Australia’s social media ban performed out within the headlines

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The worldwide panorama of Muslim journey has basically modified within the post-pandemic period. We’re not speaking a few area of interest market however a few dynamic, quickly increasing demographic reshaping international tourism. We lately labored on a co-branded report with Have Halal, Will Journey (HHWT), which included an evaluation of 1.4 million information factors on mainstream and social media sources within the APAC area from 1st November 2024 – thirty first August 2025 to a big shift in trendy journey. Asia has emerged as the brand new epicentre for journey conversations, surpassing the Center East. As nations search to draw this marketplace for financial development, particularly amid declining tourism from different areas, the house has grow to be crowded. For manufacturers and locations trying to capitalise on the best audiences, superficial efforts are not sufficient. Being genuine is the essential foreign money on this new world.

Prashant Saxena, VP of Income and Insights, for the SEA area offered this report on the Have Halal, Will Journey Deep Dive session on “Courageous New World“ that noticed PR & Comms and advertising and marketing people from airways, lodges and tourism boards to know what the newest journey insights are and why Muslim journey is surging. We interacted with the attendees at our sales space to introduce them to our media monitoring and viewers intelligence capabilities.

Strolling the discuss: constructing culturally inclusive infrastructure

Locations and types are “strolling the discuss” by shifting past advertising and marketing campaigns to tangible, on-the-ground funding. Nations are actively growing Muslim-friendly infrastructure, together with airways, lodges, and fee platforms, to cater to this inflow of vacationers. This doesn’t imply offering solely fundamental companies, however fairly aiming to be as culturally inclusive as attainable by embedding Muslim-friendly issues into the journey expertise. That is additionally partly exacerbated by the decline in Chinese language travellers to Southeast Asia, which has led to nations on this area attracting Muslim vacationers and them as the best choice, seeing how a lot of a muslim crowd there already is domestically.

For instance, Vietnam is constructing a complete Halal tourism ecosystem with the objective of building Muslim-friendly zones in its capital by 2030. Equally, the Philippines has rolled out halal-accredited institutions and important companies like healthcare and finance , whereas Australia is mainstreaming halal meals alongside different moral/way of life selections like ‘vegan’ and ‘gluten-free’. This adjustments the narrative, exhibiting a deep dedication that resonates way more powerfully than a easy welcome.

Proudly owning the narrative by navigating traveller issues

The need is for manufacturers and tourism locations to take management of the story, even when there are points. The chance is immense, however travellers are conscious about challenges. Conversations round rising prices and scams have dominated on-line discussions, notably in Southeast Asia. International locations like Malaysia and Turkey have seen unfavourable sentiment as a consequence of points with halal certification and journey scams, which erode belief at a foundational stage. In Indonesia, some even hyperlink inflation to the regulatory burdens of halal certification on small companies.

One of the simplest ways for manufacturers and tourism teams to handle these issues is to obviously clarify what they’re doing to repair them. Admitting there are issues reveals duty and helps construct belief by proving they take heed to vacationers. Know-how, like apps for faith-based companies, is useful, however it’s not sufficient by itself. They should be backed by clear motion on the bottom.

The authenticity playbook: a strategic information to help genuine communication

Manufacturers want to know that in an more and more digital world, audiences are extremely alert to indicators of what feels “actual”. The report introduces an “authenticity playbook” that outlines key cues that form whether or not audiences belief and interact with content material. The evaluation reveals that social media posts with extra authenticity cues or indicators have increased engagement charges.

To profit from this, manufacturers ought to create methods which can be each environment friendly and deal with the human qualities folks care about. Communication from manufacturers or leaders ought to embrace:

• Cultural anchoring: Manufacturers ought to do extra than simply make small gestures. They’ll provide helpful guides for halal meals, level out easy-to-find prayer areas, and spotlight really inclusive experiences. For instance, AirAsia understands its viewers and operates many flights between nations with massive Muslim populations. The airline makes its message clear by particular offers, collaborations with influencers, and partnerships with on-line journey businesses to supply one of the best packages, whereas additionally selling halal meals and Muslim-friendly companies.
• Endorsement and validation: Manufacturers ought to work with trusted Muslim journey influencers and, much more importantly, encourage common vacationers to share their tales and critiques. This sort of social proof is rather more plausible than conventional adverts.
• Constant voice: Manufacturers want to take care of a dependable, acquainted tone throughout all communication channels. Being constant reveals they’re steady and dedicated, which helps construct a robust model picture over time.

The Muslim journey market is evolving with sophistication and function. Travellers in the present day are on the lookout for extra than simply halal meals choices. They’re looking for digital detox retreats impressed by Islamic values, regenerative tourism that helps native communities, and protected areas for solo feminine vacationers. For locations and types, the trail ahead requires an genuine and strategic dedication. Those that grasp the artwork of real connection and persistently “stroll the discuss” is not going to solely seize a share of this thriving market however may also earn its most precious asset: belief.

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Taken with studying how Isentia might help? Fill in your particulars under to get entry to our newest co-branded report on “Muslim Journey Pulse: evolving viewers notion on Muslim meals, journey and commerce” and skim extra about our cues designed to measure model authenticity.

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Many organisations know stakeholder engagement issues, however turning that data into an method that persistently works is one other story. On the current webinar Easy methods to Grasp Your Stakeholder Technique, leaders from Meridian Power, the Victorian Division of Households, Equity and Housing, and Isentia shared classes from the sector on what significant engagement actually seems like.

Know who your stakeholders are

Stakeholders aren’t simply on the periphery. As Mandy Griffiths from the Victorian Division of Households, Equity and Housing defined, they’re “the individuals who actually have an amazing affect on whether or not the issues that you just’re engaged on or selections you’re making are profitable or not.” Inside stakeholders may be simply as crucial as exterior ones, particularly in massive organisations. Selecting terminology that displays worth and honesty helps too: her crew prefers “crucial pals” as a result of it indicators each significance and the potential for differing views.

Construct belief with proof

Phil Clarke from Meridian Power described how proof can information engagement methods. By surveying 500 stakeholders mid-way by a two-year venture, his crew gained clear insights into what drives belief. This evidence-led method, he says, “provides groups successfully a cheat sheet for what they should do to construct belief amongst their stakeholders.” Beginning with information fairly than assumptions helps groups focus their efforts the place it issues most.

Study by listening

Complicated conditions, just like the pandemic, present why humility and iterative studying are important. Mandy recalled that asking communities straight about their wants typically revealed challenges her crew hadn’t anticipated. “So many occasions we went in pondering we knew what the most important ache factors had been, and it turned out to be one thing else solely,” she stated. Taking the time to hear ensures effort is spent on the best priorities.

Measure, adapt, and personalise

Measurement underpins high-performing methods. Ngaire Crawford from Isentia harassed that “late groups don’t guess, they measure,” from establishing baselines to monitoring engagement and adapting based mostly on what the information reveals. Efficient methods additionally transcend easy demographics, grouping stakeholders by motivations, issues, affect networks, and communication preferences. Closing the suggestions loop is essential: “Stakeholders who really feel heard are those which can be almost certainly to grow to be advocates,” Ngaire defined.

Key takeaways

• Deal with stakeholders as central, not peripheral.
• Use proof to know belief and information selections.
• Hear first, act later, assumptions can mislead.
• Measure and adapt constantly.
• Personalise engagement based mostly on motivations, not simply demographics.

The frequent thread from the webinar: engagement works greatest when it’s knowledgeable, iterative, and genuinely centred on the folks concerned.

Watch the complete webinar right here, or contact our crew to see how Isentia’s SRM options might help you obtain your stakeholder targets.

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Throughout reputational crises, many manufacturers discover themselves pressed into methods which can be solely reactive. Nevertheless, a greater understanding of a model’s viewers and stakeholders – how they impart and what they worth – would empower manufacturers and the groups operating their messaging to reply extra authentically, serving to comms land in the best approach on the proper time.
With AI content material taking up viewers information and social feeds, model management should spend money on making a framework that really measures authenticity.

Prashant Saxena, VP of Income and Insights, for Isentia (SEA area) in his analysis paper on “Authenticity within the age of AI” has recognized cues or indicators that audiences subconsciously search for when figuring out if a social put up is written by a human or digital influencer. Understanding these cues provides manufacturers and PR leaders a a lot wanted handbook or playbook that guides them with the content material audiences count on to devour. These equip us with a sensible roadmap with clear implications for AI governance and digital literacy amidst the office and audiences.

Why is authenticity in disaster?

Cues in motion

Audiences are extra alert than ever to indicators of what feels real on-line. These refined markers, from factual accuracy and cultural relevance to tone, consistency, and timing, affect whether or not folks belief a model’s message, have interaction with it, or scroll previous.

Our evaluation of management posts on social platforms reveals a sample. The extra authenticity cues a put up displayed, the upper the engagement it obtained. It’s not about counting on one sign however about layering a number of ones collectively. Posts that confirmed id, accuracy, emotional expression, and consistency outperformed those who didn’t. For manufacturers, this perception affords a sensible takeaway. Each put up may be examined in opposition to these cues. The nearer the content material aligns with them, the extra possible it’s to spark significant engagement. When conversations are filtered by these markers, essentially the most precious viewers suggestions comes into focus, the type that helps manufacturers modify methods and join extra deeply with folks.

Taking a look at how tech leaders put up on LinkedIn reveals simply how highly effective authenticity cues may be. Piotr Skalski’s celebration of hitting 30,000 GitHub stars mixed id, visuals, group validation, and extra – and it drew the very best engagement. Tay Bannerman’s put up leaned on accuracy, cultural perception, and emotion, incomes barely much less traction, whereas Oliver Molander’s tackle ChatGPT carried fewer cues general and noticed the bottom engagement of the three. This comparability highlights how posts with a richer mixture of cues are likely to resonate extra, whereas these with fewer indicators wrestle to spark the identical response.

Authenticity isn’t one-dimensional. It’s constructed from many layers, and types that stability the dimensions and effectivity of AI with recognisable human indicators will stand out. Those that handle each can obtain extra by constructing belief, relevance, and long-term human connection. Ching Yee Wong, VP of Communications, APEC at Marriott Worldwide stated, “AI can improve planning and suggestions, however the human ingredient stays central to the expertise. Know-how helps effectivity, whereas cultural sensitivity and private care should stay human-driven.”

How the launch of Chat GPT-5 didn’t conform with viewers expectations

The GPT-5 launch was not one of the best. The expectations had been so excessive, that audiences knew it was certain to disappoint. Why was it lower than mark? The web vocal customers of a model are the spokespeople that the model didn’t select. These audiences are loyal customers of the product and in trade, they count on that the model present them with what they want. The financial facet turns into irrelevant if the model delivers.

When OpenAI launched GPT-5, many long-time customers felt let down. The choice to merge earlier fashions into one model was seen by some as a cost-cutting transfer, and the frustration was loudest among the many platform’s most loyal viewers. Operating these reactions by our authenticity cues confirmed a transparent hole in cultural relevance. The discharge didn’t replicate the expectations or norms of its most vocal customers. That’s an necessary lesson for manufacturers and leaders – audiences need to really feel heard. One of the simplest ways to attain that’s by analysing on-line conversations by these cues, which might reveal what folks really count on and information the best way to reply.

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Taken with studying how Isentia might help? Fill in your particulars under to get entry to our newest Authenticity Report and skim extra about our cues designed to measure model authenticity.

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With a inhabitants of over 46,000 and a status for heritage streetscapes, and parks, the Metropolis of Burnside is considered one of Adelaide’s most well-known residential councils. However managing communications in a busy media panorama isn’t any simple process. The council wanted to make sure constructive tales reached the general public, whereas additionally monitoring rising points and sustaining correct data to help decision-making and accountability.

The problem? Like many native governments, the Metropolis of Burnside wanted a sharper, tailor-made method to media monitoring.

The council wished to:

• See which native tales had been gaining traction
• Monitor sentiment and rising points early
• Give executives and council members well timed, correct info
• Simplify reporting and entry hard-to-reach broadcast and parliamentary content material

On this case examine, we discover how the Metropolis of Burnside makes use of Isentia to:

• Monitor story affect and public sentiment
• Spot tendencies in different councils and anticipate points
• Share key updates routinely with management and groups
• Obtain proactive alerts and summaries on main occasions

With Isentia embedded throughout the organisation, the council can reply confidently, handle reputational dangers, and make knowledgeable selections throughout communications and planning.

Learn the complete case examine or request a demo

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