The resource has 100 images of people representative of a range of races, sexualities, genders and disabilities, shot by major photographers including Annie Leibovitz.

“If you look at travel marketing today it is still mostly white, mostly mum and dad and 2.4 kids,” pointed out Jo Rzymowska, president and managing director, EMEA for Celebrity Cruises.

Speaking at this year’s International Women in Travel and Tourism Forum in London, she explained how in pursuit of  “authentic imagery” Celebrity had also used non-models for the All–Inclusive Photo Project shoots.

The forum heard how, similarly, Virgin Atlantic’s recent diversity-focused TV advert used actual employees as actors.

The airline has a series of networks to support different communities within its workforce, including LGBT+ and disabled employees, and runs company-wide initiatives to “celebrate” them, said Patrice Gordon, director of commercial strategy development.

“We lost 50% of our staff during the pandemic; it has been a tough journey to keep that sense of belonging. We’ve really focused on the belonging journey using those networks and making them feel proud,” Gordon explained.

The company also has a “reverse mentoring” scheme to help senior management understand the needs and challenges of more junior staff.

Another company embracing authenticity within marketing is Contiki, which recently teamed up with the Spanish Tourist Office to take an all-LGBT+ film team to capture Pride in different parts of Spain.  

David Meany, director of partner marketing for Contiki’s parent company The Travel Corporation, explained that the company is linking its DEI to its wider sustainability strategy across communications, contracting and marketing.

Teams across the company have been benchmarking on how they are supporting diversity.