With substantial investments and a surge in revenues, Oman’s luxury hotel sector is growing at an impressive rate. We explore the market and discuss upcoming projects with leading hoteliers in the sultanate.
Unique aspects of Oman
Oman’s luxury hotels are varied, providing everything from lifestyle getaways to authentic experiences, as well as resorts and branded properties. According to Juliette Shwartz, hotel manager of Jumeirah Muscat Bay, rather than competing directly, the hotels complement one another with their unique offerings.
Indeed, Oman has become the destination of choice for many, with its selection of high-end properties, its understated elegance and regency, in addition to its rich heritage and plethora of activities.
As GM and district director of The Radisson Muscat for the last seven years, Panos Panagis has watched the evolution of the luxury hospital sector in Oman. “What comes across is the culture and hospitality. While other countries in the region may offer glitz, they do not have the personality of Oman,” he said.
Nick Flynn, hotel manager of Shangri-La Al Husn, agrees that Oman stands out in the GCC, growing very quickly but also smartly, providing visitors with a safe environment and unique experiences along its coastline and inland.
Target markets
Oman continues to attract a vast number of European visitors during the winter months. Its source markets remain the UK, France, Switzerland, Germany and Italy, while travelers from the GCC largely dominate the summer.
Luxury hotels in the sultanate reported a rise in tourists from Russian-speaking nations and growth in the Eastern European and Indian market, as well as locals and Omani expats. Staris Latkas, GM of W Muscat, attributed this growth to Oman’s lifestyle offering and excellent flight connections, not forgetting the fact that GCC travelers can drive.
Panagis mentioned that Radisson Collection Muscat is witnessing demand in the MICE sector, which the hotel is able to cater to with its meeting and events facilities. Furthermore, he said that there has been movement in non-traditional markets, like the Indian market, and he spoke about the work of the Ministry to Tourism to attract Chinese tourists, while Shwartz stated that many Omani expats seeking to celebrate special occasions in their homeland are choosing to stay at Jumeirah Muscat Bay.
Trends
One of the key trends in luxury hotel sector is sustainability, as guests prioritize hotels with eco-friendly practices and respect for the environment. At W Muscat, Laktas explained that numerous measures are in place, such as the bottling of water.
Furthermore, the personalization of experiences is important, delivering greater customer satisfaction. Latkas added that the lifestyle experience matters at W, which is why many items are local sourced and the team is trained in storytelling and sharing information about the origin of ingredients, especially in the restaurants.
At Shangri-La Al Husn, Flynn said that the trend for authentic experiences remains a focal point. Indeed, the hotel boasts the world’s first frankincense butler. There is even a garden at the hotel where guests can learn how to extract and use frankincense. “We believe it is imperative that guests discover the rich history and culture of Oman, so we take them on a journey to discover this very special ingredient.” In addition, given the unique location of the Shangri-La Al Husn, visitors can watch turtles nesting under the supervision of turtle rangers.
Shwartz agreed that experiential travel is what tourists are looking for. “At Jumeirah Muscat Bay, guests can enjoy stand-up padel safaris. They can also go out with fishermen and catch fish, which is then prepared in our kitchen. It is an immersive experience.”
Technology is another trend that Oman’s luxury hotels are addressing. At Jumeirah Muscat Bay, the philosophy is high-tech, high-touch and engaging with the community. Shwartz added that an e-butler is available to provide guests with 24-hour assistance at the touch of a button.
Talent and recruitment
Hotels in Oman have adapted to Omanization, and it is not seen it as a challenge but more of an opportunity to attract untapped talent.
At Jumeirah Bay, some departments are totally Omanized departments. Shwartz spoke of a high level of education, stating: “Oman is doing a great to make hospitality attractive.”
Panagis agreed that Omanization is not a challenge and that hospitality recruitment is no different in Oman. He said that it is about attracting the right people, developing them and keeping them motivated.
Flynn said that it is crucial to support the growth of the industry in Oman by providing the right tools and culture.
Upcoming projects
As the newest addition to the luxury hospitality scene, The St. Regis Al Mouj Muscat Resort has a variety of exciting features, including the Guerlain spa. It has also introduced the renowned international concepts Hakkasan, Coya, Roberto’s, Em Sherif and Novikov to Oman. Tarek Mourad, GM of The St. Regis Al Mouj Muscat Resort, commented that the resort promises to be a place of celebration with its multitude of high-end services and brands.
Zorba, a Greek restaurant with Mediterranean specialties, and Karibu, an African concept that celebrates Oman’s rich culture and mix of cultures, are also part of the F&B offering at The St. Regis Al Mouj Muscat Resort.
Jumeirah Muscat Bay will be celebrating its two-year anniversary in June 2024. The hotel is relaunching its restaurant menus and will be organizing competitive swimming events in its bay.
At the Radisson Collection Muscat, there are plans to open a desert camp, although this has not been made official. New meeting and events spaces were added last year and the property is set to mark its 10th anniversary in October 2024.
The Shangri-La Al Husn is focusing on its F&B venues, with a month-long festival with special menus and a guest chef. In addition, the hotel is launching its beach lounge concept Si02 this season.
The W Muscat aims to continue delivering fun lifestyle experiences with a host of pool parties and other events throughout the season.
