Travel With Pride: Accent Inns and Hotel Zed Becomes First Hotel Chain Fully Rainbow Registered in Canada

To be recognized as LGBTQ+ friendly, a company or group must become “Rainbow Registered”, a national certification.

Travel Canada Triston Brewer

This article was published on December 10th, 2022

Accent Inns Inc. is pleased to announce the Canadian LGBTQ+ Chamber of Commerce has officially Rainbow Registered its nine properties. In June 2021, the Rainbow Registered Accreditation Program was launched to assist Canadians in locating and supporting LGBTQ+ friendly businesses.

Canadian LGBTQ+ friendly businesses can now receive the Rainbow Registration seal. Rainbow Registered businesses must meet strict standards to ensure LGBTQ+ clients feel safe and welcomed.

Accent Inns Inc.’s 2017 goal was a Deadname SOP for all hotels. Deadnames—birth names that transgendered people no longer use – can lead to harassment and discrimination. Accent Inns Inc. worked with its service suppliers to create a unique booking engine to reassure visitors whose names do not match their official documentation.

Extensive Training Required for Rainbow Registration

Managers must also undergo extensive, obligatory training. Education on the correct use of pronouns and other concepts pertaining to gender and human identities are included in this program. Accent Inns Inc. provides its employees with comprehensive benefits, including hormone therapy for those who have chosen to undergo a medical transition.

Accent Inns Inc.’s Sales and Marketing Coordinator, Matt Schmitt, has this goal in mind which is, whether you’re a visitor or an employee, they want Accent Inns, Hotel Zed, and ROAR to be places where you can always be yourself. 

Accent Inns Collaborates with Local Community Organizations

Accent Inns, Inc. generously funds local queer-friendly community initiatives and organizations. The buildings will display custom-made, multimedia Progress Pride Flags in their lobbies and sell queer-friendly Valentine’s Day cards in February 2022 to include the gay community in a celebration that has traditionally excluded them.

LGBTQ+ tourism generates billions of dollars every year worldwide. As they realize the market’s potential, businesses have learned to meet the multicultural community’s needs.

It was reported in 2021 by that 50% of LGBTQ+ travelers have encountered discrimination during their trips. Not only that, but also:

  • When checking in as a couple, one in five (20% of LGBTQ+ guests) have had hotel employees think they need two separate rooms or beds.
  • To avoid being judged by the hotel employees, 20% have altered their behavior and 16% have altered their look.
  • 17% have avoided asking for LGBTQ+ welcoming advice or tips because they felt awkward.
  • In advance correspondence with 13% of guests and upon check-in with 12% of guests, hotel workers or owners made inaccurate assumptions about the guests’ pronouns or gender.

The Canadian Gay & Lesbian Chamber of Commerce (CGLCC) connects LGBTQ+ businesses to corporate Canada. It helps Canadian corporations interact with the LGBTQ+ business community and supports LGBTQ+ enterprises, entrepreneurs, students, and allies to boost economic growth.

The Mission Remains to Go Above and Beyond

Accent Inns, Hotel Zed, and ROAR are B.C.’s quirky hotel chains. Their eight hotels and one restaurant in Victoria, Richmond, Burnaby, Kelowna, Kamloops, and Tofino represent three separate brands and allow them to go above and beyond what larger organizations offer. The company’s third-generation CEO, Mandy Farmer, operates it with heart, and that warmth spreads to our customers and neighborhoods.


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