They're trying to attract more tourists to oneworld, they've always focused on business travelers but it seems they started looking at less frequent and leisure travelers. The additions of UL and QR go in that direction. UL is based in a very touristic zone and automatically they fly to the more attractive destinations. QR's 90% flyers who head to Doha connect with another flight and their aircrafts seat configuration is mostly economy (see A380s).
Maybe they'll introduce a visit Qatar pass
