Examining Budget Hotels from a Muslim-Friendly services perspective in Malaysia: A qualitative approach

Abstract

The global trend of Islamization has increased the demand for Muslim-friendly services in the hospitality sector. As such, Malaysian budget hotels market themselves to attract this lucrative Muslim market. However, there needs to be more research on effective marketing strategies for these hotels, particularly in balancing profitability with the costs of implementing Muslim-friendly services. This is crucial, considering the significant presence of Muslim consumers in the budget hotel segment. This study examined budget hotels in Malaysia from a Muslim-Friendly services perspective. This study used a qualitative approach using in-depth interviews and thematic analysis. This study used an online interview approach involving seven (7) Malaysian informants. The findings of this study involve Malaysian Muslim travellers' preferences in selecting budget hotels across dimensions such as Awareness, Expectation, Brand Loyalty, Communication, and Value for Money. Diverse expectations emerge, from explicit communication to a pragmatic reliance on technology. Cleanliness remains a top priority, considering the cost implications of Muslim-friendly amenities. Brand loyalty balances affordability, quality, and an Islamic image. Effective communication, transparency, and perceived value for money are linked to Muslim-friendly amenities and smartphone usage. The findings provide actionable insights for the hospitality industry to enhance satisfaction among Malaysian Muslim travellers.