Booking.com Research Reveals How LGBTQ+ Travellers Are Taking Control Of Their Trips
From Planning To Personas:
With its mission to make it easier for everyone to experience the world, regardless of who they love or how they identify, Booking.com’s annual LGBTQ+ travel research reveals how LGBTQ+ travellers are continuing to navigate a myriad of diverse challenges to experience the world on their own terms.
27�Countries and Territories
11,450+�LGBTQ+ Travellers
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Despite this, LGBTQ+ travellers are taking ownership of their lived reality. From thoughtful destination decision-making to pre-booking plane seats and creating alter egos, LGBTQ+ travellers are taking control of their trips more than ever before.
Booking.com’s latest LGBTQ+ travel research reveals that travellers continue to face significant challenges.
59% of LGBTQ+ travellers have experienced discrimination when travelling.
of those who are currently out.
of those who have a partner.
of those who consider themselves an LGBTQ+ advocate*.
63%
64%
68%
51% of respondents agree that being LGBTQ+ makes �them more insecure and self-conscious as a travellers.
This compares to:
transgender
intersex
64%
57%
non-binary
cisgender
56%
49%
*As part of this research, we asked respondents if they consider themselves “an active advocate for LGBTQ+ rights and change” in their community. By referring to an ‘active advocate’, we mean taking action, big or small, to support, champion and defend LGBTQ+ rights in their community.
After financial considerations, more than three in five (63%) believe that being able to be their authentic self is their next most important factor when planning their travel.
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55% consider a destination’s local legislation regarding equality of LGBTQ+ human rights an important factor.
51% consider whether the destination is more (or less) accepting of LGBTQ+ people than their home country.
51% consider what they have heard or read in the news about experiences for foreign LGBTQ+ travellers.
Destination deliberations
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The zeitgeist is also playing a part in decision making. Nearly two-thirds (65%) of LGBTQ+ travellers say they are more likely to book travel experiences inspired by LGBTQ+ pop culture with millennials (70%) the most likely.
43% have cancelled a trip within the last year after seeing a destination not support its LGBTQ+ residents. This rises to:
Transgender
59%
Intersex
56%
56% have booked a trip in the last year after seeing a destination be supportive of LGBTQ+ residents. This compares to:
65% of those who consider themselves to be LGBTQ+ advocates vs. 38% for those who don’t.
These concerns are influencing LGBTQ+ travellers’ perceptions and decision making.
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To compensate for this, nearly half (46%) select a specific seat in advance to minimise interaction with others for fear of discrimination. This is most common for those who are transgender (61%), intersex (55%) and non-binary (50%).
36% express nervousness or apprehension about being seated next to a stranger on a flight because of fears about their potential reaction to them being LGBTQ+.
Pre-flight preparations
LGBTQ+ travellers must still overcome obstacles after the destination has been decided, including how to mitigate concerns about potential discrimination while flying.
31% have had a negative experience with a fellow flight passenger due to them identifying as LGBTQ+. This is most common for those who are:
transgender
intersex
57%
48%
non-binary
44%
40% of LGBTQ+ travellers say that they modify aspects of their appearance and behaviour to avoid potential discrimination or unwanted attention.
41% of LGBTQ+ travellers have created an alter-ego to navigate different environments whilst traveling. This is most common amongst transgender travellers (59%) when considering sex identity and lesbians (47%) when considering sexual orientation.
Code-switching and travel personas
LGBTQ+ travellers are consciously adapting their behaviour and adopting travel personas to protect themselves on trips.
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LGBTQ+ travellers hold positive views of the industry with 73% saying that increased inclusivity has made them feel more comfortable when travelling.
73%
Trusted Industry Allies
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Those who are out (76%)
vs those who are not (65%)
LGBTQ+ advocates (79%)
vs those who are not (61%)
(65%)
(76%)
(61%)
(79%)
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When asked what LGBTQ+ travellers would like to see from travel companies to improve their future travel experiences, 28% referenced filters that would facilitate identifying properties that offer a welcoming experience.
When thinking about traveling to destinations with adequate legislation in place, this makes LGBTQ+ travellers feel more included. This is also reflected in their interactions with those that work in the travel industry.
83% of LGBTQ+ travellers feel comfortable when arriving to check in at their accommodation.
80% when having correspondence with accommodation hosts and airlines.
82% when interacting with hospitality professionals at their destination such as tour guides, flight attendants and taxi drivers.
(40%)
This is of particular importance for transgender (49%) and genderfluid (40%) travellers
Since launching publicly 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 75-minute online Proud Hospitality training session available to all Booking.com partners at no cost and is now available in 11 languages.
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 the Global Equality Fund and Stonewall National Monument Visitor Centre.
Travel Proud
The top 10 countries with the highest number of certified properties are Italy, Denmark, USA, France, Australia, Germany, UK, Brazil and Mexico.
In 12,645 cities and destinations.
67,000+ Travel Proud-certified properties globally on Booking.com.
Across 133 countries and territories.
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At Booking.com, we passionately believe that everyone should be able to travel and experience the world in their own unique way. 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.
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Arjan Dijk, �CMO and Senior Vice President at Booking.com
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Stockholm �Sweden
Chamonix�France
Munich�Germany
Bologna�Italy
Melbourne�Australia
Singapore�Singapore
São Paulo�Brazil
Bogota�Colombia
New Orleans�USA
Montreal�Canada
Booking.com is sharing ten LGBTQ+ friendly destinations with an average ratio of Travel Proud accommodations. They offer a stunning travel experience and numerous places to stay where everyone will feel welcome regardless of who they love or how they identify.
Inclusive Escapes:
Booking.com's Top LGBTQ+ Friendly Destinations for 2024
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The millennial generation is the first that will embrace LGBTQ family travel with the law on their side in more and more countries. As many embark on their first, multi-generational trips, there are new challenges to face.
Two thirds (66%) of LGBTQ+ parents that were surveyed feel there are certain popular destinations that are off limits to them to travel to with their families.
LGBTQ+ parents are more likely to feel that their identity has a big impact on their travel research and plans (30%) compared to LGBTQ+ travellers who aren’t parents (21%).
More positively, 70% of LGBTQ+ parents say they feel more confident as travellers because of their identity. This compares to 66% of all respondents (regardless of parental status) who share the same sentiment.
LGBTQ+ Family Travel
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Methodology
For the purposes of this survey, data was gathered from an extensive online panel survey conducted in April & May 2024. 11,469 respondents were surveyed, whom all identified as LGBTQ+, across 27 global markets. LGBTQ+ travellers were identified across demographics of sex, gender and sexual orientation.
In terms of markets, respondents were surveyed across Argentina (201), Australia (606), Belgium (201), Brazil (503), Canada (804), Colombia (302), Croatia (204), Denmark (200), France (1005), Germany (1005), Hong Kong (203), India (403), Israel (204), Italy (603), Japan (402), Mexico (300), Netherlands (504), New Zealand (202), Singapore (202), Spain (402), Sweden (203), Switzerland (200), Taiwan (200), Thailand (202), United Kingdom (1007), United States (1000), and Vietnam (201). LGBTQ+ respondents self identified across demographics of sex, gender and sexual orientation and in order to participate in this survey, respondents also had to be planning a trip in the next 12 months.��Booking.com’s list of most LGBTQ+ friendly destinations for 2024 is based on the cities with the highest percentage of active Travel Proud certified properties per city. Cities had to have at least 50 Travel Proud certified properties and at least 500 total active properties. Additional qualitative-based research was carried out to define a diverse list of destinations across regions that demonstrate signs of being inclusive for LGBTQ+ people.
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Our Respondents
For the purposes of this survey, data was gathered based on self-identified demographics of sex, gender and sexual orientation, to form an audience made up of 11,469 respondents who identify as LGBTQ+.
Respondents chose the sex they most closely identified to from the following options; Cisgender (7,810), Transgender (1,012), Non-binary/gender non-conforming (1,001), Intersex (799) or Other/Prefer not to say (847).
Respondents defined their gender from a choice of Male (4,488), Female (6,286), Intersex (126), Non-binary/gender non-conforming (439), Genderfluid/Genderqueer (172), Transmasculine (167), Transfeminine (80), Trans, Two-spirit (6, in the US only), or self-defined their gender identity (41).
Finally, respondents chose to define their sexual orientation as one of the following options; Gay (2,090), Lesbian (1,724), Bisexual (4818), Queer (337), Asexual/Aromantic (620), Pansexual (655), Heterosexual/straight (943), Takatāpui (1, in NZ only), as questioning/unsure (226), or self-defined their sexual orientation (55).
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