The hospitality sector in Oman took center stage on May 27 at HORECA Oman 2025 with an engaging and forward-looking panel discussion titled “Oman’s Luxury Hotel Landscape: Trends & Forecasts.” Organized by Hospitality News Middle East, the session brought together industry leaders to explore the current trajectory and future opportunities in Oman’s burgeoning luxury hospitality market.
The panel featured a distinguished lineup of experts, including Robert MacLean, principal, The National Hospitality Institute (NHI); Babis Kourtzis, partner, Speed; Puneet Singh, general manager, Alila Jabal Akhdar; Nicolas Dubort, general manager, Mandarin Oriental, Muscat; and Panos Panagis, general manager, of Radisson Collection Muscat, Hormuz Grand. The session was moderated by Lisa Jerejian, communications manager at Hospitality Services, co-organizer of HORECA Oman.
Key takeaways
Experiential and immersive travel at the forefront
Luxury travel is no longer about opulence alone; personalization, storytelling and immersive cultural experiences are the new benchmarks. Dubort emphasized: “People are no longer seeking just luxury rooms. They want meaningful experiences they can cherish.” Oman’s unique blend of heritage, landscape and hospitality positions it perfectly to deliver just that.
Sustainability and wellness as pillars of growth
Singh highlighted Alila’s eco-initiatives, such as hydroponic farming and a tree-rescue program, as key examples of sustainable luxury. The panel echoed the rising demand for wellness tourism, where guests seek holistic, conscious and community-driven travel experiences.
Technology as an enabler, not a replacement
Kourtzis spoke about leveraging AI to empower hospitality staff rather than replace them. “The goal is to enhance personalization through intelligent data usage—making every guest feel uniquely understood.” Both Dubort and Panagis emphasized that while technology is vital behind the scenes, human connection remains at the core of luxury service.
Talent development and Omanization
Robert MacLean underscored the importance of developing local talent through education and on-the-job training. “Hospitality is a human-centric industry. We must invest in young Omanis, equipping them with the skills to lead in a competitive landscape.” The panel unanimously praised initiatives like Oman Hospitality Champions and called for continued support for institutions like NHI.
Opportunities in summer and secondary markets
With cooler temperatures in the mountains and unique cultural offerings, panelists called for more focus on promoting summer travel within Oman. They also emphasized the importance of reconnecting with international airlines to boost inbound tourism.
Upcoming projects
Panelists shared exciting updates:
- Hormuz Grand Muscat is planning a major renovation, while the new hotel project in Ghala is a separate development by Radisson Hotels in Oman and not connected to Hormuz Grand.
- Alila Jabal Akhdar is expanding its hydroponics and farm-to-table initiatives.
- Mandarin Oriental Muscat celebrates its one-year anniversary with new F&B concepts and exclusive partnerships.
- Speed is working globally to integrate seamless tech solutions that enhance guest engagement.
- NHI marks 30 years with the relaunch of Oman Hospitality Champions 2025 and continued innovation in training.
From sustainability to personalization and youth empowerment, the panel confirmed that Oman is not only catching up but leading in several aspects of luxury hospitality. As Dubort aptly put it: “Oman has soul—something other destinations can’t manufacture.”
