It’s simple, says, Tom Alderink. His new title as director of LGBT sales says it all. t is Belmond’s first such designation, but not really a new direction for the company as Alderink says it has always been forward thinking and inclusive in its style – both internally and externally. Now they have made a more overt recognition of the fast-growing market segment and Alderink thinks it will be dividends. “It’s a great statement and shows the community it’s real, authentic and that a true effort is being made here,” Alderink says.
Alderink’s appointment comes on the heels of Belmond’s recently launched LGBT microsite (http://www.belmond.com/lgbt-travel), which compliments the brand’s inclusive ethos and features a range of travel experiences dedicated to helping LGBT travelers.
HOTELS spoke in August to the 10-year sales veteran at Belmond based in New York City about his new role (he also continues to hold the position of director of leisure sales for the Northeast), his marching orders and the new opportunities it presents.
HOTELS: Describe your new role.
Tom Alderink: I will enhance the presence and recognition of Belmond within the LGBT community in North America as well as oversee global partnerships with key LGBT strategic partners. I have a special focus on developing both FIT and group business ventures for Belmond as well as tap into the potential and opportunities that are available in further developing this market.
One of my first initiatives is overseeing Belmond’s partnership to become a Silver Global Partner of the International Gay & Lesbian Travel Association (IGLTA).
HOTELS: What is the expected ROI of this initiative?
TA: It’s a bit early but the hope is that it will lead to a stronger partnership between our brand and the community as travelers. With the introduction of the title there has been more buzz in the market amongst the travel trade, definitely within the press already. In the short two months we’re seeing a significant amount of buzz.
I was already dabbling in this and it continues to grow. We’re seeing within the portfolio a broader scope of where LGBT travelers are buying product with us. Last year, for example, we saw some really good movement coming through in Peru and now into Southeast Asia and Mexico. We keep things more interesting in some of these different destinations.
H: How does your role change with this title?
TA: I’ve had a pretty extensive territory. But now that I’ve taken on also this role we’ve hired an additional person based out of Chicago to reduce my territory so I can put more effort and focus into the LGBT market.
H: What is your charge as this new director?
TA: I’m a bit more engaged with some of the different divisions within Belmond such as marketing and human resources. That’s a really good thing because it shows more of a comprehensive approach to this market. For example, I am consulting on presentation materials to make sure they are representative of LGBT. It is something as basic as ensuring that we have these tools and resources that truly and authentically speak to the LGBT market. It’s really critical to have an authentic approach.
We have also created an internal group with representatives from different departments to collaborate and talk more about trends in the LGBT marketplace.
H: How are you engaged in your new role at the property level?
TA: I’m communicating our effort within the LGBT market and some of the trends in the LGBT market. We’re also discussing best practices. For example, for turndown service, making sure there are two male or female sized slippers or robes to make sure we are paying attention to exactly who our guests are. That interactive dialogue within Belmond is going to get even stronger as we further implement initiatives.
H: What advice would you give hoteliers considering their LGBT sales and marketing efforts?
TA: Be authentic and real. It’s such a big component of this. Be true to what your efforts are and it will go a long way. It speaks loudly to your audience and who you are as an organization. IGLTA is a good resource and get involved with the local community. You learn so much from just the people you surround yourself with.