MasterCard-CrescentRating Muslim Travel Shopping Index By MasterCard & CrescentRating

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1 MasterCard-CrescentRating Muslim Travel Shopping Index 2015 By MasterCard & CrescentRating

2 Muslim Travel Shopping Index 2015 (MTSI 2015) By MasterCard & CrescentRating 29th September 2015

3 Table of Contents... Muslim Travel Shopping Market overview (4) MasterCard-CrescentRating Muslim Travel Shopping Index 2015 overview (6) MTSI 2015 Results (9) Shopping Expenditure and Behaviour (10) Dining Expenditure and Behaviour (16) MTSI 2015 Criteria Overview (21) MTSI 2015 Scores (24) MasterCard-CrescentRating Muslim Travel Shopping Index 2015

4 3 About CrescentRating CrescentRating is the world s leading authority on Halal travel. The company uses insights, industry intelligence, lifestyle, behaviour and research on the needs of the Muslim traveller to deliver authoritative guidance on all aspects of Muslim / Halal travel market to organizations across the globe. Formed in 2008, CrescentRating services are now used by every tier of the tourism industry globally, from government bodies and tourism agencies to hospitality service providers, to inform how they can meet and serve the needs of the Muslim traveller. Its vision is to lead, innovate and drive growth through practical and deliverable solutions for the Halal travel market, one of the fastest growing segments in the travel & tourism sector. CrescentRating s services include rating & accreditation, research & consultancy, workshops & training, ranking & indices, destination marketing, event support/partnerships and content provision. HalalTrip and Muslim Travel Warehouse are sister companies of CrescentRating Pte. Ltd. About MasterCard MasterCard is a technology company in the global payments industry. MasterCard operates the world s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. MasterCard s products and solutions make everyday commerce activities - such as shopping, travelling, running a business, and managing finances - easier, more secure, and more efficient for everyone. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

5 Muslim Travel Shopping Market... The Muslim population is currently the second-largest in the world and is projected to become 26.4% of the world s population by The majority of the Muslim population come from some of the fastest growing economies such as Indonesia, Malaysia, Turkey and the Gulf countries. Muslim consumers are an increasingly important segment for businesses across all sectors and are projected to be one of the largest consumer segments. Their preference for products and services are influenced by their faith based requirements and therefore this particular segment has a set of unique needs. This is clearly illustrated by the accelerated growth witnessed in the Halal Food, Islamic Banking and Muslim-friendly lifestyle sectors during the last decade. 4 According to the MasterCard-CrescentRating Global Muslim Travel Index 2015 (GMTI 2015), the Muslim Travel market was worth $145 billion in 2014, with 108 million Muslim travellers representing 10% of the entire travel economy. This is forecasted to grow to 150 million visitors by 2020 and 11% of the market with an expenditure projected to grow to $200 million. The growth of this Muslim travel market has contributed for increased demand from this segment in accommodation, dining, shopping and other related sectors million visitors $145 billion 150 million visitors $200 billion 1. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

6 5 The Muslim travel market and its various subsectors have become one of the biggest markets within the Muslim consumer space. This market is mainly fuelled by the typical Muslim consumer who is now younger, educated and with a larger disposable income which has precipitated an increased propensity to travel. The Muslim Travel Shopping Index 2015 (MTSI 2015) will facilitate better understanding of the shopping and dining behaviours of the growing Muslim travel segment. The Index will provide insight to travellers, destinations, travel services and investors across a number of criteria to understand the shopping and dining behaviour of Muslim travellers. MTSI 2015 will also help businesses and service providers to boost their attractiveness of shopping and dining services aimed at this travel segment. The MasterCard-CrescentRating Muslim Shopping Travel Index 2015 (MTSI 2015) looks at in-depth data covering 40 international cities, creating an overall index for Muslim Travel Shopping. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

7 MasterCard-CrescentRating Muslim Travel Shopping Index (MTSI) Overview 6 In March 2015, The MasterCard-CrescentRating Global Muslim Travel Index (GMTI) was released as the premier index to monitor the overall performance of the Muslim travel market. GMTI stands as the most comprehensive research that has been released on the Muslim travel market with data covering 100 destinations across the world. Muslim Travel Shopping Index 2015 (MTSI), another joint effort by MasterCard and CrescentRating, aims to analyse the behaviour and expenditure on shopping and dining by Muslim travellers, based on the performance of 40 main international shopping destinations. In addition to monitoring the performance of top Muslim travel shopping destinations, this index provides insights to the behaviour and preference of Muslim travellers shopping and dining. The Index will be an invaluable source of information for destinations and shopping - dining services on how to attract this significant segment, which has its own unique needs and preferences. It will help destinations and tourism services to better benchmark the shopping and dining services they offer and use the detailed analysis in the report to improve processes to cater to Muslim travellers. In addition, travellers will also have the information to make educated choices for shopping and dining when planning trips. MTSI uses a comprehensive set of metrics that includes suitability as a shopping destination, Muslim friendly services and facilities and ease of travel that contribute to the overall score of each destination.

8 7 Muslim Travel Shopping Index (MTSI) 2015 Metrics Shopping Destination I. Overall shopping expenditure by visitors II. Muslim visitor shopping expenditure 40% Weightage Muslim friendly services and facilities at the destination III. Halal Dining Options and Assurance VI. Ease of Access to Prayer Places VII. Airport services and facilities VIII. Accommodation Options 40% Weightage Ease of travel to the destination III. Ease of Communication VI. Visa Requirements VII. Safe Travel Environment 20% Weightage MasterCard-CrescentRating Muslim Travel Shopping Index 2015

9 MTSI 2015 report looks at 40 main cities which include 15 OIC destinations and 25 non-oic destinations. The Index is envisaged to be updated on an annual basis and will feature more cities in its future releases. 8 City Abu Dhabi Amman Amsterdam Antalya Bali Bangkok Barcelona Beijing Berlin Cape Town Doha Dubai Guangzhou Hong Kong Istanbul Jakarta Johannesburg Kuala Lumpur London Malacca Manama Marrakech Milan Moscow Mumbai Nairobi New York Paris Pattaya Penang Phuket Riyadh Rome Seoul Shanghai Sharjah Shenzhen Singapore Sydney Tokyo Country United Arab Emirates Jordan Netherland Turkey Indonesia Thailand Spain China Germany South Africa Qatar United Arab Emirates China Hong Kong Turkey Indonesia South Africa Malaysia United Kingdom Malaysia Bahrain Morocco Italy Russia India Kenya United States France Thailand Malaysia Thailand Saudi Arabia Italy South Korea China United Arab Emirates China Singapore Australia Japan

10 9 Muslim Travel Shopping Index (MTSI) 2015 Results 40 main international cities were covered in the MTSI shopping Index - of which Dubai topped the ranking with a score of Malaysia, which is rated as the number one destination for overall Muslim travel according to the GMTI 2015 Index, secured the second spot for its capital city, Kuala Lumpur with a score of This is followed by Singapore, another Asia-Pacific destination at A significant highlight of the MTSI Index results have been that two non-oic destinations, namely Singapore and London have been able to secure a rank among the top 5 destinations. This reveals that Muslim travellers are now adventurous and welcoming of new experience of shopping and dining in different destinations. Therefore, although OIC destinations have an advantage due to having Muslim friendly environment, Non-OIC destinations can successfully compete by proactively catering to this segment. The top 10 OIC destinations in the MTSI 2015 are: Rank MTSI Rank City Country Score 1 1 Dubai United Arab Emirates Kuala Lumpur Malaysia Istanbul Turkey Antalya Turkey Manama Bahrain Doha Qatar Riyadh Saudi Arabia Bali Indonesia Penang Malaysia Sharjah United Arab Emirates 55.3 The top 10 non-oic destinations in the MTSI 2015 are: Rank MTSI Rank City Country Score 1 3 Singapore Singapore London United Kingdom Paris France Bangkok Thailand New York United States Barcelona Spain Seoul South Korea Phuket Thailand Cape Town South Africa Hong Kong Hong Kong 39.0 MasterCard-CrescentRating Muslim Travel Shopping Index 2015

11 Shopping Expenditure and Behaviour According to the GMTI 2015 Index, the total expenditure of Muslim travellers amounted to $ 145 billion. MTSI 2015 reveals that shopping expenditure of total Muslim travellers amounted to $ 36.3 billion, while $ 26.1 billion was spent on dining. 10 In the top 40 cities covered in the MTSI 2015, the total expenditure of Muslim travellers visiting these cities amounted to $ 36 billion in Out of this total expenditure, $9.3 Billion (25.8%) of the expenditure was accountable for shopping. Total Muslim Market Total Expenditure Shopping Dining MTSI 2015 Destinations Total Expenditure Shopping Dining Expenditure $ 145 Billion $ 36.3 Billon $ 26.1 Billion Expenditure $ 36 Billion $ 9.3 Billion $ 6.2 Billion Total Muslim Market MTSI 2015 Destinations $ 36.3 Billion $ 9.3 Billion $ 82.6 Billion $ 26.1 Billon $20.5 Billion $ 6.2 Billon Other Other Dining Dining Shopping Shopping

12 11 MTSI 2015 consumer survey of mainly South-East Asian Muslim travellers provides the following insights of Muslim Shopping behaviour while travelling. 1. Importance of Shopping when choosing a Holiday destination Very Important Important Not so Important Not Important 18.52% 51.85% 26.67% 2.96% According to the survey, over 70% of Muslim travellers consider shopping as very important or important consideration when choosing a holiday destination.

13 2. Types of purchases of Muslim travellers Souvenirs and local clothing brands were the top purchases of South East Asian travellers. Depending on the destination, there is also strong interest to purchase Islamic clothing and accessories. 12 Perfumes, cosmetics and branded clothing were also listed by a considerable amount of respondents as their typical purchases. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

14 13 3. Preferred shopping locations Shopping malls, night markets and factory outlets were the three main popular locations for shopping. 73% responded in favour of Major shopping malls, while night markets and factory outlets were also preferred by 64% and 46% of participants respectively. 4

15 4. Shopping Budget 14 The shopping budget of 27% of respondents consisting of mainly South East Asian Muslim travellers were between USD 250 to USD 500, while 24% said their shopping expenditure is between the ranges of USD 500 to USD The number of respondents who would spend more than 1000 USD amounted to approximately 20%. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

16 15 5. Shopping for self and family vs friends The survey revealed that 47% of the travellers will spend 80% of their shopping expenditure on themselves and the balance 20% on their friends to purchase gifts or souvenirs. 21% of the respondents say that they will spend 60% on themselves and family, while 40% will be allocated for purchases for friends. 6. Concerns when shopping while travelling Shopping budget and price Credit card fraud and safety concerns Halal products and Muslimfriendly facilities Authenticity and quality of products Excess Luggage 24% 20% 14% 14% 12% 16% Other The budget constraints and price were highlighted by 24% as a concern when shopping while travelling. Furthermore, 20% were concerned of credit card fraud and raised other safety concerns such as theft. 14% are concerned of Halal Products and Muslim friendly facilities, while an equal percentage was concerned of authenticity and quality of products.

17 MTSI 2015 dining expenditure and behaviour 16 The dining expenditure of Muslim travellers at the 40 destinations covered in the MTSI 2015 Index amounted to $ 6.2 Billion and represented 17% of their total travel expenditure. The survey done by MTSI 2015 Index revealed the following in relation to the dining behaviour of Muslim travellers. 1. Importance of Halal Dining when choosing a Holiday destination Very Important Important Not so Important Not Important 80.31% 14.96% 4.72% 0.00% Halal dining options is a critical aspect for Muslim travellers when choosing a holiday destination. More than 95% of Muslim travellers consider Halal dining to be a very important or important when choosing a holiday destination. Therefore, a basic and a key requirement to attract Muslim travellers is the availability of Halal dining options in destinations. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

18 17 2. Preferred type of restaurant The respondents were asked to rank the 9 types of restaurants based on their preference when travelling. Type of Restaurant Rating average Halal certified restaurants not serving alcohol 8.58 Muslim owned restaurants serving only Halal food and not serving alcohol (not certified Halal) 7.81 Halal certified restaurants but serving Alcohol 5.98 Muslim owned restaurants serving only Halal food but serves alcohol (not certified Halal) 5.31 Non-Muslim owned restaurants assuring that they serve only Halal food and not serve alcohol (not certified Halal) 5.15 Vegetarian or seafood only restaurants (not certified Halal) 4.81 Non-Muslim owned restaurants assuring that they serve only Halal food but serve alcohol (not certified Halal) 3.54 Restaurant serving non-halal beef/chicken/mutton but will arrange for Halal meat or seafood/vegetarian dishes on request 2.62 Restaurant serving pork but will arrange for Halal meat or seafood/vegetarian dishes on request Preferred type of cuisine 80% in the survey pool responded that they prefer to have local cuisine while travelling. It was followed by 40% of them selecting Middle Eastern cuisine and 39% of the preference for Indian cuisine. It could be a challenge, especially for non-oic destinations to satisfy both the Halal food requirement and local cuisine preference of Muslim travellers as their local cuisines may not be Halal.

19 18 In terms of preferred places of dining, 85% responded in favour of local restaurants, while 47% would also prefer food courts. International fast-food chains were preferred by 40% of the travellers MasterCard-CrescentRating Muslim Travel Shopping Index 2015

20 19 4. Dining Budget 46% of the respondents said their typical dining budget per meal will be between $ 10 to $ 20, while 32% said they will spend less than $ 10 per meal. Only 5% of the respondents said their expenditure per meal will be above $ Concerns when dining while travelling Assurance of Halal food Food hygiene Other 72% 21% 7% The availability and assurance of Halal food was a key concern of 72% of the Muslim travellers. Food hygiene is also highlighted by a significant portion of respondents as a concern while travelling.

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22 21 MTSI 2015 Criteria Overview

23 1. Overall shopping expenditure by visitors MTSI 2015 studied the number of overall shopping expenditure by visitors for international cities. This provided a framework to analyse the overall attractiveness of cities as tourist destination for shopping and dining. 22 The scores are based on the: i.) Number of visitors ii.) Visitor Expenditure iii.) Shopping Expenditure 2. Muslim Visitor Shopping Expenditure Muslim tourist arrivals and their total expenditure was analysed to study the attractiveness of the cities for Muslim travel market for shopping and dining. The scores are based on the: i.) Total Muslim Arrivals ii.) Total Muslim Expenditure iii.) Shopping Expenditure 3. Halal Dining Options and Assurance Availability of Halal food is one of the most important aspects when it comes to attracting Muslim travel market. The dining options and Halal assurance score for each destination is based on: I. The availability of Halal food in the city II. The presence of a Halal certification bodies in the country. 4. Ease of Access to Prayer Places Muslim travellers prefer a mosque or a designated place for prayers. Hence, ease of access to prayer facilities in the destination will make Muslim travellers shopping and dining experience comfortable. The scoring methodology for ease of access to prayer places is based on the general availability of prayer facilities in the selected city. 5. Airport Services and Facilities Prayer facilities and availability of Halal food at airports located in the selected cities were evaluated. The scoring for this criterion was based on the following: I. Availability of prayer rooms in public and transit areas II. Availability of proper ablution facilities in public III. Availability of Halal food/restaurants in both public and transit areas MasterCard-CrescentRating Muslim Travel Shopping Index 2015

24 23 6. Accommodation Options Muslim-friendly accommodation will typically include access to Halal food, prayer facilities and other services that would make Muslim travellers stay comfortable at the hotel. Family friendly accommodation is preferred by Muslim travellers as majority of them travel with families The accommodation score is based on the following - I. Number of Muslim-friendly Hotels II. Family friendly accommodation 7. Language Proficiency Many Muslim inbound travellers speak English, Arabic, Bahasa (Malaysia/Indonesia),Turkish, Persian and French. Therefore it is important to evaluate the proficiency of these languages in each MTSI 2015 cities. The main languages of Muslim travellers and the proficiency were evaluated for each inbound destination. Since Arabic and English cover the majority of this visitor segment they were given a higher weightage. 8. Safe Travel Environment The safe travel environment score is calculated from the perspective of a Muslim traveller. Two primary factors were considered when calculating the scores: I. Travel alerts issued on a particular destination by UK, US, Australia and Canada II. Muslim traveller safety Travel alerts issued about tourist destinations were used as the primary indicator to ascertain the general security situation of a particular destination. These travel alerts covers general safety and security situation of a country, natural disasters, health epidemics, etc. For the Muslim travel safety metrics, online research was done to check for incidents reported against Muslims. 9. Visa Requirements To evaluate the ease of travel for a particular city, visa requirements for citizens of top outbound countries to travel to MTSI 2015 destinations were studied and scores are assigned based on the Visa requirement.

25 MTSI 2015 Scores 24 Destination 2015 Rank 2015 MTSI Score Overall Shopping Expenditure Muslim Visitor Shopping Expenditure Halal Dinning Options Ease of Access for Prayer Places Airport Services and facilities Accomodation Ease of Communication Visa Requirements Safe Travel Dubai Kuala Lampur Singapore London Istanbul Antalya Doha Manama Riyadh Bali Penang Sharjah Abu Dhabi Jakarta Malacca Paris Amman Bangkok New York Marrakech Barcelona Seoul Phuket Cape Town Hong Kong Johannesburg Tokyo Shenzhen Berlin Sydney Amsterdam Mumbai Pattaya Nairobi Beijing Shanghai Milan Rome Moscow Guangzhou MasterCard-CrescentRating Muslim Travel Shopping Index 2015

26 25 Footnotes and Data Sources CrescentRating MasterCard Pew Research Center Tourism Boards Data

27 Corporate Overview 26 MasterCard is a technology company in the global payments industry. We are leading the way toward a world beyond cash with the power to expand connectivity, opportunity and prosperity for individuals, businesses and communities. We operate the world s fastest payments processing network, connecting consumers, financial institutions, merchants, governments and businesses in more than 210 countries and territories. Our products and solutions make everyday commerce activities - such as shopping, travelling, running a business, and managing finances - easier, more secure and more efficient for everyone. Through our payment solutions, we deliver value and connect close to two billion cardholders with tens of millions of merchants around the world. With our state-of-the-art network, MasterCard is in a prime position to roll out the next generation of products and services - whether it s the EMV migration in the United States, data analytics for merchants, or advancing mobile wallets around the world. Our network maintains a processing performance of 130 milliseconds per transaction, two times faster than the blink of an eye and nearly four times faster than our main competitor. The MasterCard brand is among the most recognized in the world. We offer a wide range of payment solutions, including credit, debit, prepaid and commercial programs, through a family of well-known brands, including MasterCard, Maestro, and Cirrus. And since we launched Priceless Cities in 2011, we have expanded that program to more than 30 cities around the globe, enabling our cardholders - from New York to Singapore, and from London to Rio - to enjoy exclusive experiences. We generate revenue based on the volume of activity on cards that carry our brands, and the number of transactions we process for our customers as well as other payment-related services that we provide. As we move toward a world beyond cash, we are helping to secure a better, more inclusive future for everyone. We are committed to continuing to use our technology and expertise to deliver better ways to pay, creating a more connected world. MasterCard-CrescentRating Muslim Travel Shopping Index 2015

28 27 Corporate Overview CrescentRating is the world s leading authority on Halal travel. The company uses insight, industry intelligence. Lifestyle, behaviour and research on the needs of the Muslim traveller to deliver authoritative guidance on all aspects of Halal-friendly travel to organizations across the globe. CrescentRating was founded in 2008 and its services are now used by every tier of the tourism industry globally, from government bodies and tourism agencies to hospitality service providers, to inform how they can meet and serve the needs of the Muslim traveller. Its unique rating service, which combines detailed analysis, assessment and benchmarking, is now established as the premier Halal friendly standard for the industry. HalalTrip is one of the world s leading online travel specialists catering specifically to the needs of the Muslim travellers. The platform makes place discovery and trip planning easier, fun and more intuitive for those looking for a Halal-friendly travel experience. Its vision is to become the trusted trip advisor for Muslim travellers around the globe. HalalTrip uses the latest technology to allow consumers to book flights, hotels and holiday packages to destinations across the world via its online platforms. Halal Trip has a mobile application available for iphone/ipad and Android devices and it has created a series of must-have features to help Muslims travellers. MuslimTravelWarehouse.com was launched in May 2015 by CrescentRating as the world s first global online B2B marketplace for Muslim / Halal Travel products and services. Muslim Travel Warehouse connects suppliers of tour packages and activities with travel agents from around the world. Muslim Travel Warehouse works with suppliers to help them adopt their products to the growing market of Muslim tourists. The company provides comprehensive search and booking capabilities on a full portfolio of Muslim friendly tour packages, excursions and activities.

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31 30 Disclaimer & Copyright Notices Any exploitation and usage which is not explicitly allowed by copyright law, in particular reproduction, translation, storage in electronic database, on the internet and copying onto CD-ROMs of this print work 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 at the time of publishing. However, in view of the natural scope for human and/or mechanical error, either at source or during production, 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 does not imply endorsement of any product or publication, organization or individual. CrescentRating Pte. Ltd Bukit Merah Central #07 14, Inno.Centre Singapore T: E: W: MasterCard Asia Pacific Pte Ltd 152 Beach Road #35-00 The Gateway East Singapore T: E: W: Scan here with your QR Reader App to download MTSI 2015 Report

32 31 Global Muslim Travel Index 2015 (GMTI 2015) MasterCard-CrescentRating Global Muslim Travel Index 2015 By MasterCard & CrescentRating The Top 10 OIC destinations of GMTI Malaysia 2 Turkey 3 United Arab Emirates 4 Saudi Arabia 5 Qatar 6 Indonesia 7 Oman 8 Jordan 9 Morocco 10 Brunei Download FREE E-Book The Top 10 non-oic destinations of GMTI Singapore 2 Thailand 3 United Kingdom 4 South Africa 5 France 6 Belgium 7 Hong Kong 8 United States 9 Spain 10 Taiwan Scan here with your QR Reader App to download report The MasterCard-CrescentRating Global Muslim Travel Index (GMTI) 2015 is the most comprehensive research that has ever been released on the Muslim travel market. It looks at in-depth data covering 100 destinations across the world creating an overall Index, based on a number of criteria. Or visit

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