Omran, Oman’s tourism development company, signed an agreement with Preferred Hotels & Resorts, the world’s largest independent hotel brand, to provide sales, marketing, and distribution support to Atana Hotels in Oman. The strategic decision is set to highlight Musandam, one of Oman’s most idyllic areas, and support the long-term tourism goals of the Sultanate.
Owned by Omran, Atana Musandam and Atana Khasab are both 4-star boutique properties, located in the Musandam peninsula. With spectacular views onto the fjord of the Strait of Hormuz, the location continues to attract both regional and international travellers eager to explore Oman from a different perspective.
Preferred Hotels & Resorts represents the finest and most diverse global portfolio of independent hotels and independent hotel experiences. As members, both Atana properties can leverage the brand’s unrivalled sales capabilities in the corporate and leisure travel segments, innovative marketing programmes, distribution platforms, and network of sales professionals located in almost 40 offices worldwide.
Hafidh Al Hadhrami, ‎Assistant Manager of Asset Management at Omran said, “The Atana Hotels brand was the first home-grown hotel chain to operate in Oman, and has since played a significant role in the development of the tourism industry in the Sultanate. Atana Hotels aim to celebrate the diversity and integrity of the Sultanate and its people, enabling guests to explore a genuine Omani hospitality experience that has been designed and executed to world-class standards.”
He continued, “Partnering with Preferred Hotels & Resorts will increase visibility of Atana Hotels to a wider audience in new and established markets, in addition to promoting awareness of Oman as a ‘must-see’ tourism destination.”
Saurabh Rai, Executive Vice President of Preferred Hotels & Resorts, said, “We are thrilled to welcome Atana Musandam and Atana Khasab to the  Preferred Hotels & Resorts portfolio. Each of our member properties is aligned with one of the brand’s five experience-based collections – Legend, LVX, Lifestyle, Connect, and Preferred Residences. With its exceptional dining and spa facilities, the Atana Musandam will be listed within the LVX Collection. This world-class resort embodies the exceptional and elegant heritage of Oman, providing a unique and vibrant escape for international travellers.”
He added, “The Atana Khasab will be listed within the Connect Collection, due to its accessibility for all travellers. Whether guests are planning a family adventure or a weekend getaway, the Atana Khasab caters to all needs.”
Qais Al Hosni, Head of Government & Corporate Affairs at Omran, said, “Oman is fast attracting the attention of global travellers, owing to its rich heritage, distinct culture and unspoilt natural beauty. Hospitality is an intrinsic part of Omani culture, and this is reflected within each Atana Hotels property. The brand name, which translates as “came to us”, truly embodies each element Oman has to offer.
He added, “This strategic partnership will introduce international travellers to the welcoming nature of the Sultanate, and establish Musandam as a world-class tourism destination.”