Buying Power of Diversity

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Buying Power of Diversity Presentation for Visit Norfolk Annual Meeting

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Buying Power of Diversity

  1. 1. Victoria Isley Chief Operating
  2. 2. Protect and advance the success of official destination marketing worldwide DMO member organizations 600 $ 2 billionin annual budgets 13U.S. states and 13 countries
  3. 3. travelers crossed international borders (2012) 1billion Source: UNWTO
  4. 4. generations in the workforce today 4 Source: Forbes.com
  5. 5. Write Me Email Me Call Me Text Me
  6. 6. Americans are not white 1in3 Source: U.S. Census, 2010
  7. 7. 1%4% 5% 13% 63% 15% 2+Races Black/African-American Native American 29% White Asian/Pacific Islander Hispanic/Latino Source: US Census
  8. 8. are multiracial Americans 25% increase in the last decade 9million
  9. 9. percent of American households with “traditional” family makeup 22
  10. 10. The color of diversity is… green
  11. 11. $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
  12. 12. 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)
  13. 13. Real Change = Culture Change
  14. 14. MARKETPLACE DESTINATION ORGANIZATION • Various Audiences • Outside Industry Partners • Corporations • Community Brand • Government • Industry Partners • Board Leadership • Talent and Culture • Employee Engagement
  15. 15. 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
  16. 16. 1%increase in racial or gender diversity leads to increases in sales, respectively 3%&9% Source: American Sociological Organization
  17. 17.  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?
  18. 18. Differences Make a Difference
  19. 19. 4languages you must speak to work at Marriott Marquis Times Square front desk
  20. 20. 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
  21. 21. “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%
  22. 22. Tourism Australia launches China Ready
  23. 23.  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

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