Nearly every part of the travel industry now targets LGBT travelers, but hoteliers have particular advantages. With properties in diverse destinations, broad marketing reach, and inclusive employment policies, hotel brands can demonstrate their support in visible, creative ways that resonate with guests and employees alike.
Many hotel companies highlight their commitment to equal rights through public policies and measurable benchmarks. For example, InterContinental Hotels Group (IHG) earned a perfect score on the Human Rights Campaign Foundation’s Corporate Equality Index, a national survey that evaluates corporate policies and practices related to LGBT workplace equality.
“At IHG, we are delighted to be honored for our inclusive policies and recognized as a champion of diversity,” said Elie Maalouf, CEO, The Americas, IHG. “Our top marks underscore our commitment to promote a culture of inclusion for our guests and employees and encourage us to continually strive to be a supportive force within the communities in which we operate.”
Kimpton Hotels & Restaurants, now part of IHG, has long been known as a gay-friendly workplace and hospitality brand, consistently receiving top marks for its inclusive approach even before the acquisition.
Some brands go beyond policy and partner with advocacy groups and public figures to raise awareness and funds. Last fall, W Hotels collaborated with the Human Rights Campaign and singer-actress Jennifer Hudson on the “Turn It Up For Change” campaign to support marriage and workplace equality. The initiative included fundraising events in Atlanta, Chicago and New York, plus more than 30 local events at W properties, raising six-figure contributions for LGBT causes.
Making information easily accessible online is another common strategy. Belmond launched a dedicated microsite focused on LGBT travel and appointed a director of LGBT sales to better serve that market. Major chains such as Hilton, Marriott and Preferred Hotels & Resorts also run LGBT-focused microsites that showcase special packages, local event listings, travel tips and other content tailored to LGBT travelers.
By combining inclusive policies, visible advocacy, targeted online resources and staff training, many hotel companies are positioning themselves as welcoming options for LGBT guests. These efforts help travelers find destinations and properties where they can feel safe, respected and celebrated while on the road.