As Canadians celebrate Pride Month in June, new research from digital travel platform Booking.com reveals that 83% of Canadian LGBTQ travellers have experienced less than welcoming, or uncomfortable, experiences when travelling. At the same time, there are promising signs of change, with close to 90% also that the majority of their travel experiences are good.
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.
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%), including 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. In fact, 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
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, US, and Vietnam (all 39%)
Booking.com says it 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 last August, 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.
“At Booking.com, we believe everyone should be able to experience the world as themselves, always,” says Arjan Dijk, CMO and Sr. VP 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,” he adds. “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.”
The Research commissioned by Booking.com was independently conducted among a sample of 5,514 LGBTQ travellers globally, including more than 400 Canadians. The survey was taken online in April and May.