LGBTQ+ travelers' destination choice influenced by current affairs

Political decisions in the United States have led to more LGBTQ+ travelers needing to consider their safety and well-being when picking a destination.

Research from Booking.com reveals that 80% said they must consider their safety, up from 65% in 2022.

The study also reports that vacation choices are being impacted with discriminatory legislation and attitudes in the spotlight following media reports on sporting and music events.

More than 75% of LGBTQ+ respondents from the U.S. said such controversy in the news has had a significant impact on destination choice, rising to 84% of Australian travelers and 82% of Hong Kong travelers.

In addition, 30% of LGBTQ+ U.S. travelers also said they have canceled a trip in the past year to a destination not supporting those identifying as LGBTQ+ while 63% of transgender global travelers have canceled a trip.

More than 50% of travelers from the LGBTQ+ community also said they face discrimination when traveling. Of the U.S. cohort, 30% said they have been stereotyped, almost a fifth have been stared or laughed at or verbally abused by other travelers.

About 20% of LGBTQ+ travelers said they have faced the same abuse from locals in destination and 10% have been threatened or intimidated by local law enforcement.

Most travelers, 77%, have had a positive experience when it comes to engaging with accommodation providers, with 48% of U.S. travelers reporting friendly correspondence prior to arrival, up from 30% in 2022.

In addition, 51% said they have had a great first impression, up from 36% in 2022.

The study also reveals that travel brands can benefit by having LGBTQ+ policies in place, with 60% researching brands and experiences prior to travel to ascertain if they support the community.

Meanwhile, 67% said they are more likely to book travel with LGBTQ+-owned brands, a slight increase from 62% in 2022. And 65% said they would favor airlines and brands with inclusive policies.

Arjan Dijk, chief marketing officer and senior vice president of booking.com, said: “I understand the self-confidence that comes from growing up and learning to navigate the world as a gay man, as well as the extra thought and consideration for safety and well-being that we see LGBTQ+ travelers continuing to grapple with in this research. At Booking.com, we believe that everyone should be able to experience the world as themselves, always. While visibility, understanding and acceptance of LGBTQ+ people has come a long way in recent years, we can’t take that progress for granted. The travel industry should strive to be a beacon of inclusion, helping foster an environment where everyone can flourish and thrive, whether exploring closer to home or traveling to the other side of the world.”

The Booking.com study was conducted online amongst 11,555 LGBTQ+ travelers across 27 countries in March and April.