provides training to small BIPOC businesses to equip them with the skills they need to be sustainable , scalable and profitable as well as to provide industry access and funding opportunities .
DEI IN THE TRAVEL INDUSTRY Jones ’ work is a step in the right direction for diversity , equity and inclusion ( DEI ) in the travel industry , and it also leads to a larger discussion about the work that still needs to be done . “ I could write a book on how the industry overall is missing the mark on DEI ,” said Jones . “ However , there have been small strides made by some travel brands and DMOs that have been intentional in increasing diversity in supplier contracting , diversity in hiring and reflecting broader diversity in marketing collateral .” Unfortunately , recent years have come with their share of struggles , too . “ I ’ ve seen more pushback from the table and less conversations on DEI within the industry ,” said Jones . “ Organizations such as CHEA , Black Travel Alliance , Diversity Tourism Matters and Travel Unity must continue to lean into our efforts to hold the industry accountable and keep the conversations and investments to sustain DEI forefront of mind .”
As for travel advisors , Jones said their role is evolving . “ As consumer sentiment and demand for the consumption of making cultural connections during travels ( rises ), this is a very exciting time for travel advisors , especially those focusing on niche markets and diverse products ,” she shared . In addition to demand , Jones said offering diverse products is important because 1 ) It levels the playing field , 2 ) It addresses overtourism and uplifts less-visited communities , 3 ) It increases diverse tour products and presents a unique option for itineraries , and 4 ) It exposes travelers to broader , more diverse stories .
Don ’ t know where to start ? Jones recommends learning through experience . “ It ’ s important for travel advisors to gain a better understanding of diverse tour products and experiences offered by BIPOC businesses and to experience Black cultural heritage tours through FAM tours in order to educate their clients .” She also recommends looking into education available through organizations like CHEA , which offers exclusive training and certifications to equip advisors with the marketing tools , messaging and images they need to sell niche tour products to their clients .
Stephanie M . Jones works with a group of Black tour operators .
WHAT ’ S IN STEPHANIE ’ S CARRY-ON ?
“ My carry-on always consists of my medications , a bottle of water , laptop , re- Markable notepad , hand sanitizer , Clorox hand wipes ( to wipe down my seat , tray , TV screen , etc .), neck pillow and extra face masks .”
COURTESY OF STEPHANIE M . JONES
SPRING 2024 / THE COMPASS / 23