Sharia or not?

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Tamani Hotel Marina Dubai was one property that refused to comment for the Arabian Travel News Islamic hospitality feature. Why?

In a world where 'Sharia' and 'Islamic' can be viewed negatively, the questions presented to more than half a dozen hotels/groups who have previously made claim to be 'Sharia- or Islamic-compliant' were designed to aid the sales and marketing efforts - simple questions such as:

• Can you outline exactly what it means to be 'Sharia compliant?'

• How does being 'Sharia-compliant' alter the guest experience?

• Do your hotels have any additional features indicating Sharia compliancy?

• Are there any special offers for families this summer?

• In one sentence, how would you 'sell' your Sharia-compliant hotel to the GCC or international market?

• Does the sales technique differ according to guest point of origin (GCC or international guest?)

• Do you sell through travel agents, tour operators and the GDS?

• Do you pay commission to agents?

Not exactly an antagonistic approach yet met by the refusal of those approached to even comment.

And all those approached have linked themselves to this form of ‘branding' in their own press releases and interviews.

Enterprising PR executives would have been able to promote their strengths while ignoring the weaknesses.

And serving Halal food? This is a requirement in the UAE and is fully accepted, yet for some travellers perhaps not fully understood. The opportunity for 'Islamic hospitality' properties to promote their own brand of Halal cuisine was served on a plate, yet not taken up.

And what about Zakat principles and social responsibility?

Nearly everyone talks about corporate social responsibility and charitable works, which is inherent in Islamic principles, but not one hotel group was willing to discuss their contribution to this area.

What are we to learn from this?

Perhaps that some hotel chains need to better plan and execute their branding before launching themselves to the market via the media?

Perhaps a better choice of words was required or perhaps a better spokesperson to enable them to turn seemingly negative connotations into a positive marketing opportunity?

If even one of those approached had responded, they would have had a feature dedicated to advising and encouraging agents to sell their product to their own target market.

Or is it that they are not really sure of their target market and are now trying to be all things to all people?

Is this a branding nightmare or a missed corporate communications opportunity?

Some interesting questions still need to be asked and ATN will be digging further to obtain answers. We look forward to presenting our finding.

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