3Halal Tourism Halal Friendly Travel Shariah Compliant Muslim Friendly TravelReligious TourismMuslim only resortsHalal TourismHalal Friendly TravelSegregated HolidaysSpiritual TourismShariah Compliant
4FoodPreparationPrayer FacilitiesNon-Alcohol EnvironmentMuslim friendly activitiesPrivate FacilitiesHalal FriendlyTravel“Experiences for the Muslim traveller which enable him or her to consciously maintain one or several aspects of their faith”
5“Luxury must be comfortable, otherwise it is not luxury”Coco Chanel
6The Traditional Luxury Market Approach OpulenceFringe BenefitsDecision shifter(Loyalty)MoralityLevel of importanceCore Needs(Sustenance & Environment)
7The halal friendly luxury market Fringe BenefitsMoralityDecision shifter(Halal Friendly & Trust)Core Needs(Sustenance & Environment)OpulenceLevel of importanceCurrently a luxury for the Muslim market
8Are Muslim travellers really interested in luxury? Yes!However luxury travel consumption is dependent on :Higher than average disposable incomeSocio-economic influencesAccess to communication and marketing messages
9Source : The future of the global Muslim population, Pew Research Centre , 2011
10Source : The future of the global Muslim population, Pew Research Centre , 2011
11Is there a difference between marketing luxury to Muslims and non-Muslims? “It was concluded that although implementing a market-oriented culture is central to the marketers’success, it is not right to just focus on religion as a separating factor that can isolate the Muslim market. It was suggested to change one’s viewpoint and analyze the market with a broader vision that can bring innovative ideas and also find similarities and differentiations between Islamic luxury markets with non-Islamic luxury markets.”Teimourpour & Hanzaee 2013,An analysis of Muslims’ luxury market in Iran
12The Angels Peninsula: The first luxury halal hotel brand? Shaza HotelsRayhaan by RotanaAdenya ResortAl Jawhara HotelsCost per nightPerceived Quality
13The Angels Peninsula : The first luxury halal hotel brand? Key differentiations to local competitionPremium pricing strategyUnique location & exclusive servicesLuxury approach to inclusive services, for example A la Carte diningA yacht landing wharf with options to charter
14Muslims in the west and the developed world are accustomed to international marketers addressing their social needs without forcing the issue of religionAdapted from Alserhan 2011The Principles of Islamic Marketing
15Is there a difference marketing luxury halal travel between Muslims source markets? UK TravellerUAE TravellerHalal FoodWould be nice to haveMust have…Butler / Maid ServiceA special touchI’ll bring my own as well…MasjidIt would be a great experience to meet other MuslimsShould be within a few minutes' driveAlcohol free environmentAs long as it’s not on my tablePrefer private dining in my own spaceHomogenous surroundingsI would like to chat with other guestsPrefer to focus on enjoying my holiday with my familySpace and SizeA 60 sqm villa is huge!60 sqm is a good sized bathroomA transfer in a Toyota PriusAcceptable, we’ll squeeze in and it’s good for the environmentI would prefer a bit more space for my transfer
16What are the ethical considerations for the Muslim friendly traveller? Religious commitments and beliefs influence people’s feelings and attitudes toward consumptionJamal 2003, Marketing in a multicultural world: the interplay of marketing, ethnicity and consumption”, European Journal of Marketing
17Developing the luxury halal travel maket Focus on the long term, build trust and be honest. Loyalty rules over all!Segment your offering to the current market with high disposable incomes and instil the product benefits for future generationsCreate a market-oriented culture and develop Islamic service qualities which include Islamic values, attention to Islamic religious routines, modesty, and trustworthiness.
19DisclaimerThe material in this presentation has been prepared by Serendipity Tailormade Ltd and is general background information about the Halal Travel Market at the date of this presentation. This information is given in summary form and any forecasting information should not be considered as advice or a recommendation to investors or potential investors in relation to their company(s). Before acting on any information you should consider the appropriateness of the information having regard to these matters.Forecasts and hypothetical examples are subject to uncertainty and contingencies outside Serendipity Tailormade’s control. The content of this presentation remains the copyright of Serendipity Tailormade Ltd.