Stuck in First Gear
Hotel companies diversify their diversity targets even as growth lags
IMAGE PHOTOGRAPH 1Choice runs this ad to draw
Cendant Hotel Group launches a double whammy with this ad, targeting two minorities-African-Americans and women-at once.
The diversity issue has been on the front burner for going on a decade, but progress in soliciting minority hospitality franchisees-with the notable exception of Asian Americans-is minimal. Hotel companies still have trouble attracting minority franchisees and owners-except for members of the Asian-American Hotel Owners Association, the hospitality field's largest lobby, minority or otherwise.
While it's difficult to determine how many minority franchisees there are, it's clear that "many" isn't an applicable term, frustrating the executives of hotel firms who rightly view the minority market as an area of potential growth.
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