Malaysia government-backed Muslim-friendly tourism rating standard to launch next year

KUALA LUMPUR - A new Malaysia government-backed Muslim-friendly tourism rating standard for accommodation premises will be officially launched next year, adding to the two independent services already serving the market.

The new standard, MyRating, was developed and supported by a 4.4 million Malaysian ringgit ($1.1 million) grant from the Malaysia government to the system’s reference partner International Institute for Halal Research and Training (INHART), which is part of the International Islamic University Malaysia.

The rating system is based on the Malaysia government’s standard for Muslim-friendly hospitality services requirement MS1620:1520, with third party accreditation by INHART.

Rosheen Resources Sdn Bhd is the exclusive license holder to MyRating and is responsible for the implementation of the system. The company is also tasked to provide education and awareness programs and engage with service providers.

“What we want is to open up more variety and opportunity for the [halal travel] business and not destroy the business potential. This rating service wishes to address the need among Muslim travellers,” Rosheen Resources’ halal development manager Nor Shareena Abdullah told Salaam Gateway.

The group pays a share of profits and an annual licensing fee to INHART, both of which it has not disclosed.  

Since its soft launch last month, MyRating has worked with around 30 hotels from Beijing, 15 in South Korea and two in Dubai, according to Abdullah.

HOW IT WORKS

The cost of certification for a hotel with fewer than 150 rooms is $1,000 and $1,500 for establishments with more than 150 rooms.

MyRating is aiming for 5 million ringgit in revenue within a year of its official launch, which is targeted for next year. It estimates 70 percent of its business will come from overseas.

“We hope to earn 50 million ringgit ($12.4 million) in revenue in five years,” said Abdullah.

She is confident that opportunities in the Muslim-friendly travel business will attract more demand for rating services.

“Getting your property and services accredited opens up more market opportunity for the business. We have projected that demand for accommodation will increase by 30 percent once [the accommodation is] certified,” said Abdullah.

MyRating awards establishments between one and five stars based on a list of requirements including basic ones such as easy access to halal food, faucets for wudu or ablutions and prayer facilities.

Additional points will be given for establishments that offer extra services such as Islamic or Islamic-themed television channels and waqf facilities, where a percentage of the hotel charges are channelled to endowments.

Inspection of premises will take between three and five days and certification is valid for two years.

FURTHER DEVELOPMENTS

The group is developing a mobile application to integrate and promote accommodation and service providers that are MyRating-certified, according to Abdullah.

Also in the pipeline is smart labelling using quick response (QR) codes for each certified property, which will allow customers to check the validity of the certification and send immediate feedback to the agency.

“We provide the ease for Muslim travellers knowing that their accommodation is Muslim-friendly. In the app which we are coming out with, we will also have recommended halal food and beverage restaurants and mosques around the area they are staying,” Abdullah said.

“In the pipeline is also INHART’s plan to tie-up with the Organisation of Islamic Cooperation (OIC) to undertake an economic study to see the movement of product and services to GDP and within the tourism ecosystem that are impacted by this accreditation,” she added.

CRESCENTRATING, SALAM STANDARD

Comparing MyRating with similar services in the market – the pioneering CrescentRating and the more recently-launched Salam Standard – Abdullah pointed out that MyRating is the only one backed by the Malaysia government and its standard for Muslim-friendly hospitality services.

“What makes MyRating strong is the very detailed tools and audit system used to ensure compliance to fatwa and Shariah compliance in the hotel industry,” she said.

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