GSAIR 2023 : AMERICAS 8
DE & I : At the heart of guest experience …
Sheryll Young , former Chair of the Inclusion , Diversity and Equity in Action taskforce at the Worldwide ERC tells us why DE & I is so central to providing the best guest experience possible to your business travellers and assignees …
By Sheryll Young
Senior Manager , Global Mobility Services - Vialto Partners
As the demand for inclusive guest experiences grows – for serviced accommodation and temporary stay property owners and operators - it is no longer enough to simply provide shelter . Instead , the focus has shifted towards transforming accommodations into homes by prioritising design and guest engagement strategies that cater to people ’ s needs and desires . 2 This means fostering a sense of belonging that evokes a welcoming and secure atmosphere for all guests , whether they are staying for business or leisure , making everyone feel valued and respected . In delivering the personalised guest experience , serviced accommodation owners and operators play a crucial role in building authentic relationships and delivering on memorable guest experiences .
To fully grasp the intricacies of implementing Diversity , Equity , and Inclusion ( DE & I ) practices in the corporate housing industry , it is crucial to have a thorough understanding of the systemic complexities within the service operator / owner business model . This type of housing provides temporary stays in furnished apartments , condominiums , and single-family homes , which are typically part of larger property portfolios managed by professional operators or property developers . The corporate housing providers operate as insured businesses under tenant-landlord leases . 3 In addition to consistently meeting financial obligations , such as rent payments to property owners , these providers must also adhere to multiple state , provincial , and national regulations . These include compliance with zoning laws , health and safety codes , community lease restrictions like minimum stays , and various local ordinances that may impact the use of shared areas or concierge services on the property . Embedding DE & I principles into their operations is both intricate and essential ; it requires not only a comprehensive knowledge of relevant regulations but also a deep respect for diverse communities in which they own / operate . Property owners and operators must balance the needs and expectations of both owners and guests while striving to improve their guests ’ experience and foster trust , loyalty , and a sense of inclusion in alignment with diversity and equity values .
Serviced apartment owners and operators must fully embrace DE & I principles within their organisational culture and ESG strategy . Incorporating guest feedback into corporate policies and governance methods demonstrates a strong commitment to inclusivity and upholding societal standards of fairness , accessibility , and equal treatment . The five defining elements of the guest experience - attention to detail , exceptional service , hospitable staff , comfort , and uniqueness – are key components of social responsibility . 4 Additionally , comprehensive employee training programs that deeply instil inclusivity demonstrate a dedication to the development of employees and human centric practice in guest experiences . It is essential to also consider unintentional exclusions based on national , local , or state laws such as the American with Disabilities Act ( ADA ) and Accessible Canada Act ( Bill C-81 ), alongside the United Nations Convention on the Rights of Persons with Disabilities . These and similar regulatory frameworks ensure ethical and compliant practices – all vital to delivering barrier free experience , are a way of working rather than just a concept . 5
2 ( Institute , 2023 ) 3 ( The Value of Corporate Housing , 2023 ) 4 ( Turning A Serviced Apartment Stay into an experience , 2023 ) 5 ( Wheelchair Friendliness versus Compliance in the Hospitality Industry , Volume 7 , No 3 )