Images courtesy of Parker Smith & Grand Hotel Timeo, A Belmond Hotel
Less than three years ago, Parker Smith viewed Belmond much like the rest of the world: an aspirational hospitality brand known for its luxurious properties. Now, he calls Belmond home.
Parker joined the company as Belmond’s North American Account Director, LGBTQ+ and Entertainment, marrying his two passions of hospitality and inclusion. Originally from California, Parker is based in New York, where he reaches across internal and external channels to create avenues for awareness, engagement and celebration centered around the LGBTQ+ community.
“My role as account director for LGBTQ+ and entertainment is pretty multifaceted,” said Parker. “I sort of just look at trends and the LGBTQ space, and I (…) put together initiatives that would advocate for inclusivity and travel.”
The perfect pairing: work with a mission
Image courtesy of El Encanto, A Belmond Hotel, Santa Barbara
Backed by LVMH, a luxury group that owns brands like Louis Vuitton, Moët and Hennessy, Belmond’s portfolio includes more than 40 properties positioned in 26 countries, including the legendary Venice Simplon-Orient-Express train.
More than just its dazzling reputation for luxury, Belmond appealed to Parker because of its consistent history of LGBTQ+ inclusion. He sees Belmond as a pioneer in the LGBTQ+ space, remarking that his position was not a newly created role at Belmond – it had been in place for more than seven years prior to his joining.
“For me personally, as a gay man, having a company's vision aligned with mine is super important,” he said.
And that alignment included some mentors along the way. Parker noted how his boss, Daniel Pasquali, Vice President, Sales - Belmond, LVMH, has been instrumental in welcoming and supporting him and the mission of inclusivity at the company.
“I definitely have more of a rebel spirit. Having a boss who has been so supportive of all of my initiatives and really in helping me develop this LGBTQ+ segment has been so empowering,” he said.
Cornerstone event: Travel with Pride
Image courtesy of Venice Simplon-Orient-Express, Belmond
One of the important initiatives Parker developed for Belmond is the Travel with Pride event. Launched in 2022, this annual event welcomes members and allies of the LGBTQ+ community to embark on an unforgettable overnight experience aboard what is arguably one of the world’s most famous trains, the Venice Simplon-Orient-Express.
Featuring two of the original Orient Express train cars, the Venice Simplon-Orient-Express by Belmond is the pinnacle of train travel. Stepping on board transports riders to the glamor of the 1920s, with plush gem-toned fabrics, polished wood-inlaid paneling and sultry lighting. And the service is over the top, providing 24-hour butlers, a sumptuous bar car and a white-tablecloth dining room.
The splashy and decadent event pulls out all the stops, enlisting DJs and special hosts to celebrate the community, while also supporting organizations that are making a difference, such as Not a Phase, a UK-based charity that supports trans and gender non-conforming adults.
“We invite guests to join us for a glamorous adventure, and we invite queer icons and talent for an overnight journey,” Parker said.
For the most recent event in December 2023, guests boarded the Venice Simplon-Orient-Express in Paris. In true Belmond fashion, guests were encouraged to dress fashionably, celebrating their style as well as the elegant reputation of the historic train. Once aboard, the party continued around the clock, with exquisite meals created by a Michelin-starred chef, music sets curated by two DJs and themed all-day cocktails.
Disembarking in Venice, guests not only had the night of their lives, but they also raised awareness for the LGBTQ+ community, a group that has traditionally been excluded from mainstream hospitality marketing.
Representation for the LGBTQ+ community is something that Parker strives to change.
“My goal is to replicate Travel with Pride in a bespoke way across our portfolio of hotels, trains, boats and safaris,” he said.
Belmond’s strategy for inclusion
Images courtesy of Cipriani, Venice & Splendido, Portofino
Nurturing an atmosphere of inclusion starts at home, and that’s been Belmond’s approach.
This June, the company is launching an internal channel dedicated to the LGBTQ+ community. This will be a space where the full staff (including everyone from housekeeping to executive management) can celebrate diversity in all forms, creating a supportive environment for both members of the LGBTQ+ community and its allies.
The channel will be on an internal platform “where all of our employees can engage, share stories, tell ideas and learn about initiatives, not only with Belmond, but also within LVMH,” Parker said.
By creating this virtual community, Parker hopes to identify leaders across the company so each property can develop its own on-site advocate for inclusion and diversity.
“So much of what we've been doing for the past couple of years has been led by myself,” he said. “But what we're kind of looking to do is grow LGBTQ+ (representation) and find champions in all of our properties around the world.”
Vision for a bright and inclusive future
Image courtesy of Cap Juluca, A Belmond Hotel
Belmond’s mission for inclusivity aims to extend beyond just its own brand. Realizing years ago that there’s power in collaboration, the company was the first hospitality brand to establish an LGBTQ+ advisory board to tackle the challenges of inclusivity in its industry.
This committee not only addresses needs within organizations, but hopes to break barriers with marketing practices, an area in need of development, according to Parker.
“For the LGBTQ+ community, just having inclusive marketing on your brand page is huge,” he said. “Whether a guest is booking travel on our website or browsing imagery on our social media for travel inspiration, we always want to kind of have the right content that's diverse, that shows backgrounds, ethnicities and sexual orientations.”
Creating more awareness about and promoting LGBTQ+ events, experiences and trade shows can help raise visibility for the community, Parker remarked. And as that happens, people feel more free to share their stories.
During the Travel with Pride train trip, Parker said a client shared that it still wasn’t safe to be gay in his European community, and he was grateful to be welcomed and celebrated as part of this event.
“For me, it's just kind of like that stamp of approval that I need to keep these things going and keep moving the needle,” Parker said. “Hopefully we're going to be able to build something really huge here.”
