Irene Roberts, director of market management (UK) at Expedia Group, says it is essential that businesses reach out to LGBTQ+ travellers in an informed and authentic way
The LGBTQ+ community, like any population segment, loves to travel. With more disposable income than others, and typically taking trips more often than most, the LGBTQ+ community is also fast-becoming a high growth market and a high value audience for the hospitality industry, predicted to include 180 million travellers by 2030.
However, a 2021 survey from Orbitz revealed that travelling is one of the top situations in which LGBTQ+ respondents feel the need to downplay their identity. A fifth “always” research a destination to see if it is LGBTQ+ friendly before planning a trip and of 2,000 people surveyed, six in every 10 LGBTQ+ Americans had previously cancelled a trip due to feeling unsafe.
As destinations reopen, industry experts foresee that LGBTQ+ travellers are likely to be among one of the first to hit the road. However not all destinations are equally inclusive and as a result, travellers are now making more value-based booking decisions, such as seeking accommodation providers that share their views on inclusivity.
Reaching out to LGBTQ+ travellers in an informed and authentic way is essential and hoteliers need to be able attract these guests and let the LGBTQ+ community know they will be welcomed. With a growing number of filtering tools being made available to help travellers make informed decisions, there are several steps hoteliers can take to make sure they stand out as welcoming and inclusive destinations.
As a first step, hoteliers should look to incorporate photography in any marketing materials that includes a diverse range of guests, including same-sex couples and transgender travellers, to demonstrate their openness. They can also look to include a separate website page or section devoted to the LGBTQ+ community with events, guest reviews, photos, nearby attractions, special packages, and rates.
One example is same-sex weddings, which have been increasingly popular in recent years. Hoteliers could seek to develop specific packages or promotions for same-sex weddings or honeymoons to show they are actively thinking about these groups. Targeting key calendar weekends such as Pride events, which typically see a huge increase in LGBTQ+ travel, can also be an effective strategy for targeted promotions and packages.
Staff have a huge role to play in ensuring a destination is seen as welcoming by this community. It is crucial all employees receive training on sexual orientations and gender identities and should there be any uncertainty as to a guest’s preferred pronoun staff should be encouraged to withhold using gender-specific terms and use universal greetings such as “good evening” instead. Staff, and in particular concierges, should also be able to make LGBTQ+ recommendations to guests, such as the best neighbourhoods, restaurants, and activities.
Finally, display your support of the LGBTQ+ community publicly. Take a firm stance on any discriminatory behaviour and have a zero-tolerance policy on anything that does not align with your inclusive values.
Travel is a force for good, helping to broaden our horizons and improve our understanding of different cultures and identities – something the world needs today like never before. Inclusiveness is and should always be at the heart of the hospitality industry and hoteliers are uniquely placed to foster an environment that is welcoming to all traveller demographics and make travel accessible and enjoyable to all.