Tourism, by nature the most worldly and diverse of global industries, has long been a driving force for social and economic progress, as well as geopolitical transformation.
Yet, UWERN JONG, Experientialist®-in-Chief of OutThere, believes that to truly harness the power of diversity, accessibility, equality, inclusion, and intersectionality / DEAI in travel and hospitality… destinations, businesses and organisations must move beyond mere promises and commitments to transform inclusive ideals into concrete, proactive and impactful actions to uplift, celebrate and leverage our differences.
You’ve heard of ‘greenwashing’ in tourism, but now it seems that DEAI in travel has also been subject to a good scrubbing, more specifically ‘diversity washing’. It’s not uncommon to see destinations, tourism businesses and organisations promote their commitments to diversity, equity, accessibility, inclusion and intersectionality these days. They see it as a benefit to their brands and their bottom lines. But are they truly measuring up?
Firstly, credit where credit is due. Any conversation about DEAI in travel is important – however small – to incite change.
But, a recent DEAI in travel report by PwC in partnership with TTG media, found that the travel industry falls far behind the 70% par rating for other industries surveyed by the consulting powerhouse when it comes to DEAI. It concludes that the need for a rethink of attitudes and the removal of barriers to DEAI in travel has become ever more pressing.
The WTTC’s first-ever global Travel & Tourism report focusing on DEAI estimated that over 330 million people were employed by the global travel and tourism industry, supporting some 1.3 billion tourist arrivals worldwide.
The report found that across the board, we are seeing greater DEAI efforts and changes led by the travel, tourism and hospitality industries, who are paying more attention than ever before to creating a sense of belonging for their employees and guests, regardless of who they are or where they come from. The insights also make it clear that while inclusivity remains a core strength of the industry, it is also a formidable challenge.
Diversity-driven luxury travel publication OutThere’s own research supports greater action when it comes to improving DEAI in travel. In its survey ahead of its landmark Icons of Inclusion event last year, it found that 73% of travellers from diverse backgrounds do not feel that the industry is inclusive of today’s diverse traveller demographics.
66% do not think providers are offering products or services that are tailored, personalised or individual to diverse needs and 62% do not believe that those employed by travel providers are adequately trained to deal with diverse guests.
OutThere also found that 62% of employees in hospitality and tourism feel that there is far more that needs to be done when it comes to levelling the playing field in the workplace.
To make a real difference, the tourism industry must go from ‘say’ to ‘do’ by effectively embracing and meeting the needs of all people – both in the workforce, but also end-consumers/travellers – from all backgrounds, with diverse perspectives, in a purposeful way.
We have come far and that must be applauded, yet from the verticals of gender to age, race, sexual orientation, religion, disability/accessibility, circumstance, social mobility and more, there is still much work to be done.
So, what can tourism organisations do to turn the dial to make inclusion ‘business critical’ and drive DEAI in travel? Here are some action-oriented ideas.
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Make DEAI part of your organisational culture
Cultivating an inclusive and intersectional culture in any industry has been proven to drive success. Fostering a culture that fully embraces diversity and champions inclusivity can unlock unparalleled creativity, innovation and employee engagement.
“The opposite of belonging, is fitting in,” says intercultural and DEAI consultant Rosina Budhani. “There are some significant challenges and pressures to conform that are unwittingly imposed on staff who work in travel, even by the most DEAI-affirmative travel brands. Today’s travel brands must create an environment where every team member feels truly heard, valued and empowered.”
Atlyn Forde of Communicate Inclusively concurs. “Tourism businesses can ignite and sustain meaningful progress in DEAI by building a robust support system that nurtures an inclusive workplace. This provides a platform for changemakers – passionate individuals from diverse backgrounds – to step up. And when backed by committed executive sponsors, they can become a catalyst for transformation in their businesses,” says Atlyn.
This sort of allyship and mentorship is an increasingly effective tool for creating inclusive workplaces and organisational cultures. Alessandra Alonso from Women in Travel CIC, a social enterprise dedicated to fostering gender inclusion, affirms that the value allyship brings to a company’s culture is immense.
“Allyship promotes a sense of belonging, boosts employee morale and encourages innovation. In an industry as people-centric as tourism, fostering a culture of DEAI through allyship and mentoring is a strategic imperative for long-term success,” adds Alessandra.
Develop inclusive consumer strategies
Today’s most successful, relevant and sustainable experiences are those that go beyond traditional tourism action plans to thrive. DEAI now forms a large part of such strategies: by understanding and respecting cultural and community nuances, tourism innovators and marketers can create campaigns, products and strategies that are inclusive and relatable, avoiding unconscious bias and miscommunications that can alienate potential travellers.
Moreover, integrating diverse perspectives into the creative process, leveraging data to understand varied consumer needs and continuously engaging with and learning from diverse communities are recipes for success.
Caroline Moultrie, President of integrated marketing agency MMGY tells us, “What we need to do as travel marketers is to foster deeper connections and ultimately trust. By avoiding stereotypes, embracing change and creating inclusive campaigns that resonate with diverse audiences, brands can enhance brand loyalty and position themselves as leaders in an increasingly diverse market.”
Join us at World Travel Market London
The market leading travel and tourism event brings the whole world together in London.
Join us from 5- 7 November 2024 at ExCel London
Understand that DEAI is ever-evolving
Success when it comes to DEAI in travel can’t be achieved by reading a textbook. DEAI thinking will vary by organisation and vary depending on other socio-political factors. As society evolves, needs will too. In the way that LGBTQ+ marriage has recently created whole new markets for tourism, there are other important verticals that the industry should pay attention to.
There has been significant growth in Halal Tourism, forecasted to be worth up to US$300 billion by 2030. “70% of Muslims worldwide are under the age of 40, which means there is a growing number of people looking to travel and with disposable income,” says Hafsa Gaher of the Halal Travel Network.
Similarly, accessible travel is on the up, going beyond industry standards to meet the needs of physically disabled travellers to include cognitive and neuro disabilities as well. But there has also been a paradigm shift in accessibility.
“Today’s destinations and operators are continually challenged on what great experiences look like and how to make them universally accessible to more visitors. This area of the visitor experience is ripe for innovation.
We have a picture in our minds of what outdoor and adventure tourism is – the sketch is remote, extreme and deep. That doesn’t need to be the case; and probably shouldn’t be,” says Ryan Smith of The Access Agencywhose mantra is all about showcasing ‘the unique character of every place, made available to the unique abilities of every body.’
Indigenous Tourism is experiencing a powerful emergence/resurgence, offering travellers a unique opportunity to connect with the rich heritage, traditions and wisdom of the world’s Indigenous communities. Indigenous-focused and -led initiatives are not only preserving and celebrating cultural heritage, but also driving sustainable practices, social change and developmental growth that benefit communities, economies and the environment.
The WTTC is releasing a report on the subject at their Global Summit in Perth, Australia this October, the highlights of which will be shared by their head of content and programming, Lethabo-Thabo Royds at WTM this year.
Commitment and bold actions are the way forward
Through action-oriented commitment, the gap between the desire to engage in DEAI in travel and actually implementing it can be overcome. This has to come via tailored, purpose-driven initiatives, backed by key leaders within organisations, followed by training and trust-building to facilitate a true culture of inclusion.
Then, by deliberately creating the products and services – facilitated authentically by expert know-how from those with the lived experience, creativity and expertise – to meet the needs of diverse consumers, we can authentically foster a sense of belonging. That is of course, alongside developing inclusive and accessible marketing that represents the diverse identities of today’s traveller base.
The WTM DEAI conference programme on the 5th and 6th of November 2024 includes the DEAI in travel experts quoted in this article and many more. Register and enjoy access to these amazing thought leaders who will help you learn how to transform strategic intentions into daily practice and drive innovation, creativity, and overall success from difference.
Uwern Jong (he/him) is Experientialist®-in-Chief and co-Founder at OutThere magazine, a multi-award luxury and experiential travel journal rooted in its brand values of diversity, discovery and discernment. A luxury travel expert, hotel aficionado and inclusive and intersectional tourism advocate, Uwern was recently awarded by the Travel Trade Gazette (TTG) as LGBT+ Travel Trailblazer of the Year and by Walpole (the association of British luxury brands) as one of the top 50 most influential people in British luxury.
He has also been a board member of IGLTA (the International LGBTQ+ Travel Association) for the last seven years and a board advisor to Checking-In, the community of LGBT+ professionals and their allies working throughout the hospitality industry. Uwern heads up OutThere/Studio which consults with a number of amazing destinations and brands, helping them diversify their content and visual assets, including the Tourism Authority of Thailand, Visit Malta, Visit Sweden, Visit Stockholm, Belmond and Four Seasons Hotels and Resorts.
He is an LGBTQ+ travel ambassador for the city of Stockholm and co-founded Stockholm LGBT – a private, member-based DMO that is all about engaging, attracting and driving LGBTQ+ and diverse travellers to the Swedish capital.