Salam Standard launches hotel classification system for Muslim-friendly properties

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Salam Standard has launched a unique Premium Hotel Classification scheme for Muslim-friendly accommodation. 

Tripfez's founder & CEO, Faeez Fadhlillah
Faeez Fadhlillah, co-founder and CEO, Salam Standard and Tripfez

This industry-leading 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.

The Salam Standard Premium Hotel Classification system, launched today by Malaysia’s Minister of Tourism & Culture, Dato’ Seri Mohamed Nazri bin Tan Sri Abdul Aziz at Arabian Travel Market in Dubai, will ensure accommodation is assessed and rated in a fair and objective way.

Properties or hotel groups will be subject to rigorous checks to ensure they meet the required criteria, with audits conducted by a highly-qualified 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. “It cements Salam Standard’s position as the number one go-to resource for Muslim travellers seeking accommodation that is sensitive to their faith-based needs, providing them with complete clarity and assurance on the facilities and services provided.”

Any licensed accommodation provider can apply online for Salam Standard Premium Hotel Classification.

Once their application is reviewed and accepted, the expert 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.

The Salam Standard Premium Hotel Classification 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 will simplify the user experience for travellers searching for Muslim-friendly accommodation on Salam Standard or booking it online with sister company, Tripfez, providing them with clear guidelines on what is offered, safe in the knowledge it has been checked and audited.

The committee will also conduct ongoing inspections of properties awarded Salam Standard Premium Hotel Classification to ensure standards are upheld.

The travel industry has welcomed the new auditing process, a move it says will further boost Salam Standard’s credentials as a global online information tool for Muslim-friendly accommodation.

“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, one of the many companies to be Salam Standard rated.

“They simply check the rating and know right away if they should continue further. It gives our customers peace of mind to know that Archipelago International is focused on ensuring they have a comfortable stay.”

The Pacific Asia Travel Association’s (PATA) CEO, Dr Mario Hardy, has also congratulated Salam Standard for introducing a valuable resource for travellers and hoteliers.

“The global Muslim travel sector is a multi-billion-dollar niche market to which few have paid attention up until now,” he said. “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.”

Malaysia’s Minister of Tourism and Culture, Dato’ Seri Mohamed Nazri bin Tan Sri Abdul Aziz, conducted a special signing ceremony to launch the Salam Standard Premium Hotel Classification at the Malaysia Pavilion after officially opening the destination’s stand at ATM.

Tourism Malaysia and Salam Standard will both participate in the inaugural ATM Global Halal Tourism Summit 2017, which takes place on the Global Stage on Wednesday April 26th, from 12.20 to 2.40pm.

Speakers include Fadhlillah, who will present key findings of the Global Economic Impact of Muslim Tourism report by Salam Standard and YBHG. Datuk Musa Yousof, Senior Director international promotion division (Asia, Africa), Tourism Malaysia, will reveal why Malaysia is the world’s leading halal tourism destination. Click here for more details.

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