Rainbow Registered is a national accreditation for 2SLGBTQI+ friendly businesses and organizations
As of November 2022, Accent Inns Inc. is proud to announce that all nine affiliated properties are officially Rainbow Registered with Canada’s LGBT+ Chamber of Commerce. First launched in June 2021, the Rainbow Registered Accreditation Program was created to better identify 2SLGBTQI+ friendly businesses across Canada and move the needle on 2SLGBTQI+ rights.
Rainbow Registration is a national Canadian accreditation for 2SLGBTQI+ friendly businesses and organizations. Seeing a Rainbow Registered symbol indicates to consumers that the business meets a stringent set of standards to ensure 2SLGBTQI+ visitors feel safe, welcomed, and accepted.
“I can’t begin to describe what it means to be the first hotel chain to have all of their properties be Rainbow Registered,” says Mandy Farmer, CEO at Accent Inns Inc. “Goosebumps, swelling heart, misty eyes and so fiercely proud of my amazing team for making this happen.”
Establishing a Deadname Standard Operating Procedure was a key priority for Accent Inns Inc. this year. A deadname reflects the name given to a transgender person at birth which they no longer identify with and can be extremely invalidating for transgendered folks, potentially subjecting that person to harassment and discrimination. In order to enact this revolutionary policy, Accent Inns Inc. worked with their providers to develop unique customization of their booking engine specifically to alleviate anxiety among folks whose names do not match the name on their government-issued identification.
Fulsome, mandatory training is also required for managers. Included in this training are components of proper pronoun usage and education on terms associated with gender and human identities. As a commitment to all staff, Accent Inns Inc. benefits package covers hormone therapy so that staff members who chose a medical transition can show up at work and in their lives as their authentic selves.
“Regardless of whether you are a guest or employee, our intention at Accent Inns, Hotel Zed and ROAR is to make our properties a space where you can show up as your true authentic self every day,” says Matt Schmitt, Sales and Marketing Coordinator at Accent Inns Inc. and driver of this initiative. “For me, this is more than flying a flag or putting a sticker on our window. It’s about genuinely welcoming and celebrating everyone who walks into our hotel, regardless of gender identity, expression, or sexual orientation. Being a good human and doing the right thing is embedded in who we are, and it feels damn good!”
As a commitment to the 2SLGBTQI+ community, Accent Inns Inc. dedicates significant resources to support local queer-friendly community groups and organizations. For the month of February in 2022, the properties unveiled unique, multimedia Progress Pride Flags in their lobbies and provided queer-friendly Valentine’s Day cards to include the queer community in a holiday that has traditionally overlooked the 2SLGBTQI+ community.
“The global LGBT+ travel market is estimated at $22 billion USD. As businesses become increasingly aware of the potential of this growing market, they have realized the unique needs of this diverse community,” said Darrell Schuurman, CEO of Canada’s LGBT+ Chamber of Commerce. “In response, the CLGCC created the Rainbow Registered accreditation program, Canada’s first national standard for safe and inclusive spaces for the LGBT+ community. This program, in addition to a number of our development and training resources for the LGBT+ community, are available to help create a lasting legacy of inclusivity for LGBT+ visitors, customers and employees throughout the country.”
In 2021, Booking.com released survey results revealing that half of 2SLGBTQI+ travelers experienced some form of discrimination when traveling. In addition:
- One in five (20%) 2SLGBTQI+ travelers have had staff assume they would need separate rooms or beds when checking in as a couple
- 20% have felt the need to change their behaviour to avoid judgement with accommodation staff (16% reported feeling the need to change their appearance)
- 17% have felt uncomfortable to ask for 2SLGBTQI+ friendly local tips or recommendations
- Accommodation staff or owners have mistaken or incorrectly assumed pronouns or gender for 13% of travelers in correspondence ahead of arrival and for 12% of those when arriving at the desk
For more information about the Rainbow Registered 2SLGBTQI+ Friendly Accreditation Program, please visit online.
About Accent Inns Inc.
So long stuffy and boring hospitality experiences, hello Accent Inns, Hotel Zed and ROAR—the B.C. hospitality chain with big personality. With eight hotels and one restaurant across three brands in Victoria, Richmond, Burnaby, Kelowna, Kamloops and Tofino, we deliver more than expected in a way that big chains can’t. Third-generation CEO Mandy Farmer leads her team with love which spills over to our guests and our communities.
About Canada’s LGBT+ Chamber of Commerce
Canada’s LGBT+ Chamber of Commerce (CGLCC) links LGBT+ businesses in Canada to the wider business and corporate community. It fosters economic growth by supporting and nurturing LGBT+ businesses, entrepreneurs, students and allies, and by helping Canada’s corporate world connect with the LGBT+ business community. www.cglcc.ca