Muslim women on the move
More than one-quarter of Muslim women who travel do so alone, helping drive a $80bn market
Twenty-eight percent of the journeys made last year by Muslim women involved solo travel, indicative of a growing younger demographic willing to experience the world, according to a new report by Mastercard and CrescentRating.
An estimated 63 million Muslim women spent over US$80 billion on travel last year, a number expected to grow as this demographic increases in size and influence over the global travel market.
Two-thirds were 40 or younger, underlining how much young Muslim women are driving this section of the tourism industry. Over half use some form of social media to research and book accommodation, logistics and dining.
“Despite the increasingly ubiquitous Muslim women’s travel market, to date little research has been done to better understand this fast-emerging segment and their specific challenges,” said Raudha Zaini, head of marketing of CrescentRating and HalalTrip. “This study provides the industry with a clear lens to understand their intrinsic and extrinsic travel motivations. This includes their unique travel behaviour driven by the Triple E’s: Explore, Energise and Empathise.”
Muslim women’s disposable income is on the rise, with most of the population setting off on trips two to three times a year. Leisure takes precedence (90%), followed by religious travel (21%) and business (11%). The study confirms that they exert considerable influence in trip planning but most, 71%, travel with their families, and therefore prefer family-friendly destinations.
Female travellers constitute one the fastest-growing segments in the global travel market and their main needs, such as safety and security, match those of Muslim women as well. But Muslim women factor religious considerations into their trips, with 94% of survey respondents saying halal dining is a travel priority.
Accessible religious facilities with female-only prayer rooms (86%) and single-gender spas and beauty salons (79%) also factor highly into their itineraries. Social justice, an important part of Islam, influences their journeys, with 73% seeking eco-friendly travel options abroad.
The Mastercard-CrescentRating Global Muslim Travel Index (GMTI) 2019 ranks Thailand as the second most popular destination among non-OIC nations, and the 18th most popular overall (including both OIC and non-OIC nations). The study also ranks Thailand among the five safest and least restrictive (in terms of faith restrictions) non-OIC destinations for Muslim women travellers.
“Muslim women travellers are ready to see the world,” said Aisha Islam, vice-president for market product management at Mastercard. “This young and driven demographic is ready to engage travel industry providers who welcome them and curate experiences that keep their values and community in the forefront.”