Muslim Friendly Tourism (MFT):
Understanding the Supply and Demand Sides
In the OIC Member Countries
27
Travel Group/Age
Generation X traveling with
older children
Travel during school holidays
They plan trips early
Young couples with children
Travel shorter distances
Newlyweds
Assisted trip planning with
travel agents
Early trip planning
Multi-generation family
travelers – Muslim tourists
traveling with immediate and
extended families are the
most common Muslim travel
segment. The size of the
travel group can be from 5/6
to 10/15
Assisted trip planning with
travel agents
Apartment-style
accommodation preferred
Travel during school holidays
Millennials/Generation Y – youth traveling alone or with
friends. Although the majority of Muslim tourists used to be
male oriented, the female tourist share has risen rapidly and is
now highly significant.
Educated and with minds of their own, they are not afraid to
challenge the status quo. They will seek to question why a
particular location does not adequately meet the needs of the
Muslim traveler and consequently share their doubts with
peers.
More informed and brand-savvy, and are very likely to question
and demand more in their travels.
Likely to book Airbnb
Free and easy travelers
Young Muslim tourists enjoy fun, freedom and adventure
Budget
Luxury travel.
Expect a very high level of
service and satisfaction in
their travel experiences.
Book through travel agents
Expect airport transfer
Fine dining is sought out
Shopping would be at major
malls for designer apparel
and other items
Average budget
Book online with preference
towards prepaid package tour
Preference towards online
travel agents offering
competitive pricing
Airlines offering promotions or
deals would be preferred
Discounts or vouchers for
dining
Attractions offering
promotions
Low budget
Use low-cost/budget airline
carrier
Homestay/No-frill hotels or
stay with friends or relatives
Preference is to seek best
deals and discounts
Unlikely to use travel agents
Dining would be at food
courts or fast food outlets
Travel motivation/reasons; These areas have been expanded in 1.2.4.
Sightseeing, shopping and
dining
Visiting friends and relatives Going on a Honeymoon
Discovering Islamic heritage
and history
Adventure Local cultural experience
Research and Trip Planning
Personal Experiences
Familiarity with a country/region via a
previous visit
Travel agents
For bookings and recommendations
Word of mouth
Personal recommendations of family or
friends. Family and friends as key influencers
in travel decisions as well as choice of travel
agents or online travel sites.
Internet
For travel information/recommendations,
bookings and prayer times.
The overall rate of internet use amongst Muslim
tourists is still relatively low. Although internet
booking constitutes only a relatively small
portion of all bookings, the expected growth
rates are very high as Muslim users become
increasingly web literate and smart phony savvy.