Spafax has renewed its in-flight entertainment (IFE) partnership with Oman Air for an additional four years. The relationship began in 2020.
Under the renewed agreement, Spafax will continue to deliver services while expanding its use of data, insight and strategic tools to elevate passengers’ experience of using ARIA, Oman Air’s inflight entertainment platform.
The first content cycle under the renewed contract is planned for February 2026.
For guests, the renewed partnership will mean a more intuitive, curated, and enjoyable in-flight entertainment experience.
ARIA will continue to evolve, with more relevant content across films, series, music and regional programming. It will be supported by smarter content placement, making discovery easier.
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.
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 IQ provides detailed insights 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 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 a journey.
Renata Rached, Vice President – Guest Experience, Loyalty and Brand at Oman Air, commented: “Spafax has been a trusted partner in supporting ARIA since its launch. 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.”
Niall McBain, CEO of Spafax, said: “This renewal is a strong vote of confidence in both our partnership and the people behind it. 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.”
