Preserving Luxury in Halal Tourism

Nabeel Shariff BA MCIM

Director Serendipity Tailormade & Luxury Halal Travel

Halal Tourism

Shariah Compliant

Muslim Friendly Travel

Halal Friendly Travel

Religious Tourism

Segregated Holidays

Muslim only resorts

Spiritual Tourism

FoodPreparation

Prayer Facilities

Non-Alcohol Environment

Muslim friendly activities

Private Facilities

Halal FriendlyTravel

“Experiences for the Muslim traveller which enable him or her to consciously maintain one or several aspects of their faith”

“Luxury must be comfortable, otherwise it is not luxury”

Coco

Chanel 

Opulence

Fringe Benefits

Decision shifter(Loyalty)

Morality

Core Needs (Sustenance & Environment)

The Traditional Luxury Market Approach

Level of

import

ance

Fringe Benefits

Morality

Decision shifter(Halal Friendly & Trust)

Core Needs (Sustenance & Environment)

Opulence

The halal friendly luxury market

Currently a luxury for the Muslim market

Level o

f importa

nce

Are Muslim travellers really interested in luxury?

Yes!

However luxury travel consumption is dependent on :

Higher than average disposable income Socio-economic influences Access to communication and marketing messages

Source : The future of the global Muslim population, Pew Research Centre , 2011

Source : The future of the global Muslim population, Pew Research Centre , 2011

Is 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

The Angels Peninsula: The first luxury halal hotel brand?

Perceived Quality

Cost

per

nig

ht

Angels’ Peninsula

Shaza Hotels

Rayhaan by Rotana

Adenya Resort

Al Jawhara Hotels

Key differentiations to local competition

• Premium pricing strategy • Unique location & exclusive services• Luxury approach to inclusive services, for example A la Carte

dining • A yacht landing wharf with options to charter

The Angels Peninsula : The first luxury halal hotel brand?

Muslims in the west and the developed world are accustomed to international marketers addressing their social needs without forcing the issue of religion

Adapted from Alserhan 2011 The Principles of Islamic Marketing

UK Traveller UAE Traveller

Halal Food Would be nice to have Must have…

Butler / Maid Service A special touch I’ll bring my own as well…

Masjid It would be a great experience to meet other Muslims

Should be within a few minutes' drive

Alcohol free environment

As long as it’s not on my table

Prefer private dining in my own space

Homogenous surroundings

I would like to chat with other guests

Prefer to focus on enjoying my holiday with my family

Space and Size A 60 sqm villa is huge! 60 sqm is a good sized bathroom

A transfer in a Toyota Prius

Acceptable, we’ll squeeze in and it’s good for the environment

I would prefer a bit more space for my transfer

Is there a difference marketing luxury halal travel between Muslims source markets?

What are the ethical considerations for the Muslim friendly traveller?

Religious commitments and beliefs influence people’s feelings and attitudes toward consumption

Jamal 2003, Marketing in a multicultural world: the interplay of marketing, ethnicity and consumption”, European Journal of Marketing

Developing 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 generations

Create a market-oriented culture and develop Islamic service qualities which include Islamic values, attention to Islamic religious routines, modesty, and trustworthiness.

Thank you

Questions?

Disclaimer

The 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.