DEI in Travel Industry Has Work To Do: Action Steps For Brands To Make Improvements

In 2024, I was excited and looking forward to crossing off
another one of my bucket list destinations. My goal for the year was to be
intentional about traveling to destinations and resorts that could support my
plans of recovery, restoration, and rejuvenation. 

Unfortunately, during my bucket list vacation, I faced
intense racism at a resort. While dining, there was another guest who was not
respecting my personal boundaries. I attempted to resolve the issue calmly and
quietly. However, I was told by the guest that I was “disgusting and that I
should go back to my country.” 

I’ve traveled around the world to six continents and have
never faced treatment this severe. I was so hurt and upset that I immediately
checked out of the resort. I have also unfortunately had clients who have faced
racism during their vacations in the past as well. 

The world that we live in is in a dangerous place right now.
Diversity,
Equity, and Inclusion (“DEI”) programs are being removed and reduced all
around the country. While we are all open to our own opinions, there are people
who feel entitled and who think they can spew hate on innocent people because
of their own insecurities and warped beliefs. This is unacceptable, especially
in a vacation atmosphere where people hope to achieve peace and relaxation.

My experience reminded me that DEI is so important and there
is more work that needs to be done in the travel industry. It stretches beyond
showing representation on your website and social media accounts. DEI also
encompasses knowing what to do in instances like what I experienced. I would
like to share some recommendations for brands to consider:

Make your stance and policy on DEI publicly known. By doing
this, you may help attract a clientele that directly aligns with your core
principles and values. Your policy should not be discreet. It should be shown
everywhere, in as many places as possible, and the leadership also needs to
publicly verbalize their stance as
well as that of the organization.

Show the world that representation does matter. Highlighting
diverse travelers on your website, social media, and marketing efforts is a
great start. This shows your audience that they will feel welcomed and
respected if they should choose to support your brand.

If an incident happens on your property make sure that
corporate leadership gives general managers and other managers on site the
authority and ability to act fast. In my instance, the management seemed
frazzled and unprepared. They didn’t know what to do because they were waiting
on advice and guidance from the corporate level. In my example, the slow
response time made me more frustrated and motivated me to make a quick exit.
Also, during a time of waiting the issue could have escalated and gotten worse.

If an incident occurs, make it right with the parties that
have been affected. Whether that person needs 24-hour security, space, to be
moved to another area on the property, a bottle of champagne, or anything else,
you do whatever it takes to make things right. Do not let the victim leave the
property. If this happens, you’ve more than likely lost that person as a guest
and supporter for life. If anyone should be removed from the property, it
should be the offender, not the victim.

Apologize for what happened. Even if the resort did nothing
wrong, you should apologize because this shows empathy and concern for the
victim. 

Communicate the next steps. This helps the victim to
understand what is happening next and that you’ve taken corrective action
against the offender. Without communication, the victim is left to assume that
you have done nothing to resolve the issue.

We have a long way to go in the travel
industry as it relates to inclusivity.
But I do think with more awareness and education, we can get closer to our goal
of equality. I encourage brands to take annual DEI and cultural competency
courses to make sure that they are kept up to date on these trends and issues
and to show their commitment. 

The incident will take me some time to get over. I am also
not confident that I will ever be able to support that brand again. But I will
not let this experience stop me from being a world traveler and I will continue
to share my story with hopes that it will inspire us all to spread more love
and less hate.

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