Andaz’s George Romero on Marketing to Queer Travelers

George Romero, the Associate Director of Events and Sales at the Andaz Scottsdale Resort & Spa, started his hospitality career back in the Summer of 1999 at the Hyatt Regency Phoenix. It began merely as “a fun summer job,” but after three months, he realized that this was the right career path for him. We spoke with him recently about marketing to queer travelers today.

TP: Tell us about your early experience with working in the hospitality field?

GR: I was raised with immediate family members in the same industry, so I was aware of hospitality from a very early age. I have always been a very outgoing, charismatic individual—so this was the perfect audience for me. Having the ability to make an immeasurable number of connections with our guests was an easy choice and in line with what this industry stands for

At the start of 2018, I made my way to the Andaz Scottsdale. Andaz, as you know, is one of many brands under the Hyatt umbrella and one that appealed to me because of its culture of unique personal style. I’m also a huge fan of mid-century modern aesthetic, which is everywhere you look on property!

TP: How important is the LGBTQ travel segment to the Andaz Scottsdale, and why?

GR: The LGBT community is a segment that fits right into our way of life at the Andaz Scottsdale. We highly revere ourselves as a resort that encourages personal style and identity. Since our grand opening, we have fostered a culture of genuine self-expression through personal style to our guest and associates—values that mirror those of the LGBTQ community and queer traveler.

TP: In what ways do you market to this segment? Do you work with any local groups or institutions to do so?

GR: Being newly open, we have connected ourselves to a number of diverse groups in the area. This year will be our second year showcasing at “Rainbows Fest” alongside many of the state’s Hyatt brands. Rainbow Fest is a local LGBTQ group that organizes a weekend street fair for the community to explore and immerse themselves in everything queer our state has to offer.

It also falls on the same weekend as our local AIDS walk, which is organized by The Aunt Rita’s Foundation, an HIV/AIDS prevention and education-based organization which we partner with as a local Hyatt community.

Andaz Scottsdale, along with our sister Hyatt properties, will also be participating in this year’s walk, which has been something traditionally done by the surrounding Hyatt brands in the state for many years.

TP: Have you seen any uptick in wedding or honeymoon bookings in the past few years since marriage equality has come to all 50 states?

GR: I definitely have seen a great uptick since marriage equality—and hopefully that is a trend that will continue. I think queer couples have a different eye of what their wedding looks like. I LOVE that, as it’s infusing new life and excitement into a market I personally work in. I think as we continue to have visibility in the wedding market, we will only witness growth and excitement.

TP: Why do you think Scottsdale, and Phoenix in general, are good destinations for queer travelers?

GR: I grew up in Arizona in a time where being a queer traveler was not something anyone identified with, so being able to even use that as a phrase for our state is something to be proud of. I think visibility is great for all cities to create safe places for the queer travels to discover and enjoy.

Our cities provide a unique mixture of cultures and communities that make this the perfect destination to discover something they might not have where they come from. Our own Melrose Ave. has turned into a hotbed of queer-owned business, restaurants and nightlife geared to the LGBTQ community and traveler. That is helping spread throughout Phoenix and Scottsdale. We’ve gone from having a specific part of town that’s known as the LGBTQ area to now having that be any place in Phoenix or Scottsdale.

Lastly, I can’t forget our many months of pool weather!

TP: Hyatt has long been a leader in inclusivity, and the Hypride is a great example of that. Can you talk a little bit about the program, and your involvement in it, if at all?

GR: I have been lucky enough to hold a position as a Co-Chair in our local HyPride group, which is infused with other LGBTQ members as well as allies within our sister Hyatt properties. HyPride is an amazing entity within Hyatt that helps shine a light on a community that for many years has not only been a part of the hospitality world but one that has influence inside of it.

It helps brings some of the issues that are important to the LGBTQ community to the forefront. Hyatt as a whole is amazing when it comes to community outreach and philanthropy—and with the creation of HyPride, we have been able to form chapters in our local cities that focus on organizations that educate, protect and enhance the LGBTQ community locally.

TP: How do you think queer travelers are selecting resorts/destinations today? What are they most focused on?

GR: As a queer traveler myself, I think our focus is on the story that the resort or destination tells. That is why I love the culture we are creating at the Andaz in Scottsdale—personal style and uniqueness. That is going to continue to be appealing to the LGBTQ community and traveler.

I also think having a mix of activities, nightlife and relaxation is equally as important—all of which we have either have on property or minutes away.

TP: Does the resort do any type of inclusivity training for its staff? If so, can you describe?

GR: From the interview process, we try and build a community of associates that are open-minded and welcoming to all groups. I think the hospitality industry has some of the most welcoming and accepting associates of any industry. Of course, as the world changes, we do provide them with information that might help serve our guest of any walk of life best.

When lavatories became something that affected our community, many places realized that we had to educate ourselves. One of the coolest “aha moments” our guest have is to see the gender-neutral lavatories in our lobby. That is the culture Hyatt represents, and we will continue to sit at the forefront of acceptance and inclusivity of all communities that visit our properties.