Hong Kong, 28th January 2026 – CrescentRating recently conducted a well-received workshop aimed at increasing Muslim-friendly hospitality standards across Hong Kong’s hotel and tourism sectors. The workshop, attended by hospitality partners in the region, was designed to enhance their understanding of Muslim travelers' specific needs and to ensure that Hong Kong’s hospitality landscape is well-prepared to cater to this growing market segment.
The event was structured into three interactive and comprehensive sessions, each tailored to a different aspect of hospitality: front desk and housekeeping, sales and marketing, and food and beverage. With interactive games and Q&A sections incorporated at the beginning and closing of every session, these three multi-session approaches ensured that all critical areas of hospitality were covered, equipping participants with practical tools and knowledge to better serve Muslim travelers.
The first session focused on front desk and housekeeping operations, where participants learned about vital areas such as key terminologies, faith-based considerations, and possible questions from Muslim guests. With Mrs. Rubina Rehman, Admin Officer of United Muslim Association of Hong Kong (UMAH) as the speaker, special attention was given to practical insights on how hotel staff can make Muslim travelers feel more comfortable, from understanding the respectful approach to having clear communication and signage for Halal food, prayer rooms, and Qibla directions.
The second session addressed sales and marketing, helping hospitality partners understand how to effectively communicate their Muslim-friendly offerings to the Muslim travel market. Tawfiq Ikhtianto, the Head of Research and Capacity Building at CrescentRating, guided the attendees through strategies to market their properties to Muslim travelers. A focus was put on the TRUST framework, a strategy designed to foster genuine brand engagement, leveraging Halal certification, and ensuring the alignment between marketing and operations.
Participants were also guided to understand the different behaviors and interests between different segments of Muslim travelers (Millennial, Gen Z, Women). The session went successfully with some hospitality partners sharing their questions to get an even more in-depth input to improve their Muslim-friendly services.
The final session focused on food and beverage, a crucial aspect of Muslim-friendly hospitality. Participants learned how to cater to the dietary preferences and requirements of Muslim guests, including the importance of distinguishing between Halal and Haram foods, and understanding Halal food preparation methods such as the Zabihah slaughter method. This fruitful session was guided by three trailblazing speakers, namely Mr. Cash Fong, Japanese executive chef of Douraku Sushi & Ushio Sumiyaki; Mr. Muhammad Kamal Khamis, the President of Singapore Halal Culinary Federation; and Mrs. Rubina Rehman.
With food being one of the most significant considerations for Muslim travelers, this session helped ensure that restaurants, hotels, and catering services are well-equipped to serve this segment.
The workshop was met with enthusiastic participation and was well-received by all attendees. As a part of CrescentRating’s collaboration with the Hong Kong Tourism Board, the event highlighted both parties’ ongoing commitment to improving and promoting Muslim-friendly tourism and enhancing the proficiency of Hong Kong’s hospitality industry in understanding Muslim travelers' needs.
CrescentRating’s efforts align with Hong Kong’s goal of becoming a more inclusive and welcoming destination for Muslim tourists, a market segment that continues to grow rapidly across the globe
