Muslim women can often be seen swimming while veiled – though they may not want to on beaches where most women are wearing bikinis. The problem also occurs in some resorts in Muslim countries with an international tourist trade. Expensive hotels in some Arab countries actually ban veiled women from their pools so that Western guests feel at home. Large screens in the reception area of the family's four-star hotel advertised the hotel's facilities, without using female models. Between enjoying the beach, the restaurants, the segregated spa facilities and pool areas, guests hear the call to prayer five times a day. Islamic hospitality is a thriving sector that is attracting significant attention and investment. The sector, which reflects a new trend in the hospitality industry in the Islamic world, focuses on the adoption of business practices and finance based on the Islamic principles of Shariah.