Tripadvisor began letting some hotels in the U.S. and Canada self-identify in their business listings if they are woman-owned, Black-owned, or Asian-owned, for example.

Other categories include Disability-owned, Hispanic/Latinx-owned, Indigenous-owned, LGBTQIA+-owned, and Veteran-owned.

Tripadvisor doesn’t verify whether indeed the business is at least 51 percent owned — which is the criteria — by that group. That’s similar to its approach to user reviews.

Beach Hill Smokehouse in Toronto self-identifies as Black-owned. Source: Tripadvisor.

Businesses must have claimed their listing, can self-identify in more than one category, and then that self-identification would be noted under the listings details in both the Tripadvisor website and app, Tripadvisor said. Tripadvisor sees itself as a platform, which enables people to make judgments based on the “wisdom of the crowds,” so to speak.

The new woman-owned or veteran-owned designations, for example, specify that the restaurant or hotel identifies themselves in this manner.

Tripadvisor has been testing the new feature, and stated that “hundreds” of businesses already have taken advantage of it. It plans to roll out the feature more broadly.

The company said its intent was “to make its platform more inclusive of the diverse communities using its influential website and app.” The hope is that travelers may gravitate toward businesses that are woman-owned or Asian-owned if that is their inclination.

Free Daily Newsletter

Sign up for the most popular Skift daily download of news, happening, and headlines in the travel world

Tags: apps, diversity, diversity and inclusion, hotels, restaurants, tripadvisor