Produced by Have Halal, Will Travel

The Modern Muslim Traveller: Young, Affluent, Experience-Driven

August 2017

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The​ ​annual​ ​global​ ​expenditure​ ​of​ ​Muslim travellers​ ​is​ ​expected​ ​to​ ​reach​ ​US$192​ ​billion by 2020. ​Coupled with the fact that there are a total of 240 million Muslims in SEA, approximately 42% of the total SEA population, the opportunity in targeting Muslim travellers in SEA is huge.

The primary goal of this study is to help brands and organizations understand the Muslim traveller’s attitudes, perceptions and motivations with regard to various aspects of travel. Unlike other papers that present Muslims as a homogenous segment, we focus mainly on Modern Muslim Travellers who reside in Malaysia, Indonesia and Singapore to better capture and appreciate the unique sentiment of Muslims across various countries.

Headquartered in Singapore, Have Halal, Will Travel (HHWT) is a digital media and technology company with a monthly global reach of 8.6 million Muslims. HHWT is redefining the Muslim market with highly shareable travel and lifestyle content.

Our vision is to foster peace and understanding between Muslims and non-Muslims through travel. We believe that when Muslims and non-Muslims interact, stereotypes and irrational biases can be torn down. Our recommendations and guides inspire Muslims to explore the world and encourage more meaningful interactions between Muslims and non- Muslims to occur.

HHWT offers innovative advertising and advisory solutions for governments and leading brands to tap into the multi-billion dollar Islamic economy. We collaborate with forward-looking brands and agencies who are interested to market better to Muslims. Our in-house creative and technology teams work closely with clients to craft compelling stories curated for the Muslim audience. These stories are distributed through our various touch points (social media, publication & app).

Our clients

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