Many planners think cultural sensitivity just means remembering not to serve pork at a Jewish event but that’s only scratching the surface. After more than 25 years planning meetings and conferences across four continents, I’ve learned that true cultural awareness begins long before anyone takes a seat at the table.
As Vice President of Global Accounts with HPN Global, I’ve seen how understanding the unspoken nuances how people connect, make decisions, or even define hospitality can be the difference between a meeting that simply runs and one that truly resonates.
Connecting With People Who Know
Working with everyone from CFOs to front desk staff taught Molinares something business schools don’t cover. “I have had the privilege of working with people at every level, from CFOs managing budgets and program directors shaping the vision to coordinators handling logistics and front office teams greeting guests with a smile,” she says. Those front desk conversations matter just as much as the boardroom ones.
Here’s what all that experience boils down to: “Successful meetings aren’t just about logistics. They are about people, respect, and genuine cultural understanding.” Sounds simple, right? But most companies still treat events as moving pieces on a chessboard. They forget there are actual people involved. “Hospitality at its best is about knowing how to make others feel seen and valued,” Molinares explains. That’s not something you can fake with good catering.
Start With Real Cultural Understanding
You can’t learn cultural sensitivity from a search engine. Molinares pushes her clients to go deeper: “Before choosing a destination or signing a contract, take time to learn about how people in that region think, communicate, and connect.” She wants answers to questions such as “What does hospitality mean here? What gestures show respect?”
Timing is a perfect example of how tricky this gets. “In some countries, punctuality shows professionalism. In others, relationships and flexibility matter more,” she points out. Show up exactly on time in one place and you’re respected. Do the same somewhere else and you’ve just insulted everyone by rushing them. So where do you find the real answers? “Don’t rely only on online searches. Talk to locals, partners, convention and visitors bureaus, and hoteliers who live the culture daily. That’s where the real insight comes from.” The people on the ground know things no article can tell you.
Honor Local Identity In Every Detail
There’s a fine line between celebrating culture and turning it into a caricature. Molinares has seen both sides of that line too many times. “Cultural sensitivity isn’t about avoiding differences. It’s about honoring them with good taste and intention,” she says. The key is bringing in people who actually know what they’re doing. “Work with local chefs, artisans, and performers who can share their culture authentically.” It’s straightforward when you think about it. Want authentic Japanese cuisine? Hire a Japanese chef. Want to understand Brazilian business culture? Talk to Brazilians. “This not only supports the community; it creates meaningful, memorable experiences for your attendees.”
But you need to stay sharp about what you’re putting out there. “From graphics to entertainment choices, make sure they represent their culture accurately and tastefully.” One bad visual or tone-deaf entertainment choice can undermine your whole event. “Censor or adapt anything that might come across as stereotypical or tone-deaf. True authenticity never offends.”
Communicate Clearly, Respectfully, And Across All Levels
Communication goes way beyond whether someone speaks English. Molinares watches everything. “From a bilingual welcome sign at the front desk to a CFO’s opening remarks, communication matters.” Colors mean different things depending on where you are. Hand gestures that work in Chicago might offend people in Shanghai. “Words, symbols, and even color choices can carry different meanings depending on where you are.” At HPN Global, getting this right is part of the job. The goal is making sure “every attendee, partner and staff member feels respected and understood.” When people feel included, the entire experience improves. “When we create inclusive environments, everything else runs more smoothly.”
Companies love their checklists, but this isn’t checkbox work. “Cultural awareness isn’t a checklist. It’s a way of doing business,” Molinares insists. You either build it into how you operate or you don’t. There’s no middle ground. “When we plan with empathy, attention and care, from leadership to the front desk, we build more than events. We build trust.” That trust translates into better partnerships, smoother operations, and events people actually remember for the right reasons. “Every destination has a story. Our job is to tell it with heart and precision.” For companies ready to get serious about cultural sensitivity, Molinares offers her expertise at no cost to them. Because when you’ve been doing this for 25 years, you know that getting culture right isn’t just good manners. It’s good business.
Connect with Carola Molinares on LinkedIn to explore how culturally intelligent planning transforms global events.
