Oman Air has set a new benchmark in its journey towards becoming a digital-first organization, achieving a 91% direct channel share in Oman during September. With nearly all flight bookings originating from its hub made directly though Oman Air’s own touchpoints including the website and mobile app, it’s a milestone that sets the airline apart from its global peers. By encouraging customers to book directly, Oman Air can offer a more personalized and seamless booking experience, and the lowest available fares, while reducing distribution costs – creating benefits for both the airline and its guests.
As part of a major commercial transformation, the airline has significantly increased direct channel sales across its network from 25% in 2024 to over 65% in 2025. The result highlights the growing appeal of the airline’s online platforms and the success of its enhanced user experience and digital marketing initiatives. During a recent promotional campaign, Oman Air recorded almost 15,000 website visits within a 30-minute period, the highest traffic volume ever recorded by the company.
“Reaching 91% direct channel share is more than a technological milestone, it reflects how our guests are embracing a more connected travel experience, and how we as an airline are able to meet that demand,” said Mike Rutter, Oman Air’s Chief Commercial Officer. “While digitalisation is an ongoing journey, less than two years ago Oman Air was well behind its peers, and these results show how far we’ve come in a short time. Our focus now is on building smarter systems and capabilities that enhance efficiency and deliver an even more seamless, connected guest experience across every touchpoint.”
Another recent digital milestone for the airline was the launch of Oman Air Holidays, an integrated platform offering tailor-made travel packages combining flights, hotels, and experiences across Oman and beyond, in partnership with TUI. The launch marks a key step in the airline’s efforts to diversify its offerings and strengthen Oman’s position as a leisure destination.
Meanwhile, through continued investment in digital platforms, automation, and data-driven capabilities, Oman Air is building a more efficient, customer-focused business model while advancing its commitment to operational excellence and innovation.
