RaizUp launches DEI certification for travel companies

Diversity, equity and inclusion, collectively known as DEI, is a critical component of sustainability in travel and tourism – and a growing strategic priority for industry stakeholders around the globe.

As a consultant working in this space, Rita Varga said she is optimistic about the opportunities for change that exist today, in part driven by technology that enables remote work and collaboration – thus expanding the pool for hiring and partnerships.

“There is an appetite for learning how to set up the highest functioning teams so your organization can deliver its best results,” Varga said.

Varga’s company, RaizUp, has been working with companies including Expedia, RateGain and Phocuswright since 2019 to provide education and goal-setting related to DEI.

Now RaizUp is formalizing the process as a DEI certification to help companies such as travel technology providers, hotels, airlines, travel e-commerce businesses and more evaluate their existing diversity policies and map out a plan for continuous improvement. 

“When we speak about the benefits of a DEI-based company culture … there is more than the gender agenda,” Varga said.

“We get stuck on the high-level stuff, such as gender or race or sexuality, which all matter, but we need to understand why they matter and what can it bring to our people, our customers, our partners and the entire ecosystem.”

RaizUp’s certification process begins with assessments based on data analysis, interviews and surveys, followed by an audit and development of an action plan for the coming year. 

The certification considers a company’s DEI work across five areas: the organization, its employees, customers and partners and its work with communities or destinations. 

“We see an opportunity for organizations to learn about the effects of DEI – what it can bring to the bottom line as well as from a company culture perspective,” she said. 

“Our goal has always been to help the travel industry to create a more inclusive workplace, and our expanded B2B services and certification will allow us to do that on an even greater scale. We are excited to see the positive impact this will have on the industry.”