Seema Jain, Founder of Seva Global, explains why cultural competency is not just a good skill for planners to have, but an essential driver of revenue for their events.
Cultural competency often gets lumped into the “nice-to-have” category of professional development. But according to Seema Jain, founder and CEO of Seva Global, that mindset is outdated — and expensive.
After building a measurable cultural competency program inside Marriott International, Jain saw firsthand how understanding cultural nuance drives sales, improves guest satisfaction and strengthens employee engagement. She now runs a series of multicultural roadshows to teach meeting and hospitality professionals how to deepen their understanding of cultures including Indian, Jewish, Chinese, Muslim and LGBTQ+ communities.
We asked her to provide a few tips on what meeting and event planners need to know now to become more culturally aware.
Prevue: Why should planners see cultural competency as a business issue, not just a DEI initiative?
Seema Jain: Because it directly impacts revenue. When you are culturally confident, the guest experience improves organically. That leads to repeat business. It increases sales. It boosts employee engagement.
Hospitality is about serving diverse people. If you don’t understand your audience, you can’t personalize the experience — and personalization is what wins business today.
Prevue: Where do planners most commonly get it wrong?
Jain: From the very beginning, all too often. Registration is the first stress test.
We assume everyone thinks the way we do. But even something as simple as line formation is cultural. In some countries, queues are orderly and linear. In others, approaching a counter is more fluid.
If you don’t provide clear lane markers or signage, what feels like “cutting” to one person may feel normal to another.
Also think about translated materials, naming conventions and clear instructions. If you design registration with a global mindset, you prevent problems before they start.
Prevue: Even timing isn’t universal, is it?
Jain: Not at all. For example, in Germany, 10 minutes early is on time. In other cultures, arriving 10 or 15 minutes after the start is socially acceptable.
When you have a diverse group, you will see both behaviors. So instead of labeling someone as disrespectful, look at their behavior through a cultural lens.
Also, build small time buffers before critical content. The most important thing is to know your audience. Cultural intelligence doesn’t remove structure — it adds awareness.
Prevue: Food and beverage is always a hot button. What are planners missing?
Jain: If one attendee leaves hungry, the menu failed.
Remember that vegetarian does not mean a side salad — where is the protein? And Halal and kosher are not interchangeable. Gluten-free for someone with celiac is not a preference — it’s a necessity.
We’re at a point where dietary restrictions are significant. You must:
- Provide substantial plant-based options.
- Label allergens clearly.
- Train banquet staff so they can answer questions accurately.
- Understand religious food protocols, such as separating meat and dairy in kosher service.
Food is a universal language — but it can also be a universal mistake if you’re not thoughtful.
Prevue: You’ve said survey scores are cultural. Explain that.
Jain: In the U.S., we give out 9s and 10s very easily. But in many Asian cultures, giving an 8 on a scale of 10 is considered very good. A 10 is reserved for perfection — if you give a 10, how does someone improve?
So if you’re analyzing global feedback through a purely American lens, you might misinterpret strong performance as mediocre. Always ask: who is answering this survey?
Prevue: Let’s talk about inclusive language, especially concerning LGBTQ+ audiences. Many planners feel nervous about getting it wrong.
Jain: You will make a mistake. Everyone will. The key is to apologize once, sincerely, and move on.
We tell our clients: look at intention over word choice. In some cultures — and even in parts of the U.S. — “sir” and “ma’am” are expressions of respect, while in others, it sounds condescending or patronizing. If someone used “sir” or “ma’am,” it doesn’t automatically mean they had harmful intentions.
We need to always look at language used with empathy. We need grace. If someone is genuinely trying, meet that effort with understanding.
Inclusive environments are built on respect, not perfection.
Prevue: What’s the bigger leadership lesson here?
Jain: Cultural competency is about grooming the next generation of leaders to think globally.
Your speakers are global. Your vendors are global. Your supply chains are global. Your attendees are global.
If you don’t train your team to understand different customs, communication styles and expectations, you’re limiting your growth.
When we implemented cultural competency programs, we saw real ROI. That’s why I say this is not about checking a box. It’s about operational excellence.
Prevue: Final advice for planners?
Jain: Move the needle one percent.
You don’t have to know everything. But if you approach your events with curiosity instead of assumption, and respect instead of fear, you will create better experiences — and stronger business results.
Cultural competency is not about being politically correct.
It’s about being prepared.
Jain has one upcoming cultural competency training left in this cycle: Washington, D.C., on April 16, where the focus will be on working with Muslim and Indian communities. For more information and to register, visit www.seva-global.com.
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