Shariah by any other name

While some issues are clearly defined -the non-availability of alcohol and serving Halal food - other areas are not so clear-cut, for example the manner in which properties and companies are financed, and the demographics of hotel staff.

Perhaps this is the reason that hotel companies are growing reluctant to term themselves as Shariah compliant, with many reaching to the back of their lexicons to use phrases like "traditional Arabic hospitality" or "respecting the culture and heritage of the region" to describe their product offer.

The Rezidor Hotel Group has estimated that the Shariah-compliant hospitality market will grow by 20% per year over the next decade.

With a growing population of savvy travellers from the Middle East - and other areas with large Muslim populations - increasingly seeking culturally appropriate accommodation, the need for agreement to be  reached on what a Shariah compliant brand actually is, will steadily grow.

Speaking at the Arabian Hotel Investment Conference in Dubai in April, ABC Namebank president Naseem Javed said the success of a global Shariah compliant hotel brand would depend on its presentation to consumers and the wider industry.

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"Without master branding you have nothing," he said.

"This is not [just] a question of adding the word 'Islamic' to a property, or calling a property 'non-alcoholic'.

"You pick any industry, whether it be the internet or e-commerce or anything like that, they are all based on simplicity, clarity and master-branding."

Javed said he was currently working on "a fast track basis" with authorities to establish exactly what a 'Shariah compliant' hotel is.

The conclusion of this may resolve the issue once and for all but until then, hotels will continue to take differing approaches to how they tackle this issue and conflicting definitions will continue.

Related link: Shaza sets record straight