by Paul Heney
Last updated: 9:20 AM ET, Wed June 12, 2024
Booking.com has released research that shows the importance of inclusivity in travel experiences. The data from American LGBTQ travelers shows how this group continues to face significant challenges, with 59% of them experiencing discrimination when traveling. An additional 50% agree that being a part of the LGBTQ community has made them more insecure and self-conscious as a traveler.
Queer travelers are increasingly taking control of their trips, noted Booking.com, most notably around destination selections and pre-flight preparations. According to the research, 56% of these travelers consider a destination’s local legislation regarding equality and marriage rights an important factor. Also, 53% consider whether the destination is more or less accepting of queer people than their home country.
More than half (58%) of American LGBTQ travelers prefer to visit destinations where queer tourism is already well established, while 46% said they would consider locations where their presence could contribute to broadening social awareness and acceptance. And acceptance and friendliness makes a difference: More than half (55%) of those surveyed have booked a trip in the past year to a destination that is seen as supportive of residents who identify as LGBTQ.
Progress within the travel industry is happening, with 72% of those surveyed saying increased inclusivity has made them feel more comfortable when traveling. This is most true among travelers globally who are out (76%) but also among those who are still closeted, with 65% saying it makes a difference.
Traveling to destinations with adequate legislation in place facilitates feeling included and this is reflected in interactions with people who work in the travel industry. Fully 81% of queer American travelers feel comfortable when arriving to check in at their accommodation in these locations, 77% when having correspondence with accommodation hosts and airlines, and 81% when interacting with hospitality professionals at their destination such as tour guides, flight attendants, and taxi drivers.
Additionally, when asked what features they would like to see from travel companies to improve their future travel experiences, 29% of those surveyed referenced filters that would facilitate identifying properties that offer a welcoming experience. This is of particular importance globally for transgender (49%) and genderfluid (40%) travelers.
In conjunction with the release of this research, Booking.com announced a partnership with the Stonewall National Monument Visitor Center in New York City, an institution dedicated to preserving and promoting LGBTQ history and culture. Located in Greenwich Village, the center will be the first LGBTQ visitor center within the U.S. National Park Service and opens on June 28, 2024. Booking.com’s presence at the visitor center will include original content for the on-site theater, which will continuously rotate programming throughout the year that showcases diverse stories of queer travelers. Additionally, the Stonewall National Monument Visitor Center will be added as one of more than 128,000 bookable attractions available on Booking.com. Visitors who show the Booking.com app on their device can take advantage of “skip the line” access to the visitor center.
“Booking.com is incredibly proud to be a Founding Partner of the Stonewall National Monument Visitor Center, making it easier for visitors to learn more about a significant piece of history for the LGBTQ civil rights movement, in one of the most popular travel destinations in the world,” said Arjan Dijk, CMO and SVP of Booking.com. “With a shared vision to enhance understanding of LGBTQ experiences, we can amplify our collective efforts through this partnership. As such, we look forward to encouraging even more travelers to visit the SNMVC when they visit the Big Apple, and to be inspired by the history on display at this important national monument.”
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