Deep Dive – The Brave New World is a strategic thought-leadership initiative by The Right Company, developed in partnership with Have Halal, Will Travel, to help travel brands unlock growth in the rapidly evolving Muslim travel market.

Designed for senior decision-makers, the event explored how global shifts—from geopolitical tensions to AI-driven disruption—are reshaping Muslim travel, trade, and consumer sentiment. With travel demand moving decisively eastward, the sessions focused on how airlines, hotels, and destinations can recalibrate their strategies to stay relevant, resilient, and competitive.

A key highlight was the launch of the industry’s first sentiment-driven performance dashboard, developed with Isentia. Powered by social listening across platforms such as TikTok and XiaoHongShu, the dashboard ranks airlines, hotels, and destination marketing organisations (DMOs) based on real consumer narratives—revealing what Muslim travellers are actually thinking, feeling, and sharing in real time.

Together, these insights equip brands with a clearer understanding of emerging opportunities, shifting perceptions, and future demand drivers—enabling them to enter new markets with confidence and engage Muslim travellers with greater cultural relevance, authenticity, and impact.