A few weeks ago, I wrote about how Oman Air would be eliminating first class, and replacing it with a business class “plus” product. I wanted to provide an update, as this product is now on sale, so we have all the details, including what pricing is like.
In this post:
Oman Air rebrands Boeing 787 first class
In recent times, Oman Air has offered a first class product on just two aircraft. Specifically, the airline has a total of nine Boeing 787s, and only two of them have had a first class cabin, featuring eight seats, spread across two rows.
Historically, the airline has consistently offered first class on the route between Muscat (MCT) and London (LHR), though in recent times, the airline has also flown its most premium Dreamliners to Bangkok (BKK).
Well, the airline has now rebranded this product. For flights as of September 9, 2024, Oman Air has discontinued first class, and has replaced it with a new product called Business Studio. As you might guess, the idea is that the airline isn’t actually reconfiguring planes, but is instead marketing this product as a more affordable option.
Here’s how Oman Air CEO Con Korfiatis describes this development:
“Inspired by valuable guest feedback and to adapt and evolve in line with global market trends, we have strategically refined our premium offering to deliver greater value and appeal. The traditional First Class experience has seen diminished demand, and after careful analysis and benchmarking against industry standards, we decided to retire the product. This decision allows us to focus on delivering an exceptional Business Class experience that better meets modern traveller expectations and is more closely aligned with the demographics targeted by the national tourism objectives, such as such as wellness, adventure and MICE. Moreover, we’re offering it all at a more competitive price point.”
Oman Air is maintaining the same hard product, with seats that have 82″ of pitch, 23″ personal screens, and privacy doors. As far as the soft product goes, Business Studio features free Wi-Fi connectivity and dine on demand, but a food and beverage service otherwise more in line with what you’d expect in business class.
Oman Air Business Studio pricing
With the new Business Studio product now on sale, how is the airline going about selling this, and what is pricing like? This is still being maintained as a fully separate class, so passengers can book into this directly. That’s to say that this isn’t simply a product you pay an extra seat assignment fee for when confirmed in business class.
So, what is pricing like? Currently the Business Studio experience seems to cost 50-65% more than the typical business class fare.
That premium isn’t necessarily unreasonable, but I do think the airline should probably get aggressive about buy-up offers, to generate as much revenue as possible. It would be smart to let people bid on upgrades after booking, or even offer discounted upgrades at check-in.
Furthermore, it seems like the airline could do a better job selling this product on connecting itineraries. For example, I see the Business Studio option when searching nonstop between Muscat and London or Bangkok. However, when you search most connecting itineraries including one of those sectors, the Business Studio option no longer shows up.
Oman Air Business Studio lounge access
So, what kind of lounge access do Oman Air Business Studio passengers receive, given that there’s both the Oman Air First Lounge and Oman Air Business Lounge at Muscat Airport? An Oman Air spokesperson tells me that Business Studio guests get access to the business class portion of the lounge, and not the first class portion.
At least that’s the policy for now. A final decision is still pending regarding the future of the first class section of the lounge, though for the time being it’s only available to dignitaries (VVIP guests).
Oman Air’s first class lounge is gorgeous, and was always unnecessarily big, so I find it interesting that lounge access isn’t being used as a differentiator.
With Oman Air having plans to join the oneworld alliance later this year, I can’t help but hope that maybe the lounge will be used for oneworld Emerald members along with Business Studio guests, though that might be wishful thinking.
This is a sensible evolution for Oman Air
Oman Air is a government owned airline, and for years, the carrier has been losing a significant amount of money. The government is clearly tired of these losses, so a new CEO was recently appointed at Oman Air, who is tasked with improving the carrier’s financial performance. The fact that the airline hired a CEO who has the most experience with low cost carriers should tell you a lot.
Honestly, eliminating first class is an entirely sensible move for Oman Air, as the cabin was very rarely full with paid first class passengers. The existence of first class felt like it was more about prestige than about profitability.
It’s also worth noting how Oman Air’s fleet with first class has shrunk over time. That’s because back in the day, the airline also had select Airbus A330s with first class, but Oman Air recently retired its A330s, as the airline looks to cut costs and reduce losses.
Airlines have generally gone two different directions when it comes to international first class. Some airlines have eliminated it altogether, instead focusing on offering a great business class product. Meanwhile other airlines have invested in exclusive first class cabins, given the strong demand for premium travel.
I’m sure in an ideal world, Oman Air wouldn’t have this business class “plus” product, given the footprint of these seats. However, the airline seems to be in money saving mode, and probably doesn’t want to invest the cash to reconfigure these jets.
It should be an interesting year for Oman Air, between the goal of having a financial turnaround, plus plans for Oman Air to join the oneworld alliance.
Bottom line
As of September 2024, Oman Air has eliminated first class, instead replacing it with a premium business class product, branded as Business Studio. The airline only has this product on two Boeing 787-9s, which generally fly from Muscat to London and Bangkok.
Oman Air is trying to go through a financial turnaround, and I can’t imagine the carrier’s first class has made any money in the past decade. Selling this at a lower price point should help with filling more seats, and comes with lower variable costs, given the reduction in soft product.
What do you make of Oman Air replacing first class with a business class “plus” product?
They should lease the Studio equipped 787s to other airlines that have first class and GE equipped 787-9s, such as Etihad
“Dignitaries” meaning those with sufficient government or Oman Air connections to benefit from some low level graft, presumably? These are not ‘VVIPs’, to be clear, and there actually already is a VVIP lounge at Muscat (Jetex). Some things never change, I guess …
The last time I flew F MCT-LHR I had the entire First lounge to myself because the other passengers in F were actual VVIPs presumably in Jetex (Jordanian Royal Family).
They took delivery of a new 787-9 last month and are expecting two more in the near term. Will they all have Apex Suites, a new hard product, or will some of those Dreamliners feature the existing Business Studio cabins that were originally going to be First Class?
Ben I asked the front desk agent last week about the first lounge and what would happen to it post 9 September and she told me it would be open to business studio guests . So once again only open for those on one of their 2 787s . Such a waste of a lounge !!!
They can use the current first class lounge for their top tier frequent flyers and their biz pax, and channel the OW Emeralds into the old biz lounge.
A very steep upcharge from business class for essentially an added door and some privacy. This seems very similar to First class pricing as it was before on Oman Air. As you mentioned though, upon check-in it could become more interesting to upgrade.
They hired a CEO with lots of ULCC experience? They hired Doug Parker?
How much cheaper than the old first class fare is it I wonder? If it's almost the same price but called business plus that doesn't seem like it will be easy to convince people it's worth the premium.