Combining hospitality brands with Islamic culture

There is a sudden realisation among key developers in the region that hotels and hospitality can easily absorb a huge number of properties and tour destinations based purely on Islamic culture.

These emerging brands will consider all the traditional values and customs to accommodate familiar authentic experiences for Muslims traveling alone or with their families.

However, the real challenge lies in providing an environment which is rich enough not only to allow competitive comfort and luxury similar to that of their rival Western hotels, but also sets a new global standard of quality yet conservative enough in taste.

They will also have to maintain the aesthetic and spiritual balances and the etiquette so highly cherished by Muslims.

The thought of creating hospitality concepts under specific religious and cultural lines is nothing new, Islamic hotel brand concepts are not any different than the current western hotels or what we may call a Christian hospitality experience.

Western brands

What started out from the Inns-Pubs-Taverns and later modernised yet maintained the same basin-sink to wash with stoppers, bathtubs and highly customised Western menus with liquor and music is still the main foundation of all the five-star name brand hotels all around the world.

They have certainly pioneered a great global standard.

The GCC is in need of places where Muslims absorbed in their culture amidst the practice of Islam, and where they would be fully at ease with all interactions and relate to all surroundings during a stay. It is simply about creating Islamic hotel brands, family hospitality and recreation.

The delivery of such concepts on a world-class standard would demand a deep understanding of creating the right themes and ambiances, the right architecture, the interior and exterior, timing and routines and all staffing supported by image creation.

Most importantly, the ultimate test is to create a unique five star global name identity, which is worthy of global iconisation and respectable attention.

After all, today a room having a Qibla pointing signage on the ceiling, a prayer rug, a bidet or an arch stretching somewhere in the room is considered authentically Islamic, while amidst the westernised opulence rests a mini-bar hidden in furniture.

Conveniently available as the only possible options, these rooms are popular and have worked very well. But nevertheless, the western franchises must prepare themselves to become more deeply involved with actual facts of the Islamic issues instead of a few cosmetic accessories.

No matter how fast the hyper-global-image-repositioning between the east and west is showing a divide in cultural tastes and lifestyle preferences, this measurement alone requires a grassroots level understanding, rather than some-off-the-cuff adjustments to old, already existing concepts.

Also to ignore the next largest upcoming boom of Muslim travellers and vacationers of the new GCC will become a very serious matter.

The entire hospitality concept could get a localisation makeover and the creation of local brands in GCC stretching all over the Muslim world.

Panic launches

Therefore sudden panic launches of new Islamic hotel brands introducing highly scripted confusing logos, a barrage of Arabic names with strange or multiple meanings, a minaret in the courtyard with periodic recitals or Friday shutdowns is not the answer.

This image-building is a very serious business, not to be confused with general or logo-driven advertising. This hospitality game is for the intellectually secure and religiously mature.

It commands a balancing knowledge with a very precise understanding of the differences between Muslims of various local and global regions, and recognising Islam as a great universal message with its various groups and practices.

Lastly, a global level understanding of world-class image creation and sustained delivery of concepts is needed to carry forth this grassroots change. Only such assembly of thought and skills under one roof would ensure the delivery of such noble dreams.

Islamic hotel branding, family travel and Muslim tourism will soon become a new phenomenon in the booming GCC, and once few properties are established, their traffic and popularity will erupt.

The race among hotels to quickly fill this void and take the lead has now begun. On your mark.

- The writer is an expert in corporate image and global cyber-branding.