MUSLIM

THE NEXT
GENERATION OF
TRAVELERS
#MuslimGenZTravel

January 2023
 CONTENTS
Foreword 03

Gen Z At a Glance 07

The 4As Narrative 13

Championing
Social Impact 18

Faith-Based Needs 23

Interviews 29
Data Sources and
Acknowledgements 41
FOREWORD

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
3
OF TRAVELERS a Glance Narrative Social Impact Needs Sources
 Fo reword
“Gen Zs will lead the narrative of the next phase of the
development of Halal travel and will play a crucial role in
championing sustainability initiatives.”
As we prepare to move beyond the recovery phase,
Travel & Tourism sector is looking towards building a
more resilient and sustainable future. The pandemic
experience has hugely raised awareness of the crucial role
that tourism needs to play in protecting the environment,
ensuring community inclusivity, and economic equity at
every level of the tourism value chain.
In recent years, Generation Z, born between 1997 and
2012, has taken center stage in the discussions of future
travel. Muslim Gen Zs represent 27.2% of the global
Muslim population. They are actively redefining what it
means to travel. They will lead the narrative of the next
phase of the development of Halal travel and will play a
crucial role in championing sustainability initiatives.
In the Mastercard-CrescentRating Global Muslim
Travel Index (GMTI) 2022 report, we identified Gen Z,
Millennials, and Women as the most influential and
Fazal Bahardeen growing demographic within the Muslim population.
Founder & CEO The earlier Mastercard-Crescentrating reports covered
CrescentRating
HalalTrip Muslim Millennials and Muslim Women Travelers. As
such, in this 24th report in the Mastercard-CrescentRating
Muslim Lifestyle market reports series, we take a deep
dive into the behavior and preferences of Muslim Gen Z
travelers.
MUSLIM
THE NEXT GENERATION Foreword
Gen Z At The 4As
OF TRAVELERS a Glance Narrative
The 4As framework; Affordability, Authenticity,
Accessibility, and Adaptability captures Gen Z Muslim
travelers’ spirit, principles, and motivation behind their trips.
As for their support for sustainable practices, three emerging
characteristics encapsulate their activism: They are becoming
Intentional Spenders, Environment Enthusiasts, and Social
Activists.
They are young travelers with limited spending power.
However, they have discretionary money to spend on travel,
regardless of whether they get it from their own means or
family. Further, as most of them are beginning to enter the
workforce, they are getting independent, and travel is a
priority and an essential element in their lives.
International Muslim traveler arrivals reached 160 million
in 2019. We estimate that around 37 million of them were
Gen Zs. As we project Muslim traveler arrivals to return to
the 2019 level in 2024, the impact of Gen Z will be more
profound. As such, we trust this report’s data, and insights
will help all travel and tourism stakeholders prepare for these
young explorers as they embrace sustainability in their future
travels. With our long-standing partner Mastercard, we will
continue to enable the next phase of travel industry growth
while supporting the protection of the environment, ensuring
community inclusivity and economic equity at all levels.
Championing Faith-Based
Interviews
Data
4
Social Impact Needs Sources
 Fo reword
“It is fascinating to see that these young explorers seek
experiences that align with some of the major global issues that
define their generation”
After having endured a few years of border restrictions,
quarantines, and diminished flights, it is heartening to see
that travel is truly on its way to recovery. The story now is
shifting from how people were unable to travel to how travel
behaviors have changed and how travel businesses must
become more resilient.
Research from the Mastercard Economics Institute shows
that the relaxing of border restrictions at the end of 2021
across most of Asia Pacific was followed by a sharp spike in
international trips, fueled in part by pent up demand and
accumulated savings. While inflationary pressures and some
supply-side difficulties pushed up the cost of travel, barring
any major shocks, we can now focus on helping the industry
get back on its feet after a truly difficult period.
Understanding the needs and wants of tourists is key to
attracting customers and driving return trips. However, the
category of “tourists” is almost as broad as simply saying
Safdar Khan “people”. Our partnership with CrescentRating entails delving
Division President deeper into an incredibly important, unique, and sizable group
Southeast Asia
Mastercard of travelers. With the launch of Mastercard-CrescentRating
Muslim Gen Z: The Next Generation of Travelers, we are
providing even more granular insights into one of the most
interesting emerging demographics, Muslim Gen Zs. This is
a group that has distinctive interests, and the findings are a
clear indication that catering to this group of travelers is more
than simply accommodating religious considerations.
MUSLIM
THE NEXT GENERATION Foreword
Gen Z At The 4As
OF TRAVELERS a Glance Narrative
It is fascinating to see that these young explorers seek
experiences that align with some of the major global issues
that define their generation – they want more sustainable
options, more experiences with nature, greater cultural
immersion and opportunities to make a difference in the local
communities when they travel.
The influence of Gen Zs is only going to grow – in fact,
given their understanding and frequent use of social media,
many are already creating and guiding opinions about
where to travel. Simply put, connecting with Muslim Gen Zs
is fundamental to creating sustainable tourism offerings for
them.
Mastercard has been committed to helping business,
governments and consumers navigate the challenges of the
pandemic and will continue to support them in their recovery.
With HalalTrip and CrescentRating, we unlock valuable data,
insights and trends for everyone in the travel industry,
enabling them to make informed decisions so that they can
better meet the needs of their target markets and achieve
long-term success. Together, we are working towards creating
a more sustainable, robust, and inclusive tourism industry.
Championing Faith-Based
Interviews
Data
5
Social Impact Needs Sources
Fo reword

Mastercard-CrescentRating Reports
Global Muslim
Travel Index (GMTI)
• GMTI 2022
• GMTI 2021
This is the 24th report in • GMTI 2019
the series of Mastercard- • GMTI 2018
CrescentRating Muslim Lifestyle
Consumers • GMTI 2017 Economies
• Muslim Gen Z Travel 2023 • GMTI 2016 • Ramadan & Eid Lifestyle 2022
market reports. In our ninth
• Muslim Women In Travel 2019 • GMTI 2015 • Travel Readiness 2020
year of partnership between
• Digital Muslim Travel 2018 • Halal Travel Frontier 2020
Mastercard and CrescentRating,
• Muslim Millennial Travel 2017 • Halal Travel Frontier 2019
we continue our commitment
• Muslim Business Traveler 2016 • Halal Travel Frontier 2018
to provide in-depth research and
• Ramadan Travel 2016
analysis to help all stakeholders
make informed choices towards
recovery and growth.

Countries Industries
• Indonesia Muslim Travel Index 2019 • Halal Food Lifestyle Indonesia 2021
Download the Reports here • Indonesia Muslim Travel Index 2018 • Halal Food Lifestyle Singapore 2021
• Japan Muslim Travel Index 2017 • Muslim Travel Shopping Index 2015

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
GEN Z AT
MUSLIM

A GLANCE

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
G e n Z At a Gl an ce

GEN Zs IN A NUTSHELL

MUSLIM

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
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Data
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G e n Z At a Gl an ce

THE MUSLIM GEN Gen Z DEMOGRAPHIC: 1 in 4 are Gen Zs

Who are Gen Zs?

In recent years, Generation Z, born between
1997 and 2012, has taken center stage in the
Total Gen Z Population
discussions of future travel. With the oldest
members of this generation turning 25, they are
now entering the workforce. In addition, some of
2 billion
them are getting married and starting their own
families.
Being the first generation born in the digital
age, Gen Zs are often considered the true digital Muslim Gen Z Population
natives with exposure to the internet, social
networks, and mobile devices from a very early 553 million 15%
living in developed
economies
age. Gen Zs are actively redefining what it
(27.2% Global Muslim Population)
means to travel. Along with the Millennials, they
will lead the narrative of the next phase of the 1 in 4 are Gen Zs.
85%
development of Halal travel. living in emerging
In order to cater to this next generation of economies
Muslim travelers, it is essential to understand
the unique perspective of Gen Z when it comes Higher than the global average of around 26%
to travel.

Muslim Gen Z Population in the top (23.3% of top 30

outbound Markets
30 Muslim outbound Markets Muslim population and

356 million 17.5% of the Global

Muslim population)

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
9
OF TRAVELERS a Glance Narrative Social Impact Needs Sources
G e n Z At a Gl an ce

TRAVELING WHILE GEN Z: The 4As Narrative

The Mastercard-Crescentrating Muslim

Millennial report in 2017 characterized Muslim
Millennial Traveler (MMT) trends into the three
As (3As)– Authentic, Affordable, and Accessible.
The 3As encapsulate key travel patterns across
the MMTs trip experience, from trip planning to Authentic Adaptable
es
experiencing to sharing with others. Trusted sourc
Easily adjust
The HalalTrip’s Spilling the Tea on Gen Z Travelers Experience
Flexible
report in 2019 identified that Gen Z’s have one
more A, which characterizes them: Adaptability.
The findings of the Gen Z survey done for this
report, combined with other qualitative insights,
confirm the 4 As of the Gen Z travel behavior.
Affordability, Authenticity, Accessibility, and
Adaptability capture the spirit of Gen Z Muslim
Accessible
travelers, their principles, and the motivation Affordable
behind their trips. Tech-savvy
Connected Budget-friendly
Economical

MUSLIM

THE NEXT GENERATION Foreword

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G e n Z At a Gl an ce

TRAVEL ADDICTS: The Future Explorers

Longer Stays Going towards cashless Multiple Travel Purposes

85% Vacation/holiday
36% 32% 12% 50% Visit family/friends

4-6 days 1-2 weeks 1-3 days 73%

Use debit/
57% 30% Formal education
30% Umrah/Hajj
use cash
credit card to pay
Getting independent for expenses End of the year downtime
Pay solely Still fully December 50%
32% from their
own
16% reliant on
parents Travel companions August 27%
July 24%
pocket
Parents 57% January 23%

Affordable Friends 52%

Instagramable Solo Adventures 43% Value for money choices
Accommodation Looking for affordable services

Clean and aesthetically pleasing interiors 80%

Budget-friendly services 77%

Taking multiple trips
Two or more
60% Spend upto USD 500 on
FLIGHTS

69% 75% spend upto USD 500 on

Unique attractions 51% MEALS
COVID-19 prevention measures 34%
(e.g. sterilization, vaccinated staff)
67% spend upto USD 500 on
ACCOMODATION

MUSLIM

THE NEXT GENERATION Foreword

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G e n Z At a Gl an ce

GEN Z MUSLIM WOMEN: Very influential in trip planning

Influential
DEMAND FOR PRIVACY
Over

70%
heavily involved in family travel plans.
Drivers for
change
80%-90% Almost 60% More than
require female- feel very strongly 40% require
76% find social only prayer about women- women-only
causes to be rooms only spas beaches
important in their
travels
HIGHLY
SPIRITUAL

74% Would love to experience

Islamic heritage tours. Safety and security
major concerns
Upto 95% need comfortable travel
climates free from hate crimes
SEEKING
Authenticity seekers
AFFORDABLE
Almost 70% prefer cultural
immersion activities CONNECTED VENTURES

80%
need social 53% spend up to
63% seek opportunities to learn More USD 150 per day
media during
something new in their travels. than during their trips
their trip.

MUSLIM

THE NEXT GENERATION Foreword

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UNLOCKING THE
OPPORTUNITIES OF
THE 4AS NARRATIVE
EMBRACING GEN Z MUSLIM
TRAVEL BEHAVIOURS

MUSLIM

THE NEXT GENERATION Foreword

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Data
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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
U n lock ing the oppo r t un i t i e s o f t h e 4A S N a rrat i ve / E m b raci n g Ge n Z M u s l i m Trave l B e h av i ou rs

AUTHENTICITY: Connection Seekers

Over 65% of Gen Z Muslims look to immerse themselves in the culture As revealed by the Global Young People, a significant 15% of surveyed
of their destination. They are followed closely by those who are into Gen Zers highlight the opportunity to travel and meet new people as
nature excursions (53%), shopping (53%) and leisure events (52%). among the most important factors when thinking about their future.
Analyzing their travel needs, curating experiences tied to the local
Art festivals, adventures to remote destinations, and volunteering are
culture or developing outdoor activities, will be a great way forward for
activities also pointed out in YouGov’s report as ones that the Gen Z
travel service providers.
travelers prefer over other generations. While experiences such as beach
stays are still liked by many, they give stronger preference to experiences
that allow them to forge deeper connections with local communities.

Which of the following in-destination activities do you plan to do during your trips?

Cutural immersion (e.g. learn / partake in local traditions, heritage, eat local food) 65%

Nature excursions 53%

Shopping 53%

Leisure events (e.g. festival, concert, sport events) 52%

Beach stay 38%

Personal development programs (e.g. health or wellness retreats) 24%

Participate in conferences and exhibitions 23%

Volunteering activities 16%

0% 10% 20% 30% 40% 50% 60% 70%

https://business.yougov.com/sectors/travel-tourism/yougov-travel-tourism-report-2022-youth-of-today-travel-of-tomorrow

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
U n lock ing the oppo r t un i t i e s o f t h e 4A S N a rrat i ve / E m b raci n g Ge n Z M u s l i m Trave l B e h av i ou rs

AFFORDABILITY: A Determining Factor

When asked about key features, they look for in a destination, over 70% of
Gen Z Muslims expressed the availability of cheap flights or accommodation,
followed by the safety and security of the destinations. Almost 70% search for
destinations offering value for money, while 46% look for unique attractions
with destination highlights.
In deciding which restaurants to visit while traveling, most (73%) look for
restaurants serving local cuisines, 57% consider cuisines different from their
own, followed by 56% who would like cheaper options.
Gen Zs have a lower disposable income as they are just entering the
workforce. As such, budgetary concerns are a significant factor when
choosing a destination or a service. However, as other responses suggest,
they can still travel by finding value-for-money deals.
As many research on Gen Z indicate, they intend to “collect more
memories over material things.” Keeping this in mind, stakeholders
have plenty to gain by preparing affordable services for this upcoming
generation.

What key features are you looking for in a In deciding on restaurants, which of the following
destination? options do you mostly consider?
80% 80%

70% 70%

60% 60%

50% 50%

40% 40%

30% 30%

20% 20%

10% 10%

0% 0%
72% 71% 67% 46% 39% 33% 23% 73% 57% 56% 25% 25% 13.73%

Availability of cheap flights/accommodation Safe and secure destination Restaurants serving local cuisines Restaurants with cuisines different from my own
Value for money destination Destination highlights (e.g. air balloons, rock climbing, sailing) Pocket-friendly treats
Convenient flight schedule/duration Well-known destination for their sustainable practices Restaurants exercising sustainable practices (e.g no straws, sustainable packaging)
COVID-19 prevention measures (e.g. Health infrastructure quality in the destination) Restaurants with plant-based options Other

MUSLIM

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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
U n lock ing the oppo r t un i t i e s o f t h e 4A S N a rrat i ve / E m b raci n g Ge n Z M u s l i m Trave l B e h av i ou rs

ADAPTABLE: Spiritual, Flexible, Considerate

Destinations rich in Islamic heritage spark mostly a positive (60%) impact
on Muslim Gen Zs destination choices, with 38% having a neutral reaction.
On the other hand, half of them show an adverse reaction to attractive
destinations but with islamophobic sentiments. As for minimally attractive
destinations filled with halal-friendly amenities, 58% have a positive
reaction compared to 36% who appear neutral.
These results indicate that Muslim Gen Zs, like most other Muslims,
are a spiritual generation, but this does not entirely deter them from their
choice of destination. The need to experience different cultures forces this
generation to adapt to many environments. It is this aspect of adaptability
that sets Gen Z Muslims apart from other generations. Despite limiting challenges
such as Islamophobia in some destinations, many Gen Z Muslims are willing to get
out of their comfort zones and immerse themselves in adventure.
Numerous studies show Gen Z seeking adventure first and comfort second,
and vice versa for millennial travelers. Muslim Gen Zs’ tendency to adapt can also
be seen in their seeking alternatives to meet their faith-based needs. Marketing
attractive destinations filled with nature excursions to Muslim Gen Z with the intent
of boosting halal-friendly services stands to be very beneficial for stakeholders in
the tourism industry.

What kind of impact do the following factors have on your choice of destination?

6%
2% 10%

Negative

60% 38% 58% 36% 57% Neutral

33% Positive

Destination With Minimally Attractive with lots Attractive Destination but with
Rich Islamic Heritage of halal-friendly amenities Islamophobic sentiments

MUSLIM

THE NEXT GENERATION Foreword

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OF TRAVELERS a Glance Narrative Social Impact Needs Sources
U n lock ing the oppo r t un i t i e s o f t h e 4A S N a rrat i ve / E m b raci n g Ge n Z M u s l i m Trave l B e h av i ou rs

ACCESSIBILITY: Digitally Indigenous

Over 60% of respondents indicate that their travel inspiration comes
from social media channels, family, and friends. More than half rely on
influencers, whereas 42% look at travel review sites.
Heavy reliance on technology makes Gen Zs seek validation
through social media posts made by friends and family. Photos
and videos available on various online platforms provide a visual
testament to the beauty of the surroundings. Influencers certainly
play a significant role in encouraging their followers to visit places
they can personally vouch for.
Gen Zs expect fast and accurate information, given their reliance
on online platforms. This calls for travel brands to provide up-to-date
information regularly. Consequently, destinations that have reliable
information in one click stand to benefit. The goal is to keep inspiring this
tech-savvy generation pre-trip, during, and post.

What are your sources of inspiration when it comes to travel ideas?

Friends and family (word of mouth) 65%

Social media (e.g. Tiktok, Instagram) 65%

Travel blogs (Youtuber, Influencers, etc.) 55%

Travel review sites (e.g. TripAdvisor, HalalTrip) 42%

Documentaries, series, movies Travel books and brochures 39%

Special discounts 24%

Other 16%

0% 10% 20% 30% 40% 50% 60% 70%

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CHAMPIONING
SOCIAL IMPACT
THE INFLUENTIAL GENERATION

MUSLIM

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C h a m p i o n i n g S o ci a l I m pa c t / T h e I n f l u e n t i a l G e n e ra t i o n

GEN Zs: Change Advocates

Gen Z’s, who are constantly exposed through

social media to social, environmental, and
Intentional spenders
community causes, are increasingly becoming Support locally-run establishments
champions of advocating sustainable practices
Local tour guides
in travel and tourism.
Based on the study conducted for this
report, three characteristics are emerging
that encapsulate their activism; Intentional
Spenders, Environment Enthusiasts, and Social
Activists.
While traveling, Gen Z Muslims manifest
their activism in the way they consume different
services. They tend to spend their money
on establishments that are either local or
support local communities. They will support
establishments that practice sustainability
and tend to support initiatives that protect the
environment.

Environmental enthusiasts Social activists

Reducing air travel Supporting establishments employing
Visit environmental-friendly locals and paying fair wages
establishments Community tourism projects

MUSLIM

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C h a m p i o n i n g S o ci a l I m pa c t / T h e I n f l u e n t i a l G e n e ra t i o n

ENVIRONMENT: Sustainable Practices’ Enthusiasts

The responses indicate that almost half of Muslim Gen Z identify themselves
as environmental enthusiasts. About a quarter do not expect environmental
and social concerns to impact their trip planning, with the rest either not aware
or convinced of any such issues surrounding travel. Almost a third are willing
to minimize flying while 11% would pay more for carbon offsets. 14% would
take holidays closer to home to avoid long haul flights.
Muslim Gen Z are just as committed as their counterparts to building a
better future, with socioeconomic and environmental concerns at the top
of their priorities. In addition, Gen Z are more likely than older generations
to discuss the need for climate action and have been encouraged to become
more involved on that particular issue*. They are actively involved in various
environmental and social campaigns such as recycling, single-use plastic
bans, supporting local businesses, purchasing sustainable products, and even
buying second-hand items to reduce waste*.
Growing up with heightened concern on climate change and global
crises, Gen Z travelers seek out newer, more environmentally conscious
experiences. As a result, the tourism industry must implement sustainable
tourism practices that generate meaningful experiences while increasing
awareness of environmental and social concerns surrounding travel.

Are you someone that factors in environmental and Given the environmental impacts of flying, which
social concerns when planning trips? of the following measures would you likely take?

11% 2%
I am not convinced that my Other
trips make a difference to Minimize flying
the environment
30%
27% 29%
Environmental
concerns do not affect
I do not expect my flying activities
environmental and social
concerns to impact my
trip planning 45% I don’t believe flying
Yes, I am an
environmental
has a huge impact on 16% Pay more for flights if
14% enthusiast
the environment
11% the airline offsets the
carbon emissions
I’m not aware of any
environmental and social
issues surrounding travel 14%
Take holidays closer to home to
avoid long haul flights

*https://www2.deloitte.com/content/dam/Deloitte/global/Documents/deloitte-2022-genz-millennial-survey.pdf
*https://www.pewresearch.org/science/2021/05/26/climate-engagement-and-activism/

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C h a m p i o n i n g S o ci a l I m pa c t / T h e I n f l u e n t i a l G e n e ra t i o n

SOCIAL: Generation Give-back

The research shows that more than half of Gen Z Muslims are How interested are you as a traveler in engaging with local
interested in engaging with local causes during their travel.
causes during your travels?
49% are willing to spend up to half a day participating in
local causes while traveling.
Not at all interested 5%
The tourism industry can benefit local communities.
Travelers can be encouraged and given the proper guidance
Not interested 10%
to positively impact the places they visit. Neutral 31%
Many studies show that Gen Z are conscious travelers Interested 34%
with great desire to give back to the communities they visit*. Very interested 20%
They believe it is important that their visit to a particular
0% 10% 20% 30% 40% 50%
destination create a positive impact to the local communities.
The Gen Z travelers are also on board with the concept of
voluntourism (volunteer tourism) and would be open to
doing it on a future trip*. How much time would you be open to spend on
participating in local cause initiatives while travelling?
Recognizing that “doing good” does not always insinuate
“doing right,” a strategic collaboration between the tourism
industry and local communities is required to generate 4%
meaningful experiences, as well as culturally sensitive and
productive interactions between travelers and people in 14%
30%
host communities. This will result in major benefits for the
destination, the tourism industry, and the travelers. 1 to 3 hours
16% Half a day

1 day
19% 2 to 3 days
18%
1 week

Not interested
*https://www.expediagroup.com/media/media-details/2021/Expedia-Group-Monthly-Travel-Outlook/
*https://www.responsibletravel.org/impact-tourism-handbook/intro-travelers-philanthropy-to-impact-tourism/
*https://news.booking.com/en-in/bookingcom-research-reveals-that-gen-z-is-the-second-most-likely-generation-to-want-to-volunteer-when-travelling-59/

MUSLIM

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ECONOMY: Intentional Spenders

Gen Z appreciate the value in every transaction they make. More than 75% of How much more are you willing to pay for
Muslim Gen Z are willing to spend more on sustainable practices; from 5% up to
sustainable practices i.e. in travel, eating
more than 15%. 60% defer to the social norms within the area they are travelling
during their planning stage. About 45% are influenced by the ethical practices and
at restaurants, etc?
economic impact of tourist attractions or businesses.
Gen Z consumers think that sustainability is more important than brand name
and would rather purchase a more sustainable product over branded products*.
The “new kids on the block” are more likely to make purchase decisions based on
23%
their values and principles*.
36% Upto 5% more
Although they have limited disposable income, Gen Z have how sustainable
practices are impacting their shopping habits and purchase decisions. With 6% 6% - 10% more
their eagerness to spend more on sustainable products, the tourism sector must 11% - 15% more
accelerate sustainability measures if they wish to meet the expectations of these 8%
More than 15%
next-generation consumers.
27% Sustainable practices do
not influence my spending

What impacts your Local practices (social norms, acts of courtesy, dress codes etc.- 60%)
choice of destination Ethical practices of attractions/businesses- 47%
when making travels Economic impact (on local economy) of attractions/businesses- 45%
plans?
Efficient waste management- 34%
Carbon footprint- 21%

0% 10% 20% 30% 40% 50% 60%

*https://www.firstinsight.com/white-papers-posts/gen-z-influencing-all-generations-to-make-sustainability-first-purchasing-decisions
*https://www.firstinsight.com/white-papers-posts/gen-z-shoppers-demand-sustainability

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FAITH-BASED
NEEDS STILL A
PRIORITY

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Faith-Based Needs Still a Priority

MUSLIM GEN Z FAITH-BASED SERVICE NEEDS

The CrescentRating Faith-Based Service Needs model, developed in 2009 and updated in 2019, is a framework that encapsulates the
key needs of any Muslim traveler categorically. The different categories help travel service providers prioritize implementation

NEED TO HAVE
This first category of needs are of great importance to Muslim SALAATH WATER
HALAL FOOD NO
travelers, therefore service providers should prioritize their (PRAYER) FRIENDLY
SERVICE ISLAMOPHOBIA
implementation. FACILITIES WASHROOMES

GOOD TO HAVE SOCIAL RAMADAN LOCAL

IMPACT (FASTING) MUSLIM
ACTIVITIES SERVICES & EXPERIENCES
FACILITIES

NICE TO HAVE
NO RECREATIONAL
NON-HALAL SPACES WITH
ACTIVITIES PRIVACY

In addition to the Muslim Gen Z travel characteristics uncovered in this report, the study also looked at some of their preferences under each classification.

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Faith-Based Needs Still a Priority

NEED TO HAVE SERVICES

Halal food services

65%

60%
The responses indicate that 65% of Gen Z Muslims feel
very strongly about accomodations offering Halal food.
60% strongly feel the need to be in close proximity to

28%
establishments offering Halal food.

18%
Halal food is the most important service all Muslim traveler

10%

7%

4%
demoraphics look for, let alone Gen Z. Therefore, offering

2%

1%
5%
Halal food is key for accommodations to attract all the
different traveler profiles.
Accommodations Proximity to Halal food
offering Halal food eateries
Not important Less important Neutral Somewhat important Very important

Water-friendly washrooms
More than half strongly agree to the importance of water-
friendly facilities like washrooms fitted with water gadgets.

52%
For Muslims, water is essential to perform the ablution
(ritual cleaning called wudu) to perform their daily acts

27%
of worship. The availability of innovative products such as

11%
travel bidets, some even collapsible, have made life easier

6%

4%
for this generation that is always on the go.

Water-friendly washrooms
(e.g.bidet sprays availability)

Not important Less important Neutral Somewhat important Very important

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NEED TO HAVE SERVICES

57%
No Islamophobia
Destinations perceived to have Islamophobic sentiments
have a negative impact on almost 60% of Gen Z Muslims.

33%
Safety and security is the most important aspect for any

10%
traveler, regardless of age, gender, race, religious and ethnic
composition. Given the hate crimes reported in some regions,
majority of Gen Z Muslims would rather not visit destinations
perceived to be unwelcoming. Attractive destinations but with Islamophobic sentiments
Negative Neutral Positive

Prayer Facilities
Almost 40% feel that being in close proximity to mosques is
very important, with similar numbers (35%) indicating that
accommodations providing prayer rugs, the Holy Quran and
Qibla direction is important to them.
Prayer is among the central pillars of Islam. Wherever

37%

35%
they are, most Muslims strive to perform prayers at their

31%

28%
prescribed times. While mosques are the most preferred

18%

20%
places of worship, any designated private space will suffice.

8%
9%

8%
5%
Given their adaptability, Gen Z Muslims do not place that
much importance on finding designated prayer rooms.
Instead, due to the flexibility of being able to perform prayers Proximity to Prayer rugs, Holy Quran
in any clean place, they are comfortable in finding secluded Mosques and Qibla direction
places to perform their prayer anywhere.

Not important Less important Neutral Somewhat important Very important

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GOOD TO HAVE SERVICES

Local Muslim Experiences

60%
Majority of Gen Z Muslims would like to experience
destinations where they can connect with the Muslim

38%
heritage.
As connection seekers, Gen Z like to engage with local
communities in their travels, even more so when they share

2%
the same faith. Therefore, destinations offering experiences
where travelers can interact with local Muslim communities
will be a huge plus. Destinations rich in Islamic heritage

Negative Neutral Positive

Social Impact Activities

More than half are interested in participating in social causes 34%
in their travels.
Islam greatly encourages mindfulness and empathy towards How interested are you
as a traveler in engaging

20%
self, others, and the environment. Coupled with their sense
of community, Gen Z Muslims are eager proponents for with local causes during
sustainability causes. your travels?

31%
%
10

5%
Not at all Interested Not Interested Neutral Slightly Interested Very Interested

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NICE TO HAVE SERVICES

Recreational Spaces with Privacy

Almost 30% of Gen Z Muslim find facilities with privacy to

30%
be of importance.

28%

21%
Although Gen Z Muslims are highly adaptable and at ease

15%
in most environments, facilities such as common swimming

6%
pools, gyms, beaches, spas, and beauty salons can be
discomforting for Muslim female travelers who wish to use
those facilities. Separate recreational facilities
for Males and Females
Not important Less important Neutral Somewhat important Very important

As a Gen Z Muslim traveler, traveling with the convenience

I think the most important thing for us Gen Z
of finding reputable Halal Restaurants and prayer places will
is to be safe, happy, and be able to practice
undoubtedly bring more value to our trip, especially if we can
our faith wherever we travel.
do it with only a few clicks on our phone.

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INTERVIEWS

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“Gen Zs are more thoughtful and deliberate about the ways
Expert Interview in which they can use travel to make a positive contribution to
the communities they are visiting.”

Are travel services doing a good job of catering to Gen Zs?

I think we have not done enough to understand and target this highly promising and significant
segment of the market. There is a lack of insight and understanding about the needs and
travel behavioural patterns of the Gen Zs in the travel industry. Particularly, there is confusion
distinguishing the millennials from the Gen Zs. However, it pays to undertake more research in
understanding the Gen Zs as this group of travellers can be pioneers in discovering new emerging
destinations, they are interested in low impact travel and more likely to be returning travellers to a
destination providing more value.
Travel companies also dismiss this market segment as young travellers, and low spenders with
little spending power. But they have discretionary money to spend on travel, regardless of whether
they are getting from their own means or from someone else. Travel is a priority and an essential
element in their lives.
Travel companies have also not fully leveraged technology and online platforms to engage the
Gen Zs. Companies are still struggling to understand how they can co-create content with the Gen
Z, on cross-channel platforms, that can be highly engaging and interactive.
This is a generation that prioritise experiences over travel products. They are more thoughtful
and deliberate about the ways in which they can use travel to make a positive contribution to the
communities they are visiting. Travel companies can do more to make travel more meaningful
and purposeful for the Gen Zs, by engaging them and making contributions to communities and
the ecological environment. For example, engaging the Gen Zs in local restoration projects or
volunteering with a wildlife organisation.

What are some of the efficient marketing strategies travel stakeholders should
consider in targeting this market?
The Gen Zs prefer authentic, localised experiences. They want to experience a destination like a local

shsam
and not as a tourist. Travel must be experiential as it defines the identity of the Gen Z traveller. Travel

n n i is a search where they are discovering themselves while learning the culture of the destination. For

rka thu To u r
i instance, they prefer creating their own souvenirs through an art workshop rather than picking

r. B a
D Fo u n d e r, Wo rld W
ome
n one off the shelves. An interactive cooking class with a local will appeal to them more than a sit-
down dinner. Travel companies and hotels may want to explore co-creating experiences with the
Co - Gen Z travellers. Focus on meaningful and purposeful experiences rather than sell your products.

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“Brands must be transparent on where they stand on social
Expert Interview justice and the brand’s driving purpose. If they are not, the Gen
Zs can be very resourceful in getting the information they want.”
Being digital natives, the Gen Z travellers get their travel inspirations
from social media. Social media and digital micro-communities,
particularly Tik Tok, influence trips of the Gen Zs. Marketers should study
the highly engaged online communities for content inspiration and to
develop a richer understanding of this dynamic and fast-evolving audience.
Feature content from influencers and fellow travellers, share inspiring
images & videos of activities and exclusive deals for these travellers, create
Instagramamble experiences that can be easily and instantly shared via
mobile apps. Encourage the Gen Z travellers to spread content about their
accommodation, tours etc by creating unique, photo-worthy content. To
engage this technologically savvy market segment, marketers need to use
highly engaging content across various online platforms.
The Gen Z travellers plan with shorter lead time and prefer short
getaways that require less planning compared to the previous generations.
They tend to be more spontaneous and go with the flow, rather than
planning all the nitty gritty details. Marketers should leverage on the
impromptu nature of these travellers by enticing them with last-minute
deals, offer attractive upgrades when checking in or add on bonus tour
activities that will enhance their experience.
What are the key challenges faced in marketing to the Gen Z?
This is a generation that is used to making decisions in real-time. They want
highly personalised and flexible travel arrangements, with the possibility of
making last minute bookings and changes. The travel purchase is done
within shorter lead time. This will challenge bureaucratic organisations
and the marketing and yield management plans of tourism providers.
The Gen Zs can be a demanding market segment that prioritises
quality over quantity. Travel providers must be more creative and innovative
in designing and curating experiences as well as in their collaborative
partnerships with other providers and local communities. In addition, the
Gen Zs choose brands that make ethical stands and decisions that impact
MUSLIM
THE NEXT GENERATION Foreword
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OF TRAVELERS a Glance
communities and environments. Brands must be transparent on where
they stand on social justice and the brand’s driving purpose. If they are
not, the Gen Zs can be very resourceful in getting the information they
want.
Gen Zs are highly influenced by content online and less inclined to
use traditional channels to look and book their travel. The challenge is in
providing a seamless experience online from the pre-purchase stage to
the post-purchase stage for these travellers.
Online micro-communities play a very crucial role in influencing the
Gen Zs. Negative feedback can go viral and create long-term damaging
impact on travel companies. Companies must be authentic, and ethical in
their promises and delivery and be highly vigilant in observing feedback
and be responsive to complaints on online platforms. Complaint and
feedback resolution must be done with super speed.
Our study shows that Muslim Gen Z travellers are
empowered by sustainable and social causes. What are your
thoughts?
Certainly. This “woke” generation wants more than mere travel
experiences. They are more socially and environmentally conscious about
their preferences, want low-impact travel experiences and aspire to leave
on the communities they visit. When you are conscious, you are fully
aware of your thoughts, feelings, and surroundings—you are awake.
The Gen Zs think more about the implications of their travel choices
and decisions, where they travel and how they spend their money. This is
a generation that is willing to forego comforts and luxuries on a holiday if
their actions can support sustainable tourism outcomes.
As we recover from the pandemic, this generation of travellers believe
that we need to “build back better.” These are the kind of questions that
they ask prior to making travel choices:
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“Women travelers are also seeking female-focused itineraries, where

Expert Interview
they are able to bond with other women, their travel anxieties may also
be eased in the company of other women, and experience activities that
are catered to women’s needs.”

With Gen Zs increasing interest in sustainable and
responsible tourism, how should companies and business
position themselves to grab Gen Zs attention to keep using
their products/services?
Travel companies should centre sustainability and responsible travel in
their marketing strategy if they want to position themselves in the minds
and hearts of the Gen Zs. They need to pay more attention to company’s
ethos towards sustainability, support local communities and businesses,
support local accommodation, reduce their carbon and ecological
footprint, and engage in sustainable sourcing.
proper etiquette when interacting with female Muslim travellers.
Women travellers are also seeking female-focused itineraries, where
they are able to bond with other women, their travel anxieties may also be
eased (particularly new travellers) in the company of other women, and
experience activities that are catered to women’s needs.
The Gen Z women travellers are also highly collaborative online and
share their experiences with the e-ummah communities. There has been
a rise in online solo female communities, online bloggers and online
women led travel companies where information is shared collaboratively
to empower more females to travel without constraints.

As an expert of women in tourism, do Gen Z women travellers

vastly differ from male Gen Z?
They don’t vastly differ from their male counterparts but there are some
nuances that are particular to the female travellers. For one, perceived
safety and security is very important consideration among female
travellers. They may seek women-led travel companies, tour guides and
drivers. In addition, Muslim-friendly destinations are preferred by Muslim
female travellers. The wearing of the hijab heightens the visibility of the
women, marking them as Muslims and potentially putting them at risk in
Islamophobic countries.
The female travellers also seek some gender segregated facilities and
activities such as spas, wellness centres and gyms. They seek segregation
due to the risk of visual, verbal, and sexual harassment as well as the need
for privacy. For example, there is a preference for hotels that have women
only floors or gyms that dedicate specific time periods for women only. It
is also important that tourism providers demonstrate respect and employ

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“When Gen Z travel to our country, they immerse themselves locally

Expert Interview
and are not looked upon in any different way as Muslim travelers. They
almost feel like they’re part of the locals, and I think that’s what attracts
many of the Gen Z travelers to the destination.”

What are the main purpose of travel for Muslim Gen Z travelers visiting South
Africa?
I think Gen Z travelers are very well read and probably also know the destinations they travel to.
They are already aware of why they are traveling to a destination and the destinations have got to
answer to their needs.
Muslim Gen Z travelers like to be immersed with the rest of the travelers. They don’t like to seem to
be alienated, as a Muslim traveler. Many a times people feel that, Muslim travelers should be given
special preferences, which is of course true in terms of what the religion requires. But I think in
general, the Gen Z travelers want to just immerse themselves into the places they travel to. South
Africa is no different. We are a very welcoming, warm country for many different cultures and all
religions. That’s why Muslim Gen Z travelers find it very easy to immerse themselves into South
African experiences. When Gen Z travel to our country, they immerse themselves locally and are
not looked upon in any different way as Muslim travelers. They almost feel like they’re part of the
locals, and I think that’s what attracts many of the Gen Z travelers to the destination..
Some travel to experience Ramadan and Eid in South Africa as well. Especially Gen Zs from the
Middle East who have an opportunity to travel outside of the country since they have longer holiday
breaks during that time.

What are the major source markets visiting South Africa?

The Middle East is probably one that at the moment seems to be quite strong in terms of the
numbers. But I think we have a fair amount from different parts of the globe, our key markets
being Europe, North America, and Australia as well.
To round it up and be more specific, based on the numbers, I would say Middle East, Europe, the
Indian subcontinent and a bit from Southeast Asia as well.

i n d ar r o m o t i o n s
iq D i n g & P e y,
How is South Africa attracting Muslim Gen Z travelers?

Saadn a g e r : Mdalrek eEta s t &mT u r k South Africa remains an attractive destination for Gen Z Muslims because from the inception of
South Africa entering into what we refer to as the new South Africa, we’ve been very welcoming to
M id is
he M To u r
for t Af rican all religions. Muslim travelers find it very easy and comfortable to travel within South Africa. In terms
h
Sout of infrastructure, the government has been very supportive to the many Muslim communities.
Tourism experiences are curated in such a way that when it’s time for prayer, Muslims have the

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“Gen Z travelers also like to leave with some kind of impact in the places
Expert Interview
they travel to. When making decisions for travel, they are very strongly
influenced by what they see on social media and are passionate about
opportunity to pray and not compromise on their religious needs. You also
don’t find that a tour is done where people might not have access to Halal
food. There are many restaurants in and around the tourist attractions in
the different provinces where Halal food is very easily found.
Through the immersion and training that we do, many of our tourism
products in South Africa do understand what the needs of the Muslim
traveler are. For example, Muslim travelers with a hijab that want to do
some active adventure would find our products geared to support and
assist them and not make it difficult for them. These are elements that
make it easy for a Gen Z Muslim traveler to choose a destination. Gen Z
travelers have their own online communities therefore share such positive
stories which have a great impact. We see many of them coming as repeat
travelers because the initial perception of the country is very different to
the first time they arrive in the country.
Gen Z travelers also like to leave with some kind of impact in the places
they travel to. When making decisions for travel, they are very strongly
influenced by what they see on social media and are passionate about
social responsibility as well. So if countries have a very positive brand in
terms of ensuring that the cultural needs are taken care of, and how they
are giving back to communities Gen Z travelers would be very keen on
that.
What are the popular activities that the Muslim Gen Z
Travelers engage in when they are at your destination?
They like extreme sports such as bungee jumping, river rafting and quad
biking up in the mountains where they get to see the different views, like
sunsets or sunrises. This allows them to take instagrammable pictures or
video content for TikTok.
The authentic safari experience is also a major attraction; doing the walking
tours in the bush, the hiking, and being out in the open. Many of them
come up from very developed cities and may not be used to vastness and
the openness of the African lands. They really enjoy the beautiful scenery
MUSLIM
THE NEXT GENERATION Foreword
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OF TRAVELERS a Glance
social responsibility as well.”
which comprises of the blue skies and the lovely sunrises and sunsets.
What key information sources and/or marketing
communication tools do you use to inform, attract and engage
with Muslim Gen Z?
We are fully present in all social media channels such as Instagram and
Twitter where our travelers would be seeking information.
Gen Z travelers generally would not go for traditional kind of itineraries and
will still book via online channels, making contact with trade partners on
their websites or conversing via their digital platforms. This would help in
curating experiences and making travel decisions. That’s why our trade
partners are critical and we inform and keep them abreast of what’s going
on. E.g. Gen Z travelers love bargains. We therefore have to educate our
partners on the Gen Z consumer purchases to ensure that they take them
places where they can shop for some kind of destination memorabilia in the
form of hoodies or sweaters.
What are the key challenges/barriers that you face in
marketing to Muslim Gen Z?
One of the biggest challenges that cuts across all our different segments is
the perception of the destination. Destinations are prone to bad publicity
on social media therefore a need to ensure that we keep the message
of destination true and authentic. Gen Z travelers’ decisions tend to be
impacted by what their peers share on online platforms. Maintaining a
positive image of the destination in the eyes of consumers across all different
segments, but in particular the Gen Z, will help us in keeping the destination
top of mind for the Gen Z travelers.
From a Muslim’s perspective, we need to continuously keep them informed
of what we have to offer. E.g. Kruger National Park have just recently
opened up prayer facilities in the national park which is a great initiative that
is received very well and picks up positive reviews on social media platforms.
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“Ever since the pandemic has ended and travel restrictions
Gen Z Interview have been lifted, I definitely have a lot of countries that I want
to visit now.”

Who do you mostly travel with?

Family.

Would you say that you influence your family’s destination choice?
Yeah, it’s more of like collectively taking a look at different spots together then deciding which is
more suitable for our large family, especially cause our parents are older.

How frequently do you travel?

Before the pandemic, at most twice a year. This year I’ve traveled about four times as I have missed
traveling.

What are your main reasons for travel?

I travel to see the natural landscapes and architecture around the world and the different cultures,
and, of course, trying out the food in the different countries, like the authentic cuisines. I’m a foodie.

What are your top preferred destinations? Can you explain why?
1. Japan, which I’ve visited before, because there are so many cities that I want to visit and
experience since each city has something different to offer.
2. Korea because I’ve a lot of interest in the Korean culture and it’s something that I have followed
for quite a while and I’m still learning. I learned some of the language through Kpop and i’d like
to dive in further.

inte
3. New Zealand for there are multiple natural landscapes and a lot of activities to try there.

h B
’ria amlee re
4. Pakistan, which is not a mass tourism spot, but I’ve seen people who have traveled there and it’s

r Q a really beautiful.

Nu amed R riter, Singapo

Moh Freelance W

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“I travel to see the natural landscapes and architecture around the
Gen Z Interview world and the different cultures, and, of course, trying out the food
in the different countries, like the authentic cuisines.”

What are the top activities that you engage in when you
travel?
The first one is definitely eating. Another one has to be extreme sports
like bungee jumping. I also love museums and to visit places of historical
significance that I take keen interest in.
What key information sources do you use for your travel
decision-making?
I would mainly do my research on Google and read review articles from
those who have visited certain spots then their tips and tricks. I also take
note of destinations I can possibly visit through review videos such as on
YouTube, Instagram or Tiktok.

What are your top needs and/or preferences that influence

your travel decision making?
Firstly, the ease of access. Public transport is among the most important
thing I would look at. Another one would be Muslim friendly facilities such
as halal food and praying facilities. If not for halal food, then I would love for
grocery stores to be easily accessible. Lastly, I would need to know whether
a destination is safe for female travelers to visit on their own.

What are the key challenges/barriers that you face when

travelling as a Muslim Gen Z?
One of the key challenges is finding halal food if research is not done prior
to the trip, You would then need to source for your own food, and even in
that case, our choices are limited.
Secondly, it can be challenging to find a way to perform prayers when
there are no such facilities provided. You have to find a spot or an open
space that is quiet and then take turns to pray. Usually, you would have
to ask like maybe the help desks at attractions, if there is a quiet space we
can use.

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“I travel to enjoy the experience, I’d love to talk
Gen Z Interview and interact with the locals and get to know about
their culture and way of life.”

Who do you mostly travel with?

Most of the time I would go with my family, but lately, I started enjoying solo trips and joining
several open trips to various destinations.

How frequently do you travel?

I never really count how often I travel, but I’m guessing around three to four times a year.

What are your main reasons for travel?

Traveling is my hobby since I was a child. My parents also love to travel and they’ve been avid
travelers even before I was born. I travel to enjoy the experience, I’d love to talk and interact with
the locals and get to know about their culture and way of life, I also love to enjoy the beauty of
the destination I visit, taste the local delicacies, and of course to try the signature activity that the
destination offered.

What are your top preferred destinations? Can you explain why?
I love to visit hidden gem destinations, and the first destination on my list would be Goa Buniayu
in Sukabumi, Indonesia. It is a vertical underground cave that is blessed with an extraordinary
sighting.
The second one will be Mount Merbabu in Central Java, Indonesia. I got the chance to see the clear
and beautiful skies which most people considered as staring into the “Milky Way” galaxy.
The third one will be Lombok, Indonesia. For me, Lombok is chill and laid back and Muslim-friendly,
it’s suitable for those who want to eschew the big city’s bustle.
The other destination will be Belitung, Indonesia. The city gets its popularity from the novel Laskar

al
Pelangi. Belitung is calm, laid back, and blessed with many beautiful beaches.

k m
a la A e s i a
bi e n t , I n d o n
dan N What are the top activities that you engage in when you travel?

Zi Stud As I said earlier, I love to do natural excursions while traveling. For me, the priority is to visit the main
attractions and the hidden gems that the destination offered. Besides that, I also love to try the

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“The Muslim-friendliness condition of the destination
Gen Z Interview will also affect my decision. I think it is important for
me to keep practicing my faith during travel.”

local food, especially those that I couldn’t find in my hometown. Not to Lastly, another significant challenge for me is the budget, since currently
forget, I always tried to spend some time with the locals, just to talk or even I’m still a student, I don’t have the required budget to travel to several
share stories about their lives. Lastly, similar to other Gen Zs, I love to create destinations, especially the ones abroad.
content for my social media, taking photos and videos for Instagram and
TikTok. I just think that Gen Zs just love to share their happiness with others.
What key information sources do you use for your travel
decision-making?
What are your top needs and/or preferences that influence
Similar to other Gen Zs, I mainly used social media like Instagram and
your travel decision-making?
TikTok as the main source of information regarding the destination I want
My top concern is budget, if the budget is ok then I definitely will go. to visit.
The second important thing is access, if it is accessible and I can reach
I also sometimes check google reviews to gain some insights and more
the destination and go back home safely and comfortably then it’s a go.
info regarding the destination itself, but for me, the most trusted source
The Muslim-friendliness condition of the destination will also affect my
is from those who have visited the destination. Since I traveled quite
decision. I think it is important for me to keep practicing my faith during
frequently, I gain so much information from the fellow travelers that I
travel.
met during my trips. They gave me real-time and accurate information
regarding the destination I want to visit. Needless to say, word of mouth is
What are the key challenges/barriers that you face when still the most trusted information source for traveling.
traveling as a Muslim Gen Z?
As a Muslim, my main concern is to carry out all of my religious obligations
and stay out of the forbidden stuff. While traveling to several destinations,
I sometimes found that it was a bit difficult to get Halal food. I need to re-
check the Halal certification labels and sometimes ask the shopkeeper/
server to ensure the halalness of the product offered.
Secondly, traveling requires me to move quickly from one place to another,
sometimes I found it difficult to pray on time and look for proper prayer
places in certain destinations. Sometimes it’s also difficult for me to find
water since I love to go to the mountains, caves, jungles, and other nature
destinations which forced me to pray like I’m in an emergency.

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 Halal In Travel Awards Promoted Page

01st June, 2023

The most prestigious awards celebrating stakeholders’
contributions towards developing the halal travel space.
Nominate organizations or individuals for 2023 awards by 15 May
To nominate, email info@crescentrating.com

Mastercard-CrescentRating GMTI Awards Halal Travel Personalities of the Year

Top Destination of The Year (OIC) Halal Travel Personality of The Year
Top Destination of The Year (non-OIC) Halal Travel Influencer of The Year
Emerging Destination of The Year (OIC) Halal Travel Tour Guide of The Year
Emerging Destination of The Year (non-OIC) Special Recognition Award
Inclusive Destination of The Year (non-OIC)
Most Accessible Destination of The Year (by Air) HalalTrip Travelers Choice Awards
Sustainable Destination of The Year
Destination Marketing & Stakeholder Awareness of The Year Most Promising Muslim-friendly City Destination of The Year (OIC)
Most Promising Muslim-friendly City Destination of The Year (Non-OIC)
Muslim-friendly Service Provider Awards Islamic Heritage Destination of The Year
Halal Travel Marketing Campaign of The Year
Muslim-friendly Hotel Chain of The Year Muslim Women-friendly Destination of Year
Muslim-friendly Hotel of The Year Muslim Gen Z Destination of Year
Muslim-friendly Beach Resort of The Year Muslim Millennial Destination of The Year
Muslim-friendly Convention & Exhibition Centre of The Year Muslim Gen Z Destination of Year
Muslim-friendly Airport of The Year
Muslim-friendly Cruise Line of The Year
Muslim-friendly Attraction of The Year
Muslim-friendly Tour Operator of The Year
Muslim-friendly Restaurant Chain of The Year
Muslim-friendly Airline of The Year
Travel Takaful Provider of The Year
Muslim-friendly Game Reserve/National Park of the Year
DATA SOURCES AND
ACKNOWLEDGEMENTS

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
42
OF TRAVELERS a Glance Narrative Social Impact Needs Sources
DATA SOURCES
CrescentRating Market Analytics Performance Solutions (CR MAPS)
maps.crescentrating.com

HalalTrip
HalalTrip.com

Mastercard-CrescentRating reports
www.crescentrating.com/halal-muslim-travel-market-reports.html

Booking.com
news.booking.com

Deloitte
www2.deloitte.com

Expedia
www.expediagroup.com

First Insight
www.firstinsight.com

Pew Research
www.pewresearch.org

Responsible Travel
www.responsibletravel.org

YouGov
www.business.yougov.com

ACKNOWLEDGEMENTS
Research Team:
Fazal Bahardeen
Yusrah Khalil
Tawfiq Ikhtianto

We would like to thank all the respondents

who participated in the study.
D at a S o urce s & Ackn owl e dg m ents

Respondents’ Demographics

FEMALE STUDENTS UNDERGRADUATES MONTHLY INCOME

RESPONDENTS <$500

6% 4 11% 9%
%
9%

9%
9%
39%
42%

5%
10%
58% 55% 39% 52%

52%
58%

55%

%
26

%
21
32%

Female...................................58% Student...................................55% Undergraduate Degree............39% Below $500............................52%

Male.......................................42% Full-time employee.................26% Highschool Graduate..............32% $500-$1000 ..........................21%
Freelancer.................................9% Diploma..................................10% $1000-$1500...........................5%
Intern........................................4% Masters Degree .......................9% Over $2000 .............................9%
Others .....................................6% Others....................................11% Others .....................................9%

The findings are based on a survey conducted from August 2022 to December 2022 with 550 Muslim Gen Z segment of which 60% were from Indonesia, Singapore, Malaysia and Brunei. The
remaining were from Albania, Angola, Anguilla, Armenia, Australia, Austria, Bahrain, Bangladesh, Bulgaria, Canada, Denmark, Egypt, France, Germany, India, Italy, Kenya, Mauritius, Netherlands,
Nigeria, Norway, Pakistan, Palestinian Territories, Portugal, Saudi Arabia, Slovakia, South Africa, Sri Lanka, Turkey, United Kingdom, and United States of America.

MUSLIM

THE NEXT GENERATION Foreword

Gen Z At The 4As Championing Faith-Based
Interviews
Data
44
OF TRAVELERS a Glance Narrative Social Impact Needs Sources
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CONFIDENTIALITY, DISCLAIMER
AND CONTACTS
Any exploitation and usage which is not explicitly allowed by copyright
law, in particular reproduction, translation, storage in the electronic
database, on the internet of this publication requires prior consent of
the publisher. All information contained in this publication has been
researched and compiled from sources believed to be accurate and
reliable, during development. However, in view of the natural scope
for human and/or mechanical error, CrescentRating and Mastercard
accept no liability whatsoever for any loss or damage resulting from
errors, inaccuracies or omissions affecting any part of the publication.
All information is provided without warranty. CrescentRating and
Mastercard or their affiliates make no representation of warranty of
any kind as to the accuracy or completeness of any information hereto
contained. Descriptions of, or references to, products, publications,
organizations or individuals within this publication do not imply
endorsement of any product or publication, organization or individual.

CrescentRating Pte. Ltd.

80 Changi Road,
#05-12 Centropod Singapore, 419715
Tel: +65 6702 4098
Email: info@crescentrating.com
Web: www.crescentrating.com

Mastercard Asia/Pacific Pte Ltd

3 Fraser Street | DUO Tower
Level 17 | Singapore 189352
Tel +65 6533 2888
Email: Kaveri.Khullar@mastercard.com
 Mastercard-CrescentRating

GEN-Z
THE NEXT GENERATION
OF TRAVELERS

#MuslimGenZTravel