News and Insights
Destination: Diversity
November 12, 2024
Think your hotel or travel operation can afford to ignore diversity, equity, and inclusion? Think again. Amid a boom in domestic travel and steady growth of cultural tourism, DEI is an increasingly important topic for the hospitality industry, whose people-centric success depends on creating environments and experiences that celebrate cultural diversity and are welcoming and accommodating to all guests, regardless of their backgrounds.
The numbers are enlightening. In the U.S., where for the first time in history population growth is being driven by minorities, estimates for annual domestic leisure travel spends in 2019 from MMGY Global really add up: $113.9 billion for Hispanic and Latino; $109.4 billion for Black; and $82.6 billion for Asian American and Pacific Islander; while LGBTQ+ travelers spent $218 billion worldwide in 2018, according Globetrender.
DEI is not just about attracting travelers who are in the position to spend, of course, but also about creating a work environment that is inclusive and respectful. Fortunately, travel and hospitality are among industries that are leading the DEI conversation. Hyatt Hotels, for example, provides unconscious bias training to all employees – that’s 130,000 people across 70+ countries – and has established employee resource groups for women, people of color, those who identify as LGBTQ and more. Marriott International has pledged significant investment toward diverse ownership and established a Diversity and Inclusion Council to oversee the creation and implementation of strategies to promote diversity and inclusion.
Meanwhile, in 2021, with the pandemic still rattling the industry, the American Hotel & Lodging Foundation announced a $5 million commitment to a five-year plan to advance DEI, noting the importance of doing more to build on its legacy of opening doors of opportunity to all individuals, regardless of race, ethnicity or gender.
That same year, the U.S. Travel Association, which sees DEI as key to strengthening organizations by bringing new ideas, perspectives, and open-mindedness to the forefront, partnered with Tourism Diversity Matters (TDM) to aid the industry in becoming truly diverse, equitable and inclusive for all. Last October, TDM’s flagship conference The Collective Experience drew more than 260 leaders from across corporate, nonprofit, government, and academic sectors to share insights and concepts about DEI best practices, with a goal of fostering a culture of respect, understanding and belonging that drives economic growth and innovation.
“Embracing DEI is not just a moral imperative, it’s essential for fostering a welcoming and enriching experience for all. By celebrating diverse cultures and perspectives, we enhance the vibrancy and appeal of destinations, ensuring that travelers feel seen, respected and valued,” said Helen Shelton, global chief diversity officer for FINN Partners. “This inclusive approach drives innovation, broadens market reach, and strengthens community ties, ultimately leading to growth and a more connected world.”
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