Politically Correct or Good Business?

An article in last week's New York Times points out a trend in business travel: More hotels are catering to the preferences of minority business travelers. The new amenities—like emergency make-up packages at W hotels—aren’t about appearing more politically correct, it is
just good business sense.

Female business travelers tend to stay longer than their male counterparts to visit a museum or see a play, making them a more profitable demographic. Gay travelers often extend their stay as well, and many Latino travelers visit family when traveling abroad to their home country for business. To capture the loyalty of these lucrative groups, the Kimpton Hotel chain prominently displays its
support of AIDS and HIV charities, and Continental Airlines sponsors events like Cinco de Mayo festivals.

Much like offering Spanish-speaking operators, appealing to the needs of minorities is often a smart business move because it opens up your business to more customers. For more on hotel offerings

designed to lure business travelers, check out this article from our S&MM archives.