"As we're all female, such a hotel made us feel more comfortable, as the owner is also a Muslim. It has quite a strict policy as there are rules regarding gate closing time and [separation] between muhrim [blood relatives] and non-muhrim," Atika recently told The Jakarta Post.

Such peace of mind was quite affordable as well, with the room priced at only Rp 275,000 (US$20).

"We enjoyed the experience, hence I later chose a sharia hotel for my next trip," Atika added.

Thirty-nine-year-old freelance writer Rahma Yulianti, who often travels solo, also finds staying at sharia hotels the preferable option.

"I've stayed at sharia hotels in Jakarta and Surakarta. The service was very friendly; even better than star-rated hotels. The hotels' atmosphere was Islamic, and they're equipped with a musholla [prayer room]," she said.

Although the room and overall facilities were not that special, Rahma said she would definitely pick a sharia hotel over a regular one for the same price.

"I feel more comfortable there; being greeted with assalamu 'alaikum upon arrival, for example. The guests were mostly families, hence the ambiance was very family-friendly."

Atika and Rahma are not alone.

According to a survey by technology-based travel solution provider Airy, up to 60 percent of Indonesian travelers considered sharia-based accommodation an important aspect. The main reasons stated are to follow the norms and/or avoid negative behavior (31 percent), convenience (26 percent), to follow the rules of Islam (23 percent) and to ensure a safer stay (9 percent).

Since its establishment in 2016, Airy has been offering sharia-based accommodations dubbed Airy Syariah to its customers, which is in line with the company's family-friendly branding.

"Our main segment is families, followed by business travelers and solo travelers. Airy Syariah makes up 30 to 40 percent of our inventory. […] Airy Syariah has more than 400 properties and 5,000 rooms across more than 50 Indonesian cities," said Airy spokeswoman Ika Paramita recently.

Aside from tapping into consumer demand, the company focuses on sharia-based accommodations to answer to the demand of property owners.

"They [basically need our help] to increase their hotel occupancy rates and guest satisfaction, as well as to avoid hosting unmarried couples," Airy business unit head Ricky Zulfandi said at the same event.

Male and female guests of Airy Syariah are required to provide official documents upon arriving at the hotel to prove that they are married if they are booking one room together.

Customers who book their stay through the Airy mobile app can easily choose whether they want to stay in a sharia-based property or a regular one.

Ricky acknowledged that the government had yet to issue a special regulation regarding sharia-based accommodation.

"However, we've consulted with experts on creating hotels that are in line with religious rules to ensure our guests' convenience and safety and fulfill their praying needs," he said.

As part of its service, Airy Syariah offers halal food and snacks as well as Muslim-friendly amenities, such as prayer equipment and qibla signs indicating the direction Muslims must face when praying.

Airy Syariah and most other sharia-based hotels also boast affordable prices.

Affordable pricing, which is defined by the company stays costing between Rp 100,000 and Rp 300,000, is probably what makes non-Muslim customers interested in staying at the properties as well.

"Though our [properties] are sharia-based, we welcome [people of] all religions and backgrounds. Currently, many of our guests are not Muslims; [probably] since we are able to offer them convenience, many facilities, complete guarantee and affordable price," added Ricky.

Airy Syariah properties can easily be found in big cities like Jakarta, but Ika said bigger demand for such accommodations existed in regions with a strong Muslim identity, such as Surabaya, Malang, Yogyakarta, Aceh, Padang and Palembang.

Overall, Airy boasts more than 2,000 properties and 30,000 rooms across 100 Indonesian cities. Its typical customer is 18 to 45 years old. Guests of Airy Syariah, however, are much younger and tend to be more loyal as customers.

"Most of them are young families. We also welcome many solo travelers, especially women," said Ika, adding that Muslim millennials and the so-called Generation Z were the company's new demographic groups as it tries to spin off its Airy Syariah brand.

According to a report by Alvara Research Center based on 2016 data from Statistics Indonesia, Indonesia as the world's largest majority-Muslim population is currently home to 73.8 million Muslim millennials, including 45.8 million who are categorized as middle class, tech savvy and having religious character. Up to 26.2 million of the Muslim millennials are said to enjoy traveling at least once a year.

— Gisela Swaragita contributed to this report.

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