Mabrian identifies growth potential...

Industry advised to increase number of four-star properties and upgrade existing three-star units

Oman can increase its share of the Spanish tourist market by promoting itself as an active travel destination to European travellers, according to the travel intel platform Mabrian.

The global platform’s latest data indicates that during 2024, though no direct flights are offered between Spain and Oman, direct air seat availability from Spain to the Gulf region increased 38% year-on-year.

Further analysis showed growing Spanish travel demand for Oman with Spain ranking as the 10th most important European source market to Oman and the 20th globally.

Mabrian highlighted that Spanish travellers regard Oman as an active tourism destination (39%), that can be enjoyed with additional experiences such as arts and culture (15.3%), wellness (13.6%) and nature and outdoors (10.2%).

“The strength of Oman as an active tourism destination is a key differentiation trait when compared to other Gulf Arab States countries,” said Carlos Cendra, Partner and Director of Marketing & Communications at Mabrian.

“The consumer patterns associated with this segment often translates into more spending in destination and longer stays, as well as opportunities to cross-sell and upsell combined tourists’ products and services, in particular, related to active well-being drivers, such as gastronomy or wellness.”

Mabrian's analysis of Spanish travel demand also highlights Oman’s strong hotel value proposition and potential for growth in its lodging portfolio, which could also appeal to other European markets.

Oman’s Hotel Satisfaction Index among Spanish travellers, at 74.3 out of 100, is the highest among Arab Gulf States overall, indicating a strong alignment between Spanish travellers' expectations and their actual experiences in Oman.

Six Senses Zighy Bay – one of Oman's leading resorts

Spanish visitors report slightly higher satisfaction with Oman’s hotels compared to the other international tourists, and Spaniards rate Oman’s overall lodging experience higher than that of other Gulf countries in the four-star category, with an impressive satisfaction score of 87.5 out of 100. However, five-star hotels in Oman score lower at 71.3 points, falling behind equivalent accommodations in the UAE, Qatar and Bahrain.

For mid-tier hotels, the relatively high performance of four-star accommodations indicates potential for further development in this category, either by increasing the number of four-star properties or upgrading existing three-star units. These adjustments could also help rebalance the accommodation mix and push hotel rates closer to those of other Gulf Arab States, improving profitability.

For five-star hotels in Oman could elevate the lodging value proposition by expanding the portfolio with internationally recognised brands and enhancing the luxury guest experience.

For more information, visit mabrian.com

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