It’s time to embrace DEI for the health & growth of your hospitality business

If you’re done with bias-related issues and ready to foster a diverse, inclusive and thriving workplace, then

Why your DEI initiatives don’t seem to be working, despite the policies & procedures you put in place.

Maybe you hired a Diversity Officer, or your HR department has implemented Diversity & Inclusion initiatives in order to stem the tide of harassment complaints and discrimination lawsuits. 

But your directors are still struggling to find top talent that stays, guests aren’t impressed or are threatening legal action, key departments are still underperforming, and profits are lackluster.

Does it feel like your responses to these crises are simply band-aid solutions? If you continue to have bias-related issues on both the team level and the guest level, then your organization is missing one critical piece of information:

Conventional solutions to combat current DEI problems simply don’t work.

It’s often difficult to know what’s going on inside a company. Habits, existing processes, and unconscious biases shape our understanding of what’s happening, which can cause us to overlook issues or over-index on correcting them. Data can reveal the irrefutable truth, turning a conversation based on opinions and beliefs into one based on facts.

Using data in diversity and inclusion initiatives can help organizations move beyond checklist exercises. It can enable them to take an honest look at where they’re falling short, assess the experience of specific groups in the company, and prevent employee attrition before it happens. 

Without first examining what’s really going on in your company culture and the guest experience followed by an unconscious bias training program that actually works, you’ll continue to experience symptoms of a toxic workplace, employee attrition, guest abandonment, and discrimination-related lawsuits.

To combat bias and make your workplaces more diverse, equitable and inclusive so that all team members & guests consistently feel welcome, your policies need to be backed with regular, authentic action.

But your current state of affairs is blocking the way to this ideal:

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You’ve been experiencing a multitude of legal issues – which have multiplied in the past few years – and the complaints are coming from both your team members and your guests.

Citrine Consulting Collective - SKINCARE PRODUCT BRANDS

On the heels of your lawsuits and other HR complaints, you’re suddenly getting a taste of #cancel culture and what bad PR looks like in the age of social media.

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You’re having some epic challenges when it comes to recruiting and retention. Pre-COVID toxic workplaces and legal issues are still lingering – and team members are being extremely discerning about where they want to work now, as they are prioritizing their health & safety like never before. Many are choosing a different employer in favor of more satisfying and inclusive places to work.

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Your company’s reputation precedes you. When looking for new opportunities, team members know which workplaces have a reputation for enabling issues of harassment, discrimination or toxic work environments and those who have a track record of being good to their people. They’re choosing where they feel like they’ll belong and have actual opportunities for advancement.

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Your company’s profits are lackluster and key departments are consistently underperforming. Maybe your team is just not diverse enough to be bringing new, fresh and innovative ideas to the table. Studies have shown that a team’s diversity has a direct effect on financial returns.

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Just as you’re working towards greater diversity, your equity and inclusion efforts are falling flat. There are so many ways to be inclusive, but you don’t know where to start. Or maybe you thought that after conducting some conventional DEI training that one would naturally follow the other, because it’s all about awareness, right?

To combat bias and make your workplaces more diverse, equitable and inclusive so that all team members & guests consistently feel welcome, your policies need to be backed with regular, authentic action.

How do you do that when the conventional methods you invested in aren’t working?

Conventional methods don’t work because they focus solely on awareness as the be-all-end-all solution to diversity and inclusion problems. Specifically, traditional training aims to raise people’s awareness of biases based on race or gender. By also sending the message that these biases are involuntary and widespread, it can make people feel that they’re unavoidable.

To put it simply, the solution is to ditch conventional methods and go beyond raising awareness to teach people how to manage their biases and change their behavior.

Hospitality companies are in a very unique position, and some might say the best position, to be shining examples of diversity, equity and inclusion because we can measure our efforts both internally and externally, on a global scale.

You can get immediate insight into how well you are following through on your DEI initiatives through an employee DEI survey and a top-to-bottom assessment of the guest experience.

Once you’ve got that insight, it’s time to get into action. This is where you go beyond raising awareness and into:

teaching your people how to manage their biases and change their behavior

tracking your data on diversity, employee’s perceptions, and training effectiveness throughout the year

rethinking your policies

Imagine a world where you have more productive, creative and innovative workplaces that cater to all customers while generating above-average profitability – and fewer legal issues...

This can be your company’s reality.

Companies that follow their words with action in DEI initiatives have financial returns higher than their respective national industry medians. Studies have also shown that within the best-performing companies, hiring diverse talent isn’t enough—

it’s the workplace experience that shapes whether people remain and thrive, teaching their people how to manage their biases and behavior is critical, and rethinking DEI policies and procedures has a direct effect on the health and growth of the company.

Introducing:

The DEI Action Audit for Hotel/Resort Spas

An assessment of your organization’s commitment to DEI + an undercover operation starting from the diverse guest perspective that shows you where you can be stronger in your commitment so that your hospitality company can thrive.

DEI Action Audit

This in-depth onsite and online audit is a complete assessment of your commitment to DEI through the lens of the diverse consumer, and is ideal for high-end hotels, resorts and destination spas looking to pinpoint and improve DEI issues within key departments.

There are 3 pillars of success in this program:

Pillar 1: Mystery Shop Audit

Pillar 1

Mystery Shop Audit

Our in-depth Mystery Shop audit includes a deep dive into your DEI policies, marketing, experience, facilities, diversity, equity and inclusion for 4 customer-facing departments with a special focus on Spa & Wellness; full evaluation of any digital aspects that contribute to guest/potential guest experience; and 2 days of on-site visits to evaluate the guest experience.

The results are presented alongside a custom Roadmap with actionable implementation recommendations for improved performance.

DEI Employee Survey

Pillar 2

Employee Survey

This industry-leading DEI Employee Survey includes research-based survey questions, normative benchmarks, and an interactive dashboard that will clarify the workplace culture climate and identify opportunities for improvement.

You’ll be able to turn flagged issues into goals and track progress throughout the year to see if your team is noticing improvement in your focus areas.

By using the information obtained from the DEI Employee Survey, your organization can improve through increased innovation, better decision-making and better business outcomes.

DEI Masterclass

Pillar 3

Masterclass Training: Thriving in a Diverse Hotel/Resort/Spa

This serious subject matter is addressed in a light-hearted and engaging half-day course for both managers and team members.

This evidence-based course (developed within the Harvard Business School Unconscious Bias Training framework) is specifically designed for people who work in spa and hospitality settings. It provides foundational knowledge in key diversity and inclusion content.

All participants return to work with a plan and guidance on how to manage and improve their mindset & behavior in regards to DEI.

What Leaders in Our Industry Say About Our DEI Action Audit for Hotel/Resort Spas:

“This overall is a very good program, a very needed program.”

Dr. Bryan K. Williams

Keynote Speaker & Author

“This is phenomenal…impressive.”

Amanda Frasier

EVP, Standards & Ratings, Forbes Travel Guide

“This is a small investment for a large reward.”

Shane Upson

Director of Spa Operations, San Manuel Casino

“There is definitely a need in the industry to address this and to take a stand. It’s really timely, and I think it’s a really critical thing. It’s a small price to pay for a very big reward.”

Jayne Griswold

President, Griswold Hospitality Partners & Former EVP Client Services, Forbes Travel Guide

“This is so needed…and right on target. It’s a good opportunity and I admire you for doing it.”

Michael Tompkins

Partner at Hutchinson Consulting & Former Chairman, ISPA (International SPA Association)

“Irene is a leading voice on Diversity, Equity, Inclusion and Anti-Racism among other things and is a catalyst of possibility. This service weaves DEI into luxury environments and conversations.

Jim Root

Mii amo General Manager & Director of Wellbeing, Enchantment Group

KEY FEATURES

Of The Citrine DEI Action Audit

The DEI Action Audit is an assessment of your organization’s commitment to DEI plus a mystery shop starting from the diverse guest perspective, pinpointing where you can be stronger in your efforts so that your hospitality company can thrive.

The program includes:

DEI Employee Survey

that includes research-based survey questions, normative benchmarks, and an interactive dashboard that will clarify your workplace culture climate and identify opportunities for improvement.

In-depth audit

on branding, marketing, experience, facilities, diversity, equity and inclusion for 4 customer-facing departments with a special focus on Spa & Wellness. Includes 2 days of on-site visits.

Full evaluation

of any digital aspects that contribute to the guest and potential guest experience. These include digital marketing and ads, social media channels, and online booking systems.

Custom Roadmap

with actionable guidance for improved internal and customer-facing DEI initiative execution with a special emphasis on spa and wellness, delivered as a written report & highlight presentation.

Here’s what to expect in the 4-6 week process:

You’ll be guided along every step of the way. This is a collaborative process and everyone’s included.

1. ONBOARDING

Welcome aboard! You’ll get more details here on the entire process, what’s expected of you & your team, what to expect from us and when.

2. COLLABORATION

Show us what you’ve got: during this phase we take a look at your DEI initiatives so we can measure how well executed they are.

3. COLLECTIVE

Show us what you’ve got, up close & personal: we visit your property in a mystery shop Undercover Boss-style, through the lens of the diverse guest.

4. COLLECTIVE

Audit & Assessment: We collate the 482 criteria by which we evaluated your commitment to DEI. Our criteria is comprised of current five-star standards and DEI standards for travel & tourism.

5. COLLABORATION

Listening to the team: an Employee DEI survey is conducted by asking employees to give their feedback in an industry-leading online platform. Team members are given two weeks to take the survey.

6. COLLECTIVE

Roadmap Report Creation: Our entire assessment is placed into a customized Roadmap that provides actionable guidance on how and where to improve and make changes in your company.

7. COLLECTIVE

The results are in: the Employee DEI Survey results are complete and available in a property-specific interactive dashboard. The results will immediately provide clarity on your workplace culture climate and identify opportunities for improvement. You’ll also be able to track team progress for one year using the CustomInsights platform.

8. PRESENTATION

Our version of TL;DR: We highlight key takeaways from the audit, do a debrief for the Employee Survey, and summarize your customized actionable guidance via an online presentation for all key stakeholders.

9. COLLABORATION

Strategy for moving forward. Word of warning: oftentimes the results from the audit and survey can be shocking and even embarrassing. This is a good thing, because it’s in this space that the most impactful changes can be made. Here’s where you receive the data and guidance to make decisions on what immediate and long-term actions you want to take in regards to your DEI initiatives, the health of your teams and the delight of your guests.

POST EXPERIENCE

An optional and highly recommended add-on to the assessment experience we present for you to consider is our DEI Masterclass for Management & Team Members, “Thriving in a Diverse Hotel/Spa”. More info below.

Thriving in a Diverse Hotel/Spa

A DEI Masterclass for Management & Team Members

An optional and highly recommended add-on to the Action Audit experience.

This serious subject matter is addressed in a light-hearted and engaging half-day course for both managers and team members.

This evidence-based course (developed within the Harvard Business School’s Unconscious Bias Training framework) is specifically designed for people who work in spa and hospitality settings. It provides foundational knowledge in key diversity and inclusion content through two experiences:

  1. Thriving on a Diverse Team
  2. Creating a Welcoming & Fulfilling Experience for All Guests

There are 4 main objectives for this masterclass:

Objective #1:

Participants will learn the basics of DEI and the latest scientific understanding of factors that affect the diversity climate, and the way they operate.

Objective #2

Participants will learn how to anticipate, understand, and be able to work constructively with the broad range of backgrounds, motivations, beliefs, and views that team members bring to the workplace.

Objective #3:

Participants will learn the specific skills needed to facilitate and manage the challenges related to conversations about diversity, and more specifically DEI in travel & wellness.

Objective #4:

Participants will be able to describe the role of DEI in travel/wellness, their role as an advocate for others & themselves, understand what marginalized groups may face as guests, and be able to address challenging situations related to DEI while at work.

Start embracing DEI for an optimal company culture and stronger financial performance across the board.

Now more than ever before, hospitality companies need an agile and diverse workforce guided by inclusive leadership who can draw out their people’s fullest potential.

To achieve this, they need to nurture the workforces that reflect the communities in which their people live through a diverse and inclusive culture that allows everyone to thrive and build a better working world. Diverse teams better represent the customers they serve, make decisions with fewer blind spots, and bring more varied and innovative thinking to problem-solving.

In the The DEI Action Audit for Hotel/Resort Spas, we partner with you to uncover where you can be stronger in your commitment to diversity, equity and inclusion in your travel and wellness business.

The audit has all the current, up-to-date and relevant five-star criteria that ensures a luxury guest experience, but it goes two steps further – it also evaluates how well the spa journey considers the diverse guest and it includes a DEI employee survey.

The audit covers more than service – it covers everything in the customer journey, online and offline, PLUS DEI.

The entire support container includes actionable guidance, and the option for management and teams to receive training on guest diversity and inclusion.

Most importantly, this audit considers people. And not just one segment of people. It considers every guest. We consider it an audit that helps teams heal while helping guests heal as well.

What happens in your business if you DON’T follow through on your DEI initiatives with consistent, authentic action?

DEI is no longer a “nice to have” – in fact, it will be your company’s best asset, but only if you follow through.

Lagging in financial returns:

In the case of ethnic and cultural diversity, business-case findings from a 2020 McKinsey & Company study are compelling: in 2019, top-quartile companies outperformed those in the fourth one by 36 percent in profitability.

Companies in the bottom quartile both for gender and for ethnicity and race are statistically less likely to achieve above-average financial returns than the average companies in the data set — that is, bottom-quartile companies are lagging rather than merely not leading.

Less innovation, less agility, and less smarts:

Those stuck in the pitfalls of conformity and homogeneity will find their workforces are less innovative (conformity discourages innovative thinking), less agile and more resistant to pivoting during times of trouble or crisis, and frankly not as smart as diverse ones – in recent years, research has revealed another, more nuanced benefit of workplace diversity: nonhomogenous teams are simply smarter.  That’s according to the researchers at the Harvard Business Review, who know a thing or two about smart workforces.

Customer abandonment:

Right now, 60% of travel executives report that it is more difficult than ever to win customer loyalty. A recent Accenture study found that the majority of travelers—including more than half of ethnic minorities and LGBTQ persons—will switch providers if a company does not publicly reflect inclusive practices, take responsibility for its D&I challenges, treat them fairly, offer a welcoming environment, or take swift & corrective measures in the wake of a D&I incident.

Customers who switch to another travel provider could cost travel companies around the world up to $212 billion in potential revenue.

Hi, I’m Irene, CEO & Founder, Citrine Consulting Collective

I created this company because wellness is my way of life and doing business. I believe that when hospitality companies embrace the concept of wellness and implement it with purpose and intention, not only do they give guests what they expect, they are building long-term sustainable success.

The goal of my work with hotels, resorts and spas is to demonstrate that DEI is an embraceable topic. It’s not about political correctness, affirmative action, or quotas – it’s about a deeper level of emotional connection and embracing a guest’s identity to individualize their experience, and elevate it to something truly meaningful and transformative.

As seen in:

As Seen In DaySpa Magazine, Pulse Magazine, WellSpa 360, Hotel Executive, Hospitality Net

Who is the The DEI Action Audit for?

Let’s make sure it’s the right fit for everyone.

The DEI Action Audit is right for your organization if….

  • You are a high-end or luxury hotel/resort brand with a spa and/or wellness program in your properties
  • You are a destination spa with a wellness program
  • You are a boutique hotel with a spa and/or wellness program
  • You have DEI initiatives in place
  • You have publicly committed to diversity, equity and inclusion

The DEI Action Audit is not for you if…

  • Your hotel/resort property does not have a spa or wellness program
  • Your properties have a spa/wellness program but do not have DEI initiatives in place, and your brand has not addressed DEI

The crux of our DEI Action Audit is to evaluate the DEI initiatives you already have in place and give you data on what’s working and what isn’t, and where you can be stronger in your commitment. If your organization still needs to implement these policies, we’ll be here for you when you’re ready to evaluate your progress.

Frequently Asked Questions

Questions? We’ve got you covered.

How much is the DEI Action Audit?

Our current pricing for the DEI Action Audit is dependent on the size of the property, the number of employees taking the DEI Employment Survey, and whether the assessment is for the entire guest journey or just the spa experience. Investment starts at $7500 for 1 property and up to 160 employees. (This investment is about 3% of the average salary of a Chief Diversity Officer in the U.S.)

Is there a price break for multiple property audits?

Yes! When booking two or more property audits, the investment starts at $5400 for each property and up to 160 employees at each property. If your property has more than 160 employees to include in the survey, contact us to discuss details.

Is the Masterclass training included with the audit?

The Masterclass Thriving in a Diverse Hotel/Spa is an add-on to the Action Audit and is a separate investment.

What is the pricing for the Masterclass training?

The Masterclass Thriving in a Diverse Hotel/Spa starts at $7500 per property per day.

Is the Masterclass training virtual or in person?

The Masterclass Thriving in a Diverse Hotel/Spa ideally takes place in-person at your property with all of your customer-facing team members in attendance. This is the ideal scenario, but may change to virtual training depending on the state of current COVID-19 mandates and regulations.

Is the cost of the guest journey and spa/wellness treatments included in the investment?

Accommodation, transportation, food and beverage per diem, and spa treatments are separate costs and are reimbursed by the client before project is completed.

How do I know if the DEI Action Audit is right for my brand?

The DEI Action Audit is right for your organization if:

  • You are a high-end or luxury hotel/resort brand with a spa and/or wellness program in your properties
  • You are a destination spa with a wellness program
  • You are a boutique hotel with a spa and/or wellness program
  • You have DEI initiatives in place
  • You have publicly committed to diversity, equity and inclusion
Can we just do the DEI Employee survey without the Action Audit?

You are always welcome to conduct your own DEI Employee Survey through CustomInsight, the company we partner with for this module within our Action Audit, but the insights into how well your DEI efforts are performing will be incomplete. Without first examining what’s really going on in your company culture and the guest experience followed by an unconscious bias training program that actually works, you’ll continue to experience symptoms of a toxic workplace, employee attrition, guest abandonment, and discrimination-related lawsuits.

Can we book just the Masterclass/training only?

The Masterclass Thriving In a Diverse Hotel/Spa is an add-on to the DEI Action Audit and is not a standalone program at this time, as some of the components of the training will use points from the audit in order to illustrate scenarios in the Masterclass.

We are ready to get started. How soon can you start the audit and the training?

The audit process will begin as soon as the contract is signed and a deposit is delivered. The mystery shop will be scheduled shortly thereafter and is usually conducted within 30 days of contract signing. We are currently taking reservations for the Masterclass and will begin training either in person or virtually in Q1 2022.

Schedule a Connection Call

Ready to do this? Let’s get started!

To make the best use of our time, please give us some details using the form below. How many properties are you interested in auditing and how many employees will be included in the DEI Employee Survey? After receiving your request, you’ll then be sent a link to Irene’s calendar to book a time that works for you. Let’s do this!


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