The hospitality industry, and hotel business specifically, is a challenging space to work in. To be successful in guest-facing roles, particularly, requires a great deal of cognitive dissonance. Compound that with being Black ,and that will set the table for an emotionally laborious career.
The struggle of maintaining your “professionalism” in the face of micro- and macro-aggressions is even more pronounced for some Black people, who are faced with the acknowledgement that to some, their simple existence is viewed as a threat.
The reconciliation of existing in the intersection as both Black in America and a hotelier has been taxing for some — walking through a protest to clock in for an industry where the external guests are diverse and catered to, but the internal guest may sometimes be overlooked.
After George Floyd’s murder, there was an awakening of corporate America. There was an effort to show solidarity, and it was appreciated. Most importantly, for about 15 minutes, it was a safe space for discussions — the discussions of what Black lives are like outside of work, what it means to work in hotels as a Black person and what it means to exist as an employee. Many were thankful for that experience.
What came next was the announcements. A number of companies in lodging, location-based experiences and quick-service restaurants were adding Black people to their boards. There were a bevy of panels and promotions that contained a number of Black faces which magically appeared. Change was paid in tokens and I loved it; we loved it.
Then the other conversation set in. Any time in the past when a C-Suite leader was asked about diversity, equity and inclusion, there were the standard “big ship to turn,” “lots of ground to cover” and “we have to do better” soundbites that left many starved for solutions. One of my friends who identifies as a Black woman stated that she was tired of the commentary that “we hire the best person for the job and if that person happens to be a minority, it is a bonus.”
All of a sudden, the ships turned faster than a stained mattress. Women, Black and Latino/Latinx persons were being elevated. Were these folks just now qualified in 2020 or just born in 2019? The evidence indicates that there was the power to do the right thing all along but not the intention. These individuals were qualified, and it stings that it took guilt, property damage and murders for the right thing to be done.
February is Black History Month, and there is the opportunity to keep the conversation going. Revisit that moment of uncomfortableness, compassion and listening to learn. Seek growth.
There is also the easy route. The “fruits and festival” approach, as author and clinical psychologist Joy DeGruy mentions, is simply to display the culture in a commercial fashion. That is the special menu in the cafeteria and some cool posters from the brand full of models that send messages of belonging.
Go deeper to acknowledge the experiences of African Americans, Africans, Afro Caribbean, Afro Latino and other distinctly different but related Black groups. In this search for growth, you can, if desired, chart a path from diversity to inclusion and equity.
The inclusion of Black talent as panelists, as consultants and partners can start the ship in the right direction. Engaged inclusion efforts — as they relate to developing franchise partners for a goal of equity and conversations relating to the inclusion of Black vendors — are a start. There are countless ways to make genuine efforts. There is notable research on the enhanced performance that diverse and inclusive organizations achieve. Your Black friends in hotels want to believe that systemic racism is not more important than the bottom line.
My Black friends in the hotel business are pondering the level of promise and sincerity as well as the sustainability of the statements made last summer. Was it just for clout or to check a box while systemic issues go unchecked?
The response to COVID-19 showed that we can move quickly if it is an emergency and important. Last summer showed us that inclusion and equity was an emergency and the response was in accordance. All my friends appreciated the efforts. Six months later, some are still hopeful for the changes to come, and some think that it was a good moment but feel abandoned as the news cycle shifted and are simultaneously unsurprised. The use of hashtag heroism is a start to what should become a concrete commitment to inclusion and equity.
Omari Head is the founder for the National Institute of Lodging Education, a nonprofit focused on educating Black and Latinx audiences about hotel ownership.
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