Mil­len­ni­als, Gen Z drive Mus­lim travel

Manila Times - - Business Times - BY MA. GLAIZA LEE

WITH the rapid pro­lif­er­a­tion of en­abling on­line tech­nolo­gies, in­creas­ing re­liance on in­ter­net and so­cial me­dia to dis­cover new des­ti­na­tions and travel book­ings, as well rise mar­ket pro­vides a pos­i­tive out­look for the and Gen­er­a­tion Z ex­pected to drive on­line travel ex­pen­di­ture to ex­ceed US$180 bil­lion by 2026.

- als, the Master­card-Cres­cen­trat­ing Dig­i­tal Mus­lim Travel Re­port con-

seg­ment. From 25 mil­lion visi­tors in 2000 to 131 mil­lion Mus­lim

2017, the re­port pre­dicts that there will be 158 mil­lion Mus­lim tourists by 2020, and will con­tinue to rise.

“The Ha­lal travel mar­ket con­tin­ues to be one of the fastest grow­ing travel seg­ments glob­ally, with Mus­lim vis­i­tor ar­rivals rep­re­sent­ing about 10 per­cent of the en­tire travel in­dus­try glob­ally in 2017. Mus­lim trav­el­ers are spend­ing more time on­line re­search­ing and com­par­ing in­for­ma­tion

for their ideal travel ex­pe­ri­ence,” said Master­card vice pres­i­dent for mar­ket de­vel­op­ment Devesh Kuwadekar.

The re­port also ex­pects Mus­lim trav­el­ers to spend US$ 300 Bil­lion by 2026; about US$180 bil­lion will be from on­line travel ex­pen­di­ture of Mus­lim mil­len­nial trav­el­ers. The re­port in­di­cated that more than 60 per­cent of Mus­lim trav­el­ers were ei­ther mil­len­ni­als or Gen Z.

The Master­card-Cres­cen­trat­ing Dig­i­tal Mus­lim Travel Re­port un­cov­ered that on­line sites and tools played key roles. Be­yond just a mere chan­nel ser­vices, the dig­i­tal space is prov­ing to play an in­te­gral role in en­abling Mus­lims to bet­ter plan and ex­pe­ri­ence their trav­els, tak­ing in to con­sid­er­a­tion their faith based needs.

Based on their on­line travel pat­terns, pur­chas­ing be­hav­ior and life­style, young Mus­lim trav­el­ers take Au­then­tic­ity (al­low­ing them to dis­cover des­ti­na­tion and try lo-

Af­ford­abil­ity (rea­son­able priced ac­com­mo­da­tion, trans­port and ex­pe­ri­ences) and Ac­ces­si­bil­ity (to tech­nol­ogy, in­for­ma­tion and shar­ing) in plan­ning their travel itin­er­ar­ies.

With Mil­len­ni­als lead­ing most of the us­age, other gen­er­a­tions are also dis­play­ing sim­i­lar be­hav­ioral pat­terns in the us­age of on­line tools in plan­ning and book­ing their trips. Sim­i­lar to Mil­len­ni­als, these groups have turned to the use of dig­i­tal tech­nolo­gies that can both em­power them as well as en­hance their jour­neys. They are also turn­ing to so­cial net­work­ing ser­vices to stay con­nected and share their sto­ries in their own unique ways with fam­ily and friends.

The re­port in­di­cated the top 30 Mus­lim out­bound mar­kets, clus­tered into dis­tinct clus­ters. They rep­re­sent 90 per cent of the over­all Mus­lim vis­i­tor ar­rivals. In­fo­graphic from the Master­card- Cres­cen­trat­ing Dig­i­tal Mus­lim Travel Re­port

Clus­ter A, com­posed of large out­bound Mar­kets with a high level of dig­i­tal en­able­ment, in­cludes Saudi Ara­bia, Malaysia and United Arab Emi­rates which are re­gions with large Mus­lim pop­u­la­tions with a high per-capita GDP. These coun­tries al­low a high per­cent­age of trav­el­ers to travel in­ter­na­tion­ally. Ma­jor­ity of the res­i­dents in these coun­tries are dig­i­tal savvy and have ac­cess to the lat­est dig­i­tal in­fra­struc­tures. These are the main mar­kets that on­line travel busi­nesses should fo­cus on as they are on­line shop­ping na­tives, ide­ally suited for on­line con­tent mar­ket­ing and trans­ac­tions.

Kuwait, Qatar, Le­banon, Tu­nisia,

Azer­bai­jan, Kaza­khstan, UK, Ger­many, France, Sin­ga­pore and Rus­sia fall into Clus­ter B, which has high level of dig­i­tal en­able­ment but with smaller out­bound mar­kets. These are coun­tries with res­i­dents who are dig­i­tal savvy and have ac­cess to the lat­est dig­i­tal in­fra­struc­ture but the pop­u­la­tion of Mus­lims in these coun­tries are smaller as com­pared to those in Clus­ter A.

Oman, Al­ba­nia, Mo­rocco and China make up this clus­ter. They have good dig­i­tal in­fra­struc­tures but still small out­bound Mus­lim travel mar­kets.

Emerg­ing growth mar­kets with fast grow­ing lev­els of dig­i­tal en­able-

- ter D. These are ma­jor­ity Mus­lim coun­tries with a grow­ing out­bound travel mar­ket. Even though they may not have wide­spread dig­i­tal in­fra­struc­ture yet, busi­nesses can look at these mar­kets as medium to long term prospects since they can po­ten­tially trans­late to larger on­line travel mar­kets with the dig­i­tal en­able­ment in the near fu­ture.

smaller mar­kets with low lev­els of dig­i­tal en­able­ment fall un­der this

Kir­gizs­tan, Nige­ria, Al­ge­ria, Ban- “The DMTR2018 re­veals im­por­tant on­line be­hav­ior and pref­er­ences

tourism des­ti­na­tions, tour op­er­a­tors, air­lines and other tourism and hos­pi­tal­ity stake­hold­ers with in­sights of on­line plat­forms and so­cial net­work­ing ser­vices to eval­u­ate the po­ten­tial within the Mus­lim mar­ket. Des­ti­na­tions need to en­sure that their mes­sages reach Mus­lim trav­el­ers through on­line channels. This re­port gives the in­dus­try a prac­ti­cal and ready seg­men­ta­tion cri­te­rion to em­pathize with dif­fer­ent de­mo­graph­ics. Dig­i­tal is real and tran­scends gen­er­a­tions,” con­cluded Cres­cen­tRat­ing and HalalTrip CEO Fazal Ba­hard­een.

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