Oman Air has joined the ranks of airlines rethinking the traditional premium experience, with a strategic shift to retire its First Class cabin. In its place, the carrier has unveiled the Business Studio, a bold new product it says has been designed to meet the demands of modern business and leisure travellers, on sale today for Aussie travellers. Meanwhile, the carrier and the Ministry of Heritage and Tourism have also launched a free stopover initiative in Muscat.
Why the change? The global aviation landscape is shifting, and Oman Air’s move reflects broader industry trends. While First Class has long been synonymous with luxury, changing traveller preferences and market realities are leading carriers to focus on enhanced business class products. Oman Air’s Business Studio looks to strike the balance between affordability, luxury, and functionality, offering a compelling middle ground for today’s premium travellers.
“Inspired by valuable guest feedback and to adapt and evolve in line with global market trends, we have strategically refined our premium offering,” Oman Air CEO Con Korfiatis said.
“The traditional First Class experience has seen diminished demand, and after careful analysis and benchmarking against industry standards, we decided to retire the product.”
Korfiatis emphasised that this new offering is “more closely aligned with the demographics targetted by [Oman’s] national tourism objectives,” including wellness, adventure, and MICE (Meetings, Incentives, Conferences, and Exhibitions) travellers.
Key features of Oman Air’s Business Studio
Oman Air’s Business Studio is packed with amenities designed to offer travellers a seamless premium experience. Key features include:
- Lie-flat beds: Ensuring maximum comfort on long-haul flights
- Privacy walls: Giving passengers the space to work or relax in peace
- 23-inch personal screens: Providing access to a wide range of entertainment options
- Free Wi-Fi: Keeping travellers connected throughout their journey
- À la carte dining: Offering a gourmet experience tailored to the passenger’s schedule
Oman Air says that these features make the Business Studio one of the most competitive business class offerings in the Middle East, and according to Korfiatis is “offering it all at a more competitive price point”.
The focus is clear: Oman Air aims to combine comfort, connectivity, and convenience, making the Business Studio an appealing choice for a wide range of travellers.
Is First Class in decline?
In recent years, a number of international carriers, including Malaysia Airlines, LATAM and American Airlines have eliminated First Class from their fleets in what they say is response to declining demand.
However, last year, data from Corporate Traveller revealed a significant surge in first-class and business-class bookings for the first half of 2023 compared to the same period in 2022.
While premium economy and economy bookings experienced a decline, the uptick in high-end travel raises questions about the timing of recent airline decisions to eliminate first-class offerings.
A strategic shift for Oman Air
As Oman seeks to grow its appeal to adventure travellers, wellness seekers, and the MICE market, Oman Air is adjusting its offerings to attract these demographics and that means no more First Class.
But also part of this strategy, the airline has been investing in its fleet. The recent delivery of a Boeing 787-9 Dreamliner, the first of three scheduled for this year, marks a step towards a more modern and efficient fleet.
“Our latest addition to the fleet is also consistent with our focus on transforming our airline towards financial sustainability,” said Korfiatis, highlighting the airline’s long-term vision of combining efficiency with luxury.
Where can you experience Business Studio?
The Business Studio will be gradually rolled out across Oman Air’s key routes, with an initial focus on London and Bangkok.
This new product will also be incorporated into select Australian offline fares, offering passengers even more flexibility.
Bookings for the Business Studio will open today (9 September 2024), with upgrades available via the Oman Air website.
Free stopovers
In other news, Oman Air and the Ministry of Heritage and Tourism have launched a new initiative that offers free Oman Stopovers to passengers travelling through Muscat.
As part of the campaign, premium class passengers will receive a complimentary stopover, while economy class passengers will score two nights for the price of one when booking a stopover in the city.
In addition, guests can enjoy discounts on tours, car hire and other services while in the capital.
The offer is valid until 30 November 2024.
