07
September-October . 2024
Muslim-Friendly Tourism
07
Redefining Muslim travel experience
FOUNDER and CEO of CrescentRating Fazal Bahardeen said destinations must recognise that Muslim travellers were diverse and not confined to a single ethnic or cultural background . To effectively market to second and third-generation Muslims in non- OIC countries , he urged destinations to focus on inclusive messaging that reflects the multicultural nature of the Muslim community .
CHANGING BEHAVIOUR OF MUSLIM TRAVELLERS
“ With our consumer platform , HalalTrip , we closely monitor the changing behaviour of Muslim consumers . We have observed a significant shift in the travel behaviour of second — and third-generation Muslims in non-OIC countries . Their patterns differ from those of the first generation , with the younger generations planning their vacations in ways that align more closely with the overall population of the countries they reside in rather than reflecting the travel behaviours of their
“ By embracing all four dimensions of the RIDA framework , destinations can effectively cater to the diverse needs of Muslim travellers while creating authentic and culturally relevant experiences that are both enriching and inclusive .”
Fazal Bahardeen parents or grandparents .”
Fazal highlighted that while Muslim travellers shared strong values regarding their faith-based needs , such as halal food and prayer facilities , their cultural preferences can vary widely . The younger Muslim travellers expect not only basic accommodations but also comprehensive services that allow them to fully observe their faith while travelling . Many also seek to reconnect with their Islamic heritage through cultural and historical experiences .
“ Moreover , they are highly tech-savvy , relying heavily on digital platforms to discover , plan , and share travel experiences . To effectively attract these travellers , destinations must offer a blend of modern , inclusive experiences that cater to their faith-based needs while resonating with their desire for cultural exploration and digital engagement .”
CREATING AUTHENTIC CULTURAL EXPERIENCES
“ Collaborating with local Muslim communities is crucial for creating authentic and culturally relevant experiences that resonate with Muslim travellers . Destinations can partner with local mosques and community organisations to offer guided tours , cultural events , and culinary experiences deeply rooted in the local Muslim culture . This enhances the visitor experience and supports local communities by fostering economic growth and promoting cross-cultural understanding ,” Fazal elaborated .
At CrescentRating , Fazal and his team have developed the RIDA framework to guide destinations in designing services for Muslim travellers . The RIDA framework includes four dimensions : Responsible , Immersive , Digital ,
THE RIDA FRAMEWORK
• Responsible : Emphasising sustainability and ethical practices in tourism , ensuring that destinations cater to the needs of travellers while also considering the broader social and environmental impact .
• Immersive : Creating culturally rich and engaging experiences that allow travellers to deeply connect with the local heritage and traditions , offering them a meaningful journey that transcends typical tourism .
• Digital : Leveraging technology to enhance the travel experience , from the initial planning stages to the journey . This includes using digital platforms to discover , book , and share experiences seamlessly .
• Assured : Providing clear and reliable Muslim-friendly assurances , such as Halal food certifications , prayer facilities , and other faith-based services , to ensure travellers feel confident and comfortable throughout their journey .
and Assured . He highlighted that the term “ RIDA ,” which translates to “ contentment ” or “ satisfaction ” in Arabic , embodies a state of harmony and fulfilment .
“ By embracing all four dimensions of the RIDA framework , destinations can effectively cater to the diverse needs of Muslim travellers while creating authentic and culturally relevant experiences that are both enriching and inclusive . This approach not only meets the expectations of modern Muslim travellers but also enhances the overall quality and appeal of the destination .”
Batik Air ’ s strategic vision for Muslimfriendly tourism
DATUK Chandran Rama Muthy , CEO of Batik Air , highlighted that with 70 per cent of the global Muslim population residing in Asia , Malaysia was ideally situated to capitalise on emerging markets . He pointed out that Malaysia ’ s proximity to these regions , combined with the rapid growth of middleand higher-income Muslim populations , offered substantial opportunities for outbound travel .
STRENGTHENING MARKET POSITION
“ We recognise the growing demand for outbound travel to countries that offer Muslim-friendly services and experiences , many of which are already part of Batik Air ’ s extensive network ,” explained Chandran .
“ For example , all of our destinations in Australia are well suited to the needs of Muslim travellers thanks to the country ’ s diverse and cosmopolitan environment .
“ We are committed to supporting pilgrims from Malaysia , Indonesia , Singapore and other markets . We aim to be there for the communities we serve and provide them with the best possible travel experience .”
Datuk Chandran Rama Muthy
Expanding on Batik Air ’ s involvement in the Muslim-friendly space , Chandran explained that the airline had been actively positioning itself to cater to this market .
“ We have strategically expanded our routes to include key hubs in these regions ,” he stated , adding that this approach has enhanced the airline ’ s connectivity across Southeast Asia .”
By tailoring services to meet the specific needs of Muslim travellers , Batik Air has strengthened its market position , unlocking new growth opportunities in the process .
ENHANCING CONNECTIVITY
Chandran also addressed the airline ’ s role in enhancing Muslim-friendly tourism and connectivity within Southeast Asia . He noted that Batik Air ’ s operations are designed to support robust traffic flows , particularly from Kuala Lumpur International Airport ( KLIA ) to critical Southeast Asian destinations .
“ Our wide routes not only provide business opportunities but also promote tourism and economic growth throughout the region ,” he said .
He also emphasised the importance of collaborations with Muslim travel agents across Asia , which has bolstered the airline ’ s presence in key markets .
Looking ahead , Chandran spoke about the future opportunities in the Muslim-friendly tourism sector , particularly in the context of religious tourism . He noted the potential for growth in travel from Indonesia to Saudi Arabia , estimating that this market could exceed 2.3 million travellers by 2024 . To tap into this demand , Batik Air has positioned KLIA as a central hub , aligning with the Ministry of Tourism , Arts and Culture ( MOTAC )’ s goal to establish
INTEGRATING MUSLIM-FRIENDLY SERVICES
Airbus A330 Integration :
• Enables long-haul flights to Jeddah , Tashkent , and other key markets .
• Expands capacity and frequency by end of 2024 for greater comfort .
Cultural Itineraries :
• Includes Tashkent , rich in Islamic history , offering meaningful experiences for Muslim passengers .
Route Network Expansion :
• Enhances connectivity across Southeast Asia , especially in Malaysia , Indonesia , and Thailand .
• Partnerships with Emirates and Etihad provide seamless travel to more destinations .
• Increases brand visibility , making Batik Air more accessible to Muslim travellers .
Feeder Services :
• Simplifies travel to Jeddah through Lion Air Group airlines .
Malaysia as a preferred transit point for Muslim travellers .
“ To further enhance the Umrah experience , Batik Air has introduced a special offering for Indonesian pilgrims in collaboration with Indonesian and Malaysian travel agents . As part of their return journey , they can enjoy a one-day stay in Kuala Lumpur , which is included in their Umrah programme .
“ This not only enhances their religious journey but also promotes Kuala Lumpur as a destination for Islamic tourism where they can explore the city ’ s rich heritage , visit iconic mosques and experience the famous Malaysian hospitality before heading home .” – RnR