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Halal Travel 2016

2016Understanding a unique traveller’ needs & likes

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Halal Travel 2016

  1. 1. Halal Travel 2016 Understanding a unique traveller’ needs & likes ©2016AmadeusITGroupSA Press Briefing Al Ain Room B, Arabian Travel Market Tuesday 26th April 2016
  2. 2. Page 2 Your speakers today ©2016AmadeusITGroupSA Antoine Medawar Vice President, Amadeus MENA Ernesto Sanchez Beaumont Head of Commercial Strategy and Business Management, Amadeus MENA Khaled Gad General Manager Amadeus Egypt
  3. 3. Page 3 Index 1. Significance & opportunities for of Halal Tourism 2. Targets and methodology 3. Findings 4. Key takeaways ©2016AmadeusITGroupSA
  4. 4. Halal Tourism: Significance and opportunities 1 ©2016AmadeusITGroupSA
  5. 5. Page 5 Significance & opportunities for Halal Tourism ©2016AmadeusITGroupSA Halal Tourism is set to grow significantly in the next 5 years – by 50% in volume and 35% in value Market size The potentialTrends and predictions It was valued at $145 billion in 2014 The typical Muslim consumer is now younger, educated and with a larger disposable income than before, which has precipitated an increased propensity to travel Halal travellers are expected to grow from 110 million in 2014 to 150 million visitors by 2020
  6. 6. Page 6 ©2016AmadeusITGroupSA Halal Travellers as a key audience High consumer purchasing-power of MENA tourists _ Prevalence of middle and upper class _ Consumers have capability to ‘go anywhere and do anything’ – desire and ability to experience and explore the world International governments actively attracting Halal travellers _ Schengen and UK visa waiver for UAE nationals _ ‘Muslim destinations’ (Malaysia, Turkey) continue to attract MENA tourists _ Non-Muslim destinations now actively going after this audience (South Korea, Thailand) Family-orientated society _ More so than other Muslim countries, travellers from the Gulf countries typically travel in large family groups _ Rarely do families travel in groups <10
  7. 7. Targets and methodology 2 ©2016AmadeusITGroupSA
  8. 8. Page 8 ©2016AmadeusITGroupSA RESEARCH OBJECTIVES: Drive innovation through deeper understanding of Halal Travellers. Our target and objectives TARGET DEFINITION FOR THE STUDY: Halal Travellers: travellers who wish to maintain their Muslim principles when they travel (i.e. prayer, food, cultural norms). − Understand trip planning and travel behaviours more generally − Explore travel experiences, pain points, delighters and future needs amongst the target − Identify opportunity areas − Explore expectations and requirements of travel industry
  9. 9. Page 9 ©2016AmadeusITGroupSA _ Family life stage – mix of younger and older kids in family _ Make at least 2 international trips per year _ Travel for a variety of reasons and to a mix of known / unknown destinations _ Varied attitudes towards technology – Innovators, Early Adopters, Early Majority and Late Majority _ Both local and expat populations included People with a range of backgrounds, and varying travel attitudes and behaviours
  10. 10. Page 10 ©2016AmadeusITGroupSA A multi-faceted approach Identify Validate Develop hypotheses about the target and their needs Primary research to explore traveller experiences 1- 2-
  11. 11. Findings 3 ©2016AmadeusITGroupSA
  12. 12. Page 12 Women as strong influencers ©2015AmadeusITGroupSA High Medium Low Level of involvement: ‘Final sign off’ Guided by wife Strong influence Destinations influenced by kids Delegates to wife, makes suggestions Responsibility ensuring everyone is happy Will work with Mum to plan Ultimately responsible for transfers etc Advises but leaves logistics to husband Helps wife but mostly ‘told what to do’ Responsibility for planning Limited / no role Ultimate responsibility Limited / no role Limited / no role Destination selection Dad Mum Kids Booking flights and hotels Activity plan and booking Managing trip logistics Extra trip preparations Limited / no role “I usually need to compete with my wife, we both search until we see who gets the best price. Usually my wife is the planner”
  13. 13. Page 13 _ Understand the variety of different Halal travellers is key: They don’t have the same needs or expectations Not all halal travellers are looking for the same thing ©2015AmadeusITGroupSA TRAVEL PURPOSE Comfort Exploration Core family Deal seekingExtended family Simplicity seeking COMPANIONSHIP FINANCIAL MOTIVATION Travels to known destinations No compromise on ‘family friendly’ Halal food key Seeks out new destinations Appreciates may see cultural ‘shocks’ Flexible (food, etc.) Travelling with spouse, kids But can’t assume it’s strictly a small group! Often UAE expats Travelling with a wider family group May include siblings, parents / in-law, maid, friends, etc. Want to keep costs to a minimum Not necessarily cost-constrained ‘Savvy shoppers’, don’t see value in big spend Wants things to go smoothly Prepared to pay more / ignore cost Often when in unknown / non- Muslim destinations
  14. 14. Page 14 Unlocking untapped destinations ©2015AmadeusITGroupSA - Family-friendly, ‘safe’ - Halal dining options - Often short journeys - No language barrier - Easy to find places to pray - Cultural comfort Muslim destinations Non-Muslim destinations - Poor service (transportation, punctuality etc) - Political instability - Little difference to own country (landscape, things to do) - Totally different (landscape, history) - Social status - Personal growth - Climate (e.g. colder weather) - Good service - Shopping tourism - Limited Halal dining options - Cultural comfort - Risk that wife / children will see something inappropriate “For new countries I prefer to use agencies. They have the experience, and you have someone to turn to if something goes wrong” Traveller Choosing destinations is also about making a trade off Being able to travel to Non-Muslim countries just as easily as they can travel to Muslim destinations
  15. 15. Page 15 ©2016AmadeusITGroupSA Three groups of Halal Travellers’ needs Maximising Trip Value Halal seekers plan their trip to maximize their experiences Relevant Accommodation They prefer Halal friendly accommodation that gives them freedom Family-friendly destinations At their destination, Halal seekers want to explore within their comfort zone
  16. 16. Key takeaways 4 ©2016AmadeusITGroupSA
  17. 17. Page 17 Key takeaways ©2015AmadeusITGroupSA Not all Halal travelers are the same, but most of them seek to: 1. maximize their trip value through extensive planning and careful choice of destination, mostly led by women 2. find out relevant accommodation in accordance with their cultural tradition and religious requirements 3. explore new destinations beyond OIC (Organisation of Islamic Co-operation) standards, but family-friendly and within their religious comfort zone.
  18. 18. You can follow us on: AmadeusITGroup Thank you ©2016AmadeusITGroupSA

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  • ucal

    Apr. 12, 2018
  • dounialakhal2

    May. 19, 2018

2016Understanding a unique traveller’ needs & likes


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