Icons of Inclusion – Monday 21 July 2025
Proudly hosted by The Dorchester, London

Uwern Jong, Experientialist-in-Chief of OutThere pointing to Icons of Inclusion backdrop at 2024's event

Icons of Inclusion is a rallying call to the tourism industry’s boldest thinkers and changemakers. It’s a gathering of visionary thought leaders, driving the future of travel and hospitality through representation, personalisation and purpose. At a time when hard-won progress in diversity, equity, accessibility and inclusion is under threat, Icons of Inclusion champions disruptive ideas, intersectional dialogue, honest conversations and inspiring voices, to empower luxury travel industry professionals to create meaningful change.

Uwern Jong | Experientialist®-in-Chief | OutThere

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welcome@iconsofinclusion.com


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INSPIRING AN INCLUSIVE FUTURE FOR LUXURY TRAVEL

Aisha Shaibu-Lenoir speaking from a lectern at Icons of Inclusion 2024

The luxury travel industry is one known for its exceptional standards of intuitive hospitality that provides bespoke experiences so that each and every traveller and guest feels more than just welcomed, but that their unique needs are catered for. Given hospitality is, by its very nature, inviting to all, a perception prevails that the industry by default is inclusive of all. However, this narrative overlooks the fact that we may not have the life experience to consider the unique needs of diverse communities, and the fact that unconscious bias can negatively impact the way we think and behave towards others. This is echoed by the sentiments of many people – travellers, guests and those who work in the industry – who feel under-represented because of the way the industry operates.

73% of luxury travellers from diverse backgrounds do not feel that the industry is inclusive of today’s diverse traveller demographics.

Luxury travel marketing and communications are not representative of today’s luxury traveller; nor do travel brands on the whole proactively target, market and promote directly to diverse community groups.

66% do not feel that providers are offering products or services that are tailored, personalised or individual – especially when it comes to the needs of diverse travellers.

Luxury travellers feel that the industry’s products and services are overwhelmingly ‘cookie cutter’ and providers do not invest in the personalisation (or are not concerned about) the needs of individual guests.

62% do not feel that those employed by luxury travel providers are adequately trained to deal with diverse guests.

Luxury travellers from diverse backgrounds do not feel that the staff representing the top luxury travel brands receive adequate training to deal with diverse guests/travellers.

57% do not feel that travel providers are transparent enough about their diversity policies when it comes to non-discrimination or a diverse and socially-conscious supply chain.

Luxury travellers feel that the travel industry is far more about profit than it is about purpose, especially when it comes to the treatment of their employees.

62% of employees in hospitality and tourism feel that there is far more that needs to be done when it comes to levelling the playing field in their companies.

There is a lack of diverse representation, particularly at senior levels in tourism. Employees from diverse backgrounds do not feel that there are equal opportunities for career progression.

Diversity is good for both brand and business

Personalising the brand, sales and marketing, and product experience for diverse travellers leaders to an increase in engagement, loyalty, word-of-mouth and profitability.

71% of travellers from diverse backgrounds will overwhelmingly choose a brand that proactively demonstrates inclusivity.

Travellers are proactively looking for destinations and travel brands that can outwardly demonstrate inclusivity in their outlook, good social responsibility and ones that value diversity and difference.

Allies are also fully supportive of travel providers that promote diversity and inclusion.

On the whole, mainstream travellers are more aware than ever before about corporate governance and will hold travel providers accountable for the way they conduct business. They are putting their money where their values lie, voting with their wallets and they understand that their purchasing power can help change the challenging structures still faced by many today.

*OutThere diversity survey 2023


TRAVEL AS A FORCE FOR GOOD

Delegate photographing speakers on stage at Icons of Inclusion 2024

DEAI is at a crossroads – threatened by shifting politics, performative gestures, and economic priorities that sideline representation. But inclusivity isn’t a trend… it’s a transformative force that reshapes the industry for the better. If we let it slip, we risk returning to a narrative that only reflects the privileged few. Now is the time to double down. To listen harder. To act louder. To celebrate commitment. To ensure luxury travel doesn’t just look inclusive – but is inclusive. The future of meaningful, responsible travel depends on it, so let’s not lose ground.


REGISTRATION

Panelists share a joke on stage at Icons of Inclusion 2024

GENERAL DELEGATE REGISTRATION
GBP£249 + VAT per person

Registration is for one delegate only and gains you access to the full-day programme.

TRAVEL ADVISOR / MEDIA REGISTRATION (COMPLIMENTARY)

Complimentary places only apply to travel advisors/agents, tour operators and members of the travel trade; as well as members of the media including travel editors, journalists, freelance travel writers and content creators. All other attendees are required to purchase a full delegate ticket.

Please contact welcome@iconsofinclusion.com for registration.


Speakers and presenters

More speakers to be confirmed soon


AGENDA

Agenda to be confirmed soon

08.45 – 09.45Registration open / breakfast networkingDorchester Ballroom Suite
09.45 – 09.55Good morning and welcome from the organisers and the Malta Tourism AuthorityUwern Jong (he/him), OutThere
Tolene van der Merwe (she/her), Malta Tourism Authority
09.55 – 10.10Welcome from Dorchester Collection Paul McDonald (he/him), Dorchester Collection
10.10 – 17.00Icons of Inclusion
17.00 – 19.00Networking drinksSponsored by The Dorchester, London



IMAGES FROM 2024

SEE ALL IMAGES FROM 2024’s EVENT >