Perched high on the Saiq Plateau, Hotel Indigo Jabal Akhdar offers more than just sweeping canyon views. It offers a lens into Oman’s emerging role as the soulful heart of Gulf tourism.
QUO spoke with the hotel’s General Manager, James Reeves, about how the country is finding a balance between growth and authenticity. He shared how Hotel Indigo is weaving local culture into its design and guest experience, and why Oman’s understated charm is starting to resonate with travellers around the world.
QUO: Oman is often seen as the quiet disruptor in Gulf tourism. From your perspective, how is its role in the region starting to shift?
James Reeves, General Manager, Hotel Indigo Jabal Akhdar Resort & Spa: Oman is quietly stepping into the spotlight. What stands out most is how warmly travellers are received. Omanis are proud of their heritage and genuinely open to sharing it. That kind of authenticity is rare. The country still flies under the radar compared to its neighbours, but that’s part of its appeal. More travellers are discovering what makes this place so special: authenticity, nature, culture and soul. Since opening Hotel Indigo Jabal Akhdar in October 2024, we’ve seen a growing appreciation for Oman’s unique offering.
The country’s demographics show a clear need for opportunity. With 44% of the population under 20, tourism plays a vital role in job creation. Omanis are well-educated, multilingual and increasingly engaged in the hospitality sector. The government understands tourism’s potential and has set bold goals, including more than doubling the number of hotel keys by 2035.
COVID had a serious impact on Oman, especially with the grounding of its legacy airlines. However, recovery is underway. A new budget airline has launched, creating a more accessible premium/budget split and increasing air connectivity, particularly with Northern England, Eastern Europe, Germany, Rome and London.
At Hotel Indigo, about 30% of our team is Omani. We don’t just hire, we mentor. We give people the tools to grow, to connect with guests in an authentic way, and to take pride in representing their culture. That human connection is what sets Oman apart.
QUO: Tourism plays a big part in Oman Vision 2040. What changes are you seeing on the ground as the country works toward that goal?
James Reeves: There’s been a lot of meaningful progress, especially in infrastructure. Oman was recently ranked as having the second-best roads in the Middle East, and work continues to expand the network so guests can explore more of the country with ease.
On the aviation front, we’re seeing more regional airlift using smaller aircraft and new destinations being added. Oman is geographically vast (larger than Germany) with a rich diversity of landscapes that are now becoming more accessible.
QUO: More and more travellers are coming to Oman for cultural depth and meaningful experiences. What do you think is behind this shift?
James Reeves: Oman is incredibly rich in natural and cultural assets. From the microclimates of the south to the fjord-like coasts of Musandam in the north, it’s a land of contrasts. The geology alone (formed by tectonic plates) reveals marine fossils embedded in ancient mountain ranges. In Jabal Akhdar, where our hotel is located, you can trace over 3,000 years of civilisation.
There are archaeological sites with graves over 6,000 years old. The new Oman “Across the Ages” museum near Nizwa is an incredible example of how Oman is telling its story. It charts the country’s journey from a fishing and trading culture to a global diplomatic force. Oman has long played a respected role in regional peace efforts, and that stability resonates with culturally curious travellers.
QUO: What role is your hotel, which opened at the end of last year, playing within the wider context of Oman’s tourism growth?
James Reeves: Hotel Indigo is not your typical resort here. Historically, many Omani resorts shared a similar aesthetic. We approached things differently – using the Indigo DNA to tell the story of the neighbourhood.
Our design team created a comprehensive narrative that informed every detail, from room design to public spaces. We offer a thoughtfully curated scent experience that reflects the region’s rich natural heritage. A calming blend that sets the tone for the stay. The hotel features signature scents, each inspired by local flora and elements: Pomegranate, Plum tree, Apricot, Damask rose, Olive wood and Honey. These scents are integrated into the hotel’s design, from room fragrances to public spaces, creating an immersive atmosphere that connects guests with the essence of Jabal Akhdar. The music, visuals, and overall atmosphere create a lifestyle-driven, contemporary resort experience with a strong local soul.
Our setting on the edge of a remote canyon delivers a rare sense of stillness and perspective, while VUE (officially the highest rooftop lounge and bar in the Middle East) adds a bold, elevated touch to the experience.
QUO: How are you integrating Oman’s nature and culture into the guest experience at Hotel Indigo? Any details you’re especially proud of?
James Reeves: Everything we do is rooted in a deep respect for place. We offer village tours, including visits to rosewater distilleries, and collaborate with local artisans. Our team is trained not just to serve, but to interpret the stories behind the land, the people, and their traditions. That’s where real connection happens.
QUO: Wellness is booming across the Gulf. What’s Oman’s approach? How would you describe the wellness story unfolding here? How are you bringing wellness to life at Hotel Indigo?
James Reeves: Wellness is central to our experience, and at 2,000 metres above sea level, Jabal Akhdar offers the perfect setting for restoration. Historically, this was a 1.2 night destination. Our vision was to transform that into something deeper, a place where guests could truly unplug and reconnect. Today, guests stay 2 to 3 nights on average, with some extending to 14 nights for a full reset.
Our signature wellness offering is JALA Spa and Wellness, a destination in its own right. It is a separately branded concept, designed to bring a world class wellness philosophy to the heart of Oman. We have partnered with Ila, MAULI and Maison d’Asa from Marrakech to co create a holistic spa protocol that is entirely bespoke in the Hammam treatments. Each treatment is rooted in healing traditions from around the world, from Thai ginseng therapies to craniosacral reiki and sound healing. As part of the journey, guests are welcomed at Camelia Tea House, an integral part of JALA. Here they begin their wellness ritual with a bespoke mountain tea blend of Damask rose, ginger and liquorice root, a grounding and fragrant infusion inspired by the botanicals of Jabal Akhdar.
This wellness experience was curated by Indah Megayani, a spa and wellness expert with over 20 years of global experience in holistic therapies and integrative wellness. Her deeply intuitive approach blends Eastern and Western modalities to meet guests where they are physically, emotionally and energetically. She has trained our international team of practitioners to deliver not just treatments, but meaningful healing experiences shaped by her vision.
We are also deeply committed to ethical and sustainable practices. All spa products used at JALA are cruelty free, eco conscious, and crafted with ethically sourced natural ingredients. From organic essential oils to plant based elixirs, every element is chosen not on
Wellness is central to our experience, and at 2,000 metres above sea level, Jabal Akhdar offers the perfect setting for restoration. Historically, this was a 1.2 night destination. Our vision was to transform that into something deeper, a place where guests could truly unplug and reconnect. Today, guests stay 2 to 3 nights on average, with some extending to 14 nights for a full reset.
Our signature wellness offering is JALA Spa and Wellness, a destination in its own right. It is a separately branded concept, designed to bring a world class wellness philosophy to the heart of Oman. We have partnered with Ila, MAULI and Maison d’Asa from Marrakech to co create a holistic spa protocol that is entirely bespoke in the Hammam treatments. Each treatment is rooted in healing traditions from around the world, from Thai ginseng therapies to craniosacral reiki and sound healing. As part of the journey, guests are welcomed at Camelia Tea House, an integral part of JALA. Here they begin their wellness ritual with a bespoke mountain tea blend of Damask rose, ginger and liquorice root, a grounding and fragrant infusion inspired by the botanicals of Jabal Akhdar.
This wellness experience was curated by Indah Megayani, a spa and wellness expert with over 20 years of global experience in holistic therapies and integrative wellness. Her deeply intuitive approach blends Eastern and Western modalities to meet guests where they are physically, emotionally and energetically. She has trained our international team of practitioners to deliver not just treatments, but meaningful healing experiences shaped by her vision.
We are also deeply committed to ethical and sustainable practices. All spa products used at JALA are cruelty free, eco conscious, and crafted with ethically sourced natural ingredients. From organic essential oils to plant based elixirs, every element is chosen not only for its healing properties but also for its alignment with our environmental values. Packaging is minimal and biodegradable where possible, and we work with suppliers who share our vision for responsible luxury.
The spa itself is designed as a sanctuary, architecturally minimal yet spiritually rich. Guests do not just come for a massage; they come for transformation. Whether it is a hammam ritual infused with local botanicals or a mindfulness session overlooking the canyon, wellness here is immersive, personal and soulful.
Wellness in Oman is not about spectacle. It is about sincerity. We have embraced that spirit, and guests are responding to it.
QUO: Sustainability is on everyone’s radar these days, but Jabal Akhdar is such a delicate environment. How are you approaching growth while keeping that balance in mind?
James Reeves: We’re incredibly mindful of the environment. Everything from architecture to operations is designed to tread lightly. We also believe sustainability includes supporting local communities. Employing Omanis, buying locally, and sharing cultural knowledge.
QUO: What do you see coming next for Oman’s hospitality brands? What excites you about the road ahead?
James Reeves: Oman is on the cusp of a new chapter. One shaped by vision, investment, and a deep respect for its roots. As the world rediscovers the power of authenticity, Oman is emerging not with spectacle, but with soul.
The opportunity is clear, but so is the responsibility. Growth must never come at the expense of identity. As long as Oman stays true to its DNA – its traditions, its stories, its sincerity – it will continue to stand apart. This is a country that doesn’t just welcome travellers; it leaves a lasting mark. Many who visit return again and again. Some make it part of their annual travel rhythm, drawn by the landscape, the people, the peace.
The appeal is global. We’re seeing rising interest from Europe, Japan, and even early curiosity from the U.S. They’re seeking connection, meaning, and place. And Oman delivers.
It’s also one of the safest countries in the world, governed by laws that protect culture and preserve identity. Pride runs deep. From the Sultan’s vision to the guide leading guests through his home village. This is a place where people are genuinely excited to share their world with visitors.
Oman is made for slow travel. With the highest sand dunes on Earth, the second-largest canyon, vast cave systems, untouched desert, and rugged coastline, it offers endless discovery. You could spend years here and still not see it all.
Smaller lifestyle and budget brands are beginning to explore opportunities beyond Muscat, towards the beaches, mountains, and wildlife reserves. But the real magic lies in Oman’s ability to grow with grace. To invite the world in, without losing itself.
Because today’s travellers want more than luxury. They want stories. They want soul. And Oman offers that in abundance.
Images: Courtesy of Hotel Indigo Jabal Akhdar Resort & Spa by IHG
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