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Redefining the Halal Travel Experience as Gen Z Muslim Travelers

Sep 2023

In recent years, a generational shift has been quietly reshaping the world of travel. Generation Z, born between 1997 and 2012, has emerged as a formidable force in discussing the future of travel. With the oldest Gen Z members now entering the workforce, getting married, and even starting families, their impact on the travel industry is undeniable. Often referred to as true digital natives, this generation has been exposed to the internet, social networks, and mobile devices from a young age. As the torchbearers of the digital age, Gen Zs are actively redefining what it means to travel. Alongside their Millennial counterparts, they are poised to lead the narrative of the next development phase in Halal travel.

To understand and cater to this next generation of Muslim travelers effectively, it is crucial to grasp the unique perspective of Gen Z when it comes to travel.

Traveling while Gen Z: The 4As Narrative

The Mastercard-CrescentRating Muslim Millennial report 2017 introduced the concept of the three As (3As) – Authentic, Affordable, and Accessible – to characterize Muslim Millennial Traveler (MMT) trends. These 3As encapsulated key travel patterns across the MMTs' trip experience, from planning to experiencing and sharing with others. However, Gen Z has brought a new dimension to this narrative. The HalalTrip’s "Spilling the Tea on Gen Z Travelers" report in 2019 identified an additional A, characterizing them: Adaptability.

The findings of the Gen Z survey conducted for the 2023 GMTI report, combined with other qualitative insights, confirm the 4 As of Gen Z travel behavior: Affordability, Authenticity, Accessibility, and Adaptability. These pillars embody the spirit of Gen Z Muslim travelers, their principles, and the motivation behind their journeys.

Embracing Gen Z Muslim Travel Behaviors with the 4As Narrative

Authenticity: Connection Seekers

Over 65% of Gen Z Muslims seek to immerse themselves in the culture of their chosen destination. This is closely followed by those interested in nature excursions (53%), shopping (53%), and leisure events (52%). Art festivals, adventures to remote destinations, and volunteering also find favor among Gen Z travelers. They strongly prefer experiences that allow them to forge deeper connections with local communities. A significant 15% of surveyed Gen Zers highlight the opportunity to travel and meet new people as one of the most important factors in considering their future travel plans. Travel service providers can capitalize on this by curating experiences tied to local culture and developing outdoor activities.

Affordability: A Determining Factor

When it comes to choosing a destination, over 70% of Gen Z Muslims prioritize the availability of cheap flights or accommodation. Safety and security also feature prominently in their considerations, followed closely by destinations offering value for money (nearly 70%) and unique attractions. In selecting restaurants while traveling, 73% opt for establishments serving local cuisines, 57% explore cuisines different from their own, and 56% seek cheaper dining options. Gen Zs often have limited disposable income as they embark on their careers, making budgetary concerns a significant factor. However, they prioritize collecting memories over material possessions. Stakeholders can benefit by providing affordable services tailored to this generation's preferences.

Adaptable: Spiritual, Flexible, Considerate

Gen Z Muslims display a deep appreciation for destinations rich in Islamic heritage, with 60% positively reacting, while 38% remain neutral. However, they react adversely to attractive destinations tainted by Islamophobic sentiments. Conversely, they respond positively to minimally attractive destinations that offer halal-friendly amenities (58% positive, 36% neutral). This adaptability sets Gen Z Muslims apart from other generations. Despite challenges like Islamophobia in some destinations, they are willing to step out of their comfort zones and immerse themselves in adventure. This generation seeks adventure first and comfort second, making marketing attractive destinations with nature excursions and halal-friendly services a lucrative opportunity for stakeholders in the tourism industry.

Accessibility: Digitally Indigenous

Gen Z's travel inspiration primarily comes from social media channels, family, and friends, with over 60% of respondents citing these sources. More than half rely on influencers, while 42% consult travel review sites. This generation's heavy reliance on technology leads them to seek validation through social media posts made by friends, family, and influencers. They expect fast and accurate information, making it essential for travel brands to provide up-to-date content regularly. Destinations that offer reliable information at the click of a button stand to benefit the most. The goal is to keep inspiring this tech-savvy generation before and during their trips.


In conclusion, the report sheds light on the evolution of Muslim travel trends, with Generation Z at the forefront. Their unique blend of affordability, authenticity, adaptability, and accessibility preferences are shaping the future of Halal travel. As travel service providers, businesses, and destinations adapt to cater to this digital-native generation's needs and aspirations, the travel landscape will undoubtedly transform, offering exciting opportunities for all stakeholders in the industry. Gen Z Muslims are not just travelers but the architects of the future travel experience.

Visit this link to download the full Muslim Gen Z Report!

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