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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
2
Global Muslim Travel Market 3
Different players have different strategies
4
5
Different players have different strategies
6
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
8
Market Sizing & Audience Relevance
Global Muslim Travel Market
4-Step Muslim Market Strategy
9
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
10
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
14
Global Muslim Travel Market 15
Market Sizing & Audience Relevance
4-Step Muslim Market Strategy
Global Muslim Travel Market
2. Key Themes to Consider
16
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
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 18
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
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 19
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
21
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
23
Photo Credit: Flickr /Let Ideas Compete
Global Muslim Travel Market
4. Marketing Strategy
a. Positioningb. Communication Strategy
24
Photo Credit: Flickr /Let Ideas Compete
25
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
26
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
27
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’…
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 28
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..)
The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 29
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
30
Global Muslim Travel Market
4-Step Muslim Market StrategyFor Hotels & Resorts, Destinations and Travel Agents
31
Market Sizing & Audience Relevance
32
GROWTH STRATEGYRESEARCH & ADVISORY
80 Broad Street, 5th Floor, New York City, NY 10004, USA
www.dinarstandard.comE: [email protected]: www.dinarstandard.com