Muslim Friendly Tourism:
Developing and Marketing MFT Products and Services
In the OIC Member Countries
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Sales Promotion with other Halal lifestyle sectors
The mainstream travel industry runs travel related cross promotions, contests and discounts.
For example Hyatt Hotels launched a loyalty program that offers discounts to its members when
they purchase directly from the Hyatt website. An example from the MFT industry is the
Indonesian coastal city of Pariaman which organized a blogging contest to promote itself as an
Islamic tourism destination. Specific opportunity exists to engage with other Halal lifestyle
sectors of modest fashion, retail Islamic banking, Halal food, Muslim media and other related
Muslim-lifestyle sectors.
Integrated Campaigns
Integrated offline and social media campaigns are very effective. The Iceland Tourism Board
launched a campaign called “Share the Secret” aimed at showcasing local attractions and
lesser-known beautiful places. The campaign encouraged locals to post photos and videos
sharing their special places, using the hashtag #icelandsecret. The content was compiled
online and offline into an interactive art exhibition at Keflavik Airport.326
Expedia launched a contest asking people to post a photo of their favorite summer memory
using the hashtag #throwmeback on Expedia’s Twitter or Instagram accounts. The company
spread awareness about the contest with a TV commercial. Each week a winner is chosen and
receives a travel voucher.327 Burj Al Arab Jumeirah’s campaign that was mentioned under
Digital Promotion is another example of an integrated campaign, as it involved both social
media as well as outdoor marketing as campaign images were projected on Burj Al Arab’s sail.
Distribution
In recent years travel distribution has shifted towards online, with online travel agencies
(OTAs) now taking a large share of the market. According to Phocuswright, online travel
agencies are the fastest growing distribution channel globally. Some hotels have launched
campaigns to push direct bookings. Hilton Worldwide launched an ad campaign in early 2016
telling potential guests to “stop clicking around” and that the lowest guaranteed rate at a
Hilton can only be found on . Marriott International and Starwood Hotels and
Resorts Worldwide also launched similar campaigns. 328
MFT hotels use both mainstream online travel agencies such as and Agoda in
addition to MFT online travel agencies such as and HalalTrip. In addition
to listing the general features of hotels, MFT OTAs provide information on Muslim-friendly
services offered. For example, s platform allows visitors to search for
hotels by Muslim-friendly related feature. For example, users may search for hotels where
there is no alcohol provided at premises and ladies only beach is provided in addition to other
features.
Pricing
The results of the survey confirm that Muslim consumers are price conscious, which is also
confirmed by the interviews. Survey respondents indicated that cost was the most important
326 Pascal, Violeta-Loredana. "Iceland Launches ‘Share the Secret’ Campaign #icelandsecret”. Argophilia Travel News. N.p., 2
Oct. 2013. Web.
327 Nudd, Tim. "Expedia Travels Back in Time to Recreate Your Best Throwback Thursday Photos One a Week through
August." Adweek. N.p., 24 July 2014. Web.
328 Mayerowitz, Scott. "Why Booking Direct Has Become a Focus for Major Hotel Brands." Skift. N.p., 18 Apr. 2016. Web.