HT Muslim Millennial Travel Report 2017

Muslim Millennial
Travel Report 2017

October 2017
#MuslimMillennialTravel By Mastercard & HalalTrip

Table of Contents
Muslim Millennials 4
Muslim Millennial Traveler (MMT) Profile 9
10 Questions Facing the Muslim Millennial Traveler (MMT) Market 11
Interviews 13
Muslim Millennial Travel Survey Results 18
Appendix: Survey Demographics 37
Acknowledgements 39
References 42
Mastercard-HalalTrip
Muslim Millennial Travel Report 2017
1
Get Inspired . Go . Inspire Others
About HalalTrip
HalalTrip makes place discovery and trip planning fun and intuitive with extensive travel tips and video
reviews. Its vision is to become the trusted trip advisor for Muslim travelers around the globe. HalalTrip
brings together the global Muslim community by encouraging sharing of Mosques & Attractions and
reviewing of Halal Restaurants.
HalalTrip's mobile app provides a collection of must-have features to help Muslims navigate their way,
whether they are planning their next Halal friendly holiday or wish to purchase a Muslim-friendly travel
package to their next destination. Useful tools such as Qibla direction finder, Prayer times and In-flight prayer
calculator are some of the essential travel resources for Muslims from the time they leave their homes and
while on their journey.
About Mastercard
Mastercard is a technology company in the global payments industry. Mastercard operates the world’s
fastest payments processing network, connecting consumers, financial institutions, merchants,
governments and businesses in more than 210 countries and territories.
Mastercard’s products and solutions make everyday commerce activities - such as shopping, traveling,
running a business, and managing finances - easier, more secure, and more efficient for everyone.
Mastercard & HalalTrip partnered with SCRIPT@Murdoch Singapore to develop the Muslim Millennial Travel
Market 2017 report
About SCRIPT@Murdoch Singapore

Murdoch Singapore is a wholly owned subsidiary of Murdoch University, Perth Australia incorporated in 2014
to support its partners and students in Singapore. Murdoch’s 5,500 Singapore-based students are an integral
part of Murdoch University’s 22,000-student base who study in Singapore, Perth and Dubai.
To cement Murdoch’s presence and engagement with the Singapore and wider ASEAN community, in 2016,
Murdoch set up its first offshore research and development center – Singapore Centre for Research in
Innovation, Productivity and Technology (SCRIPT). Initiated on the back of Murdoch’s engagement, through a
SPRING funded research study, with Singapore’s small and medium enterprise (SME) in the manufacturing
sector and the University’s Second Murdoch Commission on Food Security, SCRIPT has continued to deploy
its research expertise to tackle issues that are front and center to Singapore and Singaporeans.
2
Muslim Millennials
Muslim Travel Market Potential

Between 2015 and 2060, the Muslim demographic is expected to grow more than twice as fast as the overall world
population1. While the world’s population is projected to grow at 32% in the coming decades, the number of Muslims is
expected to increase by 70% – from 1.8 billion in 2015 to nearly 3 billion in 2060. In terms of consumer spending, in 2015
the global Islamic economy generated approximately US$ 1.9 trillion in food and lifestyle sector expenditure. Further, this
market is expected to grow to US$ 3 trillion by 20212.
The Muslim travel market segment is a highly lucrative segment in contemporary tourism. According to the
Mastercard-CrescentRating Global Muslim Travel Index 2017 (GMTI 2017)3, global tourism tracked an estimated 121
million Muslim international travelers in 2016, a figure projected to grow to 156 million by 2020. This segment’s travel
expenditure is estimated to reach US$ 300 billion by 20261.
Travel
Expenditure
2000 2010 2016 2020 US$
25 Million 98 Million 121 Million 158 Million
Visitors Visitors Visitors Visitors 300
Billion
by 2026
The GMTI 2017 report identified the younger Muslim population as one of the key drivers of growth in the Muslim Travel
Market.
“Muslims are also the youngest segment amongst all other major religious groups with a median age of 23 years old in 2010.
These trendsetters are shaping the future travel industry through their strong viewpoints and unique purchasing behaviours.”
People under the age of 30 make up 60% of the population in Muslim majority countries2. That is approximately 1 billion
people. In contrast, only approximately 11% of the world’s population is under 30. By 2030, 29% of the global population
aged 15 – 29 are projected to be Muslims4. The growth of the global Muslim population, especially the increasingly
affluent young Muslim market segment, signals a huge potential for Muslim-friendly travel related products and services
in the international market5.
Concurrently, there has been a growing interest in the Millennial traveler in recent years. The Millennial generation (also
referred to as Gen Y), within the 20 to 36 age group (in 2017), is one of the fastest growing consumer segments globally.
It is estimated that Millennials represent 20% of international travelers. By 2020, Millennials are expected to make 320
million international trips annually, representing an overwhelming 47% upsurge from 217 million in 2013.
4
As a key travel market sub-segment, Muslim Millennial Travelers (MMTs) present a different set of value propositions in
their travel consumption and expenditure patterns, and it is critical to gain deeper insights on their travel motivations and
decision-making processes.
The Muslim Millennial Landscape

Millennial travelers in general are a unique group with specific needs, character, motives and expectations. Unlike
previous generations, Millennials are digital natives and often share their experiences and opinions openly on the
internet, especially on social media sites. Possessing greater access to education and information, this market segment
often puts in more time and effort to conduct comprehensive research before making travel arrangements.
Well-connected and tech-savvy, these travelers tend to be to be ahead of travel trends compared to previous
generations.
MMTs as a subset of Millennial travelers are assumed to be equally, if not more, a distinct group of travelers who have
special requirements, interests and decision-making styles when planning their travels. A number of terms are
commonly used to describe Muslim Millennials, including Gen M, Mipsterz (Muslim Hipsters) and GUMmies (Global
Urban Muslim Consumer).
The growth potential and market value of Millennials should drive tourism and hospitality stakeholders to investigate the
demand characteristics and divergence within this dynamic market segment. Although this market is just beginning to
develop their travel preferences, they will be entering their peak earning, spending and traveling life stage within the next
5-10 years. It is important to acknowledge and recognize that significant variances exist in terms of the characteristics
and profiles of Millennials across the globe.
As acknowledged in the global study by Oracle Hospitality6, cultural differences between diverse geographical and
socio-demographical segments of Millennials must be recognized, as this generates variances and differences in terms
of usage patterns, preferences and needs or wants. In addition, within the context of the Muslim consumer, there are
divergent characteristics, socio-cultural norms and preferences across local and regional areas7.
To evaluate the Muslim Millennial market and its potential for tourism destinations, tour operators, airlines, and the
tourism and hospitality industries, this report looks at the following:
I. Investigate the tripographic and social-demographic of the MMT

II. Develop an understanding of the MMT’s trip planning and travel decision making process
III. Ascertain the key tourism experience attributes and activities sought by Muslim Millennials whilst travelling
IV. Examine the social media behavior of MMTs and trends in the contemporary digital space
Travel Patterns and Trip Planning and Travel Experiences Digital Media Trends
Tripographic Profile Travel Decisions & Activities
• Reasons, frequency and duration of • Advance planning Accommodation • Top Social Media Applications while
traveling • Channels for Booking Abroad
• Preferred Destination Choices Accommodation
• Expenditure, Companions and • Social Networking Sites for Sharing
Arrangements • Influencing Factors on Travel Plan • Types of Accommodation Booked Travel Experiences
• Sources of Influence • Factors for Choice of • Motivations for Social Media Apps
Accommodation Usage
• Muslim Friendly Services as Factors

for Selecting Accommodation
Transport
• Channels for booking transportation
• Getting around at destination
• Importance of Various Services

when selecting flights
Food & Beverages

• Type of Food Places
• Options When Halal Food Not

Available
• Considerations When Selecting

Food
5
Key Insights
The MMTs in this study shared that they traveled mostly for leisure and holidays, experiencing local culture and heritage,
as well as visiting friends and relatives. On average, the MMTs traveled 2 – 5 times a year, and are generally cost
conscious. They tend to travel with family and friends, and showed a preference for free and independent travel
arrangements. The top three factors that influenced the MMT’s travel plans were cost of flights and accommodation,
safety and tourism concerns, and availability of Halal food. In general, the MMTs showed reliance on content posted by
other travelers, as well as family and friends.
When it comes to booking accommodation, MMTs opted for online travel agents and direct booking channels. They
prioritized affordability, location and free Wifi when selecting accommodation. Specifically, for Muslim-friendly services
and amenities, they valued availability and proximity to Halal food options, mosques and prayer facilities and
water-friendly facilities.
Direct booking was the most common option for booking of flights, followed by travel websites. MMTs shared that ticket
pricing, safety records, baggage allowances and Halal meal choices were important considerations when selecting
flights. When choosing food and beverage during their travels, MMTs shared that they preferred Halal assured and
certified places. However, if such establishments were not available, MMTs were open to patronizing seafood-only or
vegetarian-only restaurants.
As digital natives, MMTs favored photo-sharing websites like Instagram, and information-sharing platforms like Facebook
and Snapchat during their travels. The MMTs further shared that they used social media because they wanted to remain
highly accessible and visible online when they travel. This allowed them to connect and guide other MMTs within the
wider community.
From the study, it is observed that the MMTs are a distinct group of travelers who require unique facilities and services,
which should be generally Muslim-friendly. Therefore, service providers need to acknowledge the unique identity of the
MMTs and their values.
The Three As
Based on the findings of the study, MMT trends can be characterized into the three As (3As)– Authentic, Affordable and
Accessible. The 3As encapsulate key travel patterns across the MMTs trip experience from trip planning to experiencing
to sharing with others.
As the internet and social environments play key roles in their everyday lives, destinations and service providers must
evolve their offerings to ensure that their brands are aligned with the 3As to best equip their facilities to this emerging
segment.
Authentic Affordable Accessible
Destination discovery Accommodation Technology

Local cuisine Transport Information
Flexible itinerary Experiences Sharing
These MMTs can be further described as being

Represented by cross-cultural backgrounds
Geographically dispersed and differentiated
Earning higher incomes and willing to spend it
Love the internet and are social media proficient
Significantly impacted/influenced by digital media and strategies
Vocal , with opinions they wish to share; and
Enjoy inclusiveness, engagement and being appreciated 3,7,9
To serve this consumer segment effectively, it is key for industries to consider this demographic, not only as an
age-specific segment, but also understand their lifestyle and mindset and therefore be able to cater to their needs.
6
CrescentRating estimates that more than 36% of Muslim Travelers in 2016 were Millennials; with another 33% being
Gen Z. Based on the estimated 121 Million Muslim International visitors in 2016, this will mean that more than 80 Million
Muslim travelers were either Millennials or Gen Z.
It is projected that Muslim Millennial travelers’ expenditure will surpass US$ 100 billion by 2025.
121 million Muslim Travelers in 156 million by 2020

The Present
2016
The Future
US$220 billion by 2020, and
US$156 billion in Tourism $300 billion by 2026
Spending in 2016
29% of global population aged
60% of global Muslims under 15-29 Muslims by 2030
the age of 30 in 2010
Travel Expenditure
US$ +100 billion by 2025
Muslim Millennial travelers
The top 10 Muslim Millennial Outbound The top 5 Muslim Millennial outbound
Markets (OIC countries) are: Markets (non-OIC countries) are:
Saudi Arabia Germany

Malaysia Russian Federation
Turkey India
Kazakhstan United Kingdom
Egypt China
Indonesia
Oman
Iran
UAE
Qatar
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Muslim Millennial Traveler (MMT) Profile
The Three A’s That Will Drive US$100 Billion in Expediture by 2025
The Mastercard-HalalTrip Muslim Millennial Travel Report reveals that MMT's are a distinct group of travelers with unique
travel needs. Driven by their desire to find products and services which are Authentic, Affordable & Accessible (3As),
these travel patterns can be observed in the planning stage, during the trip itself, and when sharing their experiences
with others; "Get Inspired", "Go" and "Inspire Others" phases.
Based on the findings in the current study as well as qualitative insights, a snapshot of the key characteristics and profile
of the MMT can be mapped in the MMT "DNA". HalalTrip's MMT "DNA" captures the vibrant spirit of the MMTs and their
growing aspirations to ultimately discover through travel and share their stories with peers and the community.
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The differences between the general Muslim travelers and the

Muslim Millennials and its impact to the industry
A R EA G E N E R A L M US LIM M A R KE T M US LIM M ILLE N NIA L T R A V E LLE R S IN D US T R Y IM P LIC A T IO N S
Travel P urpo se Leisure, business, religio us, healthcare Leisure
Design leisure package o ptio ns which allo w M M Ts

Travel A rrangement To ur gro ups, free & easy Free & easy to custo mize their itinerary and pro grams that fit
within their budgets.
Spending P o wer Greater spending po wer Limited spending po wer
Ensure o nline platfo rms fo r bo o king o f

M ixed services fro m direct to third party po rtals P refers direct bo o king fo r transpo rtatio n
Transpo rtatio n & A cco mmo datio n B o o kings transpo rtatio n and agencies are o ptimized fo r
Offline travel agents and acco mmo datio n
seamless bo o king and pleasant user-experience.
M uslim Friendly Ho tels Go o d to have Go o d to have

Co ntinue to pro vide range o f M uslim-friendly
services, features & Halal-assurance fo r fo o d.
Need to have
Halal Fo o d Need to have
Authentic local Halal cuisine
Seek no vel experiences Develo p heritage to urs with easy so cial media
Islamic Heritage Trips Value-added experience
Re-connect with heritage integratio n to allo w M M Ts to share experiences.
Absolute necessity to stay co nnected & share Invest in co nnectivity o f destinatio ns in terms o f
So cial M edia Go o d to have
experiences infrastructure & brand experience o nline.
Travel Influence Destinatio n campaigns / Traditional channels So cial media & influencers Focus on new media/social media for reachout
Safety & Security Need to have Need to have Co ntinue to prio ritize safety o f travellers.
10
10 Questions Facing the Muslim
Millennial Traveler (MMT) Market
The MMT market represents an opportunity for brands to cater to a niche and influential segment of Muslim travelers.
Here are 10 key questions to consider when targeting the MMT market:
1. Culture and Heritage Preservation

With MMTs seeking more authentic experiences revolving around Islamic values, how can tourism agencies continue to
preserve their culture and heritage against the backdrop of rising modernity?
2. Staying Relevant with Social Media

MMTs value the ability to share their stories with others. How can the industry continue to evolve its services and stay
relevant with the ever-changing social media landscape and its dynamic MMT users?
3. Changing Influential Forces

Beyond traditional promotional campaigns and advertisements, MMTs heavily depend on online reviews, blogs and
social media before making their travel purchasing decisions. How can agencies and service providers seamlessly
integrate these new media promotional tools in their existing marketing campaigns?
4. Affordable and Unique Experiences

MMTs value travel as a lifestyle and life experience, and are looking for novel experiences at affordable prices. This
represents a challenge to companies that are more familiar with standard tour packages and premium rates for exclusive
travel experiences.
5. Availability of Halal Food

A key concern cited by MMT’s is the availability of Halal food. This highlights the need for destinations to offer basic Halal
assurance in their restaurants and tourism vicinities.
6. Advance Planners and Information Seekers

MMTs are advance planners who are heavily influenced by a profusion of reliable information. This emphasizes the need
for destination-based imagery and information to be made available to the MMTs in advance.
7. Water Matters
Amongst the usual Muslim-friendly amenities, MMTs are particularly concerned about the availability of water facilities
for their daily ablutions. Therefore, service providers must ask themselves how best to satisfy this need.
8. Concerns of Female MMTs

Female MMTs are independent and adventurous, but are concerned about personal safety and security whilst travelling.
Destination managers and industry must provide this assurance to female MMTs, especially female solo travelers.
9. From Ummah to e-Ummah

MMTs as digital natives and global citizens want to stay connected with, and guide other MMTs within the wider
community. Industry must offer avenues for MMTs to stay connected and accessible both physically and virtually.
10. Think Global, Live Local

Even though MMTs see themselves as global citizens, they like to savor local cultures and way of life. Marketers must
curate travel experiences that showcase destinations' hidden gems and places that are uniquely local.
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Interviews
Muslim Millennial Traveler Interview: PMET
Ms Nur Nadhirah Nor Azhar

Business Advisor
Singapore
Could you give a brief overview of yourself?

I am a business advisor who assists SMEs to enhance their internal capabilities, especially in branding and marketing. I am an adventurous individual that
loves meeting people of different nationalities/background and have insightful conversations about diverse cultures or way of life. Additionally, I am a fitness
enthusiast who believes that health is the most valuable asset and I motivate like-minded individuals to adopt a fit lifestyle.
How often do you travel? What are your main reasons for travel?
I travel at least three times a year, one of which will be a destination that is beyond the ASEAN region. The main reason for travel is for leisure, to gain
experience and immerse myself in different cultures and language. Additionally, to meet new friends with different upbringing (and way of thinking as it
broadens my mind and the way I think as well), go on adventures and see the way of life in different cities. Aside from that, it is always nice to break away
from the structured routine of daily life and observe the different architecture/buildings/history of new destinations.
What are your top five preferred destinations? Can you explain why?
1. Cinque Terre – Because it is a string of centuries-old seaside villages on the rugged Italian Riviera coastline with colorful houses, vineyards with
plenty of seafood specialties;
2. Corsica – Because it has been a part of France since 1768, but retains a distinct Italian culture;
3. Morocco – Because of the Imperial Cities (Marrakesh and Meknes) and history;
4. Barcelona – To get a glimpse of the Spanish culture and landmarks, and also to put my basic conversational Spanish to good use; and
5. Vis, Croatia – for the cliffs and beaches.
What are the top five activities that you engage when you travel?
1. Trekking and hiking
2. Eating and tasting local cuisines
3. Visiting local supermarket
4. Watching a street performance
5. Relaxing at a cafe
What Muslim-friendly services/facilities do you seek/request for whilst travelling?

1. Toilets with bidet
2. Non-alcoholic/no-pork based food or drinks
3. Accessible areas for prayers
What are the key challenges/barriers that you face when travelling as a Muslim Millennial?
For me personally, I don’t see any issues traveling as a Muslim Millennial, except accessibility to Halal eateries.
As a Muslim Millennial, what key information sources do you use for your travel decision making?
Halal-friendly blogs and social media (mainly Instagram) – exploring and scrolling through images of people who have visited, or living in the destination I
am visiting to find key strategic/hidden gem places to go to within the destination. Aside from that, reading structured itineraries by travel agents to gain
some ideas on where to visit based on the duration I have planned out.
As a Muslim Millennial, which are the top three social media channels you use for travel decision making?
Facebook, travel blogs, and Instagram
What are the main reasons why you use social media when you travel?
For social interaction and to seek information – chatting with locals or tourists who have already visited the destination, to gain insights prior to me
departing for the destination (as they are usually open and helpful, offering recommendations of authentic places to visit or dine at).
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Muslim Millennial Traveler Interview: Recent Graduate
Ms Nabilah Ayunni
Recent Graduate
Singapore
Could you give a brief overview of yourself?

I am a 25-year-old female, university graduate with almost a year of working experience. I love to travel and explore different cultures.
How often do you travel? What are your main reasons for travel?
I travel quite often, a few times a year at least. Usually it is for leisure, visiting friends, exploring new places, sight-seeing and experiencing new things.
What are your top five preferred destinations? Can you explain why?
1. Malaysia – since the Singapore Dollar is strong, and I used to study in Malaysia, it feels like a second home to me. I would also go there to visit
friends;
2. Thailand – as it is a Muslim-friendly destination for a country that is predominantly Buddhist. The food is good and Thai people are warm. There
are many Thai Muslims depending on where you go and it is not an expensive country;
3. Indonesia – because it is cheap, rich in culture, with so many beautiful islands and finding Halal food is not an issue;
4. Japan – I have not been there yet, but I would love to go. It’s rich in culture and has so many things to see and do.
5. Saudi Arabia – I have not been there yet too but would love to go someday especially since it’s a Muslim country; it is the birthplace of Islam
and hopefully do Umrah.
What are the top five activities that you engage when you travel?
1. Sightseeing,
2. Adventure sports
3. Theme parks
4. Tasting Halal cuisines if available
5. Shop for local goods like snacks, clothing and other souvenirs
As a Muslim Millennial, what are your top five needs and/or preferences that influence your travel decision making?
1. Halal food
2. Availability of prayer spaces and mosques to pray and visit
3. Hotels that are Muslim-friendly
4. Cost of travel needs to be affordable
5. The attractions of the country
What Muslim-friendly services/facilities do you seek/request for whilst travelling?

Hotels or places of interest with Halal food options and prayer spaces or mosques, preferably equipped with proper wudhu facilities.
What are the key challenges/barriers that you face when travelling as a Muslim Millennial?
Finding Halal food and being uncertain of the Halal status of the meat at pork free places. Some prayer places do not have proper wudhu facilities.
As a Muslim Millennial, what key information sources do you use for your travel decision?
Halal travel blogs and articles/publications, travel blogs, friends’ experiences, online booking sites, travel agencies with online presence in social media,
websites of airlines, and travel Instagram pages.
As a Muslim Millennial, which are the top three social media channels you use for travel decision making?
Instagram, Facebook, and blogs.
What are the main reasons why you use social media when you travel?
I use social media for social interaction, seeking information, sharing of travel experiences with friends on social media, seeking new places to see or visit,
and securing the best deals.
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Stakeholder Interview: Destination Management Organization
Which are the major source markets to your city?

Chinese (mainland China, Taiwan & Hong King included), Malaysia, Japan, Thailand, Indonesia, Singapore.(These order of references are according to the
stats published for the July 2017.)
What are the top three main travel purposes for Muslim Millennial Travelers visiting Jeju?
The main reasons are to experience different cultures, to experience the cool weather – for instance to see snow, and enjoy snow activities. They are also
motivated by price.
What are the three most important preferences/needs of Muslim Millennial Travelers that differentiate them
from other Millennial Travelers?
They are mainly concerned about the availability of seamless and fast internet connection, convenient public transportation, and the language barrier.
Are there any specific Muslim-friendly services/facilities that Muslim Millennial Travelers seek/request
for whilst travelling in your country/city? How do they find out/request for these?
They seek public transportation information, and Muslim-friendly accommodation, as well as food and nutrition information and what to wear when they
visit.
What are the popular activities that the Muslim Millennial Travelers engage in when they are at your
destination/city?
The top activities are self-driving (if possible), coastal road trekking and cooking experiences.
What key information sources and/or marketing communication tools do you use to inform, attract and engage
with Muslim Millennials?
We use online channels including our homepage, social network sites (SNS) and influencers. Sometimes offline channels such as travel magazines and TV
advertisement are used as well.
What are the key challenges/barriers that you face in marketing to the Muslim Millennials?
There are not enough Muslim-friendly restaurants, accommodation, and certain types of infrastructure. In addition, there are no halal-certified businesses
on Jeju Island.
Which are the top three social media channels would be most effective in reaching out to the Muslim Millennials?
Google search, Facebook and Instagram.
What are main reasons why Muslim Millennial travelers use social media when they travel?
The main reason is to read about the feedback and experience of those who have already visited the destination.
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Stakeholder Interview: Tour Operator
Which are the major source markets for Muslim Millennial travelers buying your tour packages?
Since we are an outbound travel agency located in Turkey most of our customers are from Turkey and neighboring countries, especially from the Balkan
countries such as Bosnia, Algeria and Iran.
What type of tour packages/travel arrangements do the Muslim Millennials usually purchase?
They usually look for cultural trips. However, they decide on the type of tours based on the popularity of the tours. We usually sell tours related to
discovering European cities, especially Italy, Spain and France.
What are the top five preferred destinations of Muslim Millennial travelers?
Italy is our top market, followed by Dubai as the second biggest market in terms of package tours. Other destinations are Spain, Benelux and Paris.
What are the top five activities that the Muslim Millennial Travelers engage in when they are on your tours?
They seek popular restaurants and cafes. They also look for popular attractions. We can easily say that they are searching for trendy activities. The most
common are gourmet tours, amusement parks, and city walking tours.
Are there any specific Muslim-friendly services/facilities that Muslim Millennial Travelers seek/request
for whilst on your tours? Which of these Muslim-friendly services/facilities do you provide?
The main expectation is visiting and experiencing the popular places. They mostly ask for popular Halal food points or attractions shared by Muslim
bloggers. So, we can say that they are really influenced by the social media in terms of their expectations.
What key information sources and/or marketing communication tools do you use to inform, attract and
engage with Muslim Millennials?
Our biggest channel is internet marketing. We reach Muslim Millennials via social media channels. The most attractive channels are Facebook, Instagram
and Twitter. The Muslim Millennials buy less via traditional travel agencies.
What are the key challenges/barriers that you face in marketing to the Muslim Millennials?
They usually do not believe we can genuinely provide complete Muslim-friendly services during the tours. However, once they have experienced these
tours, they love these tours. They usually choose the mainstream agencies and tours.
Which are the top three social media channels would be most effective in reaching out to the Muslim
Millennial travelers?
Facebook, Instagram and Twitter.
What are the main reasons why Muslim Millennial travelers use social media when they are on your tours?
(e.g., social interaction, seeking information, self-promotion, etc.)
Social interaction and information seeking are very popular with Millennials. Some of them identify themselves as travelers and try to share his/her
experiences. Some of Millennials share their experiences only with close friends and relatives, so it means they seek great memories. In recent times, we
can say that they are sharing via social media how much they are traveling and that they are indeed lucky to be able to do so.
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The Muslim Millennial Travel Survey Results
The aim of this survey is to evaluate the Muslim Millennial market and its potential for tourism destinations, tour
operators, airlines, and the tourism and hospitality industries. Specifically, this report looks at the following:
I. Investigating the tripographic and social-demographic of the MMT

II. Developing an understanding of the MMT’s trip planning and travel decision making process
III. Ascertaining the key tourism experience attributes and activities sought by Muslim Millennials whilst travelling
IV. Examining the social media behavior of MMTs and trends in the contemporary digital space
V. Evaluating and analyzing the Muslim Millennials market potential and characteristics within the context of
specific tourism and hospitality industry sectors
The study focuses on MMTs aged 18 – 36 years transnationally spanning the World Tourism Organization’s (UNWTO) five
regions: (1) Africa, (2) Americas, (3) Asia and the Pacific, (4) Europe, and (5) Middle East. The study outlines the
social-demographic and trip profiles of Muslim Millennials in terms of their out-bound travel decision making process and
tourism experiences. Additionally, insights into the social and digital media habits of MMTs are also presented.
Quantitative data was obtained through an online survey (The Muslim Millennial Travelers Survey) conducted between
April and September 2017.
A detailed overview of the demographics of respondents in the MMT Study is presented in the Appendix.
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Travel Patterns and Tripographic Profile
This section provides a detailed and comprehensive understanding of the travel motivations, trip planning behaviors and
preferences of the MMTs.
Reasons for traveling

The Millennial market segment highly values travel as a lifestyle and life experience, and travel for a myriad of reasons.
Among the MMTs surveyed, the most prominent travel purposes were: (1) leisure and holiday, (2) experiencing local
culture and heritage, and (3) visiting friends and relatives (Figure 1). Travel is more than just a vacation for this
demographic, it is often undertaken for personal growth, to seek new experiences and for social bonding.
Respondents’ Main Reason for Traveling
What is/are your main reason(s) for traveling? You may select more than one
Leisure/Holiday 345 93%
Experience local culture/heritage 233 63%
Visit friends and relatives 160 43%
Attending special events and festivals 112 30%
Work/Business 93 25%
Education 93 25%
Religion/Spirituality 83 22%
Health & Wellness 36 10%
Volunteering 30 8%
Other (please specify) 16 4%
0 50 100 150 200 250 300 350 400
Figure 1. Reason for traveling
Frequency of Travel and Travel Duration

When queried on the frequency of their trips, majority of respondents travelled 2 – 5 times a year, whilst 32% traveled
once a year (Figure 2). The trip duration for most of the respondents averaged 4 – 6 days per trip, while 35% traveled an
average of 1 – 2 weeks per trip (Figure 3).
HOW OFTEN DO YOU TRAVEL? WHAT IS THE AVERAGE DURATION OF EACH TRIP?
10 or more times a More than 6 More than 1 year,
6-9 times a year, year, 12, 3% months, 7, 2% 1, 0%
25, 7% 3-4 weeks, 27, 7%
Once in 2 years,
44, 12%
1-3 days, 54, 15%
Once a year, 121, 1-2 weeks, 132,

2-5 times a year, 32% 35%
170, 46% 4-6 days, 151, 41%
Figure 2. Frequency of travel Figure 3. Average duration per trip
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Travel Expenditure
Figure 4 illustrates the average spending patterns of the MMTs and how much they spend on flights, accommodation,
meals, shopping and miscellaneous items (e.g. entrance tickets, attractions, local transport, etc.). Young MMTs are
cost-conscious when making travel plans and the cost of travel has been identified as a major concern of the MMTs in
this survey (Figure 10 in the later section of the report). The majority spend on average between US$101 - $500 per
expenditure component each trip. As a large share of the MMTs is composed of students, recent school leavers or early
career professionals, they have limited discretionary income and thus, travel cost are an important consideration.
Figure 4 below illustrates the number and percentage of people who indicated the average spend per trip on the various
trip components.
Figure 4. How much respondents spent (in USD) per trip
20
Travel Companions
The MMTs surveyed indicated that they usually travel with family and friends (Figure 5). This travel behavior is in line with
the generation’s social disposition and the need to bond. 12% of the respondents reported a preference to travel alone
and this represents the propensity of this generation to be bold and independent.
WHO DO YOU TYPICALLY TRAVEL WITH?

Spouse/Partner,
50, 14% Others, 4, 1%
Alone, 45, 12%
Friends, 120, 32%
Family, 153, 41%
Figure 5. Travel companions
Travel Arrangements
Respondents surveyed showed a greater tendency to travel independently and have greater autonomy during their trips
(Figure 6). 72% reported a preference for free and independent travel. They value flexibility and control during their trips.
In addition, being tech-savvy, they are confident and comfortable planning their trips online. Their aversion to fully
packaged tours is reflected by the fact that only 5% opted for this travel arrangement. Interestingly, a small portion of the
respondents chose customized guided tours that were designed to their personalized needs and fuss free.
WHAT IS YOUR PREFERRED TRAVEL

ARRANGEMENT?
Fully packaged
Free and easy
tour, 18, 5%
tour package,
65, 17%
Customized
guided tour, 23,
6%
Free and
independent
travel, 266, 72%
Figure 6. Distribution of respondents’ preferred travel arrangements
21
Trip Planning and Travel Decisions
Advance planning
Most of the MMTs spend a substantial amount of time planning their trips. 61% of the respondents indicated that they
spend between 1 – 6 months, while 21% take between 6 months to one year (Figure 7). This reflects the general
behavior of Millennials who research extensively and review a variety of traditional and online sources prior to traveling.
They may start reading reviews, seeking opinions online and offline, make comparisons and refer to various information
sources to explore their options. Another reason for the advance planning could be the need to save up for their trips by
the budget conscious MMTs and also to seek promotions and “value for money” travel options.
HOW FAR IN ADVANCE DO YOU MAKE

YOUR TRAVEL PLANS?
More than 1
Less than a
Between 6 year, 9, 2%
month, 59, 16%
months to 1
year, 79, 21%
Between 1 to 6
months, 225,
61%
Figure 7. Advance Planning: how far in advance respondents typically plan their travel
Preferred Destination Choices

In terms of destination choices, the respondents were asked to share the top three destinations that they regularly
traveled to. As illustrated in Figures 8 and 9, the 10 most commonly reported destination countries were: (1) Malaysia ,
(2) Indonesia, (3) Japan, (4) Thailand, (5) Australia, (6) Singapore, (7) United Arab Emirates, (8) United Kingdom, (9) United
States of America, and (10) India.
Figure 8. Destination countries indicated by Figure 9. Top 10 Destination countries respondents

respondents travelled traveled most regularly to
22
Influencing Factors on Travel Plan
The respondents were asked to rate 11 key factors that influenced their travel plans (Figure 10). The top three influencing
factors were (1) cost of flight and accommodation, (2) safety and terrorism concerns, and (3) the availability of halal food.
Cost of travel remains a key concern with a mean score of 4.06. The MMTs also rated the hospitality of locals and the
presence of Islamophobia in destinations as important considerations when making travel plans. MMT women
expressed a greater concern for safety and security as well as for the presence of Islamophobia in destinations
compared to the men . While MMTs seek novel and interesting experiences, they remain price conscious when making
travel plans. Figures 11 – 13 illustrate in detail the rating distribution for the top three influencing factors.
Gender tests uncovered a significant difference between gender in their concerns for safety and terrorism.
Figure 10. Influencing factors on travel plan

(1 = not important, 2 = less important, 3 = neutral, 4 = important, and 5 = very important)
TO WHAT EXTEND DOES THE COST OF FLIGHT AND TO WHAT EXTEND DOES SAFETY AND TERRORISM
ACCOMMODATION INFLUENCES YOUR TRAVEL CONCERNS INFLUENCES YOUR TRAVEL PLANS?
PLANS?
Not important,
Not important,
6, 2% Less important, Less important,
Very important, 13, 3%
121, 32% 15, 4% 21, 6%
Neutral, 51, 14% Very important, Neutral, 74, 20%
140, 38%
Important, 179, Important, 124,
48% 33%
Figure 11. Cost of flight and lodging Figure 12. Safety and terrorism concerns
23
TO WHAT EXTEND DOES THE AVAILABILITY OF
HALAL FOOD INFLUENCES YOUR TRAVEL PLANS?
Not important,
24, 6% Less important,
21, 6%
Very
Neutral, 71,
important, 142,
19%
38%
Important, 114,
31%
Figure 13. Availability of halal food
Sources of Influence
The Millennial generation is highly influenced by the power of information when planning their trips. The amount of
information available online and offline influences the travel purchase decisions of MMTs. Figure 14 shows the mean
scores of respondents rating on a scale of 1 to 5 (1 = not important, 2 = less important, 3 = neutral, 4 = important, and 5
= very important of how important each of the six sources of information influenced their travel planning. Overall, the
MMT reported more reliance on content posted by other travelers, as well as their family and friends when making travel
arrangements. This could be regarded to be more credible and reliable compared to unknown online reviews. However,
the digital natives also demonstrated the tendency to be influenced by online reviews which were more convenient and
up to date.
To what extent do the following sources of

information influence your travel planning?
Content posted by travellers 3.87
Online review sites 3.86
Content posted by family and friends 3.78
Word of Mouth 3.68
Official airline/hotel ratings 3.63
Social networking sites 3.6
3.45 3.5 3.55 3.6 3.65 3.7 3.75 3.8 3.85 3.9
Mean score on a scale of 1 (not important)

to 5 (very important)
Figure 14. Sources of influence

24
Travel Experiences & Activities
Sector Analysis: Accommodation
Channels for Booking Accommodation
In order to gain some insights into the accommodation selection and booking channels utilized during their trip planning,
respondents were asked to indicate the channels they commonly choose for making their bookings. Figure 15 below
presents the different channels that the respondents used to book their accommodation. Most of the respondents
shared that they use online travel agents, followed by direct booking channels and travel websites.
WHAT CHANNELS DO YOU COMMONLY USE TO

BOOK YOUR ACCOMMODATION?
Other (please
Direct bookings Travel agencies,
specify), 12, 3%
(e.g. Airbnb, 25, 7%
Marriott, Holiday
Inn etc), 94, 27%
Online travel agencies

(e.g. Agoda, Booking.com,
Expedia etc), 186, 53%
Travel websites (e.g.

TripAdvisor, Lonely
Planet etc), 35, 10%
Figure 15. Channels for accommodation booking
Types of Accommodation Booked

Figure 16 illustrates the different types of accommodation respondents booked for their travel needs. Hotels were found
to be the most popular among the respondents, followed by apartments as the second most popular option.
WHAT TYPE OF ACCOMMODATION/LODGING DO

YOU NORMALLY BOOK?
Homestay/Bed Villas, Resorts,

and Breakfast, 2, 1% 10, 3% Other (please
16, 4% specify), 7, 2%
Hostels, 25, 7%
Apartments/Air
Motels, bnb, 63, 18%
7, 2%
Hotels,
220, 63%
Figure 16. Types of accommodation booked
25
Factors for Choice of Accommodation
Figure 17 indicates the important factors that the respondents consider when selecting their accommodation. On a
scale of 1 to 5 (1 = not important, 2 = less important, 3 = neutral, 4 = important, and 5 = very important), respondents
rated (1) affordability, (2) location, and (3) the availability of free Wi-Fi as the top three considerations. Figures 18 – 20
show the frequency counts and percentages of responses that contributed to these three factors.
Figure 17. Factors for choice of accommodation

HOW IMPORTANT IS AFFORDABLE PRICE WHEN HOW IMPORTANT IS THE LOCATION OF YOUR HOW IMPORTANT IS WIFI WHEN SELECTING
SELECTING YOUR ACCOMMODATION? ACCOMMODATION WHEN SELECTING YOUR YOUR ACCOMMODATION?
ACCOMMODATION?
not important, 5, 2% not important, 5, 1% not important, 12, 3% less important, 6, 2%

less important, 1, 0% neutral, 28, 8% less important, 3, 1%
neutral, 25, 7%
neutral, 42, 12%
important, important, very important,

very important, very important,
142, 40% 140, 38% important, 161, 46%
179, 51% 188, 52%
131, 37%
Figure 18. Affordability Figure 19. Location Figure 20. Free Wi-Fi
26
Muslim Friendly Services as Factors for Selecting Accommodation
Figure 21 displays respondents’ rating of the Muslim-friendly services that were valued the most. On a scale of 1 to 5 (1
= not important, 2 = less important, 3 = neutral, 4 = important, and 5 = very important), respondents rated (1) water
friendliness, (2) proximity to halal food eateries, and (3) that all F&B offered were halal as their top three preferences.
Figures 22 – 24 details the frequency counts and percentages of responses that contributed to the three factors.
How important are the following Muslim friendly

services to you when selecting your accommodation?
Water friendly (bidet sprays) 3.82
Proximity to Halal food eateries 3.81
All F&B offered are Halal 3.45
Prayer rugs, Holy Quran and kiblat 3.15
Proximity to mosques 3.07
No adult entertainment in hotel 2.97
No alcohol served in the hotel 2.62
Separate recreational facilities for M/F 2.57
No adult TV channels 2.56
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5

Mean scores of 1 (not important) to 5 (very important)
Figure 21. Muslim friendly services as factor

Figure 22. Water friendly amenities Figure 23. Proximity to Figure 24. All F&B offered were halal
halal food eateries
27
Sector Analysis: Transportation
Channels for booking transportation
For each of four modes of transportation (flights, cruises, rail, and road), respondents were asked to indicate the
channels they commonly choose for making their bookings. Figure 25 below presents of the booking channels selected
by respondents. For all forms of transportation bookings, respondents indicated that direct bookings were the most
popular option. It was further observed that travel agents were the second most popular booking channel for cruises,
while travel websites were the second most popular choice for flights, rail and road transportation options.
Figure 25. Channels for booking transportation
28
Getting around at destination
Figure 26 shows the most preferred choice of transportation that respondents used for getting around when traveling at
the destination. Respondents’ choices illustrate that public transportation and walking were the top two most popular
choices.
How do you typically get around whilst you are

at the travel destination? Select up to 3
choices.
Public transportation 85%, 289
Walk 62%, 211
Uber, Grab, Lyft, etc. 42%, 142
Traditional Taxi 35%, 118
Car Rental 28%, 94
Other (please specify) 1%, 3
0 50 100 150 200 250 300 350
Figure 26. Choices of transportation used at destination
Importance of Various Services when selecting flights

Specifically, within the context of flights, respondents were asked to rate on a scale of 1 to 5 (1 = not important, 2 = less
important, 3 = neutral, 4 = important, and 5 = very important), 14 services options that they considered important to
them when selecting their flights. Their mean scores are presented in Figure 27. The top three factors selected were (1)
ticket price, (2) safety records, and (3) baggage allowance. Figures 28 – 30 show the frequency counts and percentages
of responses that contributed to the three factors.
How important are the following services to you when

selecting your flights?
Ticket Price 4.44
Safety records 4.3
Baggage allowance 4.1
Halal meal choices 4.04
Transit time 3.95
Choice of arrival airports 3.54
Availability of Wi-Fi 3.39
Seat assignment 3.37
Airline reward program 3.22
In-flight entertainment 3.08
In-flight prayer facilities 2.98
Airing of travel supplications 2.9
Islamic media content 2.66
Prohibit alcohol beverages 2.63
0 0.5 1 1.5 2 2.5 3 3.5 4 4.5 5

Mean score on a scale of 1 (not important) to 5 (very important)
Figure 27. Importance of services when selecting flight

29
Figure 28. Ticket price Figure 29. Safety records Figure 30. Baggage allowance
Sector Analysis: Food & Beverage

Type of Food Places
In terms of the MMT’s consumer-decision choices when choosing food and beverage, respondents reported that (1)
Halal assured places, (2) Halal certified places, and (3) F&B establishments that label all food items were three choices
most commonly selected. Figure 31 below illustrates respondents’ choices of food places most preferred and/or
selected when traveling.
What type of food places would you normally opt

for when travelling? You may select more than one
Halal assured places 68%, 224
Halal certified places 59%, 192
Places that label all food 53%, 175
Must not serve pork or lard 41%, 134
No alcoholic beverages 14%, 45
Indifferent (any will do) 13%, 44
0 50 100 150 200 250
Figure 31. Choice of food places
Options When Halal Food Is Not Available

At times, Halal food options may not be readily available at the destination. Thus, respondents were queried about what
options they may opt for if Halal food options were not available. Figure 32 below illustrate the alternative choices that
respondents indicated they were prepared to accept when halal food and beverage options and/or establishments were
not readily available. The findings show that (1) Seafood only restaurants, (2) Vegetarian only restaurants, and (3) Seafood
and/or vegetarian options at non-halal establishments were the three most commonly accepted F&B alternatives.
30
If Halal restaurants are not readily available, what options
would you consider? Select up to 3 choices.
Seafood only restaurants 53%, 173
Vegetarian only restaurants 45%, 147
Seafood/vegetarian at non-Halal places 44%, 144
Bakeries 39%, 128
Prepare and pack my own food 39%, 127
Fruits 28%, 93
0 20 40 60 80 100 120 140 160 180 200
Figure 32. Alternative choices when halal restaurants were not available
Considerations When Selecting Food

In the final question on food choices and consumer decisions on F&B options, respondents were asked to rate on a
scale of 1 to 5 (1 = not important, 2 = less important, 3 = neutral, 4 = important, and 5 = very important), each of the
following four considerations (Figure 33) that were important to them when selecting food at a destination. Based on the
mean scores analyzed, respondents had reported that (1) Affordable prices and (2) Authentic Halal options of local
specialties were the two most important factors; followed by (3) Authentic local specialties, and (4) Muslim owned
restaurants respectively.
How important are the following items below

when selecting food in a destination?
Affordable Price 3.92
Authentic Halal specialties of destination 3.75
Authentic specialties of the destination 3.69
Muslim owned establishment 3.34
3 3.2 3.4 3.6 3.8 4

Mean scores on scale of 1 (not important)
to 5 (very important)
Figure 33. Considerations when selecting food

31
Digital Media Trends
Top Social Media Applications while Abroad
Like other Millennials, MMTs are digital natives who are heavy users of social media, who connect with peers, fellow
travelers, and family through their digital media networks. Figure 34 shows social media applications respondents used
most frequently. Muslim Millennials prefer photo-sharing websites like Instagram, the most, followed by
Information-sharing platforms like Facebook and Snapchat then Twitter on their travel journeys.
What are the top social media application(s) that you

use most when travelling? Select up to 3 choices.
Instagram 73%, 229
Facebook 69%, 218
Snapchat 22%, 70
Twitter 20%, 63
Blog platforms 18%, 56
Others 9%, 28
I do not use social media 9%, 27
0 50 100 150 200 250
Figure 34: Social media applications used when traveling
Social Networking Sites for Sharing Travel Experiences

MMT’s are motivated to use Social Networking Sites to post (1) status updates on social media of their trip, (2) actively
curate their journeys on photo- sharing sites, and (3) stay connected virtually through iInstant messaging apps. Figure 35
below illustrates the top categories of social networking sites used by the MMTs.
Figure 35: Social networking sites for sharing travel experiences
32
Motivations for Social Media Apps Usage
Figures 36 and 37 provide insights into MMTs motivations and use of social media when travelling. Almost half of the
respondents engaged in information-sharing, and more than a third relying on social media for Information-seeking.
These digitally-adept and practical travelers seek to share their experiences and search for information online, and use
social media less for interacting with others virtually. Interestingly, a number of respondents indicated that they do not
use social media to share their travel experiences or interact with others during their travels. This reflects the diverse
digital media preferences among MMTs in terms of their social media use, and a slight shift in habits while abroad.
Overall, among the MMTs surveyed, easy access to digital media and photo-taking tools drive three needs: (1) to
communicate their travel experiences through photo-taking activities, (2) to share digitally with a global network of peer
travelers, and (3) to share local experiences over food and places to visit, ranging from topics about navigating cities,
visiting tourist attractions, other places of interest, and experiences with halal food, restaurants or cafes.
As the internet has become a digital bridge (or digital ’e-ummah’)8 for MMTs, conscious of their shared religious beliefs
and preferences, MMTs make themselves highly accessible and visible online when they travel.
Figure 36: Social media application(s) use
Figure 37: Social media applications used (Word cloud)
33
Global Muslim Travel
Index 2017
GMTI 2017 is the latest release of the
annual Mastercard-Crescentrating
Global Muslim Travel Index, containing
new and updated insights on the Halal
travel and tourism market. The Index
covers a total of 130 countries to
benchmark destinations in the Muslim
Travel Market.
Appendix: Survey Demographics
A total of 372 respondents participated in the survey of which, there were 33% male and 51% female respondents. With
respect to the age composition, the majority of respondents were aged between 21 – 28 (n=155, 50%). As for the
geographical distribution, a substantial number of the respondents (n=270, 88%) were from Asia and the Pacific. This
finding is congruent to geographical representation reported in other studies where only 20% of the world’s Muslims live
in the Middle East and North Africa, while 60% reside in Asia. From the East Asia region, Malaysia and Indonesia have
joined as the top ten Muslim outbound markets . Table 1 below summarizes the demography of survey respondents.
Frequency Valid Percent

Men 121 39%
Gender Women 190 61%
Valid Total 311 100%
18 to 20 21 7%
21 to 28 155 50%
Age
29 to 36 135 43%
Valid Total 311 100
Africa 13 4%
Americas 5 2%
Region (of Asia and the Pacific 270 88%
Nationality) Europe 14 5%
Middle East 6 2%
Valid Total 308 100%
Table 1: Demography of Respondents
About 50% of respondents comprised well-educated and affluent MMTs who held occupations from various
Professional, Managerial, Executive and Technician occupations (PMETs). Meanwhile, 23% were undergraduate or
post-graduate students and the remaining respondents were from a diverse range of occupations, or were not currently
employed. Figure 38 presents the breakdown of respondents’ occupations. However, PMET occupations range from
entry-level positions to mid-management positions.
Figure 38: Breakdown of respondent occupations
Some respondents did not provide demographical details and hence categories did not always sum to total sample size.
Unless otherwise stated, alpha level was set at .05 for all analyses and 95% confidence level.
37
Acknowledgements
CrescentRating Research Team:

• Fazal Bahardeen
• Raudha Zaini
• Nurhafihz Noor
Murdoch University/SCRIPT Research Team:

• Dr Eunice Tan, Lecturer in Tourism
• Ms Barkathunnisha Abu Bakar, Associate Lecturer in Tourism
• Dr Sumesh Nair, Lecturer in Marketing
• Dr Tania Lim, Lecturer in Communications
• Mr John Tan, Research Assistant
The research team acknowledges the funding support from SCRIPT and Murdoch Singapore for the SCRIPT Small Research Grant. We also thank Associate
Professor Peter Waring (Singapore Dean, Murdoch University), and Associate Professor Christopher Vas (Director, SCRIPT) for their invaluable support. In
addition, we would like to thank the almost 400 survey respondents who participated in this study, as well as the MM and sector stakeholder interviewees
who have provide rich insights.
39
Notes
40
References
1. Pew Research Center ( 2017) Muslims and Islam: Key findings in the U.S. and around the world. Retrieved from
http://www.pewresearch.org/fact-tank/2017/08/09/muslims-and-islam-key-findings-in-the-u-s-and-around-the-world/
2. Thomson Reuters & Dinar Standard (2017). State of global Islamic economy report. Dubai: Global Islamic Economic Summit. Retrieved from:
http://www.dinarstandard.com/state-of-the-global-islamic-economy-report-2017/
3. CrescentRating (2017). Global Muslim Travel Index 2017. Retrieved from:

https://www.crescentrating.com/reports/mastercard-crescentrating-global-muslim-travel-index-gmti-2017.html
4. Pew Research (2011). The future of the global Muslim population. Washington, D.C: Pew Research Forum
5. Henderson, J. C. (2016). Muslim travellers, tourism industry responses and the case of Japan. Tourism Recreation Research, 41(3), 339-347.
doi:10.1080/02508281.2016.1215090
6. Oracle Hospitality (2016). Millennials and hospitality: The redefinition of service. Retrieved from: https://go.oracle.com/LP=26913?elqCampaignId=40171.
7. Simpfendorfer, B. (2015). The next 1.7 billion consumers: Selling to the Muslim world. Forbes Asia. Retrieved from:
https://www.forbes.com/sites/bensimpfendorfer/2015/04/17/muslim-consumers-and-digital-gummies/#62735eec2860
8. Janmohamed, S. (2016). Generation M: Young Muslims Changing the World. London: I.B. Tauris & Co.
9. Salmari, S. (2016). Introducing the millennial Muslim – and the global market that is worth trillions of dollars. Mvslim. Retrieved from:
http://mvslim.com/introducing-the-millennial-muslim-the-global-market-that-is-worth-trillions-of-dollars/
10. Henderson, J. (2010). Sharia-compliant hotels. Tourism and Hospitality Research, 10(3), 246-254.
11. Mohsin, A., Ramli, N., & Alkhulayfi, B. A. (2016). Halal tourism: Emerging opportunities. Tourism Management Perspectives, 19, 137-143.
doi:10.1016/j.tmp.2015.12.010
12. Moscardo, G., & Benckendorff, P. (2010). Mythbusting: Generation Y and travel. Tourism and generation Y, 16-26.
13. Zamani-Farahani, H., & Eid, R. (2016). Muslim world: A study of tourism & pilgrimage among OIC Member States. Tourism Management Perspectives, 19,
144-149.
42
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Travel Report 2017

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Muslim Millennial Traveler (MMT) Profile 9

10 Questions Facing the Muslim Millennial Traveler (MMT) Market 11

Muslim Millennial Travel Survey Results 18

Appendix: Survey Demographics 37

About SCRIPT@Murdoch Singapore

Muslim Travel Market Potential

The Muslim Millennial Landscape

I. Investigate the tripographic and social-demographic of the MMT

• Muslim Friendly Services as Factors

• Getting around at destination

• Importance of Various Services

Food & Beverages

• Options When Halal Food Not

• Considerations When Selecting

Authentic Affordable Accessible

Destination discovery Accommodation Technology

These MMTs can be further described as being

121 million Muslim Travelers in 156 million by 2020

Saudi Arabia Germany

The differences between the general Muslim travelers and the

A R EA G E N E R A L M US LIM M A R KE T M US LIM M ILLE N NIA L T R A V E LLE R S IN D US T R Y IM P LIC A T IO N S

Travel P urpo se Leisure, business, religio us, healthcare Leisure

Design leisure package o ptio ns which allo w M M Ts

Spending P o wer Greater spending po wer Limited spending po wer

Ensure o nline platfo rms fo r bo o king o f

M uslim Friendly Ho tels Go o d to have Go o d to have

1. Culture and Heritage Preservation

2. Staying Relevant with Social Media

3. Changing Influential Forces

4. Affordable and Unique Experiences

5. Availability of Halal Food

6. Advance Planners and Information Seekers

8. Concerns of Female MMTs

9. From Ummah to e-Ummah

10. Think Global, Live Local

Muslim Millennial Traveler Interview: PMET

Ms Nur Nadhirah Nor Azhar

Could you give a brief overview of yourself?

What Muslim-friendly services/facilities do you seek/request for whilst travelling?

Could you give a brief overview of yourself?

What Muslim-friendly services/facilities do you seek/request for whilst travelling?

Which are the major source markets to your city?

I. Investigating the tripographic and social-demographic of the MMT

Reasons for traveling

Respondents’ Main Reason for Traveling

Leisure/Holiday 345 93%

Experience local culture/heritage 233 63%

Visit friends and relatives 160 43%

Attending special events and festivals 112 30%

Health & Wellness 36 10%

Other (please specify) 16 4%

0 50 100 150 200 250 300 350 400

Figure 1. Reason for traveling

Frequency of Travel and Travel Duration

Once a year, 121, 1-2 weeks, 132,

Figure 2. Frequency of travel Figure 3. Average duration per trip

Figure 4. How much respondents spent (in USD) per trip

WHO DO YOU TYPICALLY TRAVEL WITH?

Alone, 45, 12%

Friends, 120, 32%