Oman Air, the national airline of the Sultanate of Oman, is positioning itself as a digital-first carrier with a strong presence at COMEX 2025, the country’s flagship technology exhibition.
As the Official Carrier of the event, Oman Air is highlighting its role in supporting Oman’s wider digital transformation goals, while demonstrating how advanced technologies are reshaping air travel.
The airline’s Commercial and Digital teams led conference sessions on the impact of digitalisation in aviation and presented the company’s own transformation journey. These sessions examined how Oman Air is adopting technology to enhance guest experience, optimise operations, and build smarter retailing models.
“Our ongoing digital transformation reflects our broader strategy to solidify Oman Air’s position as a leading and innovative carrier, while making travel simpler, smarter, and more rewarding,” said Mike Rutter, Oman Air’s Chief Commercial Officer. “We’re proud to be part of COMEX, to showcase how the future of aviation is taking shape, how we’re driving innovation to enhance the travel experience, and how we’re supporting the continued development of Oman’s digital ecosystem.”
Digital transformation initiatives
Among the airline’s most significant recent initiatives are:
- The launch of Oman Air Holidays, a new online booking platform for curated travel packages.
- A redesigned website and mobile app offering greater ease of use.
- Introduction of flexible fare bundles tailored to passenger preferences.
- Revitalisation of the Sindbad loyalty programme with expanded benefits.
- Growing range of ancillary products, from seat upgrades to travel add-ons.
- Deployment of artificial intelligence in customer service and booking processes.
These efforts have already yielded measurable results. Direct sales now account for over 70% of total bookings, a sharp increase from less than 25% prior to the transformation. This shift reduces reliance on third-party channels while strengthening customer engagement on Oman Air’s platforms.
Part of a national vision
Oman Air’s strategy aligns closely with the Sultanate’s broader vision to advance digital ecosystems across multiple industries. By leveraging AI, big data, and automation, the airline says it is committed to simplifying the travel journey while maximising efficiency.
The participation at COMEX 2025 underscores Oman Air’s ambitions not just as a carrier, but as a contributor to the region’s evolving digital economy.
Visitors to the Oman Conference and Exhibition Centre, where the exhibition runs until 11 September, can explore Oman Air’s innovations at a dedicated booth, with interactive demonstrations and insights into upcoming initiatives.
By showcasing these developments, Oman Air is signalling its intent to remain competitive in an increasingly digitalised global aviation market—while reinforcing its status as both a national champion and a forward-looking airline ready to serve the next generation of travellers.
