Buying Power of Diversity Presentation for Visit Norfolk Annual Meeting

2. Victoria Isley
Chief Operating

3. Protect and advance the success of
official destination marketing worldwide
DMO member organizations
600
$ 2 billionin annual budgets
13U.S. states and 13 countries

5. travelers crossed international borders (2012)
1billion
Source: UNWTO

6. generations in the workforce today
4
Source: Forbes.com

7. Write Me
Email Me
Call Me
Text Me

8. Americans are not white
1in3
Source: U.S. Census, 2010

9. 1%4%
5%
13%
63%
15%
2+Races
Black/African-American
Native American
29%
White
Asian/Pacific Islander
Hispanic/Latino
Source: US Census

10. are multiracial Americans
25% increase in the last decade
9million

11. percent of American households
with “traditional” family makeup
22

12. The color of diversity is…
green

13. $87.3
Billion
$609.2
Billion
$790.0
Billion
$946.6
Billion
$1
Trillion
LGBT
Asians
Hispanics/Latinos
AfricanAmericans
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

15. 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)

16. Real Change = Culture Change

17. MARKETPLACE
DESTINATION
ORGANIZATION
• Various
Audiences
• Outside Industry
Partners
• Corporations
• Community Brand
• Government
• Industry Partners
• Board Leadership
• Talent and Culture
• Employee
Engagement

18. What is diversity?
Age Race
EthnicityGender
Sexual Orientation
Gender Identity
Language
Physical Ability
Values
Income Level
Marital Status
Religion
Culture
Political
Job Level
Family Status
Education
Skills
Experiences
Thinking Style

20. 1%increase in racial or gender diversity
leads to increases in sales, respectively
3%&9%
Source: American Sociological Organization

21.  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?

22. Differences Make a Difference

23. 4languages you must speak to work at
Marriott Marquis Times Square front desk

24. 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

25. “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%

26. Tourism Australia launches China Ready

27.  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