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Many hospitality companies have begun to recognise the benefits of having a diverse group of decision-makers. When it comes to drafting strategies to increase revenue and better penetrate and service target markets in different communities, it helps to have fresh sets of eyes. This enables companies to tap into target markets more effectively, which benefits all parties. A successful strategy needs to make diversity part of the common vision, get buy-in from stakeholders, provide a sense of purpose, and encourage commitment across the organization. Companies should define the key diversity areas that apply to their particular market and employee composition. In addition to gender, ethnicity, LGBTQ status and disability, other dimensions of diversity might be relevant. These include age, marital status, religious beliefs and education. Expand the ideal candidate profile and companies into the organisation in order to expand into that market.