Booking.com highlights hope for a more inclusive travel experience for LGBTIQ+ travellers on ‘Wear it Purple Day’
- 82% of LGBTIQ+ travellers have experienced less than welcoming, or uncomfortable, experiences when travelling
- Booking.com launches most extensive LGBTIQ+ travel research to date with a range of Travel Proud hotel robes supporting ‘Wear it Purple Day’ and Minus18
- Over 1,000 properties in Australia and New Zealand are now being recognised for their inclusive hospitality efforts with a Travel Proud badge on Booking.com
SYDNEY, 26 AUGUST 2022: Travel should ideally be all about positive experiences, adventure and enjoyment. Yet for many LGBTIQ+ travellers, this can often be a very different reality, as a majority (82%) of global travellers have experienced less than welcoming, or uncomfortable moments when travelling.
With international travel now resuming, a new Booking.com study conducted amongst LGBTIQ+ travellers across 25 countries including Australia, reveals over half (52%) of Aussies report they have to consider their safety and wellbeing as an LGBTIQ+ traveller.
Booking.com Travel Proud hotel robes supporting Minus18
As a platinum partner of Winter Pride 2022 kicking off across the ditch in New Zealand today, Booking.com has launched its Travel Proud research and a limited range of Travel Proud hotel robes in support of ‘Wear it Purple Day’ and Minus18. The study and robes shine a spotlight on the attitudes, concerns and preferences of Australian LGBTIQ+ travellers, as well as past stay experiences, current realities and hopes for a more inclusive travel future.
The exclusive Booking.com Travel Proud robes are available for purchase for $50.00 each from Friday 26 August via RallyUp. 100% of the proceeds will be donated to Minus18, Australia’s charity improving the lives of LGBTQIA+ youth via life-affirming events, leadership programs, and education for the whole community. This year, 100% of proceeds raised through Wear it Purple Day with Minus18 will go towards creating free safe spaces and events for LGBTQIA+ youth across Australia. Additionally, as part of its commitment to make it easier for everyone to experience the world, Booking.com will be matching sales dollar-for-dollar.
The limited edition robes feature a digital collage of hand drawn imagery by Australian designer, Jordan Gogos.“Referencing Daniel Willifords (2009), Queer Aesthetics - the design is a celebration of the ‘unbound image’ - the ambiguity of visuals colliding into one another allow for an excess of unforeseen perspectives - constant possibilities can be configured and represented - as travel should be for everyone to enjoy.” says Gogos.
“Booking.com recognises that travelling with pride isn’t just limited to one moment in a year. I am proud of our collaboration and partnership with Australian designer, Jordan Gogos, and our Travel Proud robes - which send an important message on the importance of travel inclusivity.
Travellers should feel safe, comfortable and authentically themselves no matter where they are and who they love.” says Arjan Dijk, CMO and Senior Vice President at Booking.com.
“At Booking.com, we believe everyone should be able to experience the world as themselves, always. From taking the time to unwind to experiencing different cultures, travellers from LGBTIQ+ communities 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.
We hope to lead a more inclusive industry and drive wider change that will create more welcoming experiences for everyone,” says Dijk.
A more inclusive travel experience for everyone
Almost half (43%) of all LGBTIQ+ travellers from Australia have experienced discrimination when travelling. And over half (52%) of Australian LGBTIQ+ travellers say that being part of the community impacts the decisions they make when planning. For example, when selecting a destination:
- Almost half (44%) of the LGBTIQ+ community feel that the destinations on their 'bucket list' have been affected by being part of the community
- 46% believe being a member of the LGBTIQ+ community impacts who they choose to travel with
- 47% indicate being LGBTIQ+ impacts the activities they participate in when away
Despite this, there are seeds of positivity and green shoots of progress across LGBTIQ+ travel, there remains a real need – and opportunity – for the industry to make the travel experience more welcoming, inclusive, and holistically positive for LGBTIQ+ travellers, and ultimately for everyone. When LGBTIQ+ travellers were asked about what they hope to see from travel companies, the results provide real food for thought:
- 30% would like more tailored recommendations for their preferences and interests
- 36% would like additional information shared on the LGBTIQ+ status of the location, including local laws, religious sensibilities, clothing mandatories and LGBTIQ+ hate crime stats
- 36% would like to see filters that allow them to identify properties that offer a positive experience for LGBTIQ+ travellers
Recognising the important role properties play in providing a more inclusive experience, Booking.com began paving the way for everyone to Travel Proud with the launch of Booking.com’s Proud Hospitality training programme in August 2021. More than 1,000 properties across Australia and New Zealand are now being recognised for their inclusive hospitality efforts with a Travel Proud badge on Booking.com
For further information, contact the Booking.com Australia Press Office; firstname.lastname@example.org
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 travellers 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 6.6 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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About Travel Proud:
Booking.com recognises 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 rolling out over the coming weeks. There are now also more than 10,000 Proud Certified properties across 95 countries and territories on its platform, including 570+ in Australia.
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 LGBTIQ+ community face when travelling, providing them with practical skills and techniques that they can immediately put into practice at their property. 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 LGBTIQ+ travellers at ease knowing that the properties they are selecting have committed to making more inclusive hospitality their standard. Follow us on Twitter and Instagram, like us on Facebook, and for the latest news, data and insights, please visit our global media room.
Note to editors:
Research commissioned by Booking.com and independently conducted among a sample of 5,514 LGBTQ+ travellers 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
Minus18 is Australia’s charity improving the lives of LGBTQIA+ youth via life-affirming events, leadership programs, and education for the whole community. Through a preventative model of mental health support, Minus18 tackles social isolation by creating fun-filled spaces where LGBTQIA+ young people belong and are celebrated. Youth are at the forefront of Minus18 events – and through this they're equipping LGBTQIA+ young people with the skills they need to be the leaders of tomorrow. Creating an Australia free from discrimination is a job for everyone, and Minus18 can’t do it alone. For schools and workplaces all across Australia, Minus18 provides LGBTQIA+ inclusion training and free digital resources to create a world where LGBTQIA+ young people are safe and belong.