Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer Needs Study
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DinarStandard Associate Reem El Shefaki presents the Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer Needs Study at travel industry's leading global conference, the ITB Berlin 2013
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Global Muslim Lifestyle Tourism Market 2012: Landscape & Consumer Needs Study
- 1. Global Muslim Travel A $126 billion Market! Presented By: Reem El Shafaki Senior Associate March 8th, 2013 ITB Berlin
- 2. Table of Contents 1 Muslim Lifestyle Travel Market Sizing 2 Travel Habits of Muslim Tourists 3 What Some Destinations are Doing 4 What you can do to attract more Muslim Travelers 2
- 3. First-ever Global Study on the Muslim Travel Market Landscape Objective: Enable industry to evaluate the potential & opportunities & develop key engagement frameworks for market strategy Approach: Market sizing, Primary survey, Interviews, Case Studies & Recommendations Joint report by : DinarStandard & Crescentrating Global Muslim Travel Market 3
- 4. Muslim Lifestyle Travel Market Sizing 12 uris .3 m to % m of ar glo ke ba t l Growth rate: 4.8% through 2020, compared to global average of 3.8% Expected to reach 14% of global travel market in 2020 Global Muslim Travel Market 4
- 5. Top Source Countries Global Muslim Travel Market 5
- 6. Top Source Countries Global Muslim Travel Market 6
- 7. Regional Breakdown of Global Muslim Travelers Share of Outbound Tourism Expenditure Global Muslim Travel Market 7
- 8. Top Muslim Tourism Destination Countries Kuala Lumpur, Malaysia Global Muslim Travel Market 8
- 9. Table of Contents 1 Muslim Lifestyle Travel Market Sizing 2 Travel Habits of Muslim Tourists 3 What Some Destinations are Doing 4 What you can do to attract more Muslim Travelers 9
- 10. Muslim Needs Halal food services Need to have Salaath (Prayer) facilities Water usage friendly washrooms Good to have Ramadhan (fasting) services & facilities No non-Halal activities Nice to have Recreation facilities and services Global Muslim Travel Market
- 11. Leisure Tourism Survey 922 respondents •50% of the respondents live in Asia •22% in MENA •15% Americas •11% Europe/Central Asia •2% in Sub-Saharan Africa Global Muslim Travel Market 11
- 12. Question: When is the last time you traveled for a leisure vacation? Global Muslim Travel Market 12
- 13. Question: Overall, which of the following are important to you when travelling for leisure? Global Muslim Travel Market 13
- 14. Question: Who did you travel with on your last leisure trip? (Select all that apply) Global Muslim Travel Market 14
- 15. Question: How did you purchase your travel services on your last leisure trip? (Select all that apply) Global Muslim Travel Market 15
- 16. Table of Contents 1 Muslim Lifestyle Travel Market Sizing 2 Travel Habits of Muslim Tourists 3 What Some Destinations are Doing 4 What you can do to attract more Muslim Travelers 16
- 17. Global Muslim Travel Market 17
- 18. ISLAMIC THEMED ‘SPECIAL INTEREST’ TRAVEL PACKAGES Global Muslim Travel Market 18
- 19. 19
- 20. Sun sea & halal commercial on Islamic beach holiday Global Muslim Travel Market 20
- 21. Gold Coast – Queensland Australia Global Muslim Travel Market 21
- 22. Global Muslim Travel Market 22
- 23. Hong Kong view for Muslim visitors to China Global Muslim Travel Market
- 24. Table of Contents 1 Muslim Lifestyle Travel Market Sizing 2 Travel Habits of Muslim Tourists 3 What Some Destinations are Doing 4 What you can do to attract more Muslim Travelers 24
- 25. Steps to Develop a “Muslim” Market Strategy Global Muslim Travel Market 25
- 26. Customization Levels Global Muslim Travel Market 26
- 27. Muslim Travel is booming! What are you doing to grab a share of this market? Global Muslim Travel Market 27
- 28. Thank You Purchase Full Study at: http://advisory.dinarstandard.com/travelstudy Speaker contact: reem.elshafaki@dinarstandard.com Media Coverage: Global Muslim Travel Market 28
Notas do Editor
- Market Sizing: Determine whether there is a sizable Muslim market or market potential arriving at your destination. Are you among the top 50 destinations? What are your key source markets. For example some US states such as Montana, Wyoming, Idaho don’t get many Muslim visitors, so there’s no sense in developing a strategy for Muslim travelers. Whereas if you are listed as #20 in the list of countries visited by Muslims, as in the case of Germany, I would definitely have a strategy, whether you are a hotel, resort, tour operator, destination or airline. Key Themes: Halal food Prayer facilitation Gender nuances Family orientation Levels of Customization: next slide Marketing Strategy: - Determine your positioning: what unique Muslim values are you catering to, what are you offering that makes you stand out among your competitors who are not catering to Muslims the way you are.
- You can offer no customization which is the case of most North American and European hotels and you will be rewarded with low impact. The Muslim travel segment is undoubtedly extremely attractive for countries and service providers. But they need to think carefully about how they brand themselves to appeal to Muslim sensibilities. And these branding claims need to be meticulously and substantively supported by the services and experiences available once the tourists arrive. From luxury to roughing it, historical sites to mosques to spas, the branding opportunities are vast. And at $126bn, the rewards are vast, too. And while adapting hotels to some Muslim requirements such as installing separate swimming pools or prayer rooms could be cost-prohibitive for most operators, she pointed out that hoteliers could take small steps to meet some needs of these guests. “A great gesture by hotel management would be to replace the alcohol in the room mini-fridges when they know the guest is Muslim,” El Shafaki suggested. “And if they don’t serve halal food, the staff should be able to tell guests where the nearest halal restaurant is located. “Staff should also know where the nearest mosque is, the direction of Makkah and when local prayer times are. I have suggested to hoteliers that they could prepare a ‘Muslim kit’ with this information, which housekeeping could provide.” Nice to Have: Facilities and services with Alcohol free environments Swimming pools, Gyms and beaches which allow privacy for females/families Spas and wellness services catering separately to males and females Example of product extension: At least one U.S. hotel chain has taken notice. Marriott International offers Muslim-friendly services at its high-end Ritz-Carlton brand. The Ritz-Carlton Dallas boasts Arabic-language TV stations and newspapers on an in-room iPad, Quran and prayer carpets, Middle Eastern culinary favorites and other such features, while two of the brand’s properties in Washington D.C., offer these amenities, plus halal food, special menus and bidets.
- End with a quote from one of the press coverages