I recently read an article in a travel editorial in one of the nationals where a 74-year old male customer had written in to complain tboth sustainability and inclusion were nothing more than modern rhetoric which smacked of "an unnecessary woke culture".

It’s not often I’m left speechless, but this genuinely floored me. To suggest sustainability is some sort of buzz word used to ensure a business is "on trend" is utterly naive in the world of travel.

Taking this seriously isn’t just the right thing to do, it’s a critical aspect of self-preservation as a travel business. Anyone who hasn’t yet realised the time is coming where green credentials are a key determining factor when it comes to booking has, frankly, been living under a rock.

In the case of inclusion, I do understand this customer’s feeling that the topic seems to endlessly dominate headlines and agendas.

But let’s face some facts: while our intentions may have been progressive, the statistics don’t lie. TTG recently reported less than 25% of travel boards feature female leaders. Writing this as the AWTE’s male ambassador, this leaves little to be proud of.

As an active participant in our industry trade, I see how much diversity we have – until you look at the boardrooms and see how little there is by comparison.

Individuals with different perspectives are what make any business, and should be at the heart of what we do. And yet, time and time again, this diversity is noticeable by its absence.

If acknowledging these issues leaves me to be accused of responding to a woke culture, then so be it. Better that than continuing to bury our heads in the sand.

’I needed a helping hand’

So as a male ally, how can you engage without letting the fear factor get in the way? Firstly, recognise the issue and be prepared to call it out. It’s the first step and almost certainly the most difficult.

Personally, I’ve found it easy to fall foul of "imposter syndrome" – the feeling that my status disqualifies me from comment. But enter AWTE and other similar bodies who are embracing the need to engage at a broader level and you’ll soon find yourself among friends.

Honestly, I couldn’t be more grateful for the helping hand. I needed it – admitting that isn’t easy. I’ve come to realise that introducing diversity doesn’t need to mean ignoring or replacing what’s there, it’s bolstering it and providing additional insight for a broader perspective.

When I consider the "what next", I begin with the hope that our aforementioned customer is in the minority. In time, more and more customers will take a stand and I can also see team members recognising the issues and wanting to see progress.

It starts with leadership and ends with a common view of the "unacceptable". Working out how to address this is not a hard and fast science. I don’t pretend to have the answers, but I’m willing to look at it, learn from others, and help develop other male allies with the help of AWTE and others.

Phil Gardner is chief commercial officer at Ambassador Cruise Line. He was appointed to the AWTE, Association of Women Travel Executives, board earlier this year as the group’s first male ambassador.