Designed to give booking confidence to queer travellers, a new platform from Queer Destinations and HBX Group showcases hotels and destinations that support inclusion and diversity. Jenny Southan reports

Queer Destinations and HBX Group have unveiled a new "conscious travel" platform designed to connect LGBTQ+ travellers with certified destinations and businesses worldwide. The initiative brings together inclusion standards, booking technology and global accommodation supply within a single online travel platform.

The platform marks the next phase of a strategic partnership between Queer Destinations and HBX Group, a global B2B travel technology marketplace. It is being presented as the first online travel agency of its kind focused specifically on directing spending towards organisations that have demonstrated a commitment to LGBTQ+ inclusion.

The structure rests on three pillars. The first is certification. Queer Destinations operates the “Queer Destinations Committed” programme, which sets inclusion standards and provides specialised training for hospitality professionals. Governments, destinations, hotels and businesses that meet these standards become part of a recognised network.

The second pillar is technology. HBX Group provides the booking infrastructure, enabling connectivity between supply and demand. The third is global inventory. Through HBX Group’s marketplace, the conscious travel platform gains access to accommodation supply and distribution in more than 170 countries, creating international reach from launch.

Together, this system allows travellers and residents to search and book within a certified ecosystem. Each transaction is designed to support organisations that have publicly committed to inclusion. According to the companies, revenue generated through the platform will also flow back into local queer communities through collaboration with local LGBTQ+ NGOs, creating what they describe as a circular impact model.

The economic argument behind the conscious travel platform is significant. Estimates from LGBT Capital suggest the global LGBTQ+ community represents US$3.7 trillion in annual spending power. If measured as a national economy, that figure would rank fifth in the world. However, Queer Destinations argues that this spending has historically not been directed with intention towards destinations or businesses that actively support LGBTQ+ rights.

Queer Destinations was initially built around national tourism strategies in countries such as Mexico, Greece and Spain. It has trained companies in more than 15 countries and partnered with organisations including the European Travel Commission, the World Travel & Tourism Council and IGLTA. With the launch of the conscious travel platform, it is moving from a certification-focused model to a direct-to-consumer booking environment.

Elena Pérez, chief people officer at HBX Group, says: “Inclusion becomes truly impactful when it is supported by scalable infrastructure. By powering this platform, we are enabling inclusive travel to grow globally through trusted technology and connectivity. This effort is only possible when we also recognise and value the diversity of people, and when we continue to train our teams to understand, respect, and promote that diversity in every interaction. This initiative reflects our commitment to fostering a more open, responsible, and accessible travel ecosystem.”

Edgar Weggelaar, CEO at Queer Destinations, adds: “The launch of our platform marks a significant milestone in our mission to advance LGBTQ+ inclusion across tourism. By combining our certification framework with HBX Group’s global technology capabilities, we are creating a trusted space where travellers can make informed choices and where hotels can demonstrate their commitment to inclusion.”

Oriol Pàmies, founder of Queer Destinations, frames the move as an evolution in advocacy. He says: “For nearly 60 years, queer rights have been won through protest and demonstration, asking governments for rights that should have been granted by definition. Today, we are awakening to our collective economic power.

"Queer Destinations was built to direct that energy towards the governments and destinations that are publicly committed to diversity, training corporations, creating safe spaces, and ensuring that we can travel, and live, as we are.”

The travel platform initially will focus on Spain, Mexico, Brazil and Greece, markets where Queer Destinations already has established relationships and training programmes in place.

For travel brands and destinations, the platform represents an attempt to align certification standards with distribution power. By linking inclusion training directly to booking technology and global supply, Queer Destinations and HBX Group are seeking to make inclusive travel more visible and measurable at scale.