IN FOCUS TAKING ACTION
Experts at Icons of Inclusion issued delegates with advice on how to implement better DEAI strategies in their businesses. “You just have to get started,”
said AllBright’s Laura Dove. “It can HGGN SWKVG QXGTYJGNOKPI + ƂPF =KV helps] if you bring your teams with you on the journey.” She added: “We recommend
Vincent Jones (left), Black Luxury Travel Network, and Uwern Jong, OutThere
The global spending power of the
LGBTQ+ community – said to be around $4.7 trillion per annum – was outlined by LoAnn Halden, vice-president of communications for the International LGBTQ+ Travel Association. She also warned delegates against “rainbow- washing”, encouraging the audience to think about LGBTQ+ travellers year- round rather than just at certain times of the year, such as Pride Month. Vincent Jones, founder of the Black
Luxury Travel Network, said brands should look beyond their stereotypical customer profile to ensure every consumer demographic is represented. “A lot of people in the luxury industry
don’t really see the value of Black travellers, they don’t realise that Black consumers are often driving culture,” he said. “If you don’t understand the future of your market, then you’re not going to be as relevant.” Aisha Shaibu-Lenoir, founder of events
organisation Moonlight Escapes, said brands that invested in inclusion would be
repaid in customer loyalty: “As part of the LGBTQ+ community, we can see straight away if you’re not being authentic. And that authenticity is really important because it creates a loyal audience and a loyal customer base that will keep coming back.” Accessible travel, meanwhile, was dubbed “the last untapped market in travel” by Richard Thompson, founder of luxury travel agency Inclu Travel, who spoke on a panel about navigating disability. “There are 1.5 billion people in the
world [with disabilities], with a spending power of $10 trillion a year,” he said. “They’re not spending it on
luxury travel; they won’t until they have the confidence to travel.” Citing the need for change to be instilled
at a senior level, he added: “This is about a leadership investing in understanding, and then training and educating everyone in their organisation. This cannot sit on one person’s desk. This has to become a culture, a culture of inclusivity, not something that’s mandated or a tick-box exercise.”
that you say it’s a journey. We’re not going to get everything right at the same time; you need to bring in experts who can guide and facilitate conversation. You have to consider this as much a part of your strategy as you do your entire commercial divisions.” Writer and consultant Marley Conte advocated better inclusion for transgender travellers, advising: “Start with investing in diversity, equity, justice and inclusion consulting and training, making sure that you’re actually consulting YKVJ WU =VTCPU VTCXGNNGTU? UQ VJCV [QW really understand their meaning. “Educate yourself; do not simply
rely on training. You cannot cater to your customers if you don’t know who they are. Look at your website and booking system – do they promote inclusivity? Use gender- neutral language wherever possible and do not make assumptions. You cannot determine someone’s gender simply by looking at them.” They added: “As leaders of the
industry, it is your job to promote change and inclusivity at all levels.” Black Luxury Travel Network’s
Vincent Jones said creating advisory groups could help prevent tokenism. And he encouraged businesses to “audit” their social media, adding: “If you scroll through your Instagram and you see only white people, you PGGF VQ ƂZ VJCV KOOGFKCVGN[ q
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CREDITS: Sarah Lucy Brown
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