Muscat – As Oman seeks to enhance its global tourism appeal, a new study by Spain-based travel intelligence platform Mabrian has identified critical opportunities to strengthen the country’s luxury and midscale hospitality offerings.

Released ahead of Arabian Travel Market (ATM) 2025, the study – Beyond the Stars: Aligning Expectations and Experiences in Middle Eastern Hospitality – suggests that Oman’s luxury and upper-upscale hotel sectors require strategic improvements.

Despite a high concentration of 5-star properties, with an average rate of US$258 per night – among the region’s highest – guest satisfaction remains moderate, the study reported. A projected 7.4% year-on-year decline in average prices for these properties over the next six months points to a mismatch between pricing and guest expectations.

Mabrian’s findings indicate that Oman must enhance service quality and overall guest experience in the luxury segment to maintain pricing power and competitiveness.

“Oman’s tourism sector is uniquely positioned to harness new growth opportunities in hospitality,” said Sonia Huerta, Advisory Director and Senior Vice-President at Mabrian. “By realigning pricing strategies and elevating the service and experience within its luxury segment, Oman can strengthen its competitive position in the region and appeal to a broader, international market.”

The study, covering six key Middle Eastern tourism markets – Oman, United Arab Emirates, Saudi Arabia, Qatar, Jordan, and Egypt – draws on real-time data to assess hotel category balance, pricing trends, and satisfaction levels. These countries account for nearly 90% of international tourist arrivals to the region.

Besides focusing on the upscale segment, Mabrian’s report urges Oman to diversify and upgrade its midscale hotel offerings.

Enhancing 3- and 4-star accommodation to meet global service standards could broaden Oman’s appeal to a wider spectrum of travellers, from regional visitors to long-haul tourists, in line with Vision 2040 goals.

The report outlines key strategies for Oman, including improving the value proposition of luxury hotels, investing in the development of mid- and upscale properties, and leveraging the sultanate’s rich natural and cultural assets to create immersive experiences for international tourists.

“By focusing on improving the value proposition of both luxury and midscale hotels, Oman can continue to strengthen its status as a key regional tourism destination,” Huerta added.