How an LGBTQ+ supplier diversity program can benefit your hotel

Posted on

Joining an LGBT supplier diversity program can help your hotel

If your hotel is owned or managed by an LGBTQ+ individual, you may have come across the term ‘LGBTQ+ supplier diversity’. A supplier diversity program ensures that procurement professionals have a diverse pool of suppliers to choose from, including minority-owned businesses, such as those run by women or LGBTQ+ persons. To become part of the supplier diversity program, LGBTQ+ owned hotels need to become a certified LGBTQ+ Business Enterprise (LGBTQ+BE) by the National Gay and Lesbian Chamber of Commerce (NGLCC).

As a strategic partner of NGLCC, we know a thing or two about LGBTQ+ supplier diversity at World Rainbow Hotels. If you’re considering joining a supplier diversity program, here are three ways your hotel can benefit from it:

Receive certified LGBTQ+ accreditation

Becoming LGBTQ+BE certified doesn’t only grant you access to the supplier diversity program, it is also a great form of accreditation that will increase your hotel’s profile in the sector. Being LGBTQ+BE accredited certifies that your hotel is majority (at least 51%) owned, operated, managed and controlled by an LGBTQ+ individual, and exercises independence from any non-LGBTQ+ business enterprise.Unfortunately, LGBTQ+BE accreditation is currently only available for businesses in the United States – but don’t worry, there are other ways to receive excellent LGBTQ+ accreditation! If you are a hotel wanting to be recognised as an ‘LGBTQ+-welcoming’ accommodation, we recommend joining a global LGBTQ+ trade association such as those offered by World Rainbow Hotels’ partners IGLTA and TAG. Another way to receive LGBTQ+ accreditation is to become part of a relevant consortia.  At World Rainbow Hotels we offer the first and only hotel consortia programme that exclusively targets the gay and lesbian markets. Find out more about the World Rainbow Hotels Consortia Programme.

Work with Fortune 500 corporations

Being part of a supplier diversity program also opens your hotel up to a range of potential corporate business partners. According to an article titled ‘LGBTQ+-owned businesses get diversity boost’,  federal agencies, organisations such as the National Football League and more than one-third of Fortune 500 companies are now trying to expand their vendor pools by explicitly encouraging bids from gay, lesbian and transgender contractors. The list of corporates working with LGBTQ+BE keeps growing: from IBM, PepsiCo and ConAgra Foods to Marriott International and American Airlines – they all want to position themselves as a diversified company. And for good reason: corporates earn so-called ‘diversity credits’ when working with LGBTQ+E suppliers. These credits provide them with certain benefits, like the ability to do business with the federal state.

If you are a non-US LGBTQ+ hotel and therefore do not have access to the NGLCC’s supplier diversity program, we’ve got some good news for you. As an independent hotel, it can be extremely difficult (if not impossible) to get business contracts with large corporations. That’s why, as a World Rainbow Hotels member, accommodation providers have an opportunity to be part of our corporate preferred partnership program and get access to companies such as IBM, JP Morgan, Intel and American Airlines, to name a few. Find out more about the benefits of becoming a World Rainbow Hotels member.

Get access to leadership training

A third perk of being part of an LGBTQ+ supplier diversity program is , as a certified LGBTQ+BE, you are eligible for scholarship programs, mentorship and leadership training through the NGLCC. The chamber of commerce organises international business and leadership conferences every year, at which they provide innovative leadership programming and networking opportunities for LGBTQ+ business leaders, creating an optimal opportunity for LGBTQ+BEs to raise their profiles.

Instead of annual conferences, we try to increase brand awareness for member hotels by actively promoting them through World Rainbow Hotels marketing campaigns. We reach out to over 24,000 travel agencies worldwide every month, promoting specific hotels and encouraging agents to book them at our rate plans. Here’s an example of a recent campaign. What’s more, we’ve partnered with some of the most influential LGBTQ+ associations and event planners out there to raise awareness of our LGBTQ+ hotels offering the World Rainbow Hotels’ rates. Have a look at the full list of marketing opportunities available to World Rainbow Hotels members.

Get the benefits of an LGBTQ+ supplier diversity program with World Rainbow Hotels

Becoming certified as an LGBTQ+BE to join the supplier diversity program can be very challenging for independent hotels, we know. That’s why we offer the same (and more!) benefits for LGBTQ+ hotels through our consortia programme.

World Rainbow Hotels brings together a global community of gay and lesbian welcoming hotels, providing accommodations like yours unprecedented visibility and access to the LGBTQ+ market. By joining our programme, hotels receive exclusive LGBTQ+-focused marketing opportunities, including campaigns targeting travel agencies and TMCs. If you’re keen to reap the benefits of an LGBTQ+ supplier diversity program without the hassle, register your hotel today.