AER Touristik AG Puts Diversity Recommendations into Practice

Master’s Thesis Examines Diversity in Tourism Companies

As part of a Futouris project on diversity in tourism businesses, a master’s thesis explored how diversity can be effectively promoted in tourism companies, using AER Touristik AG as a case study. In addition to analysing AER Touristik AG’s corporate mission statement with regard to its diversity orientation, interviews were conducted with managers from member companies of aer e. V. as well as external experts.

The findings reveal that diversity initiatives within aer e. V. member companies are often implemented on an ad hoc basis rather than through a strategic approach. Moreover, the majority of respondents did not identify a need for further action. In contrast, the experts highlighted the importance of embedding diversity as a long-term strategic business issue and emphasised the key role of leadership as well as the involvement of employees.

Five Recommendations as a Foundation for Action

Based on these findings, the author of the master’s thesis developed five recommendations for implementing diversity measures in small and medium-sized enterprises. These recommendations are available free of charge and can serve as practical inspiration for companies looking to advance their own diversity efforts.

Putting the Findings into Practice Through a Joint Futouris Project

The aim of the joint Futouris project is now to gradually translate these recommendations into practical measures within AER Touristik AG, initially focusing on the strategic implementation of the UN Women’s Empowerment Principles (WEPs).

Selected recommendations from the diversity project will be directly integrated into measures aligned with the WEPs, while additional recommendations will be implemented alongside them to ensure the long-term and holistic development of diversity within the company.

In 2025, AER Touristik AG demonstrated its commitment to promoting gender equality and diversity by signing the Women’s Empowerment Principles.

The Seven WEP Principles as a Framework for Action

The WEPs provide practical guidance and measures to systematically eliminate discrimination in the workplace and create equal opportunities. Companies can use the following seven principles as a framework:

1. High-Level Corporate Leadership

2. Fair Treatment and Non-Discrimination

3. Health, Safety and Well-Being

4. Education and Career Development

5. Enterprise Development, Supply Chain and Marketing Practices

6. Community Engagement

7. Measurement and Reporting

Within the project, the WEPs define both the overall vision and the key areas of focus. In a first step, the seven principles are being translated into the specific context of AER Touristik AG by identifying existing approaches, exploring low-threshold measures, and setting priorities.

In a second step, baseline surveys are being conducted to assess the current situation among employees. The aim is to understand how each principle is perceived, where employees see opportunities for action, and how the principles can be further integrated into daily business practices. Based on the results, concrete measures will be developed and implemented step by step.

Follow-up employee surveys will be used to assess how attitudes towards diversity evolve over time.

At the end of the project, Futouris members and the wider tourism industry will receive a practical checklist containing useful tips and guidance for implementing the WEPs within their own organisations.