Over the weekend, I was checking out The Advocate's website for the latest LGBT news and info. On the top of the site, there was a banner ad for Alaska Airlines/Horizon Air "Gay Travel Event Calendar." Ever the curious frequent flyer, I clicked through to the site to check out more.
It's actually pretty cool. It's a site that lists LGBT events around the world in the cities that Alaska Air serves. And I'm talking events like Gay Days at Disney World, Dinah Shore Week (who knew?!?), and the GLAAD Media Awards. Even better, some of the events had a discount code to book travel. It got me thinking…is this just smart business and smart marketing, or does Alaska Airlines have a real commitment to our LGBT community?
So, I did some more digging. Turns out, Alaska Airlines is making a real effort. They have the "GLOBE team," an employee resource group made up of employees focused on reaching out to the LGBT communities across their route network. They are reaching out by collaborating and supporting LGBT causes and organizations, including Out & Equal and the AIDS walk. Additionally, the airline is making sure that its LGBT employees are feeling included and appreciated, including equal benefits to partners. In fact, for the second year in a row, Alaska Airlines was among 300 U.S. businesses to receive a perfect 100% score by the Human Rights Campaign Foundation in the 2010 Corporate Equality Index for its treatment of LGBT employees, customers and investors. And importantly, the effort is sponsored by the airline's chief financial officer and executive vice president Glenn Johnson, which means that the Alaska's c-suite understands the value of our community, both internally and externally.
I've not had the opportunity to fly Alaska Air, but I'm now going to try and make it happen. Rule 101 of LGBT marketing is to include us– include us in your outreach, include us in your corporate social responsibility initiatives, and include us as your employees. If you do this, we'll be loyal to your brand. Alaska gets this, and during a time when the economy is challenging the entire travel industry, I encourage Alaska to keep it up. It will pay dividends in terms of ROI and customer base expansion.
Thank you Alaska Air. To borrow from one of your competitors, the LGBT community "loves to fly, and it shows…"
What airlines do you admire for their LGBT commitments?
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That’s a great blog entry. It gives me some ideas as to what can and should be done for my own aviation client.
It’s strange to see though, that despite the fact that a lot of employees are gay, the visibility of LGBT commiments is low for most airlines.