Halal Travellers 2016 - ATTO Report An Amadeus-commissioned report conducted by Context Consulting - Enterprise IT News
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Halal Travellers 2016
ATTO Report
An Amadeus-commissioned report
conducted by Context Consulting
Overview
1. Understanding why
2. Objectives and Research Plan
3. Results
4. Conclusions and Recommendations
2
1.
Understanding why
3
Why the traveller?
Understanding the travel industry from start to finish
In any industry, understanding how the work of an organisation affects every
other aspect is imperative for success.
In travel, one of these key components is the traveller.
Whilst Amadeus does not directly work with the end consumer, to better serve their customers,
travel providers, Amadeus has a requirement to know exactly what the consumer wants.
By understanding the consumers’ needs, Amadeus can:
Provide all components in the travel chain:
• Better products
• More effective services
• More insightful consultation Through taking the time to research and understand travellers,
Amadeus aims to support and improve the overall travel eco-
Create even more value by supporting system and to help shape the future of travel.
• Cutting-edge innovation
• More in-depth research & development
• Forward thinking ideas
4
The ATTO initiative’s objective
(Amadeus Traveller Trend Observatory)
Better understand the evolution of traveller behaviour & needs, through the systematic deployment of a proven and
focused research methodology
Trend observatory, Primary research,
Sharing best practices from 1 2
Steering Secondary research, Subscriptions
consumer studies
A monthly committee meeting to exchange
Committee Internal Online interactive platform with all studies,
information about traveller research studies. Data trends and overall information around travellers
made available to share, upload and download.
repository
ATTO’s
continuous cycle
of innovation
External
© 2015 Amadeus IT Group SA
communication
plan Focus on strategic consumer
An external communication plan Research
segments and topics to develop in an
4 plan 3
A communication plan to deliver externally the main annual research plan
outcomes from the yearly traveller research
A detailed action plan is put in place to
undertaken
meet the yearly traveller research needs.
5
2.
Objectives and Research Plan
6
Project objective and target definition
Drive innovation through deeper understanding of Halal Travellers and
help Travel Agents meet the needs of their customers
_ Understand trip planning and travel behaviours more generally
_ Explore travel experiences, pain points, delighters and future needs amongst the target
_ Identify opportunity areas based on the above and reveal under-served / un-catered for needs
_ Determine how previously identified travel trends and insights relate to the target
_ Explore expectations and requirements of Travel Agents
Target definition for the study
Halal Travellers: travellers who wish to maintain Muslim
principles (i.e. prayer, food, cultural norms) while travelling
7
Why Halal travellers represent a strategic target:
Halal Tourism will grow by 50% (volume) and 35% (value) in the next 5 years
Market size Trends and predictions The potential
_ The Halal Tourism sector was _ The typical Muslim consumer is _ Halal travellers are expected
estimated to be valued at now younger, educated and with to grow from 110 million to
$145 billion in 2014 2 a larger disposable income than 150 million visitors by 2020
before, which has precipitated an
_ Halal Travel is one of the _ Eventually Halal travellers will
increased propensity to travel 4
fastest growing travel represent 11% of the market
sectors in the world, with an _ Muslim population growth with an expenditure
estimated growth rate of currently outpaces general projected to grow to $200
4.8% against the 3.8% population growth5 and is billion6
industry average 3 expected to continue to do so
1, 2, 4, 6MasterCard-CrescentRating
Global Muslim Travel Index 2015 Report; 3Dinar Standard Global Muslim Travel Market
Slideshare Report; 5Pew Research Center. The Future of World Religions: Population Growth Projections, 2010-2050 8Societal, political and economic factors mark out Halal Travellers as an
interesting audience
High consumer _ Prevalence of middle and upper class
Economic
purchasing power _ Consumers have capability to ‘go anywhere and do anything’ – desire and
factors
of MENA tourists ability to experience and explore the world
International _ Schengen and UK visa waiver for UAE nationals
Political governments _ ‘Muslim destinations’ (Malaysia, Turkey) continue to attract MENA tourists
factors actively attracting _ Non-Muslim destinations now actively going after this audience (South
Halal travellers Korea, Thailand)
_ More so than other Muslim countries, travellers from the Gulf countries
Societal Family-orientated typically travel in large family groups
factors society _ Rarely do families travel in groupsMethodology
Multi-faceted approach to truly understand the experiences, frustrations and needs of Halal Family Travellers
Identify Validate Deliver
Develop hypotheses about the Primary research to explore Comprehensive deliverables to
target and their needs traveller experiences bring target to life
• Desk research • Focus groups with locals and • Report
• Social Media review expats in MENA • Video
• Expert interviews • In-home interviews • Press release
• Infographic
+70 Interviews • Ad hoc presentations
+50 15 5
Halal Travellers Industry Experts Local Travel Agents
UAE and
Saudi
Arabia
10We engaged with people from a range of backgrounds, with varying
travel attitudes and behaviours
_ Family life stage – mix of younger and older kids in family
_ Make at least 2 international trips per year
_ Travel for a variety of reasons and to a mix of known / unknown destinations
_ Varied attitudes towards technology – Innovators, Early Adopters, Early Majority and Late Majority
_ Both local and expat populations included where relevant
113.
The Results
12Not all Halal travellers have the same needs
We have identified 6 key defining variables
_ Understanding the variety of different Halal travellers is key as they don’t have the same needs or expectations, even priorities for
the same traveller can vary from trip to trip.
EXPLORATION COMPANIONSHIP FINANCE
Comfort Exploration Core family Extended family Deal-seeking Simplicity-seeking
Travels to known Seeks out new Travelling with Travelling with a Want to keep costs Wants things to go
destinations destinations spouse, kids wider family group to a minimum smoothly
No compromise on Appreciates may But can’t assume it’s May include siblings, Not necessarily Prepared to pay more /
‘family friendly’ see cultural strictly a small group! parents / in-law, cost-constrained ignore cost
Halal food key ‘shocks’ Often UAE expats maid, friends etc ‘Savvy shoppers’, Often when in unknown
Flexible (food etc) don’t see value in / non-Muslim
big spend destinations
“Muslim travellers are not all the same. Muslims travelling from
Egypt will not be the same as those travelling from Saudi. Even
within a market, there are big differences. We need to
understand their uniqueness in order to sell our products ” Amadeus Travel Agent customer
13Women are strong influencers
Having a key role in the destination choice and holiday planning
“I usually need to
compete with my
wife, we both
_ Women play a decisive role in the travel decision process, planning and some of the logistics search until we see
who gets the best
• This is a cumbersome process where they are mostly relying in word of mouth, relatives and friends price. Usually my
• Technology and social medial are also essential, specially Instagram wife is the planner”
• Women want activities to keep whole family happy – shopping also important
• Women also gain social status from places visited Traveller
Destination Booking flights Activity plan and Managing trip Extra trip
selection and hotels booking logistics preparations
‘Final sign off’ Ultimate Delegates to wife, Ultimately responsible Helps wife but mostly
Guided by wife responsibility makes suggestions for transfers etc ‘told what to do’
Level of involvement:
Dad
High
Responsibility
Limited / no role Advises but leaves Responsibility for
Strong influence ensuring everyone
logistics to husband planning Medium
is happy
Mum Low
Destinations
Limited / no role Will work with Limited / no role Limited / no role
influenced by
Mum to plan
kids
Kids
14We have identified 3 core themes revealing Halal Traveller needs
2
Relevant Accommodation
1 They prefer Halal-friendly accommodation 3
that gives them freedom
_ Apartments / chain hotels are preferred Family -friendly destinations
Maximising Trip Value
_ Hotels/resorts must support traveller’s At destination, Halal seekers want to
Halal seekers plan their trip to ‘cultural comfort’: many hotels currently fail
maximise their experiences to meet prayer and dining requirements explore within their comfort zone
_ Halal Travellers often adopt a _ Women struggle to find relevant hotels _ Aiming at adapted excursion
hyper-planning holiday mode plans catering their requirements
_ Halal Travellers like packages, _ Personalized dining options fitting
but find them basic and different preferences
inflexible _ Smart transportation at
_ Travellers are more motivated to destination, ensuring knowing
use agents for “ complex” trips the way
151 Maximising Trip Value
Travellers adopt a hyper planning mode to ensure they maximize their trip value and have a smooth travel experience
with their families
_ When traveling with their families, Halal seekers want to ensure that everything is as smooth as possible, they “ I pay the package but if I
then don’t the tour, it is
like to rely on travel agencies specially for complex trips (not known/ first time destinations, longer vacations, overrated. I don’t want to
multi-destination, extended family) be with the tour all the
time. The price is the same
if you don’t want all the
_ They appreciate the possibility of booking in advance however they want to travel packages that are flexible, package” Traveller
can be changed and tailored to their specific needs
3 months 1 month 2 weeks Travel!
High levels of Book flights Research and book Book translator, Prepare Final check
Family trips research and hotel or excursions private driver (if not children’s of daily
Select destination package Find dining options booked with flights toys, snacks, itineraries
Begin visa and hotel) travel
Start saving for Look for prayer facilities accessories
shopping on trip application Plan clothes to pack
Research other for family
activities
Friends trips
Book flights Potentially book Excursions, transport
Minimal research and hotel car / transfers etc organised at
Select destination Visa (or manage in destination
application destination)
162 Relevant Accommodation
Halal travellers are looking for family-friendly accommodation that gives them freedom and respects religious principles
_ Finding the right accommodation is a key concern (family trips can be long, many family members)
“I avoid hotels with discos: if
the hotel has a disco, I won’t
_ Hotel chains guarantee a strong brand and standard services (consistency expected across markets); some go there with my family.”
already provide adapted services
_ Serviced apartments are a valuable option: offer independence while providing key service, appropriate “I like apartments. I like to
cook, I want my privacy.”
space and dining capabilities
_ Main needs expressed in relation to accommodation:
“I think it is important that
• Respect of Muslim principles (in relation to alcohol, dining, entertainment areas, praying facilities, etc) the hotels recognize the
needs of the Muslim
• Women want to be able to relax in relation with what they consider suitable (dress code, gender segregated areas, etc) travellers…”
Apartments / Private villas Apart-hotels Hotels
- Large family can stay in one - Family can stay in one apartment - Easy, convenient
apartment - Cooking facilities - Full service
Pros
- Cooking facilities - Hotel services on hand (room - Well located
service, varied dining options etc) - Concierge on hand (trust concierge)
- Can be far away from centre - Expensive - Expensive
and / or key sights - Often not large enough for whole - Limited inter-connecting rooms
Cons
- No ‘go to’ in case of issues or family (more like small serviced - Cultural comfort
problems apartments) - Changes to room booking
- No cleaning service
173 Family-friendly destinations
Excursions, dining and ground transportation are key success elements aiming at a personalized travel experience
_ They would like to book in advance “ family-friendly” (i.e. wife
and kids not seeing inappropriate behaviour) destination
activities –especially when travelling with the extended “Food is important. When it is
family- but often agents lack information / right offers. This not good, usually my family
means that travellers end up booking with providers or suffers. It should be suitable
for my kids and family. Kids
hotels directly. Excursions integrating Halal dining options choose food they want to eat
and praying possibilities would be a plus. but I prefer to go to the
market place”
_ Halal travellers want to have dining alternatives: some want
high end or gourmet options. Others want to be able to
experience local cuisine in a Halal way. Others simply want
access to the Halal equivalents of the popular ‘fast-casual’ “I search a place with activities
eateries. that I do not have here:
theatre, movies, festivals…”
_ Large travelling groups mean Halal Travellers often want to
tailor their transport: private drivers in particular appeal
husbands who are sometimes concerned about not looking
‘expert’ in a country, a private driver allows them to avoid
these situations
184.
Conclusions and Recommendations
19Conclusions & recommendations
Role of agencies and Amadeus
Examples of Business Opportunities
_ Agencies play an essential role in supporting travel planning based on mutual trust
_ Agencies need to understand the context in which the traveller is planning their trip ‘Inspiration’ campaigns showing ‘undiscovered’ destinations
_ Agencies’ biggest perceived added value is in complex trips in unexplored, non- Create a network of female reviewers/bloggers on a Travel
Muslim destinations: agencies should offer holistic holiday advice and 360 degrees Agent’s holidays & packages (via discounts on holidays,
support points / gamification)
_ Women play a key role in travel decisions: agencies should facilitate/support women Buy now/pay later option
in the inspiration and decision phases
_ Agencies should provide a packaged yet flexible end-to-end travel experience,
Make packages fully customisable by customers
personalised jointly with the traveller, and which includes service at destination. As Signpost Halal-friendly hotels in non-Muslim destinations
there is a strong preference for booking in advance, this end-to-end offer could
represent a way to add sales and cross-sell other products Rating system to grade hotels & resorts on women’s facilities
Create network of locals who can provide different, Muslim /
family-friendly experiences
Multiple ground transportation options as part of packages
(basic transfer via coach, exec car / limo…)
20Thank you! amadeus.com amadeus.com/blog
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