This document outlines a 4-step Muslim market strategy roadmap for hotels, resorts, and travel agents. The 4 steps include: 1) identifying specific market opportunities based on Muslim visitor flows and destination appeal, 2) considering key faith-related and fun-related themes important to Muslim travelers, 3) customizing offerings to different levels of religious observance, and 4) developing a marketing strategy including positioning and communication channels. The strategy recommends an "authentic yet inclusive" positioning highlighting family-friendly offerings, halal food, and religious heritage to attract Muslim families while integrating mainstream appeal.

1. 4-Step Muslim Market Strategy Roadmap
For Hotels & Resorts, Destinations and Travel Agents
Presented By:
Reem El Shafaki
Senior Associate
September 22, 2014
Halal Tourism Conference

2. Different players have different
strategies
Global Muslim Travel Market
Sharia compliant hotel
2

3. Different players have different
strategies
Global Muslim Travel Market 3

4. 4

5. 5
Different players have different strategies

6. 6
Different players have different strategies

7. Structural Alignment
Identify value-chain areas to address/highlight
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 7

8. 4-Step Muslim Market Strategy
For Hotels & Resorts, Destinations and Travel Agents
Global Muslim Travel Market
8
Market
Sizing &
Audience
Relevance

9. 4-Step Muslim Market Strategy
Global Muslim Travel Market
9
Market
Sizing &
Audience
Relevance

10. 1. Market Specific Opportunity
Consider:
•Flow of Muslim Visitors (sizing
relevance)
•Destination appeal to Muslims:
heritage, scenic views, weather,
shopping, leisure activities
Global Muslim Travel Market
10

11. 1. Market Specific Opportunity
Identify target audience & their preferences
GCC represents 31% of the total
Muslim travel expenditure while is
approx. 3% of the global Muslim
Ppn.
Muslim travelers
from your regional
flow
Joint report by : DinarStandard & Crescentrating
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 11

12. 1. Market Specific Opportunity
Determine Your Target Market
1. Target Market
Global Muslim Travel Market 12
Muslims Non- Muslims
Both

13. 1. Market Specific Opportunity
Determine Your Target Market
Global Muslim Travel Market 13
1. Target Market
Muslims Non- Muslims
Both
OIC Non-OIC
Shades of
Awareness &
Adoption

14. 14

15. 4-Step Muslim Market
Strategy
Global Muslim Travel Market 15
Market
Sizing &
Audience
Relevance

16. 2. Key Themes to Consider
Global Muslim Travel Market
16

17. 2. Key Themes to Consider
Faith Related Needs Fun Related Wants
• Halal Food
• No Alcohol
• Prayer spaces
• Women’s facilities
• Ramadan accommodation
• Beach
• Shopping
• Sightseeing
• Adventure
Global Muslim Travel Market 17

18. Diversity of Needs:
Shades of Awareness & Adoption: National Influence
SPECTRUM OF NEED
Top Muslim Tourist Source
Countries
Saudi Arabia
Iran
United Arab
Emirates
Indonesia
Kuwait
Turkey
(From OIC, Outbound Expenditure 2011)
(From Non-OIC, Outbound Expenditure
2011)
Germany
Russia
France
United Kingdom
Singapore
United States
Critical Nice-to-have No influence
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19. Diversity of Needs:
Distinctions in OIC & Non-OIC Environments
OIC
(Significant Muslim
majority/strong affinity)
OIC
(Sizeable Non-Muslim
Minority/less affinity)
Non-OIC
Saudi Arabia/
Pakistan
Turkey/
Indonesia?
USA/France/
Australia
AIRLINES • On-plane prayer space;
take-off prayer; Dry…
• Halal food; Dry?;
Ramadan meals…
•MOML (‘Muslim meals);
Airport prayer space
HOTELS/
RESORTS
• Prayer space; No
inappropriate TV;
women separate srvc…
• Halal food; Dry?;
Ramadan meals…
•Halal food, Support
services (i.e. Mosque
direction)
DESTINATIONS • Assumed all ‘Halal’;
Family-friendly…
• Halal food; family-friendly
options;
Gender options
•Halal food, Support
guides…
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20. 4-Step Muslim Market
Strategy
Global Muslim Travel Market 20
Market
Sizing &
Audience
Relevance

21. 3. Levels of Customization
Global Muslim Travel Market
21
DinarStandard’s Level of Muslim Consumer’s Customization Framework

22. 4-Step Muslim Market
Strategy
Global Muslim Travel Market 22
Market
Sizing &
Audience
Relevance

23. 4. Marketing Strategy
a. Positioning
b. Communication Strategy
Global Muslim Travel Market
23
Photo Credit: Flickr /Let Ideas Compete

24. 4. Marketing Strategy
a. Positioning
b. Communication Strategy
Global Muslim Travel Market
24
Photo Credit: Flickr /Let Ideas Compete

25. 25
4. Marketing Strategy –
Positioning Statements
Zipcar:
To urban-dwelling, educated, techno-savvy consumers who
worry about the environment (target market), Zipcar is the car-sharing
service (what they do) that lets you save money while
reducing your carbon footprint (unique benefits).

26. 4. Marketing Strategy –
Positioning Statements
If you’re a lover of life, fun, adventure and discovery, then you’ll love staying with
me (target segment). My four-star hotels can be found in the best spots in Asia
Pacific, where a world of adventure awaits (product offering).
Whether you’re travelling for fun, for work, for a night or for a week – I’m here to
help you feel fantastic doing it. At my hotels, comfortable rooms and honest,
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authentic service are just the start. Hotel
Jen captures the spirit of travel, relishing
the adventure, celebrating the culture,
smoothing out the frustrations (benefits). I
hope you’ll love it as much as I do.
Do come and stay soon,
Jen

27. 4. Marketing Strategy
a. Positioning
b. Communication Strategy
Global Muslim Travel Market
27
Photo Credit: Flickr /Let Ideas Compete

28. Effective Communication Recommendation
Market positioning: ‘Authentic' yet ‘Inclusive'
GLOBAL DESTINATION
APPEAL WITH FAMILY-FOCUS
MUSLIM TOURISTS –
STRUCTURAL ALIGNMENT
WITH VALUES & NEEDS
CORE ISLAMIC
TOURISM
• Hajj
• Ummrah
• Heritage
RECOMMENDATION:
Market positioning should
be ‘authentic’ and
‘inclusive’.
Positioning consideration:
• Family-friendly
• Halal & Wholesome food
• Ramadan/ Festival specials
• Religious Heritage
•Eco-friendly
•Explore the world in
‘knowing one another’…
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29. Effective Communication Recommendation
Marketing channels: Mainstream & Targeted
RECOMMENDATION: Targeted ‘Muslim’ audience marketing
channels and/or integrated with national campaigns
Mainstream
campaigns…
•Values based appeal
•Highlight relevant
themes
Targeted ‘Muslim’
audience marketing
channels…
•Targeted ‘Muslim-friendly
tourism
platforms (e.g.
Crescentrating)
•Targeted religious
media (broadcast, print,
online..)
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 29

30. Implementation Strategy
Where you are Desired Position How to address gap
Global Muslim Travel Market
Positioning
Products/Services
Messaging
Customer service
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31. 4-Step Muslim Market Strategy
For Hotels & Resorts, Destinations and Travel Agents
Global Muslim Travel Market
31
Market
Sizing &
Audience
Relevance

32. GROWTH STRATEGY
RESEARCH & ADVISORY
80 Broad Street, 5th Floor,
New York City, NY 10004, USA
www.dinarstandard.com
E: reem.elshafaki@dinarstandard.com
W: www.dinarstandard.com
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