Belmond’s Nicolas Streff: Companies should ‘use their voice’ to challenge anti-LGBTQ legislation
Attitude 101 empowered by Bentley celebrates LGBTQ trailblazers.
Pictures: Provided
Belmond’s new Global Brand & Corporate Communications director, Frenchman Nicolas Streff is no stranger to premium brands. Before joining the firm, he worked for some of the famous names that make up its parent conglomerate, LVMH (Louis Vuitton Moët Hennessy).
As its travel arm, Belmond creates luxury experiences across five continents, from trips on the British Pullman train and African safaris to river cruises and swish hotel stays.
Leading the Travel category for the Attitude 101 issue – out now to download and to order globally, Streff discusses the challenges brought by Covid, creating an LGBTQ+ group within LVMH, and how what we are looking for in a holiday is changing.
“We’re used to going through crises and challenges”
Commenting on the LGBTQ+ community being frequent travellers and having shown a willingness to get back out into the world Nicolas points to a survey from the International LGBTQ+ Travel Association (IGLTA) which indicates the desire from LGBTQ travelers to get back to travel.
“I think this is because we’re very resilient and we’re used to going through crises and challenges, so as soon as we can go back out there [we will]. I think the LGBTQ+ audience is definitely one that we [Belmond] cater for and we’ll be doing so for many years,” says Streff.
Asked about how the creation of an LGBTQ+ Advisory Board, made up of international travel experts and press (including Attitude’s own publisher), around five years ago, Nicolas says it has helped shape what Belmond offer its customers.
“I think each member of the board really brings so, so much to the table. They are challenging us, they are guiding us and I think what it means concretely for LGBTQ+ travellers staying at our properties is that we are not only aware, but we have trained our teams and also we know how to provide them with a very warm welcome and to make them feel safe wherever they are in the world with us.
“It has helped the brand team to create more diverse marketing campaigns and it’s helped us to roll out a non-binary, gender-neutral guest form. Some may call these details, but they are details that matter.”
Nicolas Streff is Belmond’s Global Brand & Corporate Communications director
When it comes to creating safe spaces in territories where attitudes towards LGBTQ+ people aren’t as developed, or laws are anti-LGBTQ, Nicolas says it is “fundamental” to make sure that all guests feel safe.
It’s also leveraging our voice and our network with companies from the private sector,” he continues, “but also encouraging organisations to help raise awareness, shape change and help mentalities evolve and alter perceptions in some of these countries around the world.”
Nicolas recognises this isn’t limited to countries far away following the rejection of an anti-LGBT violence and discrimination bill. “So, very close to our doors, there is still much more work that we need to do.
“And I think private companies have a place around the table and should use their voice and their network to challenge and to raise awareness.”
Boasting a proud record of championing diversity and LGBTQ+ rights within the wider LVMH group – Nicolas created the first internal group to celebrate inclusivity and led the steering committee in the US that created All LVMH Pride in 2019 – Nicolas says the mission is about visibility and helping make LVMH “a safe and desirable workplace.”
On the important of people being their authentic selves at work Nicolas says, “It’s critical.
“Ultimately, if you manage to get employees to bring their whole selves to work, then it’s a win-win situation for everyone. You’ll have employees that are happier and more productive and more creative.”
Check out the full, detailed list in the Attitude 101 issue, which is out now to download and to order globally. The Attitude 101 issue includes the FREE Attitude 2022 calendar, presented in association with Taimi.
Subscribe in print and get your first three issues for just £1 each, or digitally for just over £1.50 per issue.
