With the reopening of borders, the loosening of restrictions, and the subsequent revival of the tourism sector across the globe, people are keen to travel, and ensuring that the destination is safe continues to be one of the key travel trends present in recent times. As countries are moving away from the tightened border restrictions, people want to step aside from their monotonous routines and immerse themselves in the labyrinth of nature where there are no emails/calls to respond to, no responsibilities that are on our shoulders, nor the constant urge to strike out the things from our to-do-lists.
The COVID-19 pandemic has and continues to strain our mental, emotional and physical well-being. The coronavirus-induced obstacles have impacted the functioning of the tourism and hospitality industry, changing how we travel and emphasizing the measures we undertake such as safety, hygiene, social distancing, and wearing masks in crowded places.
With uncertainties all around, people often seek reassurance for themselves. The Mastercard-CrescentRating Global Muslim Travel (GMTI) 2022 report suggests that travelers are extra conscious regarding travel choices. One key developing theme that can be seen as a result of pandemic-induced behavioral changes is the constant need for reassurance.
A sense of healthy validation in this regard and reassurance fosters a positive mindset and builds trust. When planning for a trip, people are often caught amidst genuine concerns and worries concerning a healthy and safe destination that will have robust plans chalked out and implemented for Prevention, Detection and Control. This will, in turn, provide a much-needed assurance to the travelers.
The succeeding phase of Halal Travel - Halal 2.0 in the GMTI 2019 report addressed the Environment, Demographics, Technology, and Social Activism as potential growth drivers. The usage and advancements in technology will enhance and change the way and experience of traveling; empowering sustainable trends will emerge, keeping in mind the community, environment, and local economy. In addition, the GMTI 2022 insights have found that a few growing themes are occurring because of adjustments in behavioral attitudes brought about by the pandemic: tech deployment, meaningful travel, a safe abode for travel, and higher flexibility in carrying out travel-related activities.
Travel anxiety has been increasing at an alarming pace. This has been a prominent factor in the COVID-19 pandemic era. Hence, people who travel solo or in a group need to be constantly assured of their and their loved ones’ comfort and safety. Reassurances make travelers feel that external forces do not hamper their decision or choice to travel. Knowing that the authorities, government, and the tourism sector of the destination are making proactive arrangements and putting efforts to make tourists’ stay a pleasant and memorable one eases travelers’ minds and doubts that engulf them.
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Reassurance as a theme in the ‘Key Travel Trends’ analyzed in the report showcases that travelers are mindful of the preventative measures that are executed to lower the consequences of the current and future health threats. In other words, adhering to safety guidelines, including maintaining a few feet distance, and using masks, disinfectant wipes, and sanitizers, helps significantly minimize the risks of contracting harmful diseases. When travelers are aware of specific necessary protocols being followed in their desired tourist destination, they are reassured, which may help reduce their uneasiness. Therefore, making their travel more fruitful and enjoyable.
Additionally, updated and clear communication with authorities is reassuring as it paves the way to react to any health-related emergencies. Communicating is the crucial component here. Having the contact information of the relevant authorities is helpful when dealing with unforeseen circumstances. Since we live in unpredictable times, it is necessary to have access to specific sources available in times of need. It is not always feasible to search for numbers when a crisis has struck; it is advisable to have the list beforehand.
Also, when explicit Standard Operating Procedures (SOPs) to manage and control health conditions once detected and encountered are known, travelers are reassured that their health and safety are among the top priorities. Based on national and regional protocols, they are updated regularly and outline the procedures to be followed by travelers.
The above points are extremely vital as travelers would not like to compromise their health at any cost. As known to all, good health is the most incredible privilege, and blessing one can ever ask for. That is why being reassured about our health and ensuring that the destination is safe is given top preference by the travel and tourism-related sectors, reinforces people’s reasons for travel, and they are more likely to enjoy the getaway.
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Flexibility in travel planning opens more doors for economic recovery. Remote working is a significant factor in this regard and is slowly being not just recognized but accepted too. Easy cancellation policies, eliminating the minimum duration-of-stay requirement, and access to avail remote work visas and suitable environments to ease longer stay are a few examples of the theme of feasibility as a critical travel trend emerging during this period.
The rise of Internet and Communication Technologies (ICTs) and digitalization has been a catalyst in the expansion of travel-related services. Tech-Advancement has resulted in visible behavioral changes in travelers across the globe. People now seek real-time updated details which can be accessed instantly. Notifications are available in a blink of a second. Easy-to-use features, flexible and contactless payment methods, and digital vaccine passports are widely used by travelers. Technology, indeed, has made traveling easier and quicker.
Meaningfulness is another recurring theme suggested in the Key Travel Trends, which is gaining massive momentum, especially among young Muslim travelers. Muslim Millenial Travelers (MMTs), Muslim Women in Travel (MWITs), and the GEN Z Travelers are the key demographics that will drive Halal 2.0. Their travel patterns are heavily influenced by accessibility, affordability, adaptability, and authenticity. There is always a purpose behind travel endeavors. This report indicates places that offer scope for personal growth will be tapped by travelers interested in this theme. Reconnecting with religious heritage and culture, inculcating good traits while exploring the world, enriching personal development, and giving back to the community are at the forefront of having a meaningful travel experience.
The days of being confined to our homes due to travel restrictions are diminishing and the glint of hope to have the freedom to travel is on the verge of being reflourished. Fortunately, the travel and leisure industry in several countries is finding its feet again. Malaysia maintains its top rank in the GMTI 2022, while Singapore is still the only non-OIC country to be a part of the top 20 of the GMTI 2022 rankings.
These are the findings of the latest GMTI report published this year, which marks the 7th edition of extensive research and results that will add more value and help stakeholders cater better to Muslim travelers and their choices. Their chief focus is ranking destinations based on CrescentRating ACES (Access, Communication, Environment, and Services) criteria.
