- 83% of Canadian LGBTQ+ travellers have experienced less than
welcoming, or uncomfortable,
experiences when travelling, with 64% reporting they have to
consider their safety and wellbeing
- Booking.com's Proud Hospitality program supports
accommodation providers in delivering even more inclusive and
welcoming experiences for their LGBTQ+ guests
- More than 10,000 properties globally are now being
recognized for their inclusive hospitality efforts with a Travel
Proud badge on Booking.com
TORONTO, June 2, 2022
/CNW/ -- The term 'travel' and its connotations should denote
positive experiences, adventure and enjoyment. Yet for many LGBTQ+
travellers, the reality of travelling can often paint a very
different picture, with new research from leading digital travel
platform Booking.com revealing that 83% of Canadian LGBTQ+
travellers have experienced less than welcoming, or
uncomfortable, experiences when
travelling.
The most extensive LGBTQ+ travel research from Booking.com to
date shines a light on attitudes, concerns and travel preferences,
as well as past stay experiences, current realities and hopes for a
more inclusive travel future. Conducted amongst LGBTQ+ travellers
across 25 countries around the world, the study shows that negative
experiences are most common while Canadian LGBTQ+ travellers are
out and about in public (35%), with those from India (100%), Denmark (97%) and Mexico (93%) indicating that they are
experiencing this most frequently.
The reality of LGBTQ+ travel today
With the study exposing the barriers to inclusive travel that
still remain for LGBTQ+ travellers, it also highlights that travel
in principle and travel in practice are sometimes two different
things for the community. For one in two (53%) Canadian LGBTQ+
travellers, travel does present a time to relax and mentally
unwind. However, the reality is that there are a number of
additional considerations extending across the entire travel
experience that those outside the community may never need to think
about.
With more than half (61%) of Canadian LGBTQ+ travellers having
experienced discrimination while travelling, through being
subjected to stereotyping (33%) being stared at, laughed at or
verbally abused by other travellers (21%) and/or locals (21%), 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:
- 69% of Canadian LGBTQ+ travellers say that being part of the
community impacts the decisions they make when planning
- For example, 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
Promising signs of progress and positivity
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%).
It's also refreshing that 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.
Community connection is key
The research from Booking.com also reveals that the LGBTQ+
community of a destination sits at the heart of many LGBTQ+
traveller decisions, and a passion to experience all that this
community has to offer is prevalent amongst the findings:
- 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 recognize the community too, with more than
half of Canadian LGBTQ+ travellers (57%) more likely to seek out
attractions or activities that are tailored to the LGBTQ+
community. 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.
A more inclusive travel experience for everyone
Although there are seeds of positivity and green shoots of
progress across LGBTQ+ travel, 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. When Canadian
LGBTQ+ travellers were asked about what they hope to see from
travel companies, the results provide real food for thought:
- 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, U.S. 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 program is available in English and French, for its
accommodation partners globally, with German and Spanish launching
over the coming weeks. There are now also more than 10,000 Proud
Certified properties across 95 countries and territories on its
platform, including more than 430 properties across Canada.
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 and includes
access to additional resources, such as a Travel Proud Customer
Toolkit, which Proud Certified properties are encouraged to make
available to all guest-facing staff, so that they can confidently
answer questions and provide an even more welcoming experience to
their LGBTQ+ guests.
Upon completion of this online course – and the commitment to
deliver a more inclusive experience – Proud Certified partners
receive a Travel Proud badge on their property page to show
potential guests that they can rely on a more welcoming experience
– putting LGBTQ+ travellers at ease in the knowledge that the
properties they are selecting have committed to making more
inclusive hospitality their standard. A selection of cities with
multiple Proud Certified properties are further showcased on a
designated Travel Proud page, where travellers can learn more about
the initiative, 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," says 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."
Note to editors:
Research commissioned by Booking.com and independently
conducted among a sample of 5,514 LGBTQ+ travelers from
Argentina (100),
Australia (300), Belgium (100), Brazil (250), Canada (402), Colombia (150), Croatia (101), Denmark (100), France (500), Germany (502), Hong
Kong (100), India (201),
Israel (101), Italy (300), Japan (200), Mexico (151), Netherlands (250), New Zealand (100), Spain (200), Sweden (102), Taiwan (100), Thailand (100), United Kingdom (502), United States (502), Vietnam (100). The survey was taken online and
took place in April & May
2022.
About Booking.com:
Part of Booking Holdings Inc. (NASDAQ: BKNG), Booking.com's
mission is to make it easier for everyone to experience the world
whenever it's safe to do so again. By investing in the technology
that helps take the friction out of travel, Booking.com seamlessly
connects millions of travelers with memorable experiences, a range
of transportation options and incredible places to stay - from
homes to hotels and much more. As one of the world's largest travel
marketplaces for both established brands and entrepreneurs of all
sizes, Booking.com enables properties all over the world to reach a
global audience and grow their businesses. Booking.com is available
in 44 languages and offers more than 28 million total reported
accommodation listings, including more than 6.4 million listings of
homes, apartments and other unique places to stay. No matter where
you want to go or what you want to do, Booking.com makes it easy
and backs it all up with 24/7 customer support.
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SOURCE Booking.com