RAWPIXEL . COM / SHUTTERSTOCK . COM diverse clientele and informs them about local amenities and activities they might enjoy . But adding that kind of value may take some work .
First , travel professionals can advertise diverse cultural heritage and history when promoting recommended destinations . “ If you don ’ t know [ what ’ s appropriate ], go find a Black person and ask them because they will tell you ,” says McKenzie .
Second , advisors should look to existing resources ( familiarization trips , connections with DMOs , chambers of commerce and local experts are good places to start ) to find out about Black-owned businesses and cultural heritage sites that might otherwise get overlooked . “ Say , ‘ I would love to tell my Black clients what they can do when they ’ re here , which neighborhood is good , which neighborhood is comfortable and things like that ,’” advises McKenzie .
Third , look to social media to follow travel brands and influencers , such as the Black Travel Alliance and Latino World Travelers , that can help broaden their perspective and plan better trips for clients .
Fourth , advisors should make it a habit to understand and accommodate clients ’ cultural norms . For example , Latino travelers often travel with family and prioritize trips to their countries of origin , says Fondeur-Adams . She also recommends having bilingual information and a Spanish speaker at your travel agency .
Finally and importantly , McKenzie wants to see more people in the travel industry step up as allies .
“ We need allies , regardless of your color ,” says McKenzie . “ If you see something wrong happening to your fellow human , then , you know , you should try to do something about it .”
To that end , travel advisors should be ready to contact service providers on behalf of clients to address problematic treatment — like assuming a traveler ’ s status based on their skin color . “ They will put you through to the manager ,” something they might not do for your client , notes McKenzie , whose background includes customer service .
This isn ’ t just the right thing to do ; it also makes good business sense .
“ It ’ s going to bring more clientele , because once they have a good experience with one client , that client is going to refer people ,” says Fondeur-Adams , noting that Latinos , in particular , are extremely brand loyal . “ It ’ s just opening yourself up to a whole new network . By embracing us , you learn about us , and in return , we share you with our community .”
38 / THE COMPASS / S�MMER 2021 vaxvacationaccess . com / thecompass