Oman Air and Spafax renew inflight entertainment partnership

Oman Air and Spafax have renewed their inflight entertainment partnership, focusing on data-driven innovation and enhanced passenger experiences through smarter content and a more intuitive ARIA platform. Pictured are Oman Air Vice President – Guest Experience, Loyalty and Brand Renata Rached and Spafax MD Europe Henry Gummer.

Summary:

Oman Air and Spafax renew partnership for four years, focusing on enhancing ARIA inflight entertainment.
Data-driven approach to personalise guest experience, with smarter content placement and more relevant programming.
Plans to expand ARIA’s visibility beyond the cabin with integration into Oman Air’s broader digital ecosystem.

Oman Air and Spafax have renewed their inflight entertainment partnership for an additional four years, extending a relationship that began in 2020. Under the renewed agreement, Spafax will continue to deliver a comprehensive scope of services designed to engage and delight guests, while expanding its use of data, insight, and strategic tools to further elevate the ARIA experience, Oman Air’s inflight entertainment platform. The first content cycle under the renewed term is planned for February 2026, marking the next chapter of a long-standing collaboration focused on a premium guest experience.

For travellers, the renewed partnership means an even more intuitive, curated, and enjoyable inflight entertainment experience. ARIA will continue to evolve with more relevant content across films, series, music, and regional programming, supported by smarter content placement that makes discovery easier and more seamless. By better understanding how guests engage with entertainment across routes, cabins, and languages, Oman Air aims to deliver a more personalised and thoughtfully designed onboard experience.

While the core service offering remains familiar to guests, the renewed partnership places greater emphasis on performance-led programming, data-driven decision-making, and brand development. Spafax will expand its use of Spafax IQ, its IFEC data analytics platform, to support ARIA’s evolution.

“Spafax has been a trusted partner in supporting ARIA since its launch,” said Oman Air Vice President – Guest Experience, Loyalty and Brand Renata Rached. “This renewed agreement enables us to continue enhancing our onboard entertainment in a way that reflects Oman Air’s premium positioning and commitment to delivering a high-quality guest experience.”

Spafax IQ provides detailed insight into guest engagement across routes, cabins, languages, navigation paths, and content categories, informing programming strategy, optimising onboard promotion, and aligning content investment with guest preferences and viewing behaviour.

In parallel, Spafax and Oman Air are exploring opportunities to extend ARIA’s visibility beyond the cabin, including plans for a dedicated entertainment website integrated into the airline’s wider digital ecosystem. This initiative reflects a shared ambition to strengthen ARIA as a recognisable brand touchpoint across the end-to-end guest journey.

“This renewal is a strong vote of confidence in both our partnership and the people behind it,” said Spafax CEO Niall McBain. “This next phase allows us to make greater use of data and insight to ensure onboard entertainment feels even more relevant, engaging, and aligned with what guests value most.”