Indonesia taps into Muslim tourist market with Shariah hotels

Indonesia has been named as the number one destination, out of 130 countries, for halal tourism in the world by the Global Muslim Travel Index 2019. (Shutterstock)
Updated 18 November 2019

Indonesia taps into Muslim tourist market with Shariah hotels

  • Indonesia made top destination for halal tourism in the world in latest report

JAKARTA: With a rising awareness to promote Muslim-friendly travel, the widespread adoption of Shariah-based accommodation is not always successfully put into practice, as Octine Riyantini realized during one of her stays at a hotel that claimed to be Shariah-compliant.

Riyantini has stayed in two Shariah-based hotels in Indonesia and had a good experience with the first one, where she found that hotel staff always greeted guests with the Islamic greeting, had call of prayers blasted from a speaker and provided prayer amenities as well as a Qibla sign in each room. 

“The ambiance was very much Islamic and the hotel itself was clean and well-maintained,” she told Arab News.

She had a different experience with the second one, despite the Shariah label that goes with the hotel’s name in an online hotel reservation website. 




The hotel has call of prayers blasted from a speaker and provided prayer amenities as well as a Qibla sign in each room. (Courtesy: Sofyan Hotel)

Although they provided a prayer room on each floor, Riyantini said it seemed like it was hastily prepared and a bit spooky, so she and her family chose to pray in their room. Moreover, the hotel was not properly maintained. 

“Maybe they consider their hotel to be Shariah-compliant just because they provide a prayer room on each floor and a Qibla sign in the room, yet the overall ambiance hardly felt like it was Muslim-friendly,” she said. 

“I learned that not all hotels that claimed to be Shariah-based are really compliant to the value. If we have to stay in such a hotel another time, we will have to consider which hotel chain it is associated with,” she said. 

Muslim-friendly travel and tourism in Indonesia continues to rise, with Indonesia named as the number one destination, out of 130 countries, for halal tourism in the world by the Global Muslim Travel Index 2019. 

Service providers have been quick to tap into the growing market, despite the controversy and misconceptions about halal tourism in the world’s largest Muslim-majority country. 




The ambiance at the hotel is very much Islamic. (Courtesy: Sofyan Hotel)

According to a survey conducted by accommodation network operator Airy, 60 percent of Indonesian travelers think that it is important to have Shariah-based accommodation. The figure was consistent with data from the Alvara Research Center, which showed that 64 percent of Indonesian millennials travel and go on holiday at least once a year, providing a market of about 26 million holiday-hunting Muslim millennials. 

Responding to the market demand, Airy in 2016 began offering a segment called Airy Syariah or a Shariah-based accommodation network. 

“Our Airy Syariah properties offer Muslim-friendly accommodation so that guests can stay comfortably and worry-free. The market response has been good and demand for Shariah-based accommodation continues to rise every year. Our occupancy rate so far stands at 40 percent to 70 percent,” Airy vice president for marketing, Ika Paramita, told Arab News. 




The hotel provides a prayer room on each floor. (Courtesy: Sofyan Hotel)

Paramita said Airy cooperates with more than 400 Muslim-friendly properties in some 50 cities across Indonesia and it has been growing at a triple-digit rate year-on-year.

“The food and drinks in our properties are halal-certified, and we provide Muslim-friendly amenities. Guests can immediately experience their stay in our Shariah-based properties, where hotel staff uniforms and attitudes conform to Islamic values. Moreover, we validate the marriage status when a couple is checking in,” Paramita said. 




The food and drinks in the hotel are halal-certified. (Courtesy: Sofyan Hotel)

Shariah-compliant accommodation is not new in Indonesia. The Sofyan Hotel chain in Jakarta has implemented the concept in its two properties since 1992 by removing nightclubs, bars and alcoholic drinks from its facilities. 

But the concept does not always appeal to all Muslims in Indonesia. University lecturer Ratna Djumala said she prefers to stay in a conventional hotel to show her children about meeting people of various backgrounds. 

“I want to show my children about diversity and tolerance, especially this coming December when hotels are adorned with Christmas decorations. I want my kids to experience the ambiance, too. A family-friendly hotel doesn’t always have to be a Shariah-based one. What’s important for me is the food has to be halal,” she told Arab News. 

Muslim-friendly travel was valued at $189 billion in 2018 and is estimated to reach $274 billion by 2024, according to the State of Global Islamic Economy Report 2019.


Postcards release sophomore album ‘The Good Soldier’

Postcards is Lebanon’s dream-pop, indie-folk and slowcore pioneers. (Supplied)
Updated 23 January 2020

Postcards release sophomore album ‘The Good Soldier’

  • Frontwoman Julia Sabra discusses the Lebanese indie band’s new record and their growing popularit

BEIRUT: “I feel this album is more angry than sad,” says Julia Sabra, singer and guitarist in Postcards — Lebanon’s dream-pop, indie-folk and slowcore pioneers. She’s nursing a fruit juice on a rainy Beirut morning in December at a local coffeeshop, as she discusses her band’s sophomore studio album, “The Good Solider.” The air is thick with introspection and atmosphere.

Incidentally, atmosphere is exactly what Sabra and her two bandmates — guitarist Marwan Tohme and drummer Pascal Semerdjian — do best. Since their founding in 2013, Postcards have established themselves as one of their country’s most exciting indie exports. Their unique, shoegaze-colored sound, a small army of fervently committed fans, and the fact that they sing in English in a region where the most commercially viable acts are of the Arabic pop variety, all make their ascent to prominence even more intriguing.

Sabra is soft-spoken and eloquent, much like the vocal lines she delivers with vulnerability, discreet composure and tempestuous emotion. 2018’s folksy “I’ll Be Here in the Morning” was recorded when there were still four band members. They amicably parted ways with bassist Rany Bechara shortly after the release of the debut album, which the singer says tightened the dynamic between the three remaining members. “Weirdly, the less people you have, the more powerful the sound is; so, now it’s less about intricacy, and more about the atmosphere you create,” she explains.

One of the most immediately noticeable aspects of the Postcards sound is that you could easily assume they’re from somewhere in the American Midwest. (Supplied)

“The first album was a trial of something new for all of us, and we felt very comfortable with it,” Sabra says of the first LP, on the back of which they scored a record deal and performances at both local and international festivals, as well as tours in Jordan, Dubai, the UK, France, Portugal, Italy and Germany, and opening spots for indie luminaries Beirut, and Angus and Julia Stone.

“The second album took everything a step further and we were able to explore more,” she continues. “We didn’t consciously set out to make it different from the first one... we just follow the music, really. ‘The Good Soldier’ is a natural continuation of our sound.”

One of the most immediately noticeable aspects of the Postcards sound is that you could easily assume they’re from somewhere in the American Midwest. “I feel like we express ourselves in a different language,” Sabra explains. “Our music is not specifically linked to our region. We live here, we speak Arabic to each other and our friends and families; yes, everything we sing about and feel comes from our environment, but it’s pretty complicated... those dynamics when it comes to language. It’s something I think about every day.

Since their founding in 2013, Postcards have established themselves as one of their country’s most exciting indie exports. (Supplied)

“We live in a tiny country, play a niche type of music, sing in English,” Sabra continues. “But it’s not like we’re in denial about where we’re from, or like we look down on Oriental/Arabic music or something silly like that,” she states, with a slight bit of apprehension at the notion. “I feel like the West, with all its multitudes, is allowed to be so many things — why can’t it be the same with us?” In other words, artists from the Middle East are not born of a cultural monolith.

“Abroad, there’s a system: you check out a band, listen to their music and you just go and see them,” she says of her band’s international touring experience. “It’s cool to travel there and see people show up; we ask some of them ‘How did you know about the show?’ ‘Oh, well,’ they say, ‘I’ve just listened to your music!’ It’s real simple.”

Back home, it’s all been a little different. “In Lebanon, it used to be a social thing. You don’t always go to a gig to listen to music, but to hang out... the whole indie bands thing was trendy. However, in the past couple of years, a small but extremely devoted audience has emerged,” she says with bright-eyed reverence for the faithful. “Now there’s a real fanbase of people who listen to the albums and who follow you — even if it’s 200 people at a gig, they really want to be there and hear the music.”

Postcards played a jam-packed release show on January 3 at Beirut’s iconic Metro Al Madina theater. (Supplied)

Like all the other releases in the Postcards catalog, “The Good Solider” was produced by one of Lebanon’s most prolific musical mainstays, Fadi Tabbal, for whom Sabra has a lot of respect. “Fadi is the key,” she says of the Tunefork Studios producer. “He makes people aware of what’s special about their artistic identity, the sonic universes and soundscapes... he’s a perfect mentor, because he pushes you to do your best.”

Tabbal has supported Postcards from the beginning, and now both manages the band and handles their live sound. “It helps that he’s also an artist... an encyclopedia of music, a living version of the Oblique Strategies”, Sabra says, comparing Tabbal to the Brian Eno/Peter Schmidt-created cult card set featuring unconventional, ‘think-outside-the-box’ creative cues.

Sabra does not understate the progression that the band’s second album represents: “It’s a step up for us, working together closely, delving deeper into everything, taking more risks. We’re more aware of what we’re doing. It’s our baby. A very important, emotional statement.” Her compelling vocals navigate the delay-drenched sonic expanses of Tohme’s guitars and bass lines, and the hypnotic whirlwind of Semerdjian’s beats and percussion, all enveloped by entrancing synths and ambient passages.

Like all the other releases in the Postcards catalog, “The Good Solider” was produced by one of Lebanon’s most prolific musical mainstays, Fadi Tabbal, for whom Sabra has a lot of respect. (Supplied)

Both the anger and the melancholy that Sabra used to define “The Good Solider” are on full display on opener “Dead End”, where dramatic, searing guitars emerge intermittently in the chorus out of the aural sea of solitude crafted by the atmospheric instrumentation and Sabra’s lyrics. The title track is the link between the two halves of the album: “That song is sort of the thesis of the album — it’s a synth-y folk song, and the big theme is the realization that things that we believe in and that we were taught to believe are crumbling down.

“The good solider is the person who’s willing to consider letting go of a life where you live according to what’s expected of you — marriage, kids, and all that,” she continues. “Maybe there’s a way to get past this intrinsic patriarchal thing that’s so deeply engrained in us. So, ‘The Good Solider’ is about making your own way, while realizing that it all needs a lot of work and commitment, the kind that not everyone is necessarily cut out for.”

In the context of the turmoil that often seems like a near-permanent fixture of life in Lebanon, Sabra says, “We don’t have any other way to process our lives and what happens to us and how we think and feel. Making music is a bit of a self-involved, but very therapeutic, exercise, and it’s also a representation of who we are at this certain point in time — as both people and artists.”

For now, though, Postcards are just gearing up for what comes next. They played a jam-packed release show on January 3 at Beirut’s iconic Metro Al Madina theater. “We have a bunch of tours coming up; March, June, August and fall... taking over the world, basically,” she smiles, only half-jokingly. “We’re just happy the album’s been set free into the world. From here on, it takes a different meaning – it’s no longer just ours.”