INCLUSION Italy moves fast forward to LGBTQ+ Inclusion in Hospitality. The ‘Queervadis Certified Protocol’

ITALY MOVES FAST FORWARD TO LGBTQ+ INCLUSION IN HOSPITALITY. THE ‘QUEERVADIS CERTIFIED PROTOCOL’

by Giovanna Ceccherini

Italy is in the bucket list of many travelers in the world. For the LGBTQ+ community, it remains the cradle of culture, because of its connection with Roman and Greek antique history. Homosexuality, too, was part of antique every-day life and its regulation was also part of military training. In recent times, when Diversity and Inclusion are a main topic of discussion-especially in the travel industry - Sonders and Beach Italy, in alliance with the Italian Association of Gay and Lesbian Tourism, has created a Protocol, to monitor and measure the capability of destinations/, of LGBTQ+ inclusivity, both in terms of governance and in terms of strategic marketing. The ‘Queervadis Certified’ Protocol aims to help and monitor the pursue of goals in terms of diversity management and in terms of the marketing strategies, which organizations adopt to catalyze the LGBTQ+ attention. An inclusive service, capable of responding to the LGBTQ+ traveler’s expectations is part of an overall work, in which business policies play a big role when leading a more and more inclusive market.

Periodic audits are planned, in order to give and maintain the certifications during years. RINA, an international certification body, is in charge for surveillance on companies applying to the Protocol. Also, the protocol, which was created in Italy, follows the Nation Plan of Resilience (PNRR), which mentions inclusivity as a major pillar to be pursued after the pandemic and aiming to guarantee conditions of well-being for everyone, citizen or traveler. The protocol also aims to boost destinations to become more and more hospitable for the LGBTQ+ community As it often happens, private business can be trailblazers for what public organizations will consider positively later on. This double connection- Travel Organization and Territory-represents a new way of looking at business: we can get the best quality and the best hospitable destinations only when public and private sector speak the same language, the language of ‘ no one is left behind’. In effects, the protocol has already met the attention of some hotel chains and private organizations (UNA Hotels, Leonardo Hotels, Best Western Italia, just to name a few), but at the same time also some municipalities have applied and been certified, such as Milan and Crema (the small town, setting of the movie ‘Call Me By Your Name’). Next steps are the creation of an international Certification Scheme, partnered by RINA and the adoption of a digital platform for reviews where it will be possible to give word to the users of the QueerVadis certification and which will share the consumer’s perception of an organization and/or destination in terms of inclusion. These info will be elaborated and will define new strategies of improvement and sustainable growth.