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Rolling out the Rainbow welcome mat
October 5th, 2022
Making up around 10% of the world’s population, LGBTQ+ tourists (also referred to as ‘Rainbow travellers’) are enriching, brand-loyal, and high-value visitors. Taking an average of 3.9 trips a year, they dedicate a higher share of their wallet to holidays – and their willingness to travel means that they contribute 15% of global tourism spend. Visiting more destinations for longer, the LGBTQ+ visitor is also inclined to return to the same place multiple times if they have a positive and welcoming experience.
While the global tourism industry is making tremendous strides towards Rainbow inclusiveness, there’s always more work to be done to ensure LGBTQ+ visitors feel safe, accepted, and embraced. We encourage you to think about how you can play your part in creating an inclusive experience for our Rainbow manuhiri (visitors) – and then take action to fill any gaps. It all starts with your digital experience and leads into the day-to-day operations, so here’s some of our top tips to embrace diversity and foster a warm welcome through your online footprint.
Ensure you have gender-friendly language across your site
Showcase your respect and aroha (compassion) to travellers of all genders, by adopting gender-neutral language across your website and communications. These help to promote equality and show inclusion towards all gender identities, sexual orientations, family groups and members of the Rainbow community we see in society. Inclusive language also helps prevent bias or discrimination from occurring.
When you have some downtime, do a good thorough check for ways you can use terms that cater for all. There are some great resources over at digital.govt.nz, but here’s some of the most common:
• Guys ➡ everyone, folk, team
• Husband/wife ➡ partner
• Mum/Dad ➡ parents
• Man-made ➡ human-made
Then on-site and on your tours, be sure to use greetings that acknowledge travellers of all identities and expressions. ‘Welcome everyone’, ‘Good morning all’, ‘Kia ora koutou’ are all perfect substitutes. ‘Ladies and Gentlemen’ is in the bin!
Collect appropriate customer data through online forms
Many tourism businesses use forms to collect customer details; ranging from enquiries, to booking submissions, to health and safety waivers. While essential for business needs, it’s worth asking ‘is it necessary for your business to collect pronoun, title and gender information?’
In a 2021 survey, over 84% of respondents felt misrepresented when sharing their gender information online. It’s likely that simple name fields are sufficient – and if gender is required, including options beyond just Male and Female, like ‘Other’, ‘Non-binary’ or simply ‘N/A’ makes a difference. It’s also good practice to offer ‘preferred name’ options on a form, as some travellers may not call themselves the same name that’s printed on their passport, for example.
Try adding Spark’s Beyond Binary Code to your website, which helps make forms more gender-inclusive, firstly by assessing whether capturing this data is necessary, and then generating suggestions to improve the way the fields are phrased and coded.
Speaking of pronouns, why not highlight your commitment to inclusivity by including your staff’s pronouns on email signatures on replies to enquiry emails? Or feature them on your staff’s name badges? Pride Pledge has fantastic resources on why this is important.
Showcase diversity in your imagery and video content
Visibility matters when it comes to LGBTQ+ visitors planning their travel itinerary, where to go, what to do and where to stay. Think about how your imagery incorporates a variety of target demographics and audiences – is there an opportunity to feature a same-sex couple or a diverse family across your website? Have a look at your marketing campaigns and evaluate how they incorporate Rainbow communities of all forms, in an authentic way that doesn’t play into outdated stereotypes.
Orbitz’s ‘Travel As You Are’ campaign is great inspiration here. A variety of talent featured (including more than just a same-sex white male couple), inviting people to travel on their own terms, not the ones society created for them. The strong LGBTQ+ representation helped remove barriers to travel for Rainbow visitors.
How can you show your Rainbow commitment?
Add the LGBTQ+ Friendly tag to your Google My Business
Appearing in Google Maps and Search, it’s a strong sign that your attraction or accommodation has made steps to foster an inclusive and welcoming space for Rainbow visitors. There’s also an option to add a ‘Transgender safespace’ tag.
Commit to the Pride Pledge or the Rainbow Tick
Take the plunge and really showcase your commitment to LGBTQ+ inclusion through taking the Pride Pledge! By coming together to showcase a Rainbow-friendly tourism industry, we can work as one to reach new audiences, showcase our strong manaakitanga (hospitality), and create safe and enjoyable experiences for all.
#MAVERICKTOURISM
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
As we continue reflecting on a decade of Maverick, today we`re throwing it back to 2019 - a year filled with fun, adventures, and a bit of mischief.
This was the year we kicked off our first themed photoshoot in goofy bowling whites, #justbecause!
We had an epic team day at @ecozip_adventures, zipping through the trees then using their awesome conference facilities to plan world domination.
2019 also saw Tim and Alex heading down to Rotorua to onboard @offroadnzrotorua - just look at Tim sizing up that impressive 7-metre drop on their awesome 4WD Bush Safari product 😱 Five years on and we`re still proud as punch to work with Ian, Carol and the team.
To top it all off, we threw a fabulous birthday bash to mark five fantastic years in business with some of our favourite tourism friends. Time flies when you`re having fun! 🙌
#nztravel #digitalmarketing #tourismbusiness #workanniversary
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today, we’re reminiscing about 2018 – a real milestone year for Maverick! 🌟 2018 saw us kick off our partnership with the legendary @hobbitontours, an absolute business highlight. Collaborating with such an iconic operator brought our passion and know-how for tourism marketing to life in a whole new way. 2018 was also the year we were lucky enough to add Kelly Hookey to the team – six years later, Kel is one of our longest-serving Mavericks and leads our powerhouse Performance team.
#DigitalMarketing #ThrowbackThursday #WorkAnniversary #NZbusiness
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Today we’re throwing it back to 2014, where Maverick’s journey began 🌍✈️ After working at Tourism New Zealand, Founder Alex Dykman left for an OE in South America – collaborating with a bunch of awesome kiwi operators on all things marketing along the way. Curating digital strategies, social media plans and paid media campaigns in between exploring the Galapagos Islands and hiking in the Andes – now that’s work/life balance😉
After returning home, Alex set up Maverick Digital officially, and the rest is history. From humble beginnings to helping tourism smash digital in New Zealand, the USA, Canada and the South Pacific - we’re celebrating a decade in business! Here’s to many more years of innovation and adventure in tourism marketing.
#maverickturns10 #tourism #newzealand #marketing #throwbackthursday
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
Cheers to an epic Hospitality New Zealand conference in Ōtautahi Christchurch 🥂
#conference #networking #hospitality #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
We can whip up a Google Ad, witty caption or SEO audit - easy peasy 🍋
Turns out us Mavericks can whip up a pretty tasty feast too! 👩🍳
@maincoursenz #teambonding #cookoff #masterchef #teamday #wearemaverick
Kia ora, we`re Alex and Zac, and welcome to our TRENZ Talk 👩🏫
Psst: head to our bio for an AI treat! 🍭
#UnpackingAI #DigitalTransformation #TourismTech #TRENZ24 @tourism_industry_aotearoa
Kia ora, we`re Alex and Zac, and welcome to our TRENZ Talk 👩🏫
Psst: head to our bio for an AI treat! 🍭
#UnpackingAI #DigitalTransformation #TourismTech #TRENZ24 @tourism_industry_aotearoa
Celebrating the women of Maverick who keep on raising the bar and lifting us up to new heights this #InternationalWomensDay. They`re marketers, they`re mothers, they`re managers… and some days, they`re absolute magicians! Here`s to the wāhine toa right across the industry who help deliver incredible holiday memories for our manuhiri, every day of the year 💃🙌
Celebrating the women of Maverick who keep on raising the bar and lifting us up to new heights this #InternationalWomensDay. They`re marketers, they`re mothers, they`re managers… and some days, they`re absolute magicians! Here`s to the wāhine toa right across the industry who help deliver incredible holiday memories for our manuhiri, every day of the year 💃🙌
Sharing the aroha this Valentines 💖
#valentines #welovemarketing #digitalmarketing #digitalagency
Sharing the aroha this Valentines 💖
#valentines #welovemarketing #digitalmarketing #digitalagency
We`re so excited to welcome two new superstars to the Maverick team 🥳
Zara is our new Content & Social Media Coordinator (aka our Insta ninja 🥷 and resident #tiktok expert) and Emi is our new Digital Performance Coordinator who brings a fresh perspective and a hunger for industry insights, helping to deliver the best results for our clients.
Welcome to the team, we`re SO excited to have you on board! 🎉
#newhire #welcome #kiaora #wearemaverick #newteammates
We`re so excited to welcome two new superstars to the Maverick team 🥳
Zara is our new Content & Social Media Coordinator (aka our Insta ninja 🥷 and resident #tiktok expert) and Emi is our new Digital Performance Coordinator who brings a fresh perspective and a hunger for industry insights, helping to deliver the best results for our clients.
Welcome to the team, we`re SO excited to have you on board! 🎉
#newhire #welcome #kiaora #wearemaverick #newteammates
Final emails = sent 📧
Out-of-office = on 👩💼
Brews = flowing 🍺
Meri Kirihimete and Happy Holidays from the Maverick family to yours, and we`ll see you back in Jan 🎄🏖
Final emails = sent 📧
Out-of-office = on 👩💼
Brews = flowing 🍺
Meri Kirihimete and Happy Holidays from the Maverick family to yours, and we`ll see you back in Jan 🎄🏖
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