Oman Air Sets Course for Sustainable Growth, Eyes Australian Market

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In a wide-ranging interview with BBC presenter Michelle Fleury at the APEX IFSA Global EXPO, Oman Air CEO Con Korfiatis revealed the airline’s strategic vision, highlighting its unique position in the competitive Middle Eastern aviation landscape while emphasising sustainability initiatives and unexpected market opportunities in Australia.

In the discussion, Korfiatis outlined how Oman Air, the country’s national carrier, has carved out a distinct niche among its larger Gulf competitors. It is currently executing a three to four-year transformation plan. Rather than attempting to compete directly with regional giants operating hundreds of aircraft, Oman Air focuses on sustainable growth and market differentiation.

“We have no intention of going and just trying to be another one of those big guys with 200 or 300 aircraft… that space in the Middle East is well and truly spoken for,” Korfiatis stated, outlining a strategy emphasising quality over size.

Perhaps surprisingly, Korfiatis revealed that Australia has emerged as Oman Air’s top offline sales market globally despite the airline not operating any direct flights to the continent. This unexpected development has prompted a new partnership with Qantas and highlights the potential for future route expansion.

“Australians have found a great way to get to Europe using points connecting to our online points in the Far East,” Korfiatis explained. “They’re coming through and continuing into Europe.” This organic market growth has led to initiatives to convince Australian travellers to include Oman as a stopover destination.

The airline’s fleet modernisation program represents a significant step toward its sustainability goals. By mid-2026, Oman Air’s fleet will consist entirely of Boeing 787s and 737 MAXs, marking a complete transition to the latest generation of fuel-efficient aircraft. “The MAX has a 15% to 17% better fuel efficiency than our current engines,” Korfiatis noted, highlighting the environmental benefits of the fleet renewal.

Beyond aircraft efficiency, the airline is implementing comprehensive sustainability measures across its operations. These initiatives include replacing traditional plastic products with paper alternatives in onboard service items and optimising fuel management systems. The carrier also closely monitors developments in Sustainable Aviation Fuel (SAF), though Korfiatis acknowledged the current challenges in scaling SAF production to meaningful levels.

The airline’s transformation strategy balances cost optimisation with maintaining the high-quality service that has earned it multiple industry awards. “Productivity and efficiency don’t have to affect customer experience,” Korfiatis emphasised. “In fact, we’re investing in our customer experience as much as we’re looking at our contract values and purchasing.”

Looking ahead, Oman Air will join the Oneworld Alliance next year, building upon existing partnerships with Qatar Airways and other alliance members. This move is expected to strengthen the airline’s network reach and provide additional connectivity options for passengers.

The carrier’s approach reflects a broader strategy to leverage Oman’s unique attributes as a destination. Oman offers diverse attractions, including mountains, beaches, and temperate southern regions that remain comfortable even during peak summer. This distinctive offering plays into the country’s tourism development goals, which aim to double visitor numbers by 2040.

Korfiatis maintained a positive outlook in addressing current regional challenges, noting that business remains strong despite regional tensions. The airline’s relatively modest size compared to its Gulf competitors has proved advantageous in maintaining service quality and operational efficiency.