Global update
Belmond makes LGBT sTaTemenT
“ Be authentic and real . IT ’ s such a BIG componenT of ThIs . Be true to what your efforts are and it will go a long way .”
– TOm ALDERInk
It ’ s simple , says , Tom Alderink . His new title as director of LGBT sales says it all . It is Belmond ’ s first such designation , but not really a new direction for the company as Alderink says it has always been forward thinking and inclusive in its style — both internally and externally . Now they have made a more overt recognition of the fast-growing market segment and Alderink thinks it will pay dividends .
Alderink ’ s appointment comes on the heels of Belmond ’ s recently launched LGBT microsite ( www . belmond . com / lgbt-travel ), which complements the brand ’ s inclusive ethos and features a range of travel experiences dedicated to helping LGBT travelers .
HOTELS spoke to the New York-based 10-year sales veteran at Belmond about his new role ( he also continues to hold the position of director of leisure sales for the Northeast ) and opportunities it presents . HOTELS : Describe your new role . Tom Alderink : I will enhance the presence and recognition of Belmond within the LGBT community in North America as well as oversee key LGBT global partnerships . I have a focus on developing both FIT and group business as well as tapping into the potential and opportunities to further develop this market .
One of my first initiatives is overseeing Belmond ’ s partnership to become a Silver Global Partner of the International Gay & Lesbian Travel Association ( IGLTA ). H : What is the expected ROI ? TA : It ’ s a bit early but the hope is that it will lead to a stronger partnership between our brand and the community as travelers . With the introduction of the title there has been significant buzz in the market amongst the travel trade , definitely within the press already .
I was already dabbling in this and it continues to grow . We ’ re seeing within the portfolio a broader scope of where LGBT travelers are buying product with us . Last year , for example , we saw some really good movement coming through in Peru and now into Southeast Asia and Mexico . We keep things more interesting in some of these different destinations . H : How does your role change ? TA : I ’ ve had an extensive territory . Now that I ’ ve taken on this role we ’ ve hired an additional person based out of Chicago to reduce my territory so I can put more focus into the LGBT market . H : What is your charge as the director ? TA : I ’ m more engaged with different divisions within Belmond such as marketing and human resources . For example , I consult on presentation materials to make sure they are representative of LGBT . It is something as basic as ensuring that we have these tools and resources that truly and authentically speak to the LGBT market . It ’ s really critical to have an authentic approach .
We have also created an internal group with representatives from different departments to collaborate and talk more about trends in the LGBT marketplace . H : What are you doing at the properties ? TA : I ’ m communicating about our effort and some of the trends within the LGBT market . We ’ re also discussing best practices . For example , for turndown service , making sure there are two maleor female-sized slippers or robes to make sure we are paying attention to exactly who our guests are .
H : What advice would you give hoteliers considering their LGBT sales efforts ?
TA : Be authentic and real . It ’ s such a big component of this . It speaks loudly to your audience and who you are as an organization . Also , IGLTA is a good resource and get involved with the local LGBT community .
14 HOTELS October 2015 www . hotelsmag . com