Salam Standard launched a premium hotel classification scheme for Muslim-friendly accommodation at Arabian Travel Market 2017.
According to a statement, this initiative aims to improve quality standards and transparency for Muslim travellers and boost the global visibility of accommodation that meets this demographic's faith-based needs.
Properties or hotel groups will be subject to rigorous checks to ensure they meet the required criteria, with audits conducted by a committee of Islamic tourism experts, including Salam Standard representatives.
“The Salam Standard Premium Hotel Classification system sets new standards for Muslim-friendly accommodation across the globe,” said Salam Standard co-founder and CEO Faeez Fadhlillah in a statement.
Any licensed accommodation provider can apply online for Salam Standard Premium Hotel Classification. Once the application is reviewed and accepted, the committee will conduct an audit of the property/properties. The committee will reserve the right to reject applications if they do not meet the minimum criteria. Ongoing inspections will be carried out to ensure standards are upheld.
The scheme rates hotels according to four tiers – Bronze, Silver, Gold and Platinum – considering the number and standard of Muslim-friendly facilities and services they offer.
For example, at Bronze-rated properties, all rooms have a shower and toilet or bath tub and toilet and a prayer mat and praying direction (Qibla/Kibblat), or they are available on request, whereas Platinum-rated accommodation offers several additional benefits including halal food that is certified by a recognised body, while the entire premises is alcohol free.
This four-tier system hopes to simplify the user experience for travellers searching for Muslim-friendly accommodation on Salam Standard or booking it online with sister company, Tripfez.
“Having our hotels scored by Salam Standard has helped Muslim travellers quickly find exactly what they are looking for without the additional hassle of research across multiple pages and sites or even calling the hotel to ask directly,” said Tenaiya Brookfield, vice president sales & marketing at Archipelago International Hotels, Resorts & Residences, which will have its properties rated under this system.
Pacific Asia Travel Association (PATA) CEO Dr Mario Hardy added: "The global Muslim travel sector is a multi-billion-dollar niche market to which few have paid attention up until now. The Salam Standard Premium Hotel Classification system is a great initiative that will help Muslim travellers identify hotel properties that can meet their requirements and assist property owners in providing a quality and transparent experience to Muslim guests."