Travel's DEI Crossroads: What Brands Are Doing Now, and How the Industry is Reacting

News headlines over the past few weeks have been punctuated by a steady stream of announcements surrounding Diversity, Equity, and Inclusion policies across corporate America, with some companies taking a public stand in support of DEI programs, while others scale back, rename, or scrap such efforts altogether. 

The travel industry has been swept up in the sea change now taking place, which was brought about by the new presidential administration. Global travel brands, many that are household names, have begun quietly, (or not so quietly), staking out their positions on the suddenly controversial topic.

In recent days and weeks, Delta revealed that it remains committed to DEI efforts despite the recent spate of corporate and federal rollbacks. While Disney has made some changes to its DEI policies.

Meanwhile, some of the biggest travel brands in the country that we contacted for this story did not respond to requests for comment about their plans for DEI policies. That includes such brands as Royal Caribbean, American Airlines, Southwest Airlines, InterContinental Hotels Group (IHG) and others.

Given the current, highly divisive political landscape in the United States, the reticence to make public statements about DEI policies is not altogether surprising. But comment or not, significant changes are unfolding across an industry that has long been viewed as a force for good in the world. Here's a closer look.

The Origins of DEI and the Current Rollbacks

Soon after being sworn into office, President Donald Trump signed executive orders banning a variety of measures including environmental justice programs, equity initiatives and DEI considerations in federal hiring. In addition, the staff in federal diversity, equity, inclusion and accessibility offices were put on paid administrative leave.

Those orders brought an end to programs and efforts that can be traced back to this country's Civil Rights movement – a chapter in our history that triggered widespread efforts to create more diverse and inclusive workplaces, as a recent CNN article explained. 

One of the most significant measures resulting from decades ago was The Civil Rights Act of 1964, which outlawed employment discrimination based on race, religion, sex, color, and national origin. In addition, Title VII of the Civil Rights Act created the Equal Employment Opportunity Commission, which focused on eliminating employment discrimination. 

Later, in 1961, President John F. Kennedy established affirmative action, which required federal contractors by executive order to treat applicants and employees equally based on race, color, religion and sex. The measure was implemented "as a response to the systemic discrimination faced by racial and ethnic minorities, as well as women, in employment and educational opportunities" and "aimed to ensure that marginalized groups were afforded equal opportunities for advancement and inclusion," a retrospective article in Ed Trust explains.

Fast-forward to the brutal 2020 murder of George Floyd by police officers and suddenly companies across the country began announcing all manner of new and improved DEI programs as a means to come to terms with the racial divide that continued to exist in this country and that Floyd's murder laid bare. 

Three years later, however, the tide turned once again as conservative activists scored a significant victory in the country's ongoing diversity and equity tug of war: The Supreme Court struck down affirmative action programs at two universities. The decision brought an end to using race as a consideration for the admissions process with the court ruling that affirmative action programs violate the Equal Protection Clause of the Constitution and are therefore unlawful.

This ruling set the stage for companies potentially feeling vulnerable to legal action in a world where President Trump's largely handpicked Supreme Court is not supportive of affirmative action measures. 

At the same time, criticism of DEI measures began proliferating, with detractors arguing that such programs promote racism and discrimination, rather than helping to resolve challenges.

Supporters, however, have countered that DEI is about developing talent, measuring it in a more equitable way and even finding hidden talent and disadvantaged talent in a world where not everybody has equal opportunities to exhibit their abilities.

Average Americans meanwhile, continue to have a mostly favorable view of DEI it seems. A YouGov poll reported by the Miami Herald on January 23 showed that nearly half of respondents, 48 percent, said they have a somewhat or very favorable view of DEI programs. Meanwhile, a smaller share, 29 percent of respondents, said they have an unfavorable view and 22 percent said they didn’t know.

The travel industry is now navigating its path forward on DEI amid pressure from the Oval Office. (Photo Credit: Courtesy AdobeStock)

Continued Industry Support for DEI

It is amid this fractured and contentious backdrop that the country, and the travel industry is now navigating its path forward on DEI. 

One of the most well-known companies standing by DEI is Delta Air Lines. During its fourth-quarter earnings call in early February, a Delta executive said that DEI is ‘critical’ to the Atlanta airline's business.

"We are steadfast in our commitments because we think that they are actually critical to our business," said Peter Carter, chief external affairs officer at Delta Air Lines. "Sustainability is about being more efficient in our operations and really DE&I is about talent and that's been our focus."

Global tour operator Intrepid Travel is also holding firm on DEI. One of the company's top executives recently shared thoughts with TravelPulse on the topic, making it abundantly clear that DEI is here to stay for Intrepid.

"At Intrepid Travel, we remain unwavering in our commitment to DEI, regardless of shifts in federal policies," Leigh Barnes, president of Intrepid, Americas, told TravelPulse. 

"These values are deeply embedded in who we are as a company and in the way we operate across all our global teams," Barnes continued. "Our mission has always been to create a more inclusive and connected world through travel, and we’re continuing to invest in initiatives that champion DEI both internally and in the communities we engage with. This is not just a priority—it’s a core part of our culture and vision for a more responsible travel industry."

For Intrepid, DEI is not merely a policy that's "nice-to-have." But rather, "a fundamental part of creating a better world," said Barnes.

"As leaders in travel, we’re not just here to sell trips; we’re here to shape a better future. True travel isn’t just about seeing the world; it’s about making it more inclusive for all," said Barnes. 

Others in the travel industry that have spoken out in support of DEI include the United States Tour Operators Association (USTOA) and also the non-profit organization Tourism Cares.

On the morning of January 24, Terry Dale, USTOA's president and CEO, sent a statement to the organization's members, in which he emphasized a deep commitment to DEI.

"
USTOA believes that travel is a force for good, and as such, we will continue to focus on sustainability and DEI," Dale wrote. "The USTOA Executive Committee, Board of Directors, and you, our members, remain steadfast in our support of efforts to promote diversity, equity and inclusion industry wide."

The organization's commitment will include ongoing education, advocacy, and responsible travel practices, said Dale, adding that USTOA's stance on the issue "is unwavering" and that the association intends to "work to ensure that these values are maintained in the evolving landscape of our industry."

Similarly, Tourism Cares, an organization focused on advancing sustainability and meaningful travel, issued its own statement in support of DEI earlier this year, amid the flurry of federal and corporate rollbacks.

"At Tourism Cares, we believe that diversity, equity, and inclusion (DEI) is a foundational part of our mission, and act as essential pillars of a thriving travel industry, directly contributing to social equity, cultural preservation, community engagement, economic empowerment, and accessible tourism," the organization said in a statement. "By prioritizing DEI, we can create meaningful opportunities for underrepresented communities while fostering a deeper, more authentic connection between travelers and destinations."

At the recent Americas Lodging Investment Summit in Los Angeles, some hotel CEOs also made clear that they intend to stand by DEI. Among them, Geoff Ballotti, CEO of Wyndham, offered the most extensive comments on the topic.

"We are not looking to change our commitment to DEI to get underrepresented groups like Black-owned enterprises and women-owned enterprises to develop hotels into our system," Ballotti said. "We launched BOLD -- Black Owners and Lodging Developers -- about four years ago, and Women Own the Room about five years ago. We have 20 hotels that, without that support -- financial support, training support, operational support -- we're not sure those hotels would be able to have opened. And we have 100 deals in the pipeline."

Sleeping Beauty Castle, as behind the "Partners" statue at the Disneyland Resort, Anaheim, California. (Photo Credit: Laurie Baratti)

DEI in Transition

On the other side of the DEI policy evolution are travel companies that have begun quietly revising their business practices. 

It was recently reported by Axios, for instance, that Disney is changing its DEI programs to instead emphasize "business outcomes." This development was revealed in a note sent to Disney employees and obtained by Axios. 

In the memo, Disney's Chief Human Resources Officer, Sonia Coleman, explained how Disney's DEI measures would be evolving. The changes include replacing diversity and inclusion performance factors used to evaluate executive compensation with a new "Talent Strategy," according to the Axios report. And while the Talent Strategy will include concepts from diversity and inclusion, there will be a greater focus on how values lead to business success.

In addition, Disney eliminated its "Reimagine Tomorrow" effort and the website that went along with it. The website, a place where the stories of underrepresented communities were shared, drew fire from conservative critics.

Disney is not alone in making these sorts of revisions. In the wake of President Trump's election, Southwest Airlines' vice president of diversity, equity and inclusion changed his title to "vice president, corporate citizenship and chief inclusion officer."

Other well-known travel companies appear to be charting their own course as well, while still others had already been doing so.

United CEO Scott Kirby, for instance, emphasized during a recent earnings call that the airline has historically followed a merit-based workplace policy and intends to continue taking that approach. Kirby added that the airline's process has resulted in a naturally diverse workforce.

"At United, we always have and today we’ll continue to hire based on merit. But we’re in the fortunate position that we’re a very high-quality employer, and we make efforts to cast a wide net for people coming into United," Kirby explained. 

Last year United received more than 600,000 applications for fewer than 10,000 positions, Kirby added. And that volume of applicants allows the airline to be highly selected.

"We hire on merit. We can hire the absolute best of the best and have a naturally diverse workforce. So, we can do both – and the proof is in the results," Kirby added. "We are performing better coming out of COVID for the last few years than any other airline in the world. And our workforce, having a diverse but also the very best people, is a huge part of the reason why we are the best airline in the world."

Travel Advisors and Industry Members Weigh-in On Shifting Landscape

The plans and statements issued by global travel organizations and brands with regard to DEI policies (and the silence from other companies) tell merely one part of the unfolding story in the travel industry.

Travel advisors and travel industry members who operate smaller companies within the industry are on the front lines of the evolving DEI landscape. And some of these individuals shared their thoughts about the changes now emerging and what they mean for travelers and travel companies alike.

Stephanie Jones, CEO of Blacks in Travel and Tourism, a company focused on inclusion, diversity, equity and access, says the dismantling of DEI comes at a time when there was still much progress needed. 

"What remains clear is that DEI efforts in the travel and tourism industry have yet to fully address the systemic exclusion of Black professionals in C-suite positions and Black-owned tourism businesses," said Jones. "In fact, White women, Latino and Hispanic Americans, Asian Americans, and individuals with physical mobility challenges have benefitted far more from DEI and Affirmative Action."

"Black businesses and professionals have not been the primary beneficiaries of these efforts. This inequity persists even though the Black travel and tourism market represents billions of dollars in economic impact annually," Jones added.

But instead of continued progress, Jones said, the industry is now entering a period of time in which companies are being forced to make a choice: Stand firm in DEI commitments or succumb to the political pressures of a new administration. 

"It's clear that many are opting for silence rather than standing in solidarity with the diverse communities that have long supported their companies’ bottom line," added Jones.

That silence is deeply concerning, but not surprising, says Jones. "Silence speaks volumes. It signals hesitation, fear, or worse—an intentional retreat from the progress we’ve fought for in making the travel and tourism industry more equitable."

The rollback or ambivalence surrounding DEI policies in the U.S. may also impact sentiments among travelers from other countries, says Laurence Pinckney, CEO of Zenbiz Travel.

"The shifting DEI landscape sends a powerful message globally about who we are as a country. It’s not just about internal policies; it’s also about how travelers are welcomed and treated," Pinckney told TravelPulse. 

"As DEI becomes a focal point, it’s bringing these important issues to the forefront and influencing how travelers and businesses engage internationally," added Pinckney.

The Future of DEI in the Travel Industry

From her vantage point as CEO of Blacks in Travel and Tourism, Jones works directly with Black professionals and businesses in travel and tourism. That means she's witnessing the impact of DEI shifts in real time. 

And her assessment is that when corporations deprioritize DEI, it doesn’t just mean fewer diversity initiatives—it means fewer contracts for Black-owned travel businesses, fewer Black executives in decision-making roles, and fewer authentic experiences that reflect the diverse travelers who are shaping the future of the industry, says Jones.

It also means Black travelers, who contribute billions to the global travel economy, are once again treated as an afterthought rather than a valued market segment, says Jones. And none of these realities will benefit businesses retreating from DEI, in the long run.

"Rolling back DEI is not just a betrayal of past commitments—it’s a bad business decision. The future of travel is diverse. Black travelers alone contribute over $160 billion to the global travel economy, and yet Black-owned travel businesses still struggle for meaningful investment, supplier contracts, and leadership representation," says Jones, who also suggests that scrapping DEI efforts damages consumer trust. 

Consumers, she says, are watching. And they will remember which brands made public commitments to DEI, and which companies backed away.

Margie Jordan, founder of Jordan Executive Travel Service, offers similar sentiments. Jordan has been watching and looking for statements from travel brands about their commitment to DEI, or lack thereof. And there haven't been many such public statements to date, says Jordan.

Ultimately, it's the travel industry itself that suffers when diversity is not embraced and supported, says Jordan.

"Rolling back DEI initiatives could have significant impacts on the travel industry," she says "For some travel brands, the lack of diversity has resulted in a loss of cultural relevance in an industry that thrives on it. It has alienated travelers who are looking for authenticity."

Moreover, travelers are socially aware and expect brands to represent the diversity of the world they explore, adds Jordan. Equally importantly, a diverse workforce is better at understanding the diverse needs of the travelers they serve, she says.

Still, some maintain hope that travel companies truly committed to DEI at their core, will continue to follow such principles, even if the public-facing program titles or names of such programs are now being revised.

Debra Hines Brown, CEO of SmartBird World Travel, falls into this camp, telling TravelPulse that she continues to see support for DEI amongst travel partners, albeit while some of those partners may be making changes to exclude DEI terminology. 

Still, Brown says, companies that have maintained a long-term commitment to DEI efforts and have integrated such principles into their operations and mission, are unlikely to completely reverse course even now.

These companies may adjust public messaging and some may be more cautious when issuing forward-looking statements. But Brown doesn’t necessarily think such changes signal a full retreat from DEI progress. At least in the case of companies that have always been committed to the issue.

"Companies that have had a long-term commitment to diversity, equity and inclusion within the organization and in expanding the consumer base they serve have ingrained many of the practices within their daily operations and missions," says Brown. 

"Even those that disband or issue public statements will continue to support the efforts," Brown added. "I don’t think that issuing a future-forward statement equates to there being a 180 to undo all of the progress that was made."

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