The business generates revenue through the sale of halal friendly travel products to consumers and the travel trade. The B2C revenue stream is generated through direct sales to end users predominately in the UK over the phone, by email or face to face. All travel itineraries are tailored to the clients’ needs and created through a portfolio of hotels, destination management companies and air services. The average booking value in 2018 was £4,560. Last year, 32% of sales derived from repeat clients and 14% from referrals of clients who have travelled previously. B2B revenue streams are made up of a network of agents in Singapore, Malaysia, Indonesia and South Africa. The most notable collaboration is with the mainstream travel brand, Travel Counsellors, as their halal travel supplier.
At the Arabian Travel Market, the company launched Rihaala.com, an online booking engine (OBE) generating significant interest from national press in the UAE (see notable press links). The offline booking method is ideal for tailor-made solutions, however, with a growing product offering, dynamic trips can be serviced through an OBE environment on a global level; something that is currently not offered to Muslim travellers. The company also intends to grow the tailor-made business in North America, where limited investment to date has yielded positive revenues.
The growth of the three brands in the US, Canada and selected regions globally will be key to developing further premium ticket sales. The North America market is a significant growth opportunity, currently underserved in halal friendly travel options. To date, the company’s reach to the US and Canadian market has been organic. With targeted campaigns, Serendipity Tailormade is confident that it can establish itself as halal friendly leaders in that space. To grow in North America we have a strategy in place which includes the opening of a virtual office, data acquisition and a marketing budget to reach potential Muslim travellers.