AWARENESS MUSLIM TRAVEL
patterns of reinvention
The travel industry is not only beginning to accommodate Muslim travellers but is going one step further by realising the potential of the younger, affluent Muslim traveller. Natalie Hami reports on how the industry is attracting this market Director of international public relations, Corinthia Hotels, Fiona Harris [FH] Manager PR incoming, Munich Airport, Corinna Born [CB]
stunning residences are built within the historic Corinthia Hotel towers. They are within walking distance of some of
Marketing communications manager, Mozaic Hotels and Resorts, Carol Lum [CL]
the city’s major shopping districts, including Bond Street.
Director sales and marketing, Swissôtel Métropole Geneva, Sullivan Sananikone [SS]
We believe that these exclusive two-storey penthouse
Managing director, The Sloane Club, Tony Murkett [TM]
hotel suites herald a new era of luxury accommodation for
Founder and CEO, Crescentrating, Fazal Bahardeen [FB]
discerning Middle Eastern and GCC travellers, especially
Contributors With more than 50 per cent of the Muslim population worldwide currently under the age of 25, according to CEO, Crescentrating, Fazal Bahardeen, this market is becoming an increasingly significant demographic of travel consumers. TTG conducted a roundtable discussion with industry stakeholders to find out how they are attracting this lucrative and tech savvy market.
since we also offer an Arabic speaking butler service. TM: The most important thing for the Muslim traveller is service and they expect high standards – which is our priority at The Apartments. I think we have something new to offer not least with the fact that we offer the services of a hotel – such as room service and access to a 24-hour concierge – but with the privacy of a home. CB: Munich Airport offers various services and infrastructure for Muslim traveller of all ages, which also
TTG: With the swift rise of the young, affluent Muslim
FB: In order to cater to the Muslim group travel market, we
meet the demands of the young Muslim travellers such as
traveller, how do you go about reaching out to this
just partnered with Kuoni to develop and market packages
Arabic signage, Arabic information counter, Arabic prayer
burgeoning market?
that are tailormade for this segment. This is a huge step and
rooms and eateries marking the food which contains pork.
will re-define the group travel in this sector. SS: Young Middle Eastern travellers are mainly booking
FH: At Corinthia London we strongly believe that the best way to reach out to this fast growing market is through social media,
TM: Our location, being just steps from Sloane Street,
through the Internet as they want things quickly and easily.
particularly Instagram, which tends to be popular in the GCC
with all the designer shops along with our neighbourhood
We are also planning to offer in-room check-in with the ipad.
market. Maintaining a strong relationship with Arabic media
shopping directory (which contains exclusive discounts and
is also a good way to target Muslim travellers, especially travel
offers), is another advantage and popular with the Arab/
TTG: Are you in touch with any third parties to help
trade and Arabic lifestyle publications.
Muslim visitors we have hosted.
facilitate business from this young, Muslim market?
CL: Mozaic Hotels and Resorts maintain a very close
TTG: The young Muslim traveller is a lucrative, niche
FH: We have appointed AllDetails Middle East, a regional
collaboration with a Muslim consortium, such as Azza Travel,
market with specific desires and demands. How do you go
sales, public relations and communications company based
Gloree and Muhibah Travel, to facilitate business from the
above and beyond to satisfy this unique market?
in Dubai, as our representatives in the GCC. The team at AllDetails Middle East actively promotes our property and its
young Muslim market. We understand the need for friendly support and supplier relationships and it is important for the
FH: Our luxurious penthouses would be the ideal place to
services to travel trade media and agents and
agents to recognise our growth and the future plans in
stay for these young travellers, especially since they usually
handle all media enquiries related to this
the resort.
like to travel in groups. Launched in March 2012, these
particular market.
January 2014 20
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