2016清_真旅行者（英文版）_19页_1mb

Halal Travellers 2016 Summary

Core Content

The Halal Travellers 2016 report by Amadeus outlines the findings and insights from a comprehensive study on the travel behaviors and needs of Halal travellers, with a focus on understanding how to better serve this growing market. The report emphasizes the importance of the traveller in the travel ecosystem and highlights the strategic value of Halal tourism.

Main Objectives

• Better understand the evolution of Halal travellers’ behavior and needs.
• Support innovation and improve travel services by addressing the specific requirements of Halal travellers.
• Develop an annual research plan focused on strategic consumer segments and topics.
• Create an external communication plan to share key findings from the research.

Key Findings

1. Understanding the Traveller

• The travel industry must understand the needs of the end consumer to provide better products and services.
• Halal travellers are defined as those who wish to maintain Muslim principles (e.g., prayer, food, cultural norms) while traveling.
• They are a diverse group with different priorities and expectations, even within the same family.

2. Market Trends and Predictions

• Halal Tourism is expected to grow by 50% in volume and 35% in value over the next 5 years.
• The market was valued at $145 billion in 2014, growing faster than the industry average of 3.8%.
• By 2020, the number of Halal travellers is expected to increase from 110 million to 150 million, representing 11% of the market with $200 billion in expenditure.

3. Societal, Political, and Economic Factors

• Economic factors: Halal travellers, particularly from the Middle East and North Africa (MENA), have high purchasing power and are willing to travel and spend.
• Political factors: International governments are actively attracting Halal travellers, with visa waivers and targeted marketing.
• Societal factors: Family-oriented travel is common, with large family groups (often >10 people) traveling together, especially from Gulf countries.

Methodology

• A multi-faceted approach was used to understand the needs of Halal Family Travellers.
• Desk research, social media analysis, and expert interviews were conducted to develop hypotheses.
• Primary research included focus groups and in-home interviews with +70 participants.
• Secondary research and subscription-based insights were also part of the data collection.

Key Themes Identified

1. Maximising Trip Value

• Halal travellers are hyper-planners to ensure they get the most out of their trips.
• They prefer flexible and customisable packages for complex trips, especially those involving extended families or unfamiliar destinations.
• Booking in advance is important, but they seek more personalised and tailored travel experiences.

2. Relevant Accommodation

• Halal-friendly accommodation is a top priority, with a focus on cultural comfort, prayer facilities, and dining options.
• Apartment-style accommodations (including serviced apartments and private villas) are preferred for their privacy, cooking facilities, and independence.
• Hotels are often seen as less suitable due to cultural discomfort and lack of flexibility.

3. Family-friendly Destinations

• Excursions and ground transportation must be family-friendly and cater to religious and cultural norms.
• Personalised dining options are crucial, with preferences ranging from gourmet to local Halal cuisine.
• Smart transportation solutions, such as private drivers, are preferred for large family groups to avoid cultural missteps.

Role of Travel Agencies and Amadeus

• Travel agencies are seen as trusted partners in the planning process, especially for complex trips in non-Muslim destinations.
• Agencies should offer holistic support and end-to-end travel solutions that are personalised and flexible.
• Women are strong influencers in travel decisions and should be supported in the planning and decision-making phases.

Business Opportunities

• Inspiration campaigns highlighting undiscovered destinations.
• Network of female reviewers/bloggers to promote travel packages.
• Buy now/pay later options to enhance affordability.
• Customisable packages to meet individual preferences.
• Signposting Halal-friendly hotels in non-Muslim destinations.
• Rating systems for hotels based on women's facilities and family needs.
• Local experiences that are Muslim and family-friendly.
• Multiple ground transportation options (e.g., basic transfers, executive cars, limos).

Conclusion

The Halal Traveller market is a strategic and growing segment with distinct needs and preferences. To succeed in this market, travel providers must understand the diversity of Halal travellers, support women’s influence, and offer tailored, flexible, and culturally appropriate services. Amadeus aims to support travel agents in meeting these needs through research, insights, and innovation.