CASE STUDY-How Crescentrating’s Global Muslim Travel Index maps the world of halal travel

COMPANY OVERVIEW

Crescentrating is increasingly acknowledged by global bodies as an authority on Muslim travel. The Global Muslim Travel Index (GMTI) estimate of the Muslim travel market is one of the most widely used figures. The company expanded its reach and authority by opening offices in Japan and launching the first-ever halal travel glossary to help decode Islamic terminology.

KEY ACHIEVEMENTS

Crescentrating’s Global Muslim Travel Index (GMTI) can claim to be the first index to offer a rating on Muslim friendliness in the travel industry. The GMTI has been afforded a lot of credibility in its founding region, Southeast Asia, and has received global media attention, including in non-Muslim nations like Japan and Taiwan, which have reacted to their standing in the index.

KEY STRATEGY COMPONENTS

First mover

1. In 2011, Crescentrating published the first ever research into the halal travel market and declared the top 10 Muslim-friendly holiday destinations. The following year, the report was divided in two top 10 lists, one for destinations with large Muslim populations and one for non-Muslim nations.
2. The Global Muslim Travel Index (GMTI) was launched in 2014, covering 60 countries, providing travelers, governments, travel companies and investors with benchmarks that help them track the health and growth of the Muslim travel segment. It is an index that covers 100 destinations. 
3. The second GMTI was released this year, with Malaysia again topping the overall index.
4. Crescentrating has a sister company called Halaltrip.com that it hopes will become the premier trip-adviser service for the global Muslim community.

Global overview/market intellligence leader

1. The GMTI provides a rating of Muslim-friendliness based on nine factors: 1. Suitability as a holiday destination, 2. family friendliness, 3. safe travel environment, 4. dining options and halal assurance, 5. ease of access to prayer facilities, 6. airport services and facilities, 7. accommodation options, 8. Muslim travel market 9. awareness and ease of communication.
2. The GMTI40, or the Primary Index, has been introduced as a form of “live” monitoring of the top-20 OIC and non-OIC (non-Muslim-majority nations) rating throughout the year, which is updated quarterly. 

CHALLENGES

1. Convincing the global audience that halal travel is distinct enough to need expertise from the GMTI and Crescentrating. 
2. Credibility and recognition in English-speaking world: It has received no mention in the mainstream press in either the UK or USA, and has had only brief mention in the Australian and Irish press (Australia for its positive ranking; Ireland for its lower rank, which caused a backlash).
3. Recognition among the lay Muslims: GMTI remains a mystery to most outside of the halal travel industry.
4. Muslim media outside of Far East and selected Middle Eastern media appear oblivious to the GMTI and Crescentrating.
5. Overcome the notion that inclusion carries a risk for businesses, which may not wish to be part of a rating system that can be potentially damaging to their Muslim-friendly reputation.
6. Convincing global audiences that the premise for the rating is credible. 

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