My name is James O’Neill, and I am a Training Officer for Friends, Families & Travellers, a leading national charity working to end racism and discrimination against Gypsy, Roma and Traveller people and to protect the right to pursue a nomadic way of life.
I come from an Irish Traveller background and have been delivering Gypsy and Traveller Inclusive Services Training for over three years. During that time, I have seen first hand the positive impact training can have on an organisation’s relationship with its Gypsy and Traveller customers and guests.
The Oxford Dictionary defines hospitality as “the friendly and generous reception and entertainment of guests or strangers.”
Yet in my experience, both personally and professionally, Gypsy and Traveller guests do not always receive the warm welcome that definition suggests.
For many organisations in the hospitality sector, excellent customer service is a core value. Even so, Gypsy and Traveller guests continue to report feeling unwelcome, unfairly judged and treated differently simply because of who they are.
What Gypsy and Traveller guests tell us
Concerns raised about the hospitality sector include:
- Being judged negatively because of a surname or an accent
- Being refused entry or service because of their ethnicity
- Being treated with greater suspicion than other customers
- Hearing stereotypes or discriminatory comments from staff
- Encountering policies that place Gypsies and Travellers at a disadvantage, such as requiring proof of a fixed address
Discrimination is not always intentional
Some instances of discrimination are sadly deliberate. Many others stem from a lack of understanding rather than malice.
Staff may have had little or no meaningful contact with Gypsy and Traveller communities, meaning their perceptions are shaped by negative news coverage and heavily edited reality television rather than real life. That leads to unconscious bias, uncertainty and unintentional discrimination, despite a genuine desire to provide good customer service.
Small actions make a significant difference
Creating a genuinely welcoming environment rarely requires major change. It usually starts with understanding your customers’ experiences and making small, practical adjustments that help everyone feel included and valued.
It also helps to recognise that Gypsy and Traveller communities are diverse. There is no single culture, lifestyle or way of living that applies to everyone. It often surprises people to learn that, while many Gypsies and Travellers continue to pursue a nomadic way of life, most now live in permanent brick and mortar housing. Avoiding assumptions is one of the simplest and most effective ways to start building trust.
Greeting every guest warmly, treating them as an individual, explaining policies clearly and consistently, and using respectful language all help create a positive first impression.
Why it matters for your business
When people feel respected and welcomed, they are more likely to return, to recommend your business to others and to engage positively with your organisation. It also demonstrates a real commitment to equality, inclusion and high-quality service, both to your customers and to the wider sector.
Many organisations quite rightly invest in staff training on safeguarding, neurodiversity awareness and disability awareness. Developing a greater understanding of Gypsy and Traveller communities should be viewed in much the same way.
Giving staff the knowledge and confidence to engage respectfully with Gypsy and Traveller customers reduces the risk of discrimination complaints and legal challenges, along with the time and money spent dealing with them. It improves the customer experience and strengthens your reputation as an inclusive business that values every customer.
The training gap is wider than you think
This year alone, while delivering Inclusive Services Training, I have spoken with a former police officer who served for 33 years and a mental health practitioner with more than 25 years’ experience in a local authority. Neither had received a single piece of training on Gypsy and Traveller communities in their entire career.
If staff are starting from a position of little or no knowledge, a straightforward training session can significantly increase their understanding and confidence, leading to better outcomes for staff and customers alike.
So the next time you review your organisation’s DEI strategy, consider whether Gypsies and Travellers are included.
Together, through consistency, collaboration and conversation, we can create a more welcoming environment for Gypsy and Traveller customers and Gypsy and Traveller staff.
Find out more about the Friends, Families & Travellers CPD accredited Gypsy and Traveller Inclusive Services Training programme.