| The LGBTQ+ journey market is valued at a powerful $200 billion globally. With over 10% of vacationers figuring out as LGBTQ+, this neighborhood seeks welcoming and affirming journey experiences. According to the European LGBTQ+ Travel Alliance (ELTA), Europe is one in all the largest beneficiaries, welcoming 67 million LGBTQ+ vacationer arrivals in 2023. This represents an financial worth of $59 billion and a 27.9 % development over the earlier yr.
ELTA, which gives an annual platform for business leaders and establishments to debate inclusive journey in Europe, held its latest assembly in Brussels, Belgium beneath the excessive patronage of the European Parliament. Focusing on the normal state of LGBTQ+ tourism, individuals included main gamers equivalent to AccorHotels, Best Western, EasyJet, European Travel Commission, Sojern, ENIT, Visit Malta, Visit Brussels, and ECTAA (European Travel Agency & Tour Operator Association).
AI-Powered Travel Index
Among the firm’s addressing this highly effective section of the journey market is worldwide journey and hospitality supplier Sonders & Beach. In partnership with The Data Appeal Company, it lately launched an LGBTQ+ Travel Index powered by synthetic intelligence (AI) that analyzes on-line contents, feedback, and consumer evaluations for locations, motels, and operators to supply real-time scores based mostly on gender and LGBTQ+ inclusivity.
Sonders & Beach’s LGBTQ+ Travel Index strengthens the firm’s current QueerVadis LGBTQ+ Certification Program. By providing data-driven insights on inclusivity, the Index permits members to establish areas for enchancment and tailor their choices to raised serve their prospects.
Minimizing ‘Pink Washing’
Speaking at ELTA, Alessio Virgili, CEO of Sonders & Beach and president of ELTA, emphasised the significance of companies offering real inclusivity. He urged firms to maneuver past mere advertising and marketing techniques — usually referred to as “pink washing” — and undertake real measures that guarantee a protected and welcoming surroundings for LGBTQ+ vacationers.
“The growing power of the LGBTQ+ consumer in travel offers a valuable opportunity for companies to adopt inclusive policies through more dedicated training and internationally recognized certifications,” he mentioned. “Destinations must take concrete actions that guarantee a safe and inclusive environment for the LGBTQ+ community beyond merely referencing them for marketing purposes.”
Competitive Advantage and Sustainability
The distinctive, third-party verified QueerVadis certification is more and more useful in the tourism business. It aligns with Environmental, Social, and Governance (ESG) standards and might profit numerous organizations, together with publicly traded firms and people pursuing UN Sustainable Development Goals (SDGs). The program is gaining traction, with members together with hospitality giants like UNA Hotels Group and Leonardo Hotels, in addition to tourism companies and municipalities.
“It should not be underestimated that OTAs, such as Booking.com, are finally starting to consider only third-party certifications as ‘valid’ for identifying a truly sustainable businesses,” mentioned Virgili.
More data on the LGBTQ+ Travel Index is accessible on the website. |
