Presented By:

Reem El ShafakiSenior Associate

September 22, 2014 Halal Tourism Conference

4-Step Muslim Market Strategy RoadmapFor Hotels & Resorts, Destinations and Travel Agents

Global Muslim Travel Market

Different players have different strategies

Sharia compliant hotel

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Global Muslim Travel Market 3

Different players have different strategies

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Different players have different strategies

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Different players have different strategies

The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 7

Structural Alignment

Identify value-chain areas to address/highlight

Global Muslim Travel Market

4-Step Muslim Market StrategyFor Hotels & Resorts, Destinations and Travel Agents

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Market Sizing & Audience Relevance

Global Muslim Travel Market

4-Step Muslim Market Strategy

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Market Sizing & Audience Relevance

Global Muslim Travel Market

1. Market Specific Opportunity

Consider:•Flow of Muslim Visitors (sizing relevance)•Destination appeal to Muslims: heritage, scenic views, weather, shopping, leisure activities

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Joint report by : DinarStandard & CrescentratingThe 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 11

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

1. Market Specific Opportunity

Global Muslim Travel Market 12

Determine Your Target Market

1. Target Market

Muslims Non- Muslims

Both

1. Market Specific Opportunity

Global Muslim Travel Market 13

1. Target Market

Muslims Non- Muslims

Both

OIC Non-OIC

Shades of Awareness &

Adoption

Determine Your Target Market1. Market Specific Opportunity

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Global Muslim Travel Market 15

Market Sizing & Audience Relevance

4-Step Muslim Market Strategy

Global Muslim Travel Market

2. Key Themes to Consider

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Global Muslim Travel Market 17

Faith Related Needs Fun Related Wants

2. Key Themes to Consider

• Halal Food• No Alcohol• Prayer spaces• Women’s facilities• Ramadan accommodation

• Beach• Shopping• Sightseeing• Adventure

SPECTRUM OF NEED

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Diversity of Needs:

Shades of Awareness & Adoption: National Influence

Saudi Arabia

Iran

United Arab Emirates

Indonesia

Kuwait

Turkey

Top Muslim Tourist Source Countries

(From OIC, Outbound Expenditure 2011)

Germany

Russia

France

United Kingdom

Singapore

United States

(From Non-OIC, Outbound Expenditure 2011)

Critical Nice-to-have No influence

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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…

Global Muslim Travel Market 20

Market Sizing & Audience Relevance

4-Step Muslim Market Strategy

Global Muslim Travel Market

3. Levels of Customization

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DinarStandard’s Level of Muslim Consumer’s Customization Framework

Global Muslim Travel Market 22

Market Sizing & Audience Relevance

4-Step Muslim Market Strategy

Global Muslim Travel Market

4. Marketing Strategy

a. Positioningb. Communication Strategy

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Photo Credit: Flickr /Let Ideas Compete

Global Muslim Travel Market

4. Marketing Strategy

a. Positioningb. Communication Strategy

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Photo Credit: Flickr /Let Ideas Compete

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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).

4. Marketing Strategy – Positioning Statements

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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,

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

Global Muslim Travel Market

4. Marketing Strategy

a. Positioningb. Communication Strategy

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Photo Credit: Flickr /Let Ideas Compete

CORE ISLAMIC TOURISM

MUSLIM TOURISTS – STRUCTURAL ALIGNMENT

WITH VALUES & NEEDS

GLOBAL DESTINATION APPEAL WITH FAMILY-FOCUS

• 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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Effective Communication Recommendation

Market positioning: ‘Authentic' yet ‘Inclusive'

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..)

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Effective Communication Recommendation

Marketing channels: Mainstream & Targeted

RECOMMENDATION: Targeted ‘Muslim’ audience marketing channels and/or integrated with national campaigns

Global Muslim Travel Market

Implementation Strategy

Where you are Desired Position How to address gap

Positioning

Products/Services

Messaging

Customer service

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Global Muslim Travel Market

4-Step Muslim Market StrategyFor Hotels & Resorts, Destinations and Travel Agents

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Market Sizing & Audience Relevance

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GROWTH STRATEGYRESEARCH & ADVISORY

80 Broad Street, 5th Floor, New York City, NY 10004, USA

www.dinarstandard.comE: reem.elshafaki@dinarstandard.comW: www.dinarstandard.com