Muslim Millennial Travel Report 2017

The Rising Wave of Muslim Millennial Travelers Shaping a US$100 billion market

The Mastercard-HalalTrip Muslim Millennial Travel Report 2017 (MMTR2017) reveals the burgeoning importance of the next generation of Muslim travelers to the tourism sector across the world. The research projects total expenditure from Muslim millennial travelers alone to surpass US$100 billion by 2025, while the overall Muslim travel segment is estimated to reach US$300 billion by 2026. Travel within this young generation of Muslims is booming as consumers with more disposable income seek more exotic experiences and far-flung destinations. The MMTR2017 is the first comprehensive report looking at the rising wave of Muslim millennial travelers across the world. It aims to evaluate the potential within the Muslim millennial market for tourism destinations, tour operators, airlines and the tourism and hospitality industries.


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Muslim Millennial Travel Report

Access the latest and most comprehensive research on the travel patterns of the Muslim Millennial by downloading a free copy of the Mastercard-HalalTrip Muslim Millennial Travel Report 2017. Click here to download the full report.


The Three As

Based on the findings of the study, MMT trends can be characterized into the three As (3As)– Authentic, Affordable and Accessible. The 3As encapsulate key travel patterns across the MMTs trip experience from trip planning to experiencing to sharing with others. As the internet and social environments play key roles in their everyday lives, destinations and service providers must evolve their offerings to ensure that their brands are aligned with the 3As to best equip their facilities to this emerging segment


10 Questions Facing the Muslim Millennial Traveler (MMT) Market

  • Culture and Heritage Preservation?

    • With MMTs seeking more authentic experiences revolving around Islamic values, how can tourism agencies continue to preserve their culture and heritage against the backdrop of rising modernity.
  • Staying Relevant with Social Media?

    • MMTs value the ability to share their stories with others. How can the industry continue to evolve its services and stay relevant with the ever-changing social media landscape and its dynamic MMT users.
  • Changing Influential Forces?

    • Beyond traditional promotional campaigns and advertisements, MMTs heavily depend on online reviews, blogs and social media before making their travel purchasing decisions. How can agencies and service providers seamlessly integrate these new media promotional tools in their existing marketing campaigns.
  • Affordable and Unique Experiences?

    • MMTs value travel as a lifestyle and life experience, and are looking for novel experiences at affordable prices. This represents a challenge to companies that are more familiar with standard tour packages and premium rates for exclusive travel experiences.
  • Availability of Halal Food?

    • A key concern cited by MMT’s is the availability of Halal food. This highlights the need for destinations to offer basic Halal assurance in their restaurants and tourism vicinities.
  • Advance Planners and Information Seekers?

    • MMTs are advance planners who are heavily inuenced by a profusion of reliable information. This emphasizes the need for destination-based imagery and information to be made available to the MMTs in advance.
  • Water Matters?

    • Amongst the usual Muslim-friendly amenities, MMTs are particularly concerned about the availability of water facilities for their daily ablutions. Therefore, service providers must ask themselves how best to satisfy this need.
  • Concerns of Female MMTs?

    • Female MMTs are independent and adventurous, but are concerned about personal safety and security whilst travelling. Destination managers and industry must provide this assurance to female MMTs, especially female solo travelers.
  • From Ummah to e-Ummah?

    • MMTs as digital natives and global citizens want to stay connected with, and guide other MMTs within the wider community. Industry must offer avenues for MMTs to stay connected and accessible both physically and virtually.
  • Think Global, Live Local?

    • Even though MMTs see themselves as global citizens, they like to savor local cultures and way of life. Marketers must curate travel experiences that showcase destinations' hidden gems and places that are uniquely local.