I Remember Once I was Asked

I remembered Once I was Asked: If you get a chance to do UMRA which pack of offer would you prefer?

I somehow realize that i might be falling into the stereotype consumerism of the Hajj and Umra industry nowadays, by replying ‘ i want the ones with traveling agenda afterwards’, To concern the shouldn’t be concerned about. To put forth somethingelse in line with fulfilling the obligatory command. Expectation vs Intention. Astaghfirullahalazim.

Often in newspaper you see on the classified ads section, Hajj and Umra travel agency put list of packages offered for the pilgrims to choose ranging from types of hotels during the pilgrimage to various leisure destinations afterwards. Some even accompanied by public figures.

Interesting offers as seen on Hajj and Umra agency ads depict that somehow the extras should be concerned rather than the core activities of Hajj and Umra. And somehow by this, intention is endangered by impurities of expectation; , that rather than be motivated by intention to fulfill our obligation, we perform the Hajj and Umra with an expectation of the promised excitements during and after the journey. We further insecure ourselves with possibility of disappointment from any chances of the unexpecteds thus distracting ourselves from the important aspect of the journey.

To buy product solely by the advertisment means the ads had captured your attention through any possible way till you finally purchase the product. As for Hajj and Umra, if you buy a certain agency’s service because of their ad, suggests that u’re buying because their offers had somehow attracted you. But what’s been prominently offered are the extras, the gimmick. As mentioned above, Wouldn’t it be possible then that someone perform the Hajj and Umra with the expectation of going somewhere else after that? Or that they would be disappointed as their Singer Idol unable to go with them? At this case the duty of pilgrimage as an obligation has been distracted by the concern of expecting the extras. and suggested that the extras are at the same level of interest of The Hajj and Umra itself, or even higher.

In addition, most Hajj and Umra pilgrimage are ‘once in a lifetime’ expenses and ‘first time experience’ . People may not be sure what to expect and how to spend wisely. Thus making them vulnurable to fall into self-suggesting criteria of what should be concerned in spending if they base it only by what’s offered by the ads.

This is may be due to the emergence of new agencies that’s been struggling with the prominent agencies. The prominents gained their trusts as ‘a household name of pilgrimage agency’ as a result of their consistency and long existence in the industry, thus making it believable that they are reliable, trustworthy, and save in handling the pilgrims’ needs. As compared to the newbies that already face fierce competitiveness at their early stage of initiation in such a short time. hence, in order to survive, they innovate; diversifying the product by adding extras that creates interest which is stemed from the tendencies of liking in nowadays culture; being with the populars, doing popular activities, and/or coming to popular destinations. I may not be surprised if one day, an agency will offer Culinary Adventure during the pilgrimage as the Culinary shows/news are getting popular on TVs.

Reliability, trustworthiness and safety should be the reasons to choose a certain agency. And to choose a certain agency is about entrusting their personnels to take care of your irrelevant (but important) must-do’s that may take up much of your attention to instead just focusing yourself on the Hajj and Umra, such as immigration process, accomodation, daily meals, transportation, preparing you physically and spiritually and so on. And Hajj and Umra agency should merely focus their services on servicing rather than promoting diversified products in such a way that may mislead their pilgrims. As for other vacational activities afterthat or any specific requests should remain on the costumer’s initiative. Thus then the agency will act as regular travel agency.

What kind of advertisment should an agency put to attract pilgrims to use their service? I guess, we should start from educating, building trust, and consistently provide good service. by not misleading nor putting forth empty promises. The promotional point should lay on the overall experience and an agency should focus on keeping the records good. Let the pilgrims promote the agency. and advertisment should receive secondary focus just to acknowledge that the agency does exist. Thus hopefully noone will mislead or be misled.

and at the end of the day…

…May all of us get to do the pilgrimage as how Allah intended us to do it… and purified our intentions

Aug.27.2007 / 8pm