Booking.com Study Reveals Challenges LGBTQ+ Travelers Face

The term ‘travel’ and its connotations should denote positive experiences, adventure, and enjoyment. Yet for many LGBTQ+ travelers from around the world, the reality of traveling can often paint a very different picture. Booking.com’s new research revealed that 82% of LGBTQ+ travelers have experienced less-than-welcoming or uncomfortable experiences when traveling.

Touted as “the most extensive LGBTQ+ travel research to date,” these new findings also shine 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+ travelers across 25 countries around the world, the study shows that negative experiences are most common while travelers are out and about in public (31%), with LGBTQ+ travelers from India (100%), Denmark (97%), and Mexico (93%) indicating that they are experiencing this most frequently.

The Reality of LGBTQ+ Travel Today
The study exposes the barriers to inclusive travel that still remain for LGBTQ+ travelers and it also highlights that travel in principle and travel in practice are sometimes two different things for the community. For one in two (52%) LGBTQ+ travelers, 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.

More than half (55%) of LGBTQ+ travelers have experienced discrimination while traveling, which includes being subjected to stereotyping (28%), being stared at, laughed at or verbally abused by other travelers (18%) and/or locals (17%). It’s not surprising that LGBTQ+ travelers face the added complexity of navigating a trip from selecting a destination all the way through to the activities they take part in:

• 60% of LGBTQ+ travelers say that being part of the community impacts the decisions they make when planning
• 58% believe being a member of the LGBTQ+ community impacts who they choose to travel with
• 55% indicate it impacts the activities they participate in when away 

And for example, when selecting a destination:

• 64% report they have to consider their safety and wellbeing as an LGBTQ+ traveler – most strongly felt by travelers who identify as queer (75%) or gay (74%)
• Over half (51%) of the LGBTQ+ community feel that the destinations on their ‘bucket list’ have been affected by being part of the community

Promising Signs of Progress and Positivity
While there are many obstacles to inclusive travel for those who identify as LGBTQ+, travelers are having positive interactions and experiences, with 85% of LGBTQ+ travelers reporting that the majority of their travel experiences so far have been welcoming – with gay and lesbian travelers most likely to agree (90%).

It’s also refreshing that over six in 10 (62%) travelers report that being part of the LGBTQ+ community actually makes them feel more confident as a traveler, with 84% saying that they do have the confidence to explore the destinations they want to visit. Gay travelers are most confident here (87%), followed by bisexual travelers (86%).

Ahead of arriving at their chosen property, 25% indicate that they have had friendly and informative correspondence with the property, with just over a quarter (26%) also being offered guidance and information about 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 almost one-third (31%) of LGBTQ+ travelers who say they have experienced great first impressions on arrival, such as welcome drinks or friendly staff.

Communication is Key
The research from Booking.com also reveals that the LGBTQ+ community of a destination sits at the heart of many LGBTQ+ traveler decisions, and a passion to experience all that this community has to offer is prevalent among the findings:

• 60% of LGBTQ+ travelers are more likely to travel to a destination that celebrates its local LGBTQ+ community and history
• Over half (56%) 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+ travelers want a connection with the LGBTQ+ community to enrich their traveling experiences, they also look to brands to support and recognize the community too, with more than half of LGBTQ+ travelers (55%) more likely to seek out attractions or activities that are tailored to the LGBTQ+ community. The same number (55%) 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 (64%) 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+ travelers, and ultimately for everyone. When LGBTQ+ travelers were asked about what they hope to see from travel companies, the results provide real food for thought:

• 37% would like more tailored recommendations for their preferences and interests
• 31% 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 (30%) would like to see filters that allow them to identify properties that offer a positive experience for LGBTQ+ travelers, with a filter being most popular amongst travelers from Brazil (40%), New Zealand, the US, and Vietnam (all 39%)


Booking.com 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 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 – a positive move toward diffusing LGBTQ+ traveler’s challenges.

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Research commissioned by Booking.com and independently conducted among a sample of 5,514 LGBTQ+ travelers 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.