Preserving Luxury in
Halal Tourism
Nabeel Shariff BA MCIM
Director
Serendipity Tailormade & Luxury Halal
Travel
Religious Tourism
Muslim Friendly
Travel
Halal
Halal
Tourism
Muslim only
resorts
Friendly
Segregated Holidays
Travel
Spiritual Tourism
Shariah Compliant
Halal
Friendly
Travel
“Experiences for the
Muslim traveller which
enable him or her to
consciously maintain
one or several aspects
of their faith”
Food
Preparation
Prayer Facilities
Non-Alcohol
Environment
Muslim friendly
activities
Private Facilities
“Luxury must be
comfortable,
otherwise it is not
luxury”
Coco
Chanel
The Traditional Luxury Market
Approach
Level of importance
Opulence
Fringe Benefits
Decision shifter
(Loyalty)
Morality
Core Needs
(Sustenance & Environment)
The halal friendly luxury
market
Opulence
Currently
a luxury
for the
Muslim
market
Morality
Decision shifter
(Halal Friendly & Trust)
Core Needs
(Sustenance & Environment)
Level of importance
Fringe
Benefits
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 marketoriented 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 nonIslamic luxury markets.”
Teimourpour & Hanzaee 2013,
An analysis of Muslims’ luxury market in Iran
The Angels Peninsula:
The first luxury halal hotel
brand?
Cost per night
Angels’ Peninsula
Shaza Hotels
Rayhaan by Rotana
Adenya Resort
Al Jawhara Hotels
Perceived
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
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
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
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.