Booking.com Research Reveals How LGBTQIA+ Travellers from Australia and Asia-Pacific Are Taking Control of Their Trips

Building on its mission to make it easier for everyone to experience the world, Booking.com’s latest LGBTQIA+ travel research reveals that travellers continue to face significant challenges. More than half (53%) of Australian LGBTQIA+ travellers have experienced discrimination when travelling, rising to 62% for travellers across Asia-Pacific.

LGBTQIA+ travellers expect some form of discriminatory behaviour from both their fellow travellers (46%) and locals (54%) at their chosen destinations. Half (51%) agree that being LGBTQIA+ has made them more insecure and self-conscious as a traveller. This is of greater concern for those who identify as transgender (64%), intersex (57%) and non-binary (56%). Reported discrimination experiences for travellers in Asia-Pacific varied widely across the region.

Asia-Pacific LGBTQIA+ travellers who experienced discrimination whilst travelling:
· India - 92%
· Singapore - 82%
· Thailand - 75%
· Vietnam - 69%
· Hong Kong - 66%
· Taiwan - 62%
· Australia - 53%
· New Zealand - 43%
· Japan - 36%
· APAC - 62%

Destination deliberations impact travel choices

Reflecting economic uncertainties affecting parts of the world, accommodation that fits within budget is the primary concern for a majority (68%) of LGBTQIA+ travellers. The majority (67%) also believe that being able to be their authentic self on their trip is their next most important factor. Over half (56%) consider local legislation regarding LGBTQIA+ rights an important factor and a quarter (28%) have cancelled a trip within the past year after seeing a destination being unsupportive of its LGBTQIA+ residents.

When presented with the choice, over half (63%) say they prefer to visit destinations where LGBTQIA+ tourism is already well established, compared with 49% who would rather consider locations where their presence could contribute to broadening social awareness and acceptance. Nearly two-thirds (58%) are more likely to book travel experiences inspired by LGBTQIA+ pop culture with millennials (70%) the most likely.

Code-switching and travel personas

LGBTQIA+ travellers are actively adopting personas to protect themselves on their trips. A third of LGBTQIA+ travellers (36%) say that they modify aspects of their appearance and behaviour to avoid potential discrimination or unwanted attention, while 35% have created an alter-ego to navigate different environments when travelling. This is most common with transgender travellers (59%), and lesbian travellers (47%).

Travel industry allies

Travelling to destinations that have adequate legislation in place facilitates feeling included and this is reflected in interactions with those that work in the travel industry: 85% of LGBTQIA+ travellers feel comfortable when arriving to check in at their accommodation. When asked what features LGBTQIA+ travellers would like to see from travel companies to improve future travel experiences, 32% referenced filters that would facilitate identifying properties that offer a welcoming experience. This is of particular importance for transgender (49%) and genderfluid (40%) travellers.

“At Booking.com, we passionately believe that everyone should be able to travel and experience the world in their own unique way," says Arjan Dijk, CMO and Senior Vice President at Booking.com.

“As a gay man, I unfortunately know first-hand the challenges that persist in many parts of the world, including sadly with travel alerts already being issued ahead of Pride events this year. Despite all this, I am incredibly inspired to see LGBTQIA+ travellers resiliently embracing their lived experiences, both at home and during their trips. While real and tangible progress is being made, we must remain vigilant and do our part to make it truly easier for everyone to Travel Proud.”

Since launching in 2021, Booking.com’s Travel Proud program provides free inclusive hospitality training for accommodations to help them gain a better understanding of the specific challenges faced by LGBTQIA+ travellers. There are now more than 67,000 Travel Proud-certified properties globally including 3,199 in Australia and 381 in New Zealand on Booking.com.

In addition to the company’s global partnership with IGLTA, the International LGBTQIA+ Travel Association, Booking.com is now also exceptionally proud to be one of the newest partners of:

· Global Equality Fund. This unique public-private partnership brings together like-minded governments and private sector entities dedicated to advancing and defending the human rights and freedoms of LGBTQ+ people around the world.

· Stonewall National Monument Visitor Center: Located in Greenwich Village in the heart of New York City, this landmark centre, opening on June 28, 2024, preserves, advances and celebrates the legacy of the historic Stonewall Rebellion and serves as a living monument to the advocates and pioneers who came before us and educates on the events that shaped the LGBTQ+ civil rights movement.

Please find the full Booking.com Travel Proud 2024 report located here.