Shoppers are choosing more than sunshine and price , LGBTQIA+ travellers now prioritise safety, rights and genuine inclusion when booking trips, and that shift is reshaping where people go and which hotels they trust. Here's what the latest Travel Proud research means for planning your next escape.
Essential Takeaways
- Authenticity matters: 79% of LGBTQIA+ travellers in Colombia prioritise destinations where they can be themselves in public, making atmosphere as important as attractions.
- Rights affect budgets: 62% would pay more to visit places with a progressive rights record; many will avoid destinations linked to recent violence or punitive laws.
- Accommodation counts: 60% weigh an operator’s social and environmental practices along with inclusion policies when booking a room.
- Temporary gestures aren’t enough: 33% avoid stays that only show Pride support during June, preferring year-round commitments.
- Identity concealment remains common: A significant share of travellers still hide their identity abroad, underlining ongoing safety concerns.
Why personal safety now trumps price for many travellers
The strongest finding is simple and human: being able to relax and be yourself on holiday is now a major purchase driver, not a nice-to-have. According to the Travel Proud research, a large majority of LGBTQIA+ travellers in Colombia say they choose destinations where public expression of identity feels safe and welcomed. That changes how itineraries are made , people are scanning local news, policies and social attitudes before they book. For anyone planning a trip, that means adding reputational checks and recent incident searches to the usual price comparisons.
Rights, headlines and willingness to pay more
Money talks, but so do values. The study shows many travellers are prepared to accept higher costs to visit places with a demonstrable record on human rights and LGBTQIA+ inclusion. Conversely, destinations that have featured in news about violence or discriminatory policies are being actively avoided, even if local laws might seem favourable on paper. That’s a reminder that a destination’s headline reputation , how it feels in the moment , can outweigh technical legalities when someone decides whether to go.
Choosing a hotel? Look for lasting commitments, not PR gestures
Accommodation is no longer judged only by location or breakfast quality. Travellers now check whether a property treats LGBTQIA+ staff fairly, runs consistent inclusion training and embeds supportive policies beyond Pride month. That preference helps explain why many feel safer booking international hotel chains with standardised anti-discrimination rules. Practical tip: look for certifications, staff training mentions, and year-round diversity initiatives rather than one-off Pride displays.
Many still hide who they are , why that matters for safety and services
Despite progress, a sizeable portion of the community continues to conceal their identity while travelling, a behaviour found across multiple markets. That underlines persistent fears about harassment or worse, and it influences demand for discreet, secure services and inclusive staff training. Travel businesses can respond by offering clear non-discrimination policies, private booking options and visible staff allyship to reassure cautious guests.
What travel companies are doing , and what travellers want next
Industry players like Booking.com have expanded training programmes to help accommodation providers offer truly inclusive hospitality. Such initiatives are designed to move the needle from performative marketing to sustained practice. From a traveller’s perspective, the next step is transparency: accessible evidence of staff training, clear reporting channels for incidents, and ongoing community engagement will build trust. For destinations, that means cultivating both a legal framework and a lived culture of inclusion.
It's a small change in planning that can make every trip feel safer and more joyful.
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