NEWH - Fall 2020 - 48

SUSTAINABILITY | POINT OF VIEW

NEWH Green Voice:
Honor the Voice of the Guest

riendly, personalized guest reception is the very root of hospitality. The current framework can
grow in equity by elevating the customer's voice to honor cultural and racial diversity. Exploring
generic standards versus personalized amenities, services, and atmospheres can create an
inclusive welcome. Capitalize on an untapped market; when you know better, you do better. Here,
Atasha James, co-founder of Equity Now, Inc.-a nonprofit focused on discovering, planning, and
implementing innovative solutions for pathways of building equity in the community-talks with Cara Rude, principal, MCG Architects.
Can you describe an experience you had in hospitality that felt like a celebration of culture?
A hotel in Jamaica that was enriched by local music, F&B, and a respect for local staff. I experienced a sense of place
without having to leave the property to find it, which is not always the case. I have witnessed colorism and classism within
the service staff and have had to leave hotels to find local culture.
Have you had a situation where you felt colorism played a role in the reception or services you
received?
When my husband and I check in and are treated with a lukewarm welcome until we pull out a
Platinum Amex to pay for our stay, or in witnessing staff saying they are 'white-passing' to explain
why they are working the front desk as an elderly black woman is instead outside mopping up after a
storm.
How would an establishment earn your recommendation and, in current times of health risk,
your trust?
Feeling cared for during an authentic experience where you get a sense you can let your hair down
and be accepted to a greater degree. An example is a restaurant where the owner remembered
ATASHA JAMES
our names and asked our review, as well as hustled to bus tables and prepare excellent food. This
atmosphere of investment through all aspects of the establishment and guest services would have
my recommendation.
We have talked about capitalizing on personalization through an intake survey before arrival.
What questions would add value and why?

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CARA RUDE

Room location: To avoid street construction, ice machines, kid zone noise.
Breakfast preferences: Dietary restrictions to time of service.
Amenities: Food to toiletries available in the room (for purchase or otherwise).
Which leads me to an interesting statistic; how often do you need to supplement your
amenities with services like Instacart and DoorDash?
Domestically 100% of the time. But on average eight out of 10 times I need to use these services to
meet needs not provided that are essential.
Precedents in other industry growth show diversity in gender and race benefit profitability through a widened
knowledge base. What perspective do you feel is lacking/not being heard?
A remix in the typecasting of hospital employment positions will certainly widen perspectives.
I personally have never seen a white male housekeeper or a Latina female General manager. Do youth/future
applicants of the hospitality industry feel a barrier to access?
It is the messaging they receive in cinema from [the movie] Maid in Manhattan to others that typecast genders/ethnicities
to roles. It is the narrative I have also experienced. If [there is a] barrier, whether perceived before applying or by the
current structures, the industry will be missing growth only a diverse perspective can bring. ❙❘❚

For more information on NEWH Green Voice, visit newh.org/education

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NEWH - Fall 2020

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