The demand for Islamic hotels is increasing rapidly in the Middle East as well as in other destinations favored by Arab travelers. The so-called Islamic hospitality market is expanding in line with the rising number of Arab tourists.
The Muslim travelers’ market represents 10 percent of the world tourism market and according to the World Tourism Organization, travelers from the GCC spend over $12 billion annually. UAE travelers alone spend an average of $1,700 per vacation, which is $500 more than the European average. With 300 million Muslims in the Arab world and one billion worldwide, experts estimate that Islamic hotels could take over 40 percent of the market in the UAE alone within the next years.
Tour operators and key developers in the hospitality business have realized that many customers in the Middle East are looking for hotels that operate on Islamic principles. However, some hotels who label themselves, “Islamic,” are not Shariah-compliant. Strictly speaking, in a Shariah-compliant hotel, non-alcoholic drinks should not be served at a ‘juice bar’ because the word ‘bar’ should not be used. Until now, no international guidelines have been developed in order to establish standards for Shariah compliant hotels.
Abdullah Mohamed Almulla, chairman of Dubai-based Almulla Hospitality, is launching a chain of international hotels which follows guidelines set up by its board of Islamic experts. Almulla explains: “A Shariah-compliant hotel is governed by independent religious scholars setting cultural standards for the hotel which go beyond the concept of a ‘dry’ hotel — such as the entire hotel being no-smoking with no cigarettes or shisha service allowed, the type of art displayed in the hotels, the control of media, audio and video and other examples.”
Jawhara Group opened the first Islamic hotel in Dubai 27 years ago. “Eighty percent of our clients are non-Muslims. Our guests are regulars and long-staying. We provide a quiet environment. The hotel is for married couples who want something very quiet and very relaxed.” says Hani Lashin
Shaza Hotels is another chain hoping to take a share of the Arab travel market. It has formed a partnership with Kempinski, one of Europe’s oldest luxury brands. Shaza’s chief executive, Christopher Hartley acknowledges that there is a lack of hotels catering to Arab tourists in the region: “Most travelers in the Middle East are intra-regional travelers. We want to create a product that reflects the needs, values, and interests of these travelers. Shariah-compliant hotels are a new concept, but Arab hospitality is thousands of years old. The hospitality industry is about welcoming people, and Arabs do that very well,” he says.
Islamic hospitality is also the fastest-growing part of Turkey’s multi-billion dollar tourism industry. The Caprice Hotel on Turkey’s Aegean coast was the first Islamic hotel to open in 1995. There are now 27 similar hotels operating throughout Turkey. These establishments are catering for an increasing number of conservative Turks who are becoming more visible. Over the last 15 years, Turkey has witnessed the emergence of a conservative middle-class which explains this rapid growth of Islamic hotels.
The Muslim hospitality business is geared to offer all the traditional values and customs for Muslims traveling alone or with families. “The West’s constant scrutiny of Muslims around the world has now created an unstoppable awareness among Muslims for recreating and redefining their identity, managing their affairs, and establishing their own standards. However, the real challenge lies in providing an environment which is rich enough to allow competitive comfort and luxury that not only rival Western hotels, but equally set a new global standard of quality. The hotels must be conservative while maintaining the aesthetic and spiritual balances and the etiquette so highly valued by Muslims,” explains Naseem Javed, an expert on corporate Image.
According to Abdullah Mohamed Almulla, Shariah-compliant hotels will offer a unique service not only for Muslims but also for customers of other religions and cultural backgrounds. “Our research shows that Muslims and non-Muslims are not willing to go to Islamic hotels that are just simply labeled as such. They believe that they deserve an international hotel with international standards and services,” he concludes.
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