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Prioritizing The Unique Travel Needs of Muslim Gen Z Travelers

Sep 2023

In an ever-evolving world of travel, where wanderlust knows no bounds, a new generation is exploring the globe. Enter Muslim Gen Z, a cohort whose travel aspirations are deeply intertwined with their faith. The recent report, "Muslim Gen Z: The Next Generation of Travelers," published by Mastercard-CrescentRating, sheds light on this dynamic group's unique characteristics and service needs. In this article, we delve into the findings and explore how the travel industry responds to these evolving demands.

Faith-Based Service Needs: A Framework for Muslim Travelers

At the heart of understanding the travel preferences of Muslim Gen Z lies the CrescentRating Faith-Based Service Needs model. Conceived in 2009 and updated in 2019, this framework categorically encapsulates the key requirements of Muslim travelers. It's a roadmap for Muslim travel service providers looking to cater to this growing demographic.

Need to Have: The Essentials

Halal Food Services

First on the list of essentials is Halal food services. According to the report, 65% of Gen Z Muslims feel strongly about accommodations offering Halal food. This culinary aspect is non-negotiable for most, with 60% expressing a strong desire to be near Halal food establishments. Halal food is the linchpin of Muslim travelers' needs, making it a key criterion for accommodations hoping to attract diverse visitors.

Water-Friendly Washrooms

Water-friendly washrooms, equipped with essential amenities for ritual cleansing, rank high on the list of must-haves. More than half of the respondents emphasize the importance of these facilities, as water is vital for performing the ablution (wudu) essential for daily acts of worship. Innovative products like travel bidets, some collapsible, have become indispensable for this generation of travelers who are always on the move.

No Islamophobia

Safety and security are paramount for any traveler, regardless of age, gender, race, or religion. A significant finding in the report is that destinations perceived to have Islamophobic sentiments have a negative impact on almost 60% of Gen Z Muslims. The prevalence of hate crimes in certain regions makes many of them wary of visiting places perceived as unwelcoming. Thus, fostering an atmosphere of inclusion and acceptance is a moral imperative and a business necessity for destinations aiming to attract this demographic.

Prayer Facilities

Prayer is one of the central pillars of Islam, and Gen Z Muslims take it seriously. Nearly 40% believe being close to mosques is very important, while 35% prioritize accommodations that provide prayer rugs, the Holy Quran, and Qibla direction. While mosques remain the preferred places of worship, this adaptable generation doesn't insist on designated prayer rooms. They are comfortable finding clean, secluded spots to fulfill their religious obligations anywhere they travel.

Good to Have: Enhancing the Experience

Local Muslim Experiences

Gen Z Muslims yearn for travel experiences connecting them with their Muslim heritage. These young explorers are keen to engage with local communities, particularly those who share their faith. Destinations offering opportunities to interact with local Muslim communities are viewed favorably. This desire for cultural immersion goes beyond the superficial; it's about forging genuine connections and deepening their understanding of different cultures.

Social Impact Activities

More than half of Gen Z Muslims are interested in participating in social causes during their travels. Islam's emphasis on mindfulness, empathy, and community has cultivated a generation that actively advocates for sustainability causes. Travel, for them, is not just about sightseeing but also an opportunity to positively impact the places they visit.

Nice to Have: Luxuries and Privacy

Recreational Spaces with Privacy

While Gen Z Muslims are highly adaptable and at ease in most environments, some facilities can be uncomfortable for Muslim female travelers. Approximately 30% consider facilities with privacy, such as swimming pools, gyms, beaches, spas, and beauty salons, to be important. This aspect speaks to the need for inclusive amenities that accommodate diverse preferences within the Muslim Gen Z demographic.

Navigating the Future of Faith-Based Travel

As the travel industry continues to evolve, it must adapt to the evolving preferences of Muslim Gen Z travelers. Meeting their needs is a matter of catering to a growing market and promoting inclusivity and diversity in the travel experience. Destinations, accommodations, and service providers that embrace these changes will benefit from increased patronage and contribute to a more inclusive and harmonious world of travel.

The findings of the Mastercard-CrescentRating report underscore the importance of understanding and embracing the faith-based service needs of Muslim Gen Z travelers. In doing so, the travel industry can forge deeper connections with a generation that seeks meaningful experiences, social impact, and a sense of belonging wherever they roam. As the world opens its doors to travel once more, it's clear that faith and wanderlust will continue to walk hand in hand, shaping the future of travel for generations to come.

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

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