'Be intentional about your commitment to DEAI,' travel told
Ilaria Grasso MacolaTravel businesses should go about their commitments to diversity, equity, accessibility and inclusion (DEAI) with intent if they are to reap the rewards when these topics are addressed correctly.
WTM London delegates were told DEAI should be a foreground business practice, no something dusted off at specific times of year – such as Pride Month or Black History Month.
“I think it’s really important you have policies in place beforehand and [that] you’re actually doing the work,” said LGBTQ activist and social entrepreneur Aisha Shaibu-Lenoir.
“The best thing to do when you’re trying to understand a community is be part of it. Building a relationship is so important regardless of how you conduct your business, and that creates loyalty.”
The panel were united in stressing the importance of consulting those audiences they want to target when coming up with marketing and advertising campaigns to avoid being discriminatory.
"Don’t just have people in their 20s and 30s making all the decisions," said Silver Marketing Association managing director Debbie Marshall. "Really consult with an older audience – preferably as employees.
“If you can’t do that, look at having focus groups [with older customers] to make sure you’re targeting them in a way that is not discriminatory or derogatory.”
Meanwhile, the International Gay and Lesbian Travel Association (IGLTA) has launched an accreditation scheme to help businesses avoid pinkwashing and prevent brands using DEAI as a tagline without putting in the hard yards.
IGLTA communications vice-president LoAnn Halden said the accreditation provides guidance “to get you where you need to go”.
In addition to offering practical advice on how to run an inclusive business, the accreditation scheme also focuses on what companies can do to give back to the community.
“It’s not just about what LGBTQ+ travellers can do for you, but it’s also about what you’re doing to support the community,” she explained. “And this can take on so many different forms but do get involved.
“An inclusive business does become a more successful business as [inclusion] will drive greater revenue if you’re in it for the right reasons.”
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Ilaria Grasso Macola
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