Tuesday, July 2, 2024
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The global LGBTQ+ travel market is valued at an impressive $200 billion. With over 10% of travelers identifying as LGBTQ+, this community actively seeks welcoming and affirming travel experiences. According to the European LGBTQ+ Travel Alliance (ELTA), Europe has significantly benefited, welcoming 67 million LGBTQ+ tourist arrivals in 2023, contributing an economic value of $59 billion and marking a 27.9% growth over the previous year.
ELTA, which provides an annual platform for industry leaders and institutions to discuss inclusive travel in Europe, recently held its meeting in Brussels, Belgium, under the high patronage of the European Parliament. The event focused on the state of LGBTQ+ tourism and featured major players such as AccorHotels, Best Western, EasyJet, European Travel Commission, Sojern, ENIT, Visit Malta, Visit Brussels, and the European Travel Agency & Tour Operator Association (ECTAA).
AI-Powered Travel Index
Addressing this segment of the travel market, international travel and hospitality provider Sonders & Beach has introduced the industry’s first LGBTQ+ Travel Index powered by artificial intelligence (AI). This innovative tool, developed in collaboration with The Data Appeal Company, analyzes online content, comments, and user reviews for destinations, hotels, and operators to provide real-time ratings based on gender and LGBTQ+ inclusivity.
Sonders & Beach’s LGBTQ+ Travel Index enhances the company’s existing QueerVadis LGBTQ+ Certification Program. By offering data-driven insights on inclusivity, the Index helps members identify areas for improvement and tailor their offerings to better serve their customers.
Minimizing ‘Pink Washing’
Speaking at ELTA, Alessio Virgili, CEO of Sonders & Beach and president of ELTA, emphasized the importance of businesses providing genuine inclusivity. He urged companies to move beyond mere marketing tactics—often called “pink washing”—and adopt authentic measures that ensure a safe and welcoming environment for LGBTQ+ travelers.
“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 said. “Destinations must take concrete actions that guarantee a safe and inclusive environment for the LGBTQ+ community beyond merely referencing them for marketing purposes.”
AI Engine Powers Real-Time Insights
QueerVadis’ LGBTQ+ Index utilizes a robust AI engine to analyze online content with a focus on gender inclusivity. It compares findings with competitors and suggests actionable steps for businesses and destinations to become more welcoming and inclusive.
Competitive Advantage and Sustainability
The unique, third-party verified QueerVadis certification is increasingly valuable in the tourism industry. It aligns with Environmental, Social, and Governance (ESG) criteria and can benefit various organizations, including publicly traded companies and those pursuing UN Sustainable Development Goals (SDGs). The program is gaining traction, with members including hospitality giants like UNA Hotels Group and Leonardo Hotels, as well as tourism agencies 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,” said Virgili.
