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Buying Power of Diversity Presentation for Visit Norfolk Annual Meeting
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Victoria Isley
Chief Operating
Protect and advance the success of
official destination marketing worldwide
DMO member organizations 600
$ 2 billion in annual budgets
13 U.S. states and 13 countries
travelers crossed international borders (2012)
1billion
Source: UNWTO
generations in the workforce today
4 Source: Forbes.com
Write Me
Email Me
Call Me
Text Me
Americans are not white
1in3 Source: U.S. Census, 2010
1% 4% 5%
13%
63%
15%
2+Races
Black/African-American
Native American
29%
White
Asian/Pacific Islander
Hispanic/Latino
Source: US Census
are multiracial Americans
25% increase in the last decade
9million
percent of American households
with “traditional” family makeup
22
The color of diversity is…
green
$87.3 Billion
$609.2 Billion
$790.0 Billion
$946.6 Billion
$1 Trillion
LG
BT
Asia
ns
His
panic
s/L
atin
os
Afric
an A
meric
ans
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
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)
Real Change = Culture Change
MARKETPLACE
DESTINATION
ORGANIZATION
• Various Audiences
• Outside Industry Partners
• Corporations
• Community Brand
• Government
• Industry Partners
• Board Leadership
• Talent and Culture
• Employee Engagement
What is diversity?
Age Race
Ethnicity Gender
Sexual Orientation
Gender Identity
Language
Physical Ability
Values
Income Level
Marital Status
Religion
Culture Political
Job Level
Family Status
Education
Skills
Experiences
Thinking Style
1% increase in racial or gender diversity
leads to increases in sales, respectively
3%&9% Source: American Sociological Organization
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?
Differences Make a Difference
4 languages you must speak to work at
Marriott Marquis Times Square front desk
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
“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%
Tourism Australia launches China Ready
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