Halal Travel 2016Understanding a unique traveller’ needs & likes

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Press Briefing

Al Ain Room B, Arabian Travel Market

Tuesday 26th April 2016

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Your speakers today

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Antoine MedawarVice President,

Amadeus MENA

Ernesto Sanchez BeaumontHead of Commercial Strategy

and Business Management,

Amadeus MENA

Khaled GadGeneral Manager

Amadeus Egypt

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Index

1. Significance & opportunities for of Halal Tourism

2. Targets and methodology

3. Findings

4. Key takeaways

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Halal Tourism:

Significance and opportunities

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Significance & opportunities for Halal Tourism

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Halal Tourism is set to grow significantly in the next 5 years – by 50% in volume and 35% in value

Market size The potential Trends 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

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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

Targets and methodology2

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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

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_ 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

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A multi-faceted approach

Identify

Validate

Develop hypotheses about the target and their needs

Primary research to explore traveller experiences

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Findings3

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Women as strong influencers

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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”

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_ 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

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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

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Unlocking untapped destinations

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- 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-Muslimcountries just as easily as they cantravel to Muslim destinations

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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

Key takeaways4

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Key takeaways

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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.

You can follow us on:

AmadeusITGroup

amadeus.com/blogamadeus.com

Thank you

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