A Welcome Package at Carlson Hotels Worldwide

By Joan Leotta

Logo from Carlson Companies

A smiling check-in clerk is only the first welcoming note that sounds in the symphony of attention to detail that characterizes treatment of guests with disabilities at Carlson Hotels Worldwide (Regent International Radisson Hotels and Resorts, Park Plaza Hotels and Resorts and Country Inns and Suites). Measures that include provision of assistive devices and sensitivity-trained staff are hallmarks of Carlson’s commitment to diversity. The newest addition to that welcoming symphony is Welcome Kit that targets the needs of short-statured (under 4’10”) guests. These kits, a product of Direct Access Solutions (DAS), contain a step stool, reaching tool, closet rack lowering tool, and a device to retrofit the latch on the hotel room door. As of September, 2005 the kits are on trial in all Carlson properties, at least one per property.

An image of Carmen Baker, Vice-President of Diversity for Carlson Companies Proactive action is a standard for Carlson’s diversity program. The written plan of the Carlson Brand Hotels is both broad and practical and their commitment to putting the plan into reality is firm. In fact, the installation of the kits is directly related to this proactive approach. “We believe in executing our ideas once they are formulated” states Carmen Baker vice-president of Diversity for Carlson Hotels Worldwide.

In a September 13, 2005 Carlson press release, Matt Roloff, owner of DAS says, “People with dwarfism have largely been ignored in ADA laws and guidelines that pertain to hotel companies…this action (Carlson’s)…stands out as going above and beyond what is expected and we are very appreciative of their efforts.”

Translating Ideas into Reality—On the Fast Track

The speed at which the company translated its philosophy of diversity into practical reality is another real demonstration of the depth of its commitment to diversity. In May 2005, Baker first became aware of the kits through Roloff. “I learned that DAS had worked with Little People of America (LPA) to develop these kits and had confidence that the devices would be appropriate to serve the needs of our guests. DAS also offered training materials as part of the package so we determined to give them a try.” Baker ordered the kits and staff received training in their owned and managed hotels. By September 2005, only four months later, each owned and managed property had at least one kit to test.

During the trial period, should one of the properties receive multiple bookings, Carlson has a plan to provide kits, no matter what number is needed. Such proactive planning serves as another example of the broadness of the company’s definition of diversity and inclusion and its commitment to the success of the company’s multi-cultural plan.

Carlson’s Multi-Cultural Plan

The overall focus of Carlson’s multi-cultural program is customer comfort. The company’s programs are structured to reach that goal by ensuring that new ideas on inclusion flow well within the company and that the company itself mirrors its diversity goals in all aspects of its operation. In other words, “as we think and act to each other so we will be toward the customer. Baker says, “Our diversity programs extend far beyond ethnicity. Carlson regularly holds multi-cultural awareness sessions and is providing sensitivity training to employees. The training doesn’t only focus on multi-cultural diversity, but includes disability as well.

“Our hotel franchises comply with ADA and local ordinances for our hotel rooms, but it is our goal to become better at acknowledging our guests and making all guests as comfortable as possible. The program is one of education, awareness, and the ongoing provision of resources to carry out those tasks,” says Baker.

The program elements range from recruiting to hiring and training people of diverse backgrounds levels within all levels of the organization. “We use the company’s economic presence to carry out our commitment to diversity in all of our dealings in terms of suppliers and building better relationships,” she adds.

This commitment is carried out by creating guidelines for increasing dollars spent with minority suppliers and by creating business opportunities for minorities. The guidelines are aimed to target established goals to increase spending with minorities and women. The company also aligns itself with supplier partners who are as committed as they are to embracing diversity. These are not simply wish statements. Each goal is given a specific target. For example, Carlson Hotels Worldwide has a stated goal of increasing business with woman and minority-owned suppliers in the range of 4 to 6 percent in 2005.

Carlson’s training program is currently being executed and all employees will receive training in 2005. An example of another pro-active program which speaks to acknowledging employee needs is Carlson Hotels’ English as Second Language training for their hotels. Known as Sed de Saber this program is now in trial. “It is motivating the employees at this property,” says one Human Resources director. “The current participants feel that we really care about their personal development by helping them to communicate with our guests and by being a part of the Yes I Can! guest satisfaction.”

The company is also an active member and supporter of a variety of national and local community groups committed to inclusion such as Multicultural Foodservice and Hospitality Alliance; the National Minority Supplier Development Council; the United Negro College Fund, the Urban League, the National Association of Black Hotel Owners, Operators and Developers, Asian American Hotel Owners Association, the US Pan Asian Chamber of Commerce, NAACP, the Hispanic Chamber of Commerce, the Multi-Cultural Development Center, the American Hotel and Lodging Association, and others.

These efforts have won awards for Carlson on both a local and national level including being named as one of the national’s top 100 best places to work by both Fortune and Working Mother magazines. Carlson Companies’ Manager of Supplier Diversity, Judy Gauvin, received the Advocate of the Year Award (2005) from the Minnesota Minority Supplier Development Council.

Spillover

Carlson’s proactive approach on dwarfism puts it in a good position to capture the business of the 1 in 1,000 visitors who are short-statured. LPA is highlighting the availability of the kits in its publications.

The kits meet the needs of people with varying disabilities that involve reaching – such as those with arthritis, health conditions such as carpal tunnel, or mobility impairments.

Dan Okenfuss, LPA’s vice president of public relations, commented, “It’s a win-win situation for the hotel and for the traveler with dwarfism. I find it reassuring that I will be able to check into a Carlson-branded hotel that I will know that I’ll have a tool (Welcome) kit waiting for me instead of having to lug my own reach aids or use hotel furniture in an unsafe manner.” Baker says, “We want to spread the word about the availability of these devices to the general population as well.”

Other Rewards

Baker views diversity outreach as good for the soul and good for the bottom line. A 2002 Open Doors Organization study (www.opendoorsnfp.org) undertaken with the Travel Industry Association of America quantified how much adults with disabilities were spending on travel—approximately $13.6 billion annually--and suggested that revenues from this market could easily double if certain needs were met and obstacles removed. Carlson has positioned itself as a front-runner in targeting the disability market, which Baker calls diversity “a business imperative.”

She notes that because of Carlson Worldwide’s focus on the customer, “We look forward to more initiatives for more individuals. Providing the DAS Welcome Kits for customers with dwarfism is one example of our commitment to comfort for all guests with or without disabilities. We are all about making that happen.”

About Carlson Hotels Worldwide

Minneapolis-based Carlson Hotels Worldwide includes five hotel brands, totaling 905 hotels in 69 countries. These brands include Regent International Hotels, one of the most respected brands in the luxury segment of the lodging industry; Radisson Hotels & Resorts®, one of the world's leading full-service hotel companies with more than 415 locations in 62 countries; Park Plaza® Hotels & Resorts, positioned in the mid-scale segment of the full-service hotel category, with 38 hotels globally and known for its great value and customer-focused service culture; Country Inns & Suites By Carlson®, one of the fastest growing, mid-tier lodging chains with over 365 locations offering excellent value with upgraded services and amenities; and Park Inn®, with over 75 hotels worldwide, a unique emerging hotel brand offering a relaxed environment in the economy category and poised for aggressive global growth.

Carlson Hotels Worldwide is a division of Carlson Companies, a global leader in the marketing, travel, and hospitality industries. Ranked among the largest privately held corporations in the United States, Carlson-related brands and services employ about 190,000 people in more than 140 countries. Additional information on the company can be found at www.carlson.com

About Direct Access Solutions, Inc

DAS was founded in 2003 to be the premier provider of accessibility products for traveling Little People. The company’s main focus is to make the travel experiences of Little People safe and comfortable. Primary marketing efforts are directed towards the hospitality industry. The company is located in Hillsboro, Ore. For more information, visit www.lp-access.com.

About Little People of America, Inc.

Hillsboro, Ore-based Little People of America, Inc. assists dwarfs with their physical and developmental concerns resulting from short stature. By providing medical, environmental, educational, vocational, and parental guidance, short-statured individuals and their families may enhance their lives and lifestyles with minimal limitations. Networking with national and international growth-related and genetic-support groups, LPA works to enhance the knowledge and support of short-statured individuals. For more information, visit www.lpaonline.org.

Edited by Mary-Louise Piner.