Buying Power of Diversity

Victoria Isley

Chief Operating

Protect and advance the success of

official destination marketing worldwide

DMO member organizations 600

$ 2 billion in annual budgets

13 U.S. states and 13 countries

travelers crossed international borders (2012)

1billion

Source: UNWTO

generations in the workforce today

4 Source: Forbes.com

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Americans are not white

1in3 Source: U.S. Census, 2010

1% 4% 5%

13%

63%

15%

2+Races

Black/African-American

Native American

29%

White

Asian/Pacific Islander

Hispanic/Latino

Source: US Census

are multiracial Americans

25% increase in the last decade

9million

percent of American households

with “traditional” family makeup

22

The color of diversity is…

green

$87.3 Billion

$609.2 Billion

$790.0 Billion

$946.6 Billion

$1 Trillion

LG

BT

Asia

ns

His

panic

s/L

atin

os

Afric

an A

meric

ans

Native

Americans

Source: Catalyst. Catalyst Quick Take: Buying Power. New York. Catalyst. 2012

Women

INFLUENCE

$12 Trillion of the

overall $18.4

Trillion in Global

Consumer

Spending

Macro

Community

Micro

Community

National Restaurant Association

Hospitality

Culinary

Food

Equipment

Beverages

Cleaning

WFF (Women)

MFHA (Multicultural

ProStart (Students)

International Wine,

Spirits & Beer Event

Women’s

Foodservice Forum

Multicultural Foodservice

& Hospitality Alliance ProStart

(Millennials/Students)

Real Change = Culture Change

MARKETPLACE

DESTINATION

ORGANIZATION

• Various Audiences

• Outside Industry Partners

• Corporations

• Community Brand

• Government

• Industry Partners

• Board Leadership

• Talent and Culture

• Employee Engagement

What is diversity?

Age Race

Ethnicity Gender

Sexual Orientation

Gender Identity

Language

Physical Ability

Values

Income Level

Marital Status

Religion

Culture Political

Job Level

Family Status

Education

Skills

Experiences

Thinking Style

1% increase in racial or gender diversity

leads to increases in sales, respectively

3%&9% Source: American Sociological Organization

Demonstrated & visible commitment to diversity

Staff, Leadership & Board to reflect the community you serve

Commitment to social & environmental causes (87%)

Flexibility is key – social media freedom, mobile devices,

telecommuting, vacation > salary

Crave real-time feedback versus traditional review cycles

Not afraid of mobility, quitting or jumping jobs to advance

What is important to Gen Y?

Differences Make a Difference

4 languages you must speak to work at

Marriott Marquis Times Square front desk

the hotel check-in dance

same sex couples,

gay marriage & honeymoons,

how you address and treat them at the

registration desk matters

R.O. Blechman, The New York Times

“the ultimate desire of female travelers

is to be accommodated — not as a special subgroup

but as a matter of course”

of business travelers are women

50%

Tourism Australia launches China Ready

Tours/translation in Mandarin

Payment systems (UnionPay)

Chopsticks even with western meals

Boiling water in rooms (green tea & dried noodles)

Tourism Australia launches China Ready