Diversity, equity, and inclusion (DEI) have become crucial elements of many corporate cultures, particularly in the hospitality and airline industries. However, recent political shifts have left some wondering if DEI initiatives are truly here to stay, or if they are subject to the changing winds of political administrations. While some companies are reaffirming their commitment to DEI, others may be reassessing their strategies in light of political pressure.
A case in point is Southwest Airlines. After President Trump’s election, the airline’s Vice President of DEI, previously overseeing diversity efforts, adjusted his title to reflect a more neutral position becoming the Vice President of Corporate Citizenship and Chief Inclusion Officer. Similarly, the U.S. Tour Operators Association (USTOA) reaffirmed its commitment to DEI despite the changing political climate. However, the Trump administration made it clear that DEI programs within the federal government would face dismantling. This shift in policy raises concerns about the future of such programs, especially within the private sector.
While airlines are federally regulated, the majority of tour operators are not. Still, consumer sentiment plays a significant role in shaping the policies of leisure travel providers. As a result, some companies may feel pressure to align their practices with the administration’s stance to avoid public backlash or scrutiny.
This tension between corporate values and political directives was evident at the Americas Lodging Investment Summit in Los Angeles, where I had the opportunity to engage with CEOs of leading hotel chains. A key discussion point centered on whether DEI initiatives would continue to thrive in the face of a changing political landscape.
Geoff Ballotti, CEO of Wyndham, made it clear that his company remains firmly committed to DEI, citing the success of programs such as BOLD (Black Owners and Lodging Developers) and Women Own the Room. These initiatives have been instrumental in supporting underrepresented groups in the hospitality industry, and Ballotti emphasized that these programs would continue regardless of political developments. “Diversity, equity, and inclusion are so important. This industry needs it,” he stated.
Other executives echoed similar sentiments. Chris Nassetta, CEO of Hilton, highlighted that diversity within hospitality businesses is not only a social imperative but also a business one. Ensuring that teams reflect the diverse customer base they serve is critical to success. Likewise, Elie Maalouf of IHG and Jean-Jacques Morin of Accor emphasized that diversity was not just a trend, but a key component of their companies’ long-term success.
Marriott CEO Tony Capuano offered a perspective rooted in the company’s longstanding values. He explained that diversity has always been central to Marriott’s operations, well before the term DEI became popularized. Capuano also noted that while political changes might prompt occasional adjustments in language or metrics, Marriott’s core commitment to inclusivity will remain unchanged. “We won’t fundamentally deviate even a bit from the core principles of welcoming all and creating opportunities,” he said.
However, not all leaders are as confident in the face of shifting political winds. Mark Hoplamazian, CEO of Hyatt, expressed uncertainty about how the changing political environment would impact DEI initiatives. While Hyatt has one of the strongest DEI programs in the industry, Hoplamazian noted that companies are still grappling with the implications of new political directives. As he put it, “There’s not a lot of framework around [the new policies], and we need to spend some more time to really understand it.”
Despite these varying perspectives, the consensus among many of the CEOs I spoke with is clear: DEI efforts are integral to the future success of their companies, not just because it’s politically correct but because it’s good business. A diverse workforce is better equipped to meet the needs of a diverse customer base, making DEI initiatives an essential component of sustainable growth.
Ultimately, DEI is more than a trend or a political talking point. It’s a reflection of a company’s core values and its commitment to creating opportunities for all. While political changes may influence the way companies approach DEI, the underlying principle remains the same: inclusivity benefits everyone, and it’s not something that can be easily undone. In the words of Marriott’s Tony Capuano, “Everything evolves, but we won’t fundamentally deviate from the core principles of welcoming all and creating opportunities.”
