Lookism in hospitality and tourism: An overview and exploration of contemporary lookism issues

Appearance matters. Employee looks, particularly the looks of frontline hospitality–tourism (H–T) employees provide customers with their first – and often, lasting – impression of the organization and can influence purchase intentions, perceptions of service quality, customer satisfaction, and organizational performance. However, looks, and what constitutes the right look, is highly subjective, raising the potential for bias and discrimination in employment. Beyond impacting on an individual’s right to equal employment opportunity, an emphasis on physical appearance in recruitment, selection, and promotion may result in the employment of unqualified and/or under-qualified employees, which can have a detrimental impact on organizational performance. The diversity, equity, and inclusion (DEI) implications of appearance discrimination – “lookism” – in H–T are the focus of this chapter. This chapter defines lookism and related concepts and identifies factors that cause lookism and key drivers of change to overcome lookism or appearance discrimination. Examples of appearance discrimination, with a focus on gendered lookism, are then highlighted in a case study of airline cabin crew, where passenger expectations and external factors are driving changes.