Travel TrendsHalal food, prayer rooms and bidets are a must as they travel in search of cultural immersion.

How to actively engage the Muslim Gen Z market

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The Muslim Gen Z travellers are willing to pay more for sustainable travel practices.
The Muslim Gen Z travellers are willing to pay more for sustainable travel practices. Photo Credit: Adobe Stock/Odua Images

Findings come from the inaugural Mastercard-CrescentRating Muslim Gen Z: The Next Generation of Travelers report reveal that Muslim Gen Z travellers want cultural immersion, sustainability, Halal food and Muslim-friendly amenities during their travels.

The Muslim Gen Z consumers want to travel, with 69% planning to take two or more trips within the next 12 months, and 32% intending to stay at their selected destinations between one to two weeks.

Though they are young (born between 1997 – 2012), with the oldest in the generation this year at only 26-years-old, they are increasingly gaining the financial means to travel. The Muslim Gen Z travellers forking out on travel from their own pockets come in at 32%, while 16% depend on their parents.

Mastercard-CrescentRating Muslim Gen Z: The Next Generation of Travelers report

Two out of three Muslim Gen Z travellers prioritise cultural immersion and nature excursions for their vacations as much as they crave activities such as shopping or attending events. Beyond these leisure experiences, they also indicate that having faith-based services that include Halal food, prayer rooms and bidets are crucial in their travel decision.

With nearly half of the report’s respondents identifying as ‘environmental enthusiasts’, sustainability is a big factor too. In fact, 77% say that they are ready to pay more for sustainable practices such as reducing air travel, participating in voluntourism (or volunteer tourism), and supporting local businesses. Almost a third are willing to minimise flying, while 11% will pay for carbon offsets and 14% will take holidays closer to home to avoid long haul flights.

When it comes to paying for their purchases overseas, 73% are more inclined to use a debit or credit card while 57% prefer to use cash.

The women mostly wear the pants in travel decision making. Over 70% of female Muslim Gen Z travellers play a big role in planning a family vacation. Of these women, almost 70% prefer cultural immersion activities such as experiencing local traditions, heritage, and cuisine. In addition, 63% seek opportunities to learn something new in their travels and 76% wanting to contribute to social causes on their holidays.

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