What spurred changes to the Muslim travel market over the decades?
CrescentRating was launched in 2008 to play a crucial role in formalising the Muslim travel market. Prior to that, there was increasing awareness but limited formal recognition.
CrescentRating not only introduced a dedicated rating system to assess the Muslim-friendliness of travel services and destinations, it also provided valuable insights to this segment. These efforts helped bridge the gap between Muslim travellers and the broader tourism industry, encouraging both service providers and destinations to consider the specific needs of Muslim tourists.
Then came the inaugural World Islamic Tourism Conference & Expo 2008 in Kuala Lumpur. It was one of the earliest dedicated conferences on Halal tourism.
The introduction of the Mastercard-CrescentRating Global Muslim Travel Index in 2015 was another milestone. This benchmarking tool significantly raised awareness and understanding of the Muslim travel market, enabling stakeholders to assess their performance and identify opportunities for enhancement and investment. It spurred a shift in perspective, with numerous destinations recognising the importance of Muslim travellers and incorporating their requirements into strategic planning and development efforts.
How is CrescentRating addressing sustainability and ethical travel concerns within the context of halal tourism?
CrescentRating has a comprehensive approach to promote responsible travel among Muslim travellers. Efforts are encapsulated in the Responsible, Immersive, Digital and Assured (RIDA) Framework, which is designed to ensure that the services offered to Muslim travellers comply with faith traditions and promote sustainability and responsible tourism practices.
How do you see the halal tourism sector evolving in the next 50 years?
I foresee exponential growth, driven by the global Muslim population’s burning desire to explore the world in alignment with their faith.
What challenges lie in the way?
The primary challenge confronting the halal tourism industry over the coming decades is the pervasive misunderstanding of what it entails, compounded by a negative media narrative surrounding Muslims and the rising tide of Islamophobia in certain regions. This complex issue affects not just the perception of halal tourism, but also the broader context within which Muslim travellers navigate.
Misunderstandings often stem from a lack of knowledge about the principles guiding Muslim-friendly travel. Misconceptions can lead to the belief that halal tourism segregates Muslim travellers from others. The challenge is further exacerbated by negative media portrayals of Muslims, which can foster stereotypes and prejudice. Such narratives can influence both the reception of Muslim travellers in various destinations and the willingness of non-Muslim majority countries to embrace halal tourism as part of their tourism offerings.
What are the opportunities?
Advances in technology offer the chance to enhance the halal travel experience through digital platforms, apps for locating halal services, and virtual reality tours of Islamic heritage sites. Blockchain can also be used for secure, transparent transactions and certifications.
Furthermore, the halal tourism sector has the opportunity to lead sustainable tourism practices. By incorporating eco-friendly and ethical travel options, it can appeal to a broader audience beyond Muslim travellers, including those interested in responsible travel.
Halal tourism can act as a bridge for cultural exchange, fostering understanding and respect between Muslims and non-Muslims. Promoting immersive experiences that celebrate Islamic culture and heritage while encouraging interaction with local communities can enhance global interconnectedness. There’s a vast opportunity for innovation in creating unique, immersive, and faith-based experiences. This includes developing halal-friendly leisure activities, themed travel packages, and educational tours that cater to the diverse interests of Muslim travellers.
During his career, he has worked for IHG, Anantara, Le Meridien, and Story Hospitality.
He joins Centara following his most recent role as vice president – global sales & The Americas with Kempinski Hotels. His wealth of industry experience brings fresh impetus and innovation to Centara’s global commercial efforts.
Orchard Hotel Singapore, a property of Millennium Hotels and Resorts, has implemented the Aiello Voice Assistant (AVA) to its communications system that connects guests with hotel staff. The AI-powered device will also be used to collect data-driven insights to enhance customer service and streamline operations.
This is the first AVA deployment in Singapore, although it has been in the market since 2019, serving over 100 hotels elsewhere. It is capable of answering enquiries in Chinese, Japanese, Thai, and English.
Guests at Orchard Hotel Singapore can use AVA as their personal guide to amenities, services, and local recommendations on hands-free devices. Acting as an in-room assistant, AVA responds promptly to voice commands, allowing guests to effortlessly connect with other rooms or contact the front desk.
“Our commitment to innovation and exceptional guest experiences is unwavering,” said Jacqueline Ho, the hotel’s general manager.
“The integration of AVA is a transformative step, combining state-of-the-art technology with personalised service to enhance guest convenience and comfort while reinforcing our leadership in the hospitality industry.”
Vic Shen, CEO and co-founder of Aiello, said: “Being the first in Singapore is just the beginning – our focus is on providing a holistic and technologically advanced guest experience that aligns with Orchard Hotel Singapore’s legacy of excellence.”