Oman has launched a first of its kind Omani hotel brand which aims to blend local tradition with contemporary culture.
Omran, the sultanate's development, investment and hospitality asset management company, said it has introduced Atana, a four-star hotel and resort operator.
"Since Omran's inception, we have been guided by ambition and always wanted to establish an autonomous hospitality operating brand that is distinctly Omani in style, spirit and character," said Wael Al Lawati, Omran CEO.
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"Leveraging the company's experience as hospitality asset owner, developer and operator, this ambition has now become a reality. We have successfully created Atana under the promise of 'Shades of Oman' to provide guests with an array of distinctive properties that are diverse and unique but deliver a compelling mid-tier hospitality experience that revolves around the Omani national character, culture, environment and people."
Al Lawati said that Omran plans to roll-out the brand to several of its current and upcoming assets and developments, adding that the first Atana brand is now operating in the Golden Tulip Resort Khasab, which has been renamed Atana Khasab.
Public areas at Atana Khasab have been refurbished with rooms to follow to reflect the new identity, a statement said.
It added that Atana has also signed agreements with local chefs, musicians, suppliers and organisations to be featured in its properties to reflect the brand's philosophy.
Omran said the Atana experience will also be added to the 110 room waterfront Atana Musandam in Khasab which is expected to be completed in May this year.
The resort will feature retail facilities, an all-day restaurant, lounge, fitness centre, kid's club, two swimming pools and a dive centre.
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