Consumers favor hospitality brands promoting diversity and inclusion

A recent study from the Indian Institute of Management, Lucknow shows that hospitality brands must embrace diversity and inclusion to attract customers. This research appears in the Journal of Hospitality Marketing and Management. The study examined how diversity, equity, and inclusion (DEI) initiatives impact consumer attitudes and purchasing decisions. It involved two experiments. The first looked at a fictional hospitality brand and the second used a real hotel brand. Researchers found that consumers reacted positively to brands that actively adopt DEI practices in hiring, training, and marketing. Furthermore, DEI initiatives helped improve brand integrity, positively affecting how consumers perceive these brands. However, the study noted that materialistic customers are less influenced by a hotel’s DEI actions compared to those who value social consciousness. Vishakha Chauhan, an assistant professor involved in the study, emphasized the importance of DEI in the hospitality industry. As more consumers, especially younger people, prefer brands that align with their values, these initiatives are not only ethically important but also beneficial for business.