JULY-AUGUST 2022 | 09
Providing the best
The Muslim-Friendly Accommodation Recognition ( MFAR ) increases Muslim travellers ’ confidence in Sunway City Kuala Lumpur Hotels
Alex Castaldi
BY FATIHAH MANAF
THE hospitality and tourism industry plays a crucial role in the country ’ s economic growth , especially postpandemic when people start travelling again . With the Muslim tourist arrival expected to increase this year , there is an urgent need for players in this industry to specifically target this market and cater for this segment of travellers .
Being recognised as a Muslim-friendly facility will help attract Muslim travellers - keen to choose Malaysia as their preferred destination — to stay at the accommodation .
“ The Muslim tourist market is an important market for Sunway City Kuala Lumpur Hotels - Sunway Resort , Sunway Hotel Pyramid and Sunway Hotel Clio ,” said Alex Castaldi , Senior General Manager of Sunway City Kuala Lumpur Hotels , one of the brands which received the Muslim-Friendly Accommodation Recognition ( MFAR ) from Islamic Tourism Centre ( ITC ).
“ In 2019 , during the pre-pandemic period , the Middle East market contributes approximately 22 per cent of the total hotel business in Sunway City Kuala Lumpur . Domestic tourism made up 23 per cent of our entire room nights .
“ Being a Muslim country , we emphasise the comfort and convenience for Muslim residents and guests . Due to the many similarities that we share , such as language , proximity and food , we have been catering to the needs of Muslim travellers – be it local or international travellers . Thus , the journey toward becoming a Muslim-Friendly hotel was smooth .”
MAKING EXTRA EFFORTS TO BECOME MUSLIM-FRIENDLY
Sunway City Kuala Lumpur Hotels make specific efforts to cater to the Muslim tourist market . The hotels provide Qibla direction indicators in all guest rooms and bidets in all guest rooms and public washrooms . They
Muslim travellers are more confident in the brand , knowing that our Muslimfriendly facilities and services are recognised and acknowledged by MFAR .” — Alex Castaldi
also make sejadah ( prayer mats ) available and have prayer rooms for male and female guests .
“ We have halal certification by the Department of Islamic Development Malaysia ( JAKIM ) for our banquet kitchen , Arabic guest cards and brochures and Arabic guest relations officers .
“ During the summer holidays in the Middle East , we get a surge of Middle Eastern guests in our hotels . Therefore , additional facilities and services are implemented , such as the availability of special food and beverages ( F & B ) dishes and menu , a guide in Arabic which lists nearby attractions that are also Muslim-friendly and an Arabic lounge facility with Arabic cuisines and snacks ,” elaborated Castaldi .
According to Castaldi , being a Muslimfriendly hotel brings excellent value as it further enhances the Sunway City Kuala Lumpur destination as a preferred choice for Muslim travellers worldwide .
“ Muslim travellers are more confident in the brand , knowing that our Muslim-friendly facilities and services are recognised and acknowledged by MFAR .”
SUSTAINABILITY INITIATIVES AT SUNWAY CITY KUALA LUMPUR HOTELS
Islamic values have always been consistent with sustainability . Thus , incorporating Muslim-friendly elements makes a facility consider other components such as sustainability and the environment . In this regard , Castaldi agrees that sustainability is an integral component of Sunway Hotels & Resorts .
“ We have a dedicated Sustainability Manager who not only creates and implements sustainability initiatives but also keeps track and monitors the hotels ’ sustainability performance , conducts training , seeks partnership and collaborations with relevant businesses and much more .”
Among the sustainability initiatives at the group ’ s hotels are :
• Soapful programme : This programme is one of Sunway Hotels & Resorts ’ sustainable initiatives that repurposes used soap bars from all their hotels . The group works with a certified soap maker to sterilise and repurpose each soap bar before distributing them to the beneficiaries for personal use . They will be sold as part of their social enterprise programmes at charity sales , community markets and other social platforms .
• Zero single-use plastics : In 2019 , Sunway Hotels & Resorts moved away from single-use plastic straws and began offering only sugarcane straws as a move towards protecting oceans and the life within . In line with Malaysia ’ s Roadmap Towards Zero Single Use Plastics 2018 – 2030 , Sunway Hotels & Resorts is working towards phasing out single-use items within the hotels ’ operations by replacing selected items with greener or more environmentally-friendly options .
• Sunway ’ s # ZEROFOODWASTAGE : This programme is Sunway group ’ s collaboration with Kechara Soup Kitchen Society since 2017 , where surplus food from buffets served at their hotels is distributed to the homeless and urban poor in Malaysia . To strengthen the hotels ’ Muslim-friendly positioning , Castaldi shared they planned to participate in new training programmes to be consistent , up-to-date and continuously provide the best Muslim-friendly facilities and services .
“ Our Sales Team is organising sales meetings and product presentations in the Middle East . We also invite Muslim influencers ( bloggers ) to experience Sunway ’ s hospitality .” — R & R