In the wake of the racial reckoning in 2020, diversity, equity, and inclusion (DEI) programs became a corporate imperative. However, there has been a recent backlash with a wave of challenges and lawsuits against these policies, affecting travel companies as well. For instance, Florida Gov. Ron DeSantis’ appointees eliminated DEI programs at Walt Disney World last summer after taking control of the theme park’s governing district. There have also been complaints filed with the U.S. Equal Employment Opportunity Commission against American, United, and Southwest airlines regarding their DEI initiatives.
Many of those opposed to DEI programs are hopeful that a precedent akin to the Supreme Court’s ruling ending affirmative action in college admissions could be established in the corporate sphere. The CEO of Blacks in Travel & Tourism, Stephanie Jones, noted the difficulty in quantifying the withdrawal of DEI programs in the travel industry since there is no centralized list. A 2023 study by consulting firm DDI showed a 33% increase in companies without DEI programs since 2020, but it does not specifically mention the travel sector.
Martinique Lewis, president of the Black Travel Alliance and co-founder of the tour company Black In, has been assessing the industry’s response to diversity through Diversity in Travel Scorecards since 2018. She observed that many travel companies have scaled back on the DEI commitments they made in 2020 and graded the industry a ‘D’ for fulfilling those pledges. Lewis emphasized the importance of prioritizing diversity, equity, accessibility, and inclusion in all endeavors, stating that it should be a top consideration in 2024.
While some companies have retreated from DEI initiatives, there are numerous brands and destinations in the travel industry that are leading by example in this area. Tripadvisor, Expedia Group, United, Alaska Airlines, and Hurtigruten, along with destination marketing organizations from Milwaukee to Jacksonville and New York, are cited as entities that are ‘doing things right’ regarding DEI.
Corporate social responsibility expert Bea Boccalandro highlighted the progress made by businesses in DEI in recent years. Research shows that many S&P 500 companies have increased the percentage of employees of color and Black directors on their boards since 2019. Boccalandro acknowledged the challenges faced by DEI efforts but suggested that companies are evolving their approach to address these obstacles effectively.
Despite the pushback against DEI programs, many travel brands and destinations are persisting in prioritizing and expanding their initiatives in diversity, equity, and inclusion. Elliott Ferguson, CEO of Destination DC, emphasized the industry’s commitment to maintaining DEI as a key focus. He underscored the importance of companies genuinely embracing DEI rather than implementing it merely to appease a particular audience.
Reflection on Diversity
Ferguson noted that while the travel industry exhibits diversity at lower levels, similar to other sectors, there is still a lack of diversity at the top. He stressed the need for a genuine commitment to DEI beyond surface-level initiatives that companies may have adopted in response to external pressures. The conversation surrounding diversity and equity in the travel industry is ongoing and evolving as companies continue to navigate the complexities of DEI implementation.
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