Booking.com boosts 'Travel Proud' certified places to stay

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Booking.com boosts 'Travel Proud' certified places to stay

October 22, 2024

To make travel safer for the LGBTQ+ community, Booking.com is granting 'inclusive' hospitality providers with a Travel Proud badge. Olivia Palamountain reports

The number of properties recognised for their inclusive hospitality with a Booking.com Travel Proud badge has increased significantly, from 24,000 to over 67,000 globally in the past year.

According to a Booking.com survey of 11,469 LGBTQ+ travellers from 27 countries and territories, 70% of UK respondents said that being able to be their authentic selves on a trip is the most important factor when choosing a destination. This was followed closely by budget considerations (68%) and local legislation regarding LGBTQ+ rights (63%).

Interestingly, the research found that 71% of LGBTQ+ travellers were more likely to book travel experiences inspired by LGBTQ+ pop culture. Furthermore, 60% preferred to visit destinations where LGBTQ+ tourism is already well established.

“At Booking.com, we passionately believe that everyone should be able to travel and experience the world in their own unique way," says Arjan Dijk, CMO and senior vice president at Booking.com.

“As a gay man, I unfortunately know first hand the challenges that persist in many parts of the world, including sadly with travel alerts already being issued ahead of Pride events this year.

"Despite all this, I am incredibly inspired to see LGBTQ+ travellers resiliently embracing their lived experiences, both at home and during their trips. While real and tangible progress is being made, we must remain vigilant and do our part to make it truly easier for everyone to Travel Proud.”

Overall, 78% of LGBTQ+ travellers acknowledged that increased inclusivity in the travel industry has made them feel more comfortable when travelling.

The majority reported said they feel at ease when checking into accommodation (85%), corresponding with accommodation hosts and airlines (82%), and interacting with hospitality professionals at their destination (84%).

As the travel industry continues to evolve, 31% of LGBTQ+ travellers expressed a desire for filters that would help identify properties offering a welcoming experience, indicating a clear direction for future improvements in inclusive travel.

LGBTQ+ traveller discrimination is on the rise

Research from Booking.com also uncovered a trend for discrimination against LGBTQ+ travellers, with 67% of respondents reporting experiences of prejudice while abroad in the past year.

This marks a significant increase from 55% in 2023, according to the company's annual Travel Proud research.

The survey, which aimed to understand the challenges faced by LGBTQ+ travellers, revealed that nearly half (48%) of respondents have cancelled trips within the past year after perceiving a destination as unsupportive of LGBTQ+ people.

Moreover, almost a third (27%) reported negative experiences with fellow flight passengers due to their LGBTQ+ identity.

In response to these challenges, many LGBTQ+ travellers are adopting protective strategies. Half of the respondents admitted to creating alter-egos to safely navigate different environments while travelling.

Additionally, 47% opt to select specific seats in advance on flights to minimise interaction with others for fear of discrimination. This confirms the need for certified "safe places".

Making travel safer for LGBTQ+ people

Since launching in 2021, Booking.com’s Travel Proud program provides free inclusive hospitality training for accommodations to help them gain a better understanding of the specific challenges faced by LGBTQ+ travellers, as well as what can be done to make every guest feel more welcome, regardless of where they come from, who they love or how they identify.

The training is available in English, Italian, French, Spanish, Brazilian Portuguese, Croatian, Japanese, Greek, Portuguese, Thai and German, with training sessions regularly available. There are now more than 67,000 Travel Proud-certified properties globally on Booking.com across 133 countries and territories and in 12,645 cities and destinations.

In addition to the company’s global partnership with IGLTA, the International LGBTQ+ Travel Association, Booking.com is now also exceptionally proud to be one of the newest partners of two organisations that help underscore Booking.com’s dedication to making the world more inclusive for everyone, everywhere:

  • Global Equality Fund. This unique public-private partnership brings together like-minded governments and private sector entities dedicated to advancing and defending the human rights and freedoms of LGBTQ+ people around the world. Through the GEF, governments, companies and foundations work collaboratively with human rights defenders and civil society organisations working to protect and empower LGBTQ+ movements and people.
  • Stonewall National Monument Visitor Center: Located in Greenwich Village in the heart of New York City, this landmark centre, opening on June 28, 2024, preserves, advances and celebrates the legacy of the historic Stonewall Rebellion and serves as a living monument to the advocates and pioneers who came before us and educates on the events that shaped the LGBTQ+ civil rights movement.

 

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