1. Preserving Luxury in Halal Tourism
Nabeel Shariff BA MCIM
Director
Serendipity Tailormade & Luxury Halal Travel

3. Halal Tourism Halal Friendly Travel Shariah Compliant
Muslim Friendly Travel
Religious Tourism
Muslim only resorts
Halal Tourism
Halal Friendly Travel
Segregated Holidays
Spiritual Tourism
Shariah Compliant

4. Food
Preparation
Prayer Facilities
Non-Alcohol Environment
Muslim friendly activities
Private Facilities
Halal Friendly
Travel
“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 

6. The Traditional Luxury Market Approach
Opulence
Fringe Benefits
Decision shifter
(Loyalty)
Morality
Level of importance
Core Needs
(Sustenance & Environment)

7. The halal friendly luxury market
Fringe Benefits
Morality
Decision shifter
(Halal Friendly & Trust)
Core Needs
(Sustenance & Environment)
Opulence
Level of importance
Currently a luxury for the Muslim market

8. 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

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

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

11. 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

12. The Angels Peninsula: The first luxury halal hotel brand?
Shaza Hotels
Rayhaan by Rotana
Adenya Resort
Al Jawhara Hotels
Cost per night
Perceived Quality

13. The Angels Peninsula : The first luxury halal hotel brand?
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

14. 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

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

16. 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

17. 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.

18. Thank you
Questions?

19. 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.