Shoppers and holidaymakers are adapting: a new Booking.com study finds most LGBTQ+ travellers across Asia Pacific conceal aspects of their identity while travelling, so here’s what that means, what’s changing and practical ways to travel more confidently.

Essential Takeaways

  • Major trend: Only around 30% of LGBTQ+ travellers in APAC say they’re out when they travel, so many hide identity while away.
  • Safety trade-offs: Nearly half would conceal who they are to visit a bucket-list destination; precautions like VPNs and deleting apps are now common.
  • Tech comfort: A large share use AI to plan trips and feel safer asking AI sensitive questions than a person.
  • Positive signs: Most still report at least one positive LGBTQ+ experience while travelling, such as inclusive staff or gender-neutral bathrooms.
  • Industry response: Booking.com’s Travel Proud programme and a visible “LGBTQ+ friendly” filter are expanding across the region.

Why so many APAC travellers choose to stay closeted on holiday

It’s striking to read that only three in ten LGBTQ+ travellers in APAC say they’re out when travelling; that quiet, guarded feeling comes through in the research. Booking.com’s Travel Proud report surveyed more than 13,000 people across 19 markets and paints a clear portrait of cautious exploration. Backstory matters: legal environments, social attitudes and personal safety vary wildly across the region, so plenty of travellers decide discretion is the easier route. For many, hiding identity isn’t about shame so much as pragmatism , it reduces risk and, for some, stress. If you’re choosing destinations, factor in local laws and visible signs of inclusion; a rainbow flag on a property page or staff who use correct pronouns can make a weekend feel very different. And remember, packing a few low-effort safety measures can take the edge off anxiety.

The trade-offs travellers are making , and why some feel less anxious

Almost half of respondents said they’d hide their identity to tick off a bucket-list destination, which underlines how much people are willing to compromise for travel. Paradoxically, the “not out” group reported fewer negative incidents and were least likely to say they felt anxious while travelling. That suggests a trade-off: being less visible can lower your chance of encountering discrimination, but it also can mean curbing expression and spontaneity. For people who prioritise low anxiety, subtle caution , like avoiding public displays of affection in certain places , can help. For others, choosing clearly affirming cities or properties allows fuller expression without the same level of risk.

Practical precautions people now take , simple moves that make trips safer

The research shows concrete steps travellers actually use: sharing live locations with trusted contacts, using VPNs, deleting dating apps before border crossings and even carrying burner phones. Those moves aren’t about paranoia so much as risk management in a patchwork region. If you travel regularly, adopt a simple checklist: set a trusted contact, review local laws for LGBTQ+ rights, use secure internet connections, and consider a privacy routine for apps and devices. Small routines reduce mental load and keep you present to enjoy a city rather than scan it constantly.

How AI and online tools are changing trip planning for the better

AI is fast becoming a planning partner: three quarters of APAC LGBTQ+ travellers used AI to plan a trip last year, and many trust it for objective advice and finding niche, queer-friendly spots. A notable number feel safer asking AI sensitive questions than a human, which speaks to the anonymity tech can offer. That doesn’t replace local knowledge , but it does widen options quickly, especially for less-documented queer scenes. Look for tools that combine user reviews, verified inclusivity badges and local community resources. And if you rely on AI, cross-check recommendations with recent traveller reviews or local LGBTQ+ groups.

Where industry efforts are making a visible difference

There are reasons to be hopeful: 85% of APAC LGBTQ+ travellers reported at least one positive identity-related experience in the past year, from staff using correct pronouns to gender-neutral bathrooms and visible pride signals. Booking.com’s Travel Proud training and the platform’s filter and badge are designed to make those positive signals easier to find. Industry training is scaling up across languages and cities, and more properties are completing inclusivity courses. For travellers, that means a growing ability to choose stays that explicitly signal safety and welcome. If inclusion matters to you, use filters and look for verified badges when booking.

Closing line A few practical choices , from using trusted AI to checking for verified inclusive stays , can make travel feel safer and more enjoyable; find the balance that fits how you want to see the world.

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