Group Tour Magazine - August 2023 - 13

inclusion
SAVVY OPERATORS ARE BOOSTING
MARKET SHARE WITH BUSINESS STRATEGIES
THAT MAKE EVERYONE FEEL WELCOME
BY JULIE KENDRICK
ASK ANY GROUP TOUR OPERATOR
about their business goals, and " grow my
market share " is probably at the top of most
wish lists. If only there was a foolproof way to
find more customers and convert them into
loyal, longtime travelers. But, it turns out,
there just might be. Operators have discovered
a " secret sauce " that has been hiding in
plain sight-by focusing on diversity, equity,
and inclusion (DEI), and accessibility.
You've probably been hearing the term
" DEI " more frequently, but if you're wondering
how it plays out in your daily operations,
consider these thoughts from Roni Weiss,
executive director of Travel Unity, a 501(c)(3)
focused on increasing diversity in the travel
world through individual and community
empowerment. " Anti-discrimination is simply
the attitude of 'We're not turning you
away,' " he explains. " DEI is about making a
deliberate effort to be welcoming. "
According to Weiss, many in the travel
industry are focusing more on increasing
DEI and accessibility efforts. " We're seeing
growing awareness in the tourism industry
that paying attention to DEI is simply good
customer service, " he says. " When you're open
to understanding where your customers are
coming from, you can do more to assist with
their specific needs. "
Companies that can, as he says, " understand
and assist, " are poised to do well,
because the need clearly exists with one in
seven people around the world living with
a disability. In the United States, 53 million
Americans have disabilities.
When the travel industry doesn't accommodate
their needs, disabled individuals and
their families often are forced to skip travel
altogether. A recent survey by Autism Travel,
an offshoot of The International Board of
Credentialing and Continuing Educational
Standards (IBCCES), revealed that 87% of
respondents who were parents of an autistic
child never take vacations.
grouptourmagazine.com 13
matters

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Group Tour Magazine - August 2023

Table of Contents for the Digital Edition of Group Tour Magazine - August 2023

Group Tour Magazine - August 2023 - 1
Group Tour Magazine - August 2023 - Cover1
Group Tour Magazine - August 2023 - Cover2
Group Tour Magazine - August 2023 - 1
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Group Tour Magazine - August 2023 - Cover3
Group Tour Magazine - August 2023 - Cover4
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