Oman Air achieved a 91% direct channel share in September, marking a significant step toward becoming a digital-first organisation.
Nearly all flight bookings now originate
from the airline's website and mobile app, allowing for personalized
experiences and lower fares while reducing distribution costs.
Direct channel sales increased from 25% in
2024 to over 65% in 2025, reflecting the success of its digital marketing and
user experience initiatives.
A recent promotional campaign also set a
record with nearly 15,000 website visits in just 30 minutes.
“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.” -TradeArabia News Service