Hilton Takes a Lead on LGBTQ Outreach

Outreach to the LGBTQ community is almost second nature to much of the hotel industry. But in addition to simply being the right thing to do, this interaction is increasingly seen as a critical part of marketing.

For a massive hotel company with multiple brands like Hilton, there are many aspects to attracting the queer traveler—and making them feel welcome and valued.

Amy Martin Ziegenfuss, Vice President, Global Marketing, Hilton, manages the company’s programs in this area, so we spoke with her about her role, as well as the company’s accomplishments.

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TravelPulse: Can you please describe how Hilton approaches marketing to the LGBTQ community? How has this approach evolved over the past few years?

Amy Martin Ziegenfuss: Research by Community Marketing & Insights, Inc., conservatively estimates the United States’ LGBTQ travel industry to be around $115 billion—a huge segment of our industry.

Our consumer marketing approach and engagement within this segment of the community have evolved to keep up with trends and consumer demands, though what has remained consistent is that we always look to connect with the LGBTQ community in authentic ways and find the touch points that matter most. Currently, Hilton is a leading sponsor of the D.C., NYC and Boston Pride Parades, and we partner with leading LGBTQ organizations to help build awareness about the community.

TP: Hilton has a corporate LGBTQ page and I’ve seen the Stay Hilton. Go Out promotions. How much do you keep the marketing at the corporate level vs. the brand level? Have you found that queer travelers tend to be attracted to particular Hilton brands? If so, which ones and why?

AMZ: Our LGBTQ-related sponsorships and partnerships are corporate-led, though we aim to create programs that can be implemented or enriched at the brand and property level. Pride Parades are a great example as many of our hotels and Team Members participate.

The Stay Hilton. Go Out program is an example of our corporate efforts. Launched in 2012, it aims to engage LGBTQ travelers by celebrating the rich history, culture and nightlife of top gay destinations around the world. We’ve built out the landing page with information about LGBTQ travel, an LGBTQ events calendar and interviews as well as travel packages.

We launched Stay Hilton. Go Out with the Hilton Hotels & Resorts brand, which remains a popular brand with LGBTQ travelers. The program has grown to include 460 participating hotels across our portfolio of brands, providing guests the flexibility to select a property that fits their travel needs, whether it’s a group weekend trip, wedding, honeymoon or a family vacation.

TP: Have you done any research about what your queer customers want in a hotel or resort? Does it differ greatly from straight travelers?

AMZ: We are constantly reviewing and analyzing guest feedback, and one thing we know for sure is that travel preferences vary wildly and are incredibly diverse—regardless of whether our guests are gay or straight.

We do have insight into some cities and content LGBTQ visitors with Stay Hilton. Go Out prioritize, and this does impact our programming. As an example, some of the perennially popular destinations booked through the site include San Francisco, New York City, Washington D.C., Pasadena and Key West, so you’ll usually see these featured in some way on the home page.

TP: How much have weddings and honeymoons for LGBTQ travelers become a focus for you, since the 2015 Supreme Court ruling on same-sex marriage?

AMZ: In 2015, we were proud to be one of 379 companies that signed on to an amicus brief in support of marriage equality before the U.S. Supreme Court. There’s no doubt that weddings and honeymoons make up a sizable amount of the LGBTQ travel today, and we see this through the destinations and type of travel LGBTQ travelers book with us.

TP: Obviously, hospitality careers have long been a mainstay for LGBTQ professionals. Do you have any particular outreach programs for hiring within the community?

AMZ: The work we do to ensure Hilton remains an employer of choice is one of the primary ways we make sure the LGBTQ community feels valued and appreciated.

In 2012, Hilton launched a number of Team Member Resource Groups (TMRGs) at our corporate offices. Team Members voluntarily collaborate to promote professional growth through networking and development, and to support business by tapping into key insights from each group’s vantage point. Our LGBTQ & Friends TMRG actively supports our marketing efforts, including Pride events at their respective corporate sites.

We also work closely with the National LGBTQ Chamber of Commerce and our supplier diversity teams to ensure we’re effectively supporting LGBTQ-owned businesses.

TP: What sort of inclusivity training, if any, happens at the property level? Are there different expectations or issues that arise in some foreign countries versus here in the U.S.? If so, how is that handled?

AMZ: Hilton is in the business of serving people. Our hotels have always strived to be a gathering place for all people, regardless of beliefs, gender, race, color, national origin, religion, sexual orientation or gender identity. We offer Diversity Training to all Team Members at all locations—corporate or property-level—and are currently piloting an enhanced version to ensure it continues to meet our high standards for cultural sensitivity.

TP: Have you had any LGBTQ marketing initiatives that went beyond your expectations?

AMZ: We are incredibly humbled that our efforts on these important issues have been recognized by a number of organizations. We just received a score of 100 on the Human Rights Campaign Corporate Equality Index for the fifth consecutive year.

In the past year alone, we were also ranked 1st on LOGO’s 25 Most LGBTQ Friendly Brands–Trailblazing Company Ranking, 14th on Fortune Magazine’s Best Places–Workplaces for Diversity, named one of DiversityInc’s Top 50 Companies for Diversity and included on Forbes and Just Capitals America’s Most JUST Companies list.

TP: How much do you partner with LGBTQ organizations on marketing or initiatives? How much of that is done on the corporate/brand/property level? Can you give some examples?

AMZ: We are proud to collaborate with a number of the LGBTQ community’s most influential organizations on leadership, advocacy and sponsorship, some of which I’ve already mentioned. At a property level, we host a variety of events including HRC’s Time to Thrive Conference and the Matthew Sheppard Foundation Bear to Make a Difference Gala.

Next year, the International Gay & Lesbian Travel Association will host its Global Convention at the Hilton New York Midtown. We also provide select organizations with room nights to support their fundraising efforts.

My colleague and Hilton’s Senior Director Global Diversity and Inclusion Jon Muñoz serves as Vice Chair of the International Gay and Lesbian Travel Association (IGLTA) Board of Directors, the association that works tirelessly to promote and attract LGBTQ trade and tourism. Jon also co-chairs the National LGBT Chamber of Commerce Corporate Advisory Council, which is comprised of more than 140 corporate partners.

TP: How do you think Hilton stands out as a leader on LGBTQ issues in the hospitality world?

AMZ: Our vision at Hilton is to “Fill the earth with the light and warmth of hospitality—by delivering exceptional experiences—every hotel, every guest, every time.” We are proud of our long history and comprehensive efforts to support the LGBTQ community and to ensure every guest feels cared for, valued and respected.