Effective Communication To Promote Values-based (Islamic) Tourism

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Presented at:

The 1st OIC International Forum on Islamic Tourism

June 3rd, 2014, Jakarta, Indonesia

Presented by:

Effective Communication To Promote Islamic Tourism

OIC based hotels/resorts, airlines & destinations -

Practical considerations & brand positioning


The case for this opportunity is being made…

The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 3

Do all Muslims see this an important consideration while traveling?


However, key communication concerns remain…

We are a OIC country. Wouldn't Muslim tourists already know us as being Muslim-friendly?

Does the label ‘Islamic Tourism’ even appeal to Muslim tourist?

How can we address this market but not loose our other audiences we are interested in?



First lets Define Core Islamic ‘Lifestyle’ Sectors




Imperative to address ‘Structural’ needs first

1 Understand and address the diversity of needs (Consumer & OIC/Non-OIC dynamic)

2 Structural alignment relevant to an OIC market

3 Recommended communication strategy


Three answers to leave with…




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Recommended communication strategy

•Airline specific? •Hotel/Resort Specific? •Destination specific?

Diversity of Needs:

Needs across airline, hotel, destination?

Joint report by : DinarStandard & Crescentrating

Question: Overall, which of the following are important to you when travelling for leisure?


Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 10

Diversity of Needs:

Needs across airline, hotel, destination?

Which ones to prioritize/ emphasize?


Diversity of Needs:

Shades of Awareness & Adoption

SPECTRUM OF NEED


Diversity of Needs:

Shades of Awareness & Adoption: National Influence

Saudi Arabia Iran United Arab Emirates Indonesia Kuwait Turkey

Top Muslim Tourist Source Countries (From OIC, Outbound Expenditure 2011)

Germany Russia France United Kingdom Singapore United States

(From Non-OIC, Outbound Expenditure 2011)

Critical Nice-to-have No influence


Diversity of Needs:

Distinctions in OIC & Non-OIC environments

OIC (Significant Muslim majority/strong affinity)

OIC (Sizeable Non-Muslim Minority/less affinity)

Non-OIC

Saudi Arabia/ Pakistan

Turkey/ Indonesia?

USA/France/ Australia

AIRLINES • On-plane prayer space; take-off prayer; Dry…

• Halal food; Dry?; Ramadan meals…

•MOML (‘Muslim meals); Airport prayer space

HOTELS/ RESORTS

• Prayer space; No inappropriate TV; women separate srvc…

• Halal food; Dry?; Ramadan meals…

•Halal food, Support services (i.e. Mosque direction)

DESTINATIONS • Assumed all ‘Halal’; Family-friendly…

• Halal food; family-friendly options; Gender options

•Halal food, Support guides…

Joint report by : DinarStandard & Crescentrating The 1st OIC International Forum on Islamic Tourism © DinarStandard 2005-2014 15

Structural Alignment

Identify target audience & their preferences

GCC represents 31% of the total Muslim travel expenditure while is approx. 3% of the global Muslim Ppn.

Muslim travelers from your regional flow



Identify value-chain areas to address/highlight



Select appropriate ‘structural’ areas to address



Build/Highlight Trust & Authenticity elements

Certifications;

Other

Heritage sites;

Faith-based

cultural elements

Family interactions/

Profiles Leverage nations

brand identities

Highlight tourism

destinations

“O mankind! Lo! We have created you male and female,

and have made you nations and tribes that ye may know one another.

Lo! the noblest of you, in the sight of Allah, is the best in conduct. Lo! Allah is Knower, Aware.”

(Surah al-Hujurat (49:13)


Effective Communication Inspired by an inclusive mission.

CORE ISLAMIC

TOURISM

MUSLIM TOURISTS –

STRUCTURAL ALIGNMENT

WITH VALUES & NEEDS

GLOBAL DESTINATION

APPEAL WITH FAMILY-FOCUS

• Hajj

• Ummrah

• Heritage

RECOMMENDATION:

Market positioning should

be ‘authentic’ and

‘inclusive’.

Positioning consideration:

• Family-friendly

• Halal & Wholesome food

• Ramadan/ Festival

specials

• Religious Heritage

• Eco-friendly

• Explore the world in

‘knowing one another’…


Effective Communication Recommendation Market positioning: ‘Authentic' yet ‘Inclusive'

Integrated with

National campaigns…

•Values based appeal

•Highlight relevant

aspects (based on

structural priorities

framework)

Targeted ‘Muslim’

audience marketing

channels…

•Targeted ‘Muslim-

friendly tourism

platforms (e.g.

Crescentrating)

•Targeted religious

media (broadcast,

print, online..)


Effective Communication Recommendation Marketing channels: National & Targeted

RECOMMENDATION: Targeted ‘Muslim’ audience marketing

channels and/or integrated with national campaigns

Hotels/ Resorts

Airlines

Destinations

Customer need/ prioritization

Your gap Your Structural alignment Strategy


Effective Communication Recommendation Industry Specific: Structural alignment mapping

RECOMMENDATION: Hotels/Resorts, Airlines, & Destinations

should align structurally to customer needs

• Assist industry on prioritized audience segmentation; structural focus Drive Strategy

• Support development of structural credentials or highlighting and promoting existing ones (Halal food, heritage sites…)

Strengthen/Highlight Structural Credentials

• Create ‘exciting,’ initiatives/ campaigns focused on appealing to Islamic values (Nasheed festivals, **’Spend Ramadan in Indonesia,’ Medical tourism )

Create specific campaigns

• Integrate with national promotional campaigns with universal values-based messaging

Integrate with national campaigns

• Partner city Programs, Festivals, Exchange programs (promote ‘know one another.’)

Develop OIC Partnerships


Effective Communication Recommendation Government role: Lead development through 5 areas

1

2

3 4

5



3 Recommended strategy: ‘Authentic' yet ‘Inclusive'


Three answers to leave with?

© DinarStandard 2005-2014 25 The 1st OIC International Forum on Islamic Tourism

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E: [email protected] W: www.dinarstandard.com

G R O W T H S T R AT E G Y R E S E A R C H & A D V I S O R Y

Halal/ Ethical

Lifestyle

Islamic

/Ethical

Finance

OIC

Economies

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Effective Communication To Promote Values-based (Islamic) Tourism

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Transcript of Effective Communication To Promote Values-based (Islamic) Tourism