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DIVERSITY, EQUITY, AND INCLUSION:
AUTHENTIC TRAVEL EXPERIENCE
MEETING EXPECTATIONS
Greg DeShields, CHE, CDE
DIVERSITY,
EQUITY, AND
INCLUSION:
AUTHENTIC
TRAVEL
EXPERIENCE
MEETING
EXPECTATIONS
AGENDA
Welcome Tourism Diversity
Matters
Aligning Marketing
Strategy
Authentic Travel
Experience
Meeting
Expectations
Conclusion
ALIGN MARKETING STRATEGY TO
NEW TARGET MARKETS
DIVERSITY MARKETING IMPLEMENTATION
Diversity marketers aim to
develop a mix of different
communication methods, in
order to reach people in each
of the diverse groups present
in the market.
DIVERSITY MARKETING IMPLEMENTATION
IN-CULTURE
The marketing must relate to
the group’s cultural values,
ideals and perceptions.
DIVERSITY MARKETING IMPLEMENTATION
IN-LANGUAGE
This involves not merely
translation, but also interpretation,
and may also involve change in
visual as well as auditory
communication.
DIVERSITY MARKETING IMPLEMENTATION
IN-PERSON
So more to invest in and interact
socially with customers and their
communities.
AUTHENTICITY
AUTHENTIC EXPERIENCE
Travelers of all ages, and resources are looking for more “authentic
travel” engaging and meaningful experiences as close to
'the real deal' as they can get.
Traveling to experience places, artifacts, and activities that authentically
represent the stories and people of the past and present.
AUTHENTIC
BENEFITS
• Breaks through, creating a deeper
connection to the human sense of
legitimacy.
• Reduces skepticism getting a
destination noticed. Differentiates
the truth.
• It is contagious, which spurs sharing.
5 AUTHENTIC
ACTION STEPS
Uncover Your
Authentic Insight
Create an
Authentic Big Idea
Find Your
Authentic Voice
Select Your Authentic
Spokes-vehicles
All On Board
Know Before You Go
MEETING EXPECTATIONS
UNCOVER
YOUR
AUTHENTIC
INSIGHT
• Start with a clear purpose, to solve a real
challenge, to be a hero to the consumer by
making a difference.
• What is the red thread that gets pulled
through everything you do?
• Making sure you stay true to this red thread
it is critical for your perceived authenticity.
CREATE AN
AUTHENTIC
BIG IDEA
• What is the core idea that brings your
insight to life in a way that can connect
with consumers across multiple
platforms?
• Start with your truthful insight, BIG
IDEAS need to be stronger and more
flexible than ever.
FIND YOUR
AUTHENTIC
VOICE
• Speak volumes of truth!
• The correct tone will become a
distinctive asset for you.
• Who will be speaking on your behalf.
• Create a list of “would say this” vs.
“wouldn’t say this” to be specific
expressing what you stand for.
EVERYONE
ON BOARD
• It is vital to know your destination
and evaluate how welcoming it is to
diverse visitors.
SUPPLIER
DIVERSITY
Business at least 51% owned and
operated by an individual or group
traditionally underrepresented.
• Minority-owned
• Women owned
• Veteran owned
• LGBT-owned
• Service-Disabled Veteran owned
KNOW
BEFORE YOU
GO
• Are diverse businesses considered for city
contracting and procurement?
• Does your local corporate businesses
support diverse communities.
• Are there established diverse
neighborhoods?
• Does your destination host diverse festivals,
celebrations and events?
• Is there a bridge between diverse
communities and the police department?
• What are the policies of your destination
regarding civil rights issues people?
CONCLUSION
To be a leader, we must go beyond
simply accepting “Equal Opportunity” –
we must value and embrace
Diversity, Equity and Inclusion as a
strategic competitive advantage.
Diversity, Equity and Inclusion is a
Journey not a Sprint
THANK YOU
DIVERSITY, EQUITY, AND INCLUSION:
AUTHENTIC TRAVEL EXPERIENCE
MEETING EXPECTATIONS
Greg DeShields, CHE, CDE

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Authentic Travel Experience 2024 Greg DeShields.pptx

  • 1. DIVERSITY, EQUITY, AND INCLUSION: AUTHENTIC TRAVEL EXPERIENCE MEETING EXPECTATIONS Greg DeShields, CHE, CDE
  • 2. DIVERSITY, EQUITY, AND INCLUSION: AUTHENTIC TRAVEL EXPERIENCE MEETING EXPECTATIONS AGENDA Welcome Tourism Diversity Matters Aligning Marketing Strategy Authentic Travel Experience Meeting Expectations Conclusion
  • 3. ALIGN MARKETING STRATEGY TO NEW TARGET MARKETS
  • 4. DIVERSITY MARKETING IMPLEMENTATION Diversity marketers aim to develop a mix of different communication methods, in order to reach people in each of the diverse groups present in the market.
  • 5. DIVERSITY MARKETING IMPLEMENTATION IN-CULTURE The marketing must relate to the group’s cultural values, ideals and perceptions.
  • 6. DIVERSITY MARKETING IMPLEMENTATION IN-LANGUAGE This involves not merely translation, but also interpretation, and may also involve change in visual as well as auditory communication.
  • 7. DIVERSITY MARKETING IMPLEMENTATION IN-PERSON So more to invest in and interact socially with customers and their communities.
  • 9. AUTHENTIC EXPERIENCE Travelers of all ages, and resources are looking for more “authentic travel” engaging and meaningful experiences as close to 'the real deal' as they can get. Traveling to experience places, artifacts, and activities that authentically represent the stories and people of the past and present.
  • 10. AUTHENTIC BENEFITS • Breaks through, creating a deeper connection to the human sense of legitimacy. • Reduces skepticism getting a destination noticed. Differentiates the truth. • It is contagious, which spurs sharing.
  • 11. 5 AUTHENTIC ACTION STEPS Uncover Your Authentic Insight Create an Authentic Big Idea Find Your Authentic Voice Select Your Authentic Spokes-vehicles All On Board Know Before You Go
  • 13. UNCOVER YOUR AUTHENTIC INSIGHT • Start with a clear purpose, to solve a real challenge, to be a hero to the consumer by making a difference. • What is the red thread that gets pulled through everything you do? • Making sure you stay true to this red thread it is critical for your perceived authenticity.
  • 14. CREATE AN AUTHENTIC BIG IDEA • What is the core idea that brings your insight to life in a way that can connect with consumers across multiple platforms? • Start with your truthful insight, BIG IDEAS need to be stronger and more flexible than ever.
  • 15. FIND YOUR AUTHENTIC VOICE • Speak volumes of truth! • The correct tone will become a distinctive asset for you. • Who will be speaking on your behalf. • Create a list of “would say this” vs. “wouldn’t say this” to be specific expressing what you stand for.
  • 16. EVERYONE ON BOARD • It is vital to know your destination and evaluate how welcoming it is to diverse visitors.
  • 17. SUPPLIER DIVERSITY Business at least 51% owned and operated by an individual or group traditionally underrepresented. • Minority-owned • Women owned • Veteran owned • LGBT-owned • Service-Disabled Veteran owned
  • 18. KNOW BEFORE YOU GO • Are diverse businesses considered for city contracting and procurement? • Does your local corporate businesses support diverse communities. • Are there established diverse neighborhoods? • Does your destination host diverse festivals, celebrations and events? • Is there a bridge between diverse communities and the police department? • What are the policies of your destination regarding civil rights issues people?
  • 19. CONCLUSION To be a leader, we must go beyond simply accepting “Equal Opportunity” – we must value and embrace Diversity, Equity and Inclusion as a strategic competitive advantage. Diversity, Equity and Inclusion is a Journey not a Sprint THANK YOU
  • 20. DIVERSITY, EQUITY, AND INCLUSION: AUTHENTIC TRAVEL EXPERIENCE MEETING EXPECTATIONS Greg DeShields, CHE, CDE

Editor's Notes

  1. 1:00 pm – 1:05 pm Welcome and Introduction
  2. 1:00 pm – 1:05 pm Welcome and Introduction
  3. 1:07 pm – 1:17 pm Dimensions of Diversity • Diversity Vocabulary
  4. Here is the latest on the Apprenticeship program. Currently interviewing apprentices in Baltimore. In discussions with the Columbus CVB and Sports Commission and Sports ETA. (We also have 2 other Sports Commissions ready to commit but probably too early to discuss that) The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
  5. Here is the latest on the Apprenticeship program. Currently interviewing apprentices in Baltimore. In discussions with the Columbus CVB and Sports Commission and Sports ETA. (We also have 2 other Sports Commissions ready to commit but probably too early to discuss that) The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
  6. Here is the latest on the Apprenticeship program. Currently interviewing apprentices in Baltimore. In discussions with the Columbus CVB and Sports Commission and Sports ETA. (We also have 2 other Sports Commissions ready to commit but probably too early to discuss that) The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
  7. Here is the latest on the Apprenticeship program. Currently interviewing apprentices in Baltimore. In discussions with the Columbus CVB and Sports Commission and Sports ETA. (We also have 2 other Sports Commissions ready to commit but probably too early to discuss that) The Pandemic has slowed down Apprenticeship discussions but we expect the remainder of 2021 to be quite active and a great re-start to the program.
  8. 1:07 pm – 1:17 pm Dimensions of Diversity • Diversity Vocabulary
  9. 1:07 pm – 1:17 pm Dimensions of Diversity • Diversity Vocabulary
  10. Too often we try to trick ourselves about what we need to stand for in order to be followed or loved. Consumers, in this new world, are accepting of the truth about products and brands; we need to embrace it as well.
  11. Start with your truthful insight, and then figure out what the connection is to consumers; it’s often as simple as expressing common sense in an original way. Remember, your brand and product already occupy a unique space in the world — how can you succinctly capture that?
  12. It’s important to be as defined as possible because this voice will not only need to be communicated through your brand, but also from the many third parties (content partners, influencers and spokespeople, for example). What is the appropriate voice for doing so?
  13. What is the right balance of branded vs. unbranded content? Most importantly, how will they communicate what your brand stands for? Selecting and maintaining your spokes-vehicles, like a president in office, is an ongoing process, not a set-it-and-forget-it tactic.
  14. What is the right balance of branded vs. unbranded content? Most importantly, how will they communicate what your brand stands for? Selecting and maintaining your spokes-vehicles, like a president in office, is an ongoing process, not a set-it-and-forget-it tactic.
  15. TV, social, digital video, print content, product placement — all of these are potential placements for your message, but each requires a different tact to be effective in communicating with authenticity.
  16. 1:00 pm – 1:05 pm Welcome and Introduction