I am lucky enough to have readers from all over the world. Besides the U.S. and Canada, I have readers in Eastern and Western Europe, the Maldives, ( hi Ruth!) Nigeria ( that’s you Nnenna!), Uruguay ( hey Karen!) and more.
But this trend is one that the United States needs to focus on more than most countries. And that is the topic of diversity in our industry. 2020 has made clear that we are not a society where everyone has the same Experiences, Rights, and Opportunities.
What is D.E.I?
D.E.I stands for Diversity, Equity, and Inclusion. It is not a new concept but one that has come to the forefront this year and I believe ( and hope) that it will remain a trend for the foreseeable future. We have a lot of ground to make up.
We need to increase diversity in management.
Hospitality can be seen as diverse overall because so many frontline workers are minorities and women. But very few of them ever see a path to management or a position that pays well above minimum wage. Programs that target employee development need to include more than just job skills.
Years ago I worked on a Workforce Development program that helped women getting their G.E.D. to also develop skills for a job in hospitality. What I learned was that these women had so many challenges in their personal life such as unreliable vehicles and childcare challenges that it made it hard for them to be reliable employees. And many of them had to overcome mindset issues and resistance from friends and family on their journey towards self-improvement. We have to develop holistic programs to support frontline worker development. But the investment will be worth it.
We need to model diversity in our workplace with our actions
One issue that arose in 2020 was the importance of Juneteenth ( more information here) to the African-American community. Many companies have decided to offer this as an additional holiday for their employees. And that is a step in the right direction. But I never worked at a job in my career that ever offered Martin Luther King Jr Day as a holiday- have you?
In fact, one organization I worked for did not give MLK day as a holiday, but had Good Friday as a company holiday! That is the opposite of diversity since no other religious holiday such as Rosh Hashanah, Yom Kippur or Eid ul-Fitr was included. That sends a strong message to candidates that are looking for a workplace that actively works for diversity.
We need to show diversity in our marketing materials
Do your marketing images show diversity- men and women of all colors, multi-racial and same gender families? My family is multi-racial and I still remember the first time I saw a Cheerios commercial that featured a mother and daughter of different skin colors. I was so excited! It felt like they had seen my family and that we belonged.
And please consider black models with darker skin. Photographers have told me that many years ago it was harder to balance color in images, so often lighter skin models were used, but it is much easier now. Try to show all colors of the human rainbow.
We need to ACTIVELY look for and mentor minority students
It is harder to find minority candidates in rural areas, but not impossible. Does your Community College offer a Hospitality program? Is there an area nearby that has an organization that targets and helps minority students? So many students don’t even know that Hospitality and Tourism is a career path that can pay well and offer amazing benefits. It is our duty to help spread the word. Big Brothers Big Sisters and the Boys and Girls Club of America are two great organizations to check out
We need to become better informed
Our industry has made some concrete steps towards increasing diversity. Recently Skift published a comprehensive article on some of the changes finally taking place. Here is a link to the article ( Skift allows 3 free downloads per month).
The article profiles a new organization- Tourism Diversity Matters. They have a bold agenda:
At TDM, we focus on four primary pillars of activity to benefit the Tourism Industry: Apprenticeships, Workforce Development, Diversity Equity and Inclusion, Research and Data.
TDM’s goal is to sustain and expand our platform by affiliating with fellow industry partners and notable research institutions, creating solutions that can be implemented, contributing to organizational success.
Destinations International has also released a Strategic Roadmap. This guide is a good tool, and tools are only useful when they are implemented.
Additional Resources
There are many books that document the African American experience in America. I suggest you read at least one this year.
Caste- by Isabel Wilkerson. I read this and it made me feel like I was looking at the world through a kaleidoscope lens and it was turned to a whole new view after reading this book.
I’m Still Here: Black Dignity in a World Made for Whiteness– by Austin Channing Brown. This writer was named Austin by her parents because they thought it would be easier for her as an adult to get a job interview. Her viewpoint on life will hopefully give you plenty of food for thought.
How to be an Antiracist– by Ibram X. Kendi.
The responsibility for change in our industry does not lie with the minority. It lies with the majority of us and we all need to take action and make sure this is a true trend, not just another feeble attempt. I have immense hope for our future!
How Can I help you in February 2021?
DMOs/Tourism Organizations:
Are you looking for a way to provide value to your partners with a very limited budget? Check out the Online Tourism Training Program with this link. I can help you provide monthly virtual training for you to offer to your partners/members.
Here’s a testimonial from Janet Kasic, Director of Circle Michigan: My company, Circle Michigan, recently contracted with Sally Davis Berry for her Online Tourism Training Program. I am grateful to have been able to offer these educational webinars to our membership. We had phenomenal feedback to the three webinars we participated in. And Sally made it so EASY!
My team will take care of registration, reminders, and even a post-webinar survey! Let me know what topics your partners need help with and we will develop impactful training. I am booked through the end of March but am booking new clients starting in April 2021. Prices start at just $995 for each training. Click here to email me and we can set up a time to talk!
Looking to increase your Tourism knowledge and skills?
Then check out Tourism Pro Academy. I created this platform in 2019 as a one-stop-shop for Tourism Professionals like you! You can check out free resources, courses, and other ways to work with me. I am adding new offerings this month. Click here to see what’s available.
Can I ask a Favor?
I am a goal setter and I want to have 2000+ readers this year! Can you forward this email to two other tourism professionals you know? If you work at a DMO or Tourism Organization, I would love it if you would encourage your partners to sign up to receive my weekly posts. Thank you! Just click here to be added to the mailing list.