As a non-binary person, seeing the launch of Virgin Atlantic’s campaign this week, which welcomes all staff wearing whichever of its uniforms feels most comfortable, was incredibly empowering. Even more empowering though, was the work that has clearly been done behind the scenes to ensure this is much more than just a PR stunt.
It’s no secret that when it comes to ED&I, the travel industry has some work to do. This is an area on which I consult… a lot. Awareness and understanding of minority groups is low and until relatively recently it hasn’t been a priority, but that is changing. No doubt the reported $218 billion value of the LGBT travel market has helped to focus the mind, but attitudes are also shifting. Recent research by the Human Rights Campaign suggests that 72 per cent of adults agree that “transgender people should have equal rights and be able to live free of violence and discrimination.” That, added to the fact that 42 per cent of adults in the United States personally know someone from the trans community means trans visibility is slowly inching up the agenda.
Virgin Atlantic appears to have done the necessary leg work. The airline worked with the Diversity Standards Collective bringing in trans representation to ensure the campaign was more than skin deep. And its mission is a great one! To become “the most inclusive airline in the skies.”
Of course, achieving this will rely on much more than what their employees choose to wear, but fortunately, in this instance, there is more. The airline is reportedly amending its trans inclusion policies to include time off work for transition related medical treatments, inclusive changing rooms and showers and the option for employees to include pronouns on their name badges, should they choose to do so. The airline has also updated its ticketing system to allow passport holders with gender neutral markers to use title Mx and select gender codes U or X on flight bookings – which is a huge step forward – although the scope of this is currently limited.
I love Virgin’s brand, they have always presented themselves as queer friendly and this feels like a natural extension of that. The important thing to ensure is that those gender diverse team members who do embrace the opportunity to be out at work are given the additional support they may need, should this result in any backlash.
Something with which I am all too familiar. Every time I step out of my front door wearing a dress or an item of clothing which makes me feel fabulous it makes me a target for anyone who is less than accepting of those who do not conform to gender stereotypes.
Responses vary, from not so sly sideways glances, to whispers, to louder insults and worse. I always say that I choose my happiness over my safety and that is the reality for those of us who dare to colour outside the lines. It would be interesting to know what measures Virgin has put in place to support the mental and physical well-being of those who might be targeted. Because they will be targeted and while that certainly has repercussions on the ground, it could be far more problematic inside a metal box at 30,000 feet.
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Personally, what matters most is that it is happening. Seeing an organisation take steps to recognise your needs and embrace your individuality so openly is incredibly affirming, seeing them take those changes and bake them into their policies is true inclusivity.
Crucially, Virgin Atlantic is also rolling out mandatory inclusivity training for tourism partners. Given the barriers to LGBTQ+ equality that exist around the world it will be interesting to see how this plays out. It is something that I and many others will be watching with great interest.
Thea Bardot (they/she), is the founder of Lightning Travel Recruitment, luxury travel and lifestyle recruitment consultancy.