preserving luxury in halal tourism nabeel shariff ba mcim director serendipity tailormade &...
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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”
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
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.
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.
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