Are Millennials making Muslim-friendly travel redundant?

Young Muslim travellers are seeking memorable experiences when they travel, and except when it comes to food, they are largely unconcerned about halal issues, travel industry experts said recently at the Global Islamic Economy Summit in Dubai.

“They are not actively seeking halal cities. They are seeking experiential travel. Halal travel today is about getting that experience without being exposed to things that are not halal,” said Irfan Ahmed, Chief Executive of UAE-based halal travel information portal Irhal.

“It’s about facilitating such travel to a place where the traveller gets enjoyment. Otherwise, we would all be going only to Mecca and Medina,” he added.

Understanding this trend in a little more depth will lead to destinations “looking at ways to encourage Muslims to visit without modifying in any significant way the experience of going there,” said Nabeel Shariff, founder of UK-based agency Luxury Halal Travel.

There is, however, a difference in the way that the various age groups view holiday travel, said Elena Nikolova, founder of UK-based Muslim Travel Girl. “Mature travellers prefer to book their holidays through agencies and would rather go to places with a higher degree of comfort, such as resorts. Millennials prefer to make their own bookings, digitally, and choose more interesting options, such as backpacking or trekking,” she said.

A common thread among all Muslim travellers, however, is the urge to discover new places. Listing destinations that are emerging as popular, the panellists spoke of Iran, because the country has recently increased its global integration; countries in Eastern Europe that have remained off the beaten track in the past; and “safely halal” emerging destinations such as Turkey, Malaysia and Indonesia.

Shariff added, “Someone asked us if we could help set up a trekking holiday in Pakistan. That was an unusual request. It was a young person who had done holidays with the family and now wanted to do something that was ‘out there’, something she could call her own. Requests from Millennials are becoming more interesting.”

According to Elena, “Group travel requests are increasing from young people who want to travel with friends, because it’s more fun than travelling alone. Couples want privacy … but still want the possibility of having some fun. With the new Airbnb-type developments, we are seeing demand for affordable, out-of-the-way villas at popular destination cities.”

Recalling the seminal experiences that prompted him to set up Irhal.com, touted as the halal travel guide for the Muslim traveller, Ahmed said, “I was in Paris 20 years ago, hungry and looking for halal food. After a long search, I finally settled for a fish burger at McDonald’s. Food is one of the biggest challenges for the Muslim traveller. Another time, I was in a northern European city during a month when there is no sunrise and no sunset. I had no idea when to pray. I decided to create an information portal that provides all this and related information to the Muslim traveller.”

Turning the discussion to how hotels and hospitality chains globally are modifying their approach to accommodating halal Muslim tourism, which is expected to be a $180 billion market by 2018, moderator Rebecca McLaughlin asked the panellists to list ways in which Muslim travellers are being made more welcome.

“Hotels need to walk the fine line between being Muslim-friendly and also attracting the commercial traveller from Europe and the United States. Most large chains are investing in making Muslims feel comfortable with menus that include halal meals and room sizes that are large enough for families. At the same time, they are taking care not to alienate other travellers,” said Shariff.

Ahmed added, “I remember 15 years ago, [when] the internet was just starting to become [all the] rage. Radisson hotels worldwide offered free internet access. So, wherever I went, I would pick the Radisson just for that. If the Marriott or Intercontinental chains said tomorrow that they are offering special meals on the room service menu that are halal, that will set off a chain reaction. When you look at the dollars being spent by Muslims on travel and how these are expected to grow, this will spur hotel chains to invest in attracting this segment.”

Airlines too have come a long way in becoming more Muslim-friendly. Ahmed said, “Years ago, I asked for a halal meal on board and they were unable to give me one. As an apology, they offered me complimentary champagne! Clearly, people had a lot to learn then.” Shariff too recalled an overnight flight during which he woke up to the smell of pork sausages filling the aircraft. “It made me gag, but I could do nothing about it!”

Such experiences are now history because awareness of the needs of Muslim travellers has increased. As more and more Muslims, especially Millennials, travel for enjoyment rather than solely on pilgrimage, special halal services will become redundant—as Ahmed already notes, “I don’t think the full-service halal experience is necessary.”