, success is not a destination; it’s a continuous journey of making an impact, influencing positive change, and inspiring others to follow in those footsteps.
The sky is not the limit, it’s just the Beginning!
