As the world becomes more diverse, it is important for every sector of society to reflect that. The tourism industry, in particular, has a responsibility to ensure that everyone feels welcome and included in their travels.
Companies across all sectors are taking notice of the benefits inclusion and diversity offer to consumer loyalty and company development in today’s competitive market. Hotels, airlines, and cruise lines are behind in terms of maximising the richness of diversity and nurturing experiences that make travellers and their staff feel at home.
Accenture’s latest study shows how critical it is to develop an inclusive and diverse culture (I&D) for attracting and maintaining consumers. While it was formerly considered a desirable ideal to promote, social forces have caused I&D to become an economic need. In recent years, efforts have been made to enhance inclusivity and diversity in the tourism industry. This is because many travellers face challenges or barriers while travelling as a result of their ethnicity, sexual orientation, gender identity, age, or ability.
Making I&D a priority:
Travellers are taking note of firms’ dedication to I&D, and it is impacting their purchase decisions. Approximately three out of every five travellers believe it is critical that their preferred travel provider exhibits I&D values that are comparable to their own. According to our research, over half of all travellers are prepared to pay a 5% to 20% premium to book travel with a firm that values I&D across different segments, with nearly 3 in 5 ethnic minorities and LGBT+ people (as well as younger travellers) preferring to pay such a premium.
To promote genuine loyalty, and enhance inclusion and diversity practices for everyone: Companies that lack a strong I&D culture risk losing current clients as well as losing new ones. We discovered that switching consumers might cost travel businesses throughout the world up to $212 billion in potential income. Meanwhile, three out of every five travel executives estimate that gaining consumer loyalty is more challenging than ever. In fact, one-third of travellers questioned had switched more than 10% of their travel expenditure away from a firm that does not match their I&D principles in the last year. 56% of ethnic minorities and 42% of disabled people claim to have done the same.
Demonstrate I&D principles through the customer experience: While some travellers base their selections on a company’s perceived dedication to I&D, their personal experiences are most important to them. Public disclosures of diversity data, advertising pictures, or the diversity of front-line personnel are important to two in five travellers. These elements are more of a necessity than a noteworthy achievement. 82% of travellers appreciate being welcomed and treated properly, while 74% are concerned with whether the firm provides a variety of products and services to help individuals in their varied sectors feel included.
Have a quick-response team in place: We’ve discovered that in the aftermath of an I&D event, travel businesses must take rapid, remedial action. When these circumstances are not addressed immediately and effectively, travellers may be convinced to switch providers.
Building a culture of equality: The way a firm interacts with travellers and conveys its beliefs with respect to I&D on the outside typically coincides with how those principles are displayed and adhered to on the inside.
Organisations may foster an egalitarian culture that fosters innovation, creativity, and competitive advantage. In collaboration with Disability: IN and the American Association of People with Disabilities (AAPD), for example, we discovered that companies that embrace best practices for employing and supporting more people with disabilities in their workforce are twice as likely to have higher total shareholder returns than their peer group.
Ultimately, it is evident that the tourism industry, as one of the largest and fastest-growing industries in the world, has a great responsibility to foster inclusion, equity and diversity. Efforts should continually be made to ensure that travel is an experience that everyone can enjoy.
