Hilton’s Major Expansion along Barr Al Jissah: Implications for Investors and Business Growth in Oman
MUSCAT: Oman is aiming to attract 12 million visitors annually by 2040, and to facilitate this goal, significant infrastructure enhancements, new attractions, and visa reforms are opening doors for the travel and tourism sector. Recently, Hilton entered a pivotal partnership with Zubair Corporation to establish three prestigious hotels in Barr Al Jissah: Waldorf Astoria Muscat Al Husn, Hilton Muscat Al Bandar, and DoubleTree by Hilton Muscat Al Waha. This development signifies an important milestone for Hilton in Oman, demonstrating its commitment to providing world-class hospitality while supporting the country’s tourism aspirations.
In an exclusive interview, Guy Hutchinson, President of Hilton for the Middle East & Africa, shared insights into Hilton’s plans and vision for Oman.
Why is Oman a strategic choice for Hilton’s expansion?
Oman presents a uniquely attractive destination, known for its stunning landscapes, rich culture, and profound heritage. The country’s ambitious tourism strategy, bolstered by investments in airports, infrastructure, and visitor experiences, positions it as an ideal market for growth. We are excited to introduce three new properties—Waldorf Astoria Muscat Al Husn, Hilton Muscat Al Bandar, and DoubleTree by Hilton Muscat Al Waha—each designed to meet diverse traveler preferences while showcasing the unique allure of Oman.
What will set the Waldorf Astoria experience apart in Oman?
The Waldorf Astoria Muscat Al Husn will undergo an extensive renovation to provide a sophisticated, personalized experience that blends Omani heritage with the elegance of the Waldorf Astoria brand. Featuring 180 rooms and suites, five curated dining options, the iconic Peacock Alley, and a signature Waldorf Astoria Spa, this hotel will establish a new standard for hospitality in Oman. Guests can expect timeless design, remarkable service, and experiences that reflect both local culture and the brand’s renowned standards.
How does Hilton integrate local culture while upholding global standards?
Our approach is to develop experiences that honor Omani culture while maintaining Hilton’s internationally recognized standards. At Hilton Muscat Al Bandar and DoubleTree by Hilton Muscat Al Waha, the spa will offer treatments influenced by the Omani Rose, with signature hammam rituals utilizing locally sourced products. Meanwhile, the Al Husn Hotel Muscat will feature treatments that highlight traditional Omani remedies, including Luban (frankincense). Dining options will include menus that emphasize locally grown ingredients, ensuring every guest interaction is both authentic and aligned with top-tier hospitality.
What eco-friendly practices will be implemented in the new hotels?
The Barr Al Jissah hotels will align with Hilton’s Travel with Purpose strategy, which emphasizes sustainability and positive impact. Building on initiatives from Hilton’s existing properties in Oman, such as partnerships with the Oman Food Bank and energy-efficient programs, these new hotels will utilize Hilton’s LightStay platform for managing energy, water, and waste effectively. Every operational detail will be guided by data-driven insights to ensure environmentally responsible practices that do not sacrifice guest comfort.
How do Hilton’s new properties support Oman Vision 2040?
Our three new hotels will enhance Hilton’s existing portfolio in Oman, which includes Hilton Garden Inn Muscat Al Khuwair, Hilton Salalah Resort, and DoubleTree by Hilton Muscat Qurum. By offering a diverse range of experiences—from the upscale amenities at DoubleTree to the distinguished services of Waldorf Astoria—we aim to broaden choices, stimulate demand, create employment, and promote Oman as a prime destination, all while contributing meaningfully to the national tourism strategy.
How will Hilton demonstrate its commitment to female leadership in Oman?
Hilton is dedicated to fostering a workplace culture centered on growth, inclusivity, and opportunity. Women at our new Oman hotels will benefit from access to leadership programs, career development opportunities, and mentorship initiatives, reflecting our ongoing commitment to promoting female leadership and creating a rewarding work environment for all team members.
What aspects of Oman’s culture and beauty do you look forward to showcasing?
Barr Al Jissah offers a breathtaking setting where mountains meet turquoise waters and tranquil beaches. Guests will have opportunities to explore Oman’s natural wonders, from Wadi Shab and the Dimaniyat Islands to whale watching excursions, while cultural attractions like Muttrah Souq and Bait Al Zubair Museum will enrich their experience. Our properties will serve as gateways to adventure, culture, and exceptional hospitality.
What lessons from Hilton’s expansion in other markets will inform its strategy in Oman?
Hilton’s experience across the Middle East and Africa highlights the importance of brand diversification, local talent development, and a steadfast commitment to guest satisfaction. These lessons will shape our approach in Oman: creating unique experiences for a variety of travelers, investing in local communities, and upholding the high standards that define Hilton globally.
What does Hilton hope its presence in Oman symbolizes for the region’s hospitality sector?
We aspire to support Oman’s tourism growth, create jobs, and elevate the standards of hospitality. These new properties embody Hilton’s commitment to innovation, sustainability, and excellence, showcasing Oman’s potential as a leading travel destination and setting a benchmark for hospitality in the region for years to come.
Special Analysis by Omanet | Navigate Oman’s Market
Oman’s ambitious goal of attracting 12 million visitors annually by 2040 presents significant opportunities for businesses in the travel and tourism sector, particularly in hospitality. The expansion of major hotel brands like Hilton, combined with sustainable practices and cultural integration, highlights a growing emphasis on enhancing the tourist experience, which could lead to increased demand and job creation. Smart investors should consider positioning themselves in this burgeoning market, focusing on innovative services that align with Oman’s tourism vision to capture the evolving consumer preferences.
