Travel Industry Must Work Harder to Be More Welcoming & Inclusive For LGBTQ+ Travellers, Reveals Study

LGBTQ+ travellers worldwide are still reporting negative travel experiences, reveals a new study. They want the travel industry to work harder to make their travel experiences more welcoming and inclusive for LGBTQ+ people.

The term ‘travel’ and its connotations should denote positive experiences, adventure and enjoyment. Yet for many LGBTQ+ travellers worldwide, the reality of travelling can often paint a very different picture. New research from leading digital travel platform Booking.com revealed that many LGBTQ+ travellers are still experiencing less than welcoming, or uncomfortable travel experiences.

Conducted amongst LGBTQ+ travellers across 25 countries around the world, the study shows that negative experiences are most common when travellers are out and about in public; with those from India (100%), Denmark (97%) and Mexico (93%) indicating that they are experiencing this most frequently.

The research exposes the barriers to inclusive travel that still remain for LGBTQ+ travellers that those outside the community may never need to think about.

Focusing on Canadian LGBTQ+ travellers for example, around 61% said they experienced discrimination while travelling; by being stereotyped (33%), stared at, laughed at or verbally abused by other travellers (21%) and/or locals (21%). So it’s not surprising that LGBTQ+ travellers face the added complexity of navigating a trip from selecting a destination all the way through to the activities they take part in. In fact, 69% of Canadian LGBTQ+ travellers say that being part of the community impacts the decisions they make when planning.

When selecting a destination:

· 68% report they have to consider their safety and wellbeing as an LGBTQ+ traveller; most strongly felt by travellers who identify as queer (75%) or gay (74%).

· Over half (55%) of the Canadian LGBTQ+ community feel that the destinations on their ‘bucket list’ have been affected by being part of the community.

· 63% believe being a member of the LGBTQ+ community impacts who they choose to travel with.

· 57% indicate it impacts the activities they participate in when away.

While there are many obstacles to inclusive travel for those who identify as LGBTQ+, there are still significant areas where people are having positive interactions and experiences, with 87% of Canadian LGBTQ+ travellers reporting that the majority of their travel experiences so far have been welcoming – with gay and lesbian travellers most likely to agree (90%).

On a positive note, 54% of Canadian travellers report that being part of the LGBTQ+ community actually makes them feel more confident as a traveller; with 82% saying that they do have the confidence to explore the destinations they want to visit. Gay travellers are most confident here (87%), followed by bisexual travellers (86%).

Ahead of arriving at their chosen property, 33% of Canadian LGBTQ+ travellers indicate that they have had friendly and informative correspondence with the property; with almost a third (29%) also being offered guidance and information for the local area during their stay. When arriving at a destination, a first impression counts for everything and, fortunately, this has resulted in a positive experience for 34% of Canadian LGBTQ+ travellers who say they have experienced great first impressions on arrival, such as welcome drinks or friendly staff.

The research from Booking.com also revealed that:

· 67% of Canadian LGBTQ+ travellers are more likely to travel to a destination that celebrates its local LGBTQ+ community and history.

· Over half (57%) are more likely to choose travel that allows them to learn more about the historical aspects of the LGBTQ+ community in their chosen destination.

While LGBTQ+ travellers want connection with the LGBTQ+ community to enrich their travelling experiences, they also look to brands to support and recognise the community too; with more than half of Canadian LGBTQ+ travellers (57%) more likely to seek out attractions or activities tailored to the LGBTQ+ community. Around 59% also research accommodations, brands and experiences ahead of booking to understand the role they play in supporting the LGBTQ+ community; and that research leads to the majority (70%) being more likely to book with brands that are making an effort to do so.

Although there are seeds of positivity, there remains a real need – and opportunity – for the industry to make the travel experience more welcoming, inclusive, and holistically positive for LGBTQ+ travellers, and ultimately for everyone, noted the study. When Canadian LGBTQ+ travellers were asked about what they hope to see from travel companies, the results showed that:

· 35% would like more tailored recommendations for their preferences and interests.

· 35% would like additional information shared on the LGBTQ+ status of the location; including local laws, religious sensibilities, clothing mandatories and LGBTQ+ hate crime stats.

· Three in 10 (29%) would like to see filters that allow them to identify properties that offer a positive experience for LGBTQ+ travellers, with a filter being most popular amongst travellers from Brazil (40%), New Zealand, US and Vietnam (all 39%)

Booking.com recognizes the important role properties play in providing a more inclusive experience and is taking action to pave the way for everyone to Travel Proud. Launched in August 2021, Booking.com’s Proud Hospitality training programme is available in English and French, for its accommodation partners globally, with German and Spanish launching over the coming weeks. The goal of the 75-minute online Proud Hospitality training session (developed in partnership with HospitableMe) is to help hospitality professionals understand the challenges and barriers that the LGBTQ+ community face when travelling, providing them with practical skills and techniques that they can immediately put into practice at their property. The training is available free of charge to all Booking.com property partners globally. You can lean more about the initiative on the Travel Proud page, as well as find and book Proud Certified properties.

“At Booking.com, we believe everyone should be able to experience the world as themselves, always,” stated Arjan Dijk, CMO and Senior Vice President at Booking.com. “From taking the time to unwind to experiencing different cultures, travellers from the LGBTQ+ community ultimately want the same as everyone else when it comes to travelling and the industry needs to make welcoming experiences the norm for everyone; no matter who they love, how they identify or where they come from. As a gay traveller myself, I’ve faced barriers to travel and discrimination but have also witnessed progressive change over the years. By taking action to pave the way for a more inclusive industry, we hope to set the stage for wider change that will up the standard of travel for everyone.”

Earlier this year, Gay Travel revealed the world's most LGBTQ+-friendly and inclusive travel destinations and firms. Click here to read more.

Check out our event on LGBTQ+ Travel: Why Inclusion Matters, here.