Islamic travel demand represents 10% of the global travel market, and growing

The Islamic hospitality market or Sharia-compliant hotels is pegged to be one of the fastest growing hospitality segments, according to Jonathan Worsley conference co-organiser, Arabian Hotel Investment Conference (AHIC).

He said that Dubai-based hospitality group Almulla Hospitality, has recently launched its Sharia-compliant hotel portfolio, comprising three brand tiers. The group has also cited plans to target development in Saudi Arabia, UAE, Jordan, Egypt and Malaysia in the first instance, with Thailand and Europe following closely behind.

"Almulla joins other UAE-based players including Shaza Hotels from Kempinski and Tamani Hotels & Suites from KM Group among others," he said.

Rotana too has tickled the sector recently launching Rayhaan Hotels & Resorts with offer-specific 'no-alcohol' label.

Almulla Hospitality's chairman, Abdulla Almulla, said that the demand for Sharia-compliant accommodation is on the increase and represents 10 per cent of the world tourism market.

''In less than a decade Middle East leaders have transformed the landscape and created one of the world's fastest growing regions, with hospitality investment at its core,'' Almulla said.

"UAE travellers alone spend more than $4.9m on travel annually and the Islamic hotel product will be in high-demand, certainly reaching 10% in the short-term.''

Meanwhile, Rezidor Hotel Group has estimated that the Sharia-compliant hospitality market will grow by staggering 20% per year over the next decade.

Rotana agrees that there is a high-demand and Selim El Zyr, the group's President and CEO said that this is driven by the desire for individual choice.

"In this ever-changing world, individuality of choice is important to the traveller and some guests seek to reflect the values they hold in the accommodation they choose," he explained.

"We have introduced the Rayhaan brand to Rotana's hotel and resort portfolio after considering the diverse needs of our guests. Rayhaan offers the world-class standards synonymous with the Rotana name while being an entirely new concept with inherent appeal, particularly to guests of Middle Eastern heritage and desires."

This year's AHIC will spotlight new hospitality trends in its session dubbed 'Multi-faceted future of Islamic Hospitality' and will further beg the question, are Sharia-compliant hotels the next big thing or a short term trend?

Session moderator is Naseem Javed, President of ABC Nameback International. Alongside Almulla, panellists include Christopher Hartley, Chief Executive, Shaza Hotels, Mohmood Al Koofi, Chief Executive Officer, REEF and Sayed Hadi Al Alawi, Chairman, Al Hayat Group.

Platinum sponsors of the 2008 event include: Bawadi, IFA Hotels & Resorts, Jones Lang LaSalle Hotels, Ministry of Brazil, Nakheel Hotels and The Rezidor Hotel Group.

Gold Sponsors include Abu Dhabi Tourism Development and Investment Company (TDIC), Accor SA ME, Aldar Hotels & Hospitality, Almulla Holding LLC, Arabian Travel Market, Christie + Co, Cushman & Wakefield Hotels, Davis Langdon LLP, DLA Piper, DLF Hotels, Emaar Hospitality Group, Emirates Airline, Fairmont Raffles Hotels International Inc, Godwin Austen Johnson, Golden Tulip MENA Region, Group RCI, GuestInvest, Hamilton Hotel Partners, Heller Ehrman, Hilton Hotels, Horwath HTL, HVS, iBAHN, InterContinental Hotels Group, Interval International, Jumana - Secret of the Desert, Jumeirah, Kempinski Hotels, Langham Hotels International Limited, Layia Hospitality, Marriott International, Molinaro Koger, Morgan Stanley, Mövenpick Hotels & Resorts, Mozambique Tourism Anchor Investment Program, Northcourse Real Estate Leisure Solutions, OBM International, Rakeen, Rotana, Shaza Hotels, Starwood Hotels & Resorts, Strategic Solutions, Taj Hotel Resorts & Palaces, Tiara Hotels & Resorts, TDO - Tourism Development Organisation (MENA), TRI Hospitality Consulting, Turks &

Caicos Islands, Vision Hospitality Asset Management, WATG, West LB and Wyndham Hotel Group International.

Media sponsors include AME Info, ATM, Breaking Travel News, CNBC Arabia, CNN, Destinations of the World, HOTELS, Hospitality News Magazine, Luxury Hotelier, Sleeper and TTN.

Supporters: Dubai Convention Bureau, The Emirates Academy of Hospitality Management, IBLF, IH&RA, Native Energy, Villeroy & Boch, WTTC.