Oman Air has marked a major milestone in its digital transformation journey, achieving a record 91% direct channel share in its home market during September. The figure underscores the airline’s success in encouraging travelers to book directly through its own platforms — including its website and mobile app — making nearly all bookings from its Muscat hub direct.
By steering customers toward its digital channels, Oman Air not only delivers a more seamless, personalized booking experience and the lowest available fares but also reduces distribution costs — a win for both the airline and its passengers.
As part of an ambitious commercial transformation strategy, Oman Air has rapidly expanded its direct sales channels, rising from just 25% in 2024 to over 65% across its global network in 2025. The surge highlights the growing appeal of its upgraded digital platforms and the success of recent user experience and digital marketing initiatives. During a recent promotional campaign, the airline recorded an unprecedented 15,000 website visits within a 30-minute window — its highest-ever online traffic.
“Reaching 91% direct channel share is more than a technological milestone; it reflects how our guests are embracing a more connected travel experience,” said Mike Rutter, Chief Commercial Officer of Oman Air. “Less than two years ago, we were well behind our peers. These results show how far we’ve come, and our focus now is on building smarter systems that enhance efficiency and deliver a seamless, connected experience across every touchpoint.”
The airline has also expanded its digital portfolio with the launch of Oman Air Holidays, an integrated platform developed in partnership with TUI. The new service offers customizable travel packages combining flights, hotels, and curated experiences — supporting Oman Air’s goal of promoting Oman as a premier leisure destination.
Through continued investment in automation, data analytics, and advanced digital tools, Oman Air is positioning itself as a modern, customer-centric carrier — driving operational excellence and setting new standards in airline digital transformation.