Specialist travel firms challenged to better reflect diverse client mix

Specialist travel businesses have been challenged to better represent their customer base for both ethical and commercial reasons.

Speaking at the conference for the Specialist Travel Association (Aito), Alessandra LoTufo Alonso, who runs social enterprise Women in Travel, made the case for companies to review their recruitment as one way to tap into growing markets. 

She gave examples of travel markets to capitalise on such as solo women travellers over 50, which she said would be worth $519 billion by 2035, clients with accessible needs, worth $13 trillion globally, and the halal market, which she said was expected to generate $300 billion by 2032.

She told Aito companies that consumers were more likely to book if they felt represented and understood.

Changes in the age, background and demographic of holidaymakers meant the industry should be looking at its customers in a different way than in the past, she argued.

She said: “As an industry, do we represent everybody who is out there, the communities we serve and the destinations we go to?

“By not representing our community and the people we serve we are losing money on the table. I’m not just making an ethical and moral case for inclusion, I’m making a hard commercial case."

She noted companies should not assume “the human connection” would happen and lead to a sale unless customers and staff “meet and feel like they belong”.

“It’s not just about people, it’s about which people," she insisted, adding: "Look at your recruitment strategy and your awareness of diversity and inclusion and make sure you consider all the customers because your customers are in your thoughts when you develop your itineraries."