Diversity and Inclusion Case Study
Challenge
An international hotel chain sought to enhance its Diversity & Inclusion (D&I) strategy to better reflect and serve its global and culturally diverse guest base. While inclusivity was a stated priority, the company faced challenges in:
- Understanding specific preferences and needs across demographic groups
- Ensuring all guests felt welcomed, respected, and valued
- Aligning marketing and service experiences with cultural expectations
Initial Findings
Research uncovered several issues impacting guest experience:
- Cultural insensitivity from staff, especially regarding dietary preferences and holiday observances
- Marketing lacked diversity, leading many guests to feel underrepresented or excluded
- Guests with disabilities reported limited accessibility across the properties
- Service expectations varied by culture, leading to inconsistent experiences and unmet needs
Ads were tested for multiple key shipping seasons, including back-to-school and the winter holidays, with additional focus on messaging that addressed the unique needs of small Hispanic-owned businesses.
Actionable Insights
The research led to multiple impactful changes, including:
- Implementing cultural sensitivity training for all staff
- Revamping marketing campaigns to reflect diversity in ethnicity, gender, and ability
- Making accessibility upgrades across properties, including assistive technology and wheelchair-friendly facilities
Outcome
The hotel chain implemented inclusive changes and saw measurable improvements:
- Customer satisfaction increased, especially among diverse and international guests
- Repeat bookings and brand loyalty grew among previously underserved audiences
- The company received industry recognition for its D&I efforts
- These changes helped drive revenue growth and elevated the brand’s image as a socially responsible, inclusive leader in the hospitality industry
Participants provided nuanced feedback on both the emotional and rational components of the ads, which was instrumental in fine-tuning the tone, imagery, and messaging.
