Influencers Aisha Shaibu and Lexie Lenoir urged delegates at the event in London to diversify their marketing messages and think carefully about who was pictured in collateral.
The pair are co-founders of The Queer Nomads, and starred in Celebrity Cruises’ All-Inclusive Photo Project, through which the line offers free images to other brands, all showcasing a diverse cast of individuals.
Until last year Lenoir had spent 15 years working in hospitality and she said in that time marketing messages hadn’t changed, and were still focused on hetrosexual couples: “We spend so much money on travelling, we’re the perfect example of why you should market to us,” she told the audience. “You’re losing out on a lot of money and you’re avoiding different cultures. The world has changed a lot, so why not reflect that? If you don’t include me in your marketing I’m not going to take part [...] I’m not going to spend my money with you.”
However brands shouldn’t just be driven by financial gain, as Shaibu explained: “It’s about ensuring everyone has access to your products.” The duo stressed that efforts by travel businesses must be made intentionally, and led by those at the top.
They also warned companies against token gestures. “It’s not about doing one video campaign. It’s about longevity and working with communities,” Shaibu added.
The pair highlighted research that showed black travellers in the USA spend $109billion a year on travel, and that queer consumers travel four to six times more than hetrosexuals.
Joining the duo on stage for a panel discussion, Celebrity Cruises head of sales Nicola McNeish said celebrating diversity "adds such richness to a business". She said marketing to a diverse audience makes solid business sense, adding: “It’s a massive business opportunity, and there is a huge amount of business there for the taking."
Since taking part in the All-Inclusive Photo Project, Lenoir admitted the pair were now “hooked” on cruising, and have sailed with Celebrity three times in the past year. “Before I thought I was a little bit too young, and a little bit too brown for cruising. But Celebrity has opened a whole new world for me,” she added.
