Travel is Changing, Are You Keeping Up?

Modern travelers are looking for advisors who are as dynamic as they are and lately everyone has been talking about what seems like a new buzz word “diversity”. Black, Indigenous and People of Color (BIPOC) travelers are demanding real action from the businesses, brands and destinations they choose to spend money with. Here are some things to think about as we begin to look ahead this year.

Authenticity Matters

Here's the thing, no one is a lost cause. There is always room for people to change. As long as we are living, the next day we can wake up and choose to be someone different. So, this means if you are reading this article and recognizing that you and your business need to make a change, ask yourself the following questions:

Do People of Different Races and Cultures Work at All Levels of Your Company?

You may have a few People of Color within your company but are they at the top? Are they influencing the direction, branding and culture of your business?

It isn't enough to simply hire one person that checks the box. Bring in a variety of people at different levels of your company and give them the opportunity to voice their opinions and perspectives.

So, you're a solopreneur or have a small team, ok well who are you choosing to do business with and why? Have you sat down and taken a good look at your travel partners lately? How are they fostering an inclusive environment better yet is a diverse audience represented through their marketing, speaking panels, BDM’s, etc. This is how you invite diversity into your business.

Are You Conducting Your Own Research?

It is not the responsibility of your BIPOC clients to teach you how to treat them. I repeat, it is not their responsibility.

An extension of having people from different backgrounds, cultures and races on your team is that it exposes you to new ways of being, but you also have to do your own research. As we celebrate Black History Month, I encourage you to do the work. There is plenty of material out there from books, online articles to podcasts. Dive in and learn more about other people and cultures. Engaging with people who don’t look and act like you takes education and then practice.

Have You Considered How Travel Can Be Different for BIPOC Travelers?

I can tell you one thing from experience, I don’t use the shampoo and conditioner or even the lotion for that matter that hotels put in their guest rooms. Have you ever had to think about that? There is also usually a hairdryer in the room, but what about a flat iron? That is what I commonly use especially if my hair gets wet.

Whether you have a genuine desire to make a change, the #diversityandinclusion movement in the travel industry is strong and it will start to impact your bottom line if it hasn’t already.

My hope is that you see a real need for change in our beloved industry and that you make an authentic effort to recognize where you have fallen short. Check yourself to see where you may have misjudged, made assumptions and/or applied stereotypes, then do your research and decide to become an ally. It will positively impact your bottom line, but more importantly, it will positively impact YOU!

About the Author

After years as an ambitious fundraiser, her love for travel, unique connections, and reputation for always knowing the next hot destination grew into a dream of delivering immersive, exclusive, and bespoke experiences to affluent & savvy travelers. She took her first solo flight at age ten—and hasn’t stopped traveling since. Courtnie has lived in Europe and explored nearly every continent. As a certified travel agent, event planner, and natural connector, she uses her unique combination of superpowers to create VIP experiences and advocate for a more inclusive travel environment for people of color. When she’s not on the road, she makes her home in Radford, VA, where her husband, Darris, is the Men’s Head Basketball Coach of the Radford University Highlanders. You can usually find her courtside when she’s not speaking at a travel conference, planning innovative road trips around the world, or consulting for destinations that want to attract a more diverse clientele of savvy, affluent, and cultured travelers.