LGBTQ+ travel has been booming lately, and IGLTA wants to ensure that travel advisors are equipped with the best practices for booking LGBTQ+ clients.
During part three of Fora’s advocacy-focused Book Better series, the host travel agency invited the International LGBTQ+ Travel Association (IGLTA) to share a one-hour presentation entitled “How to Book, Curate and Market Inclusive Experiences for LGBTQ+ Travelers.”
Santi Aguirre-Montaya, membership strategy manager at IGLTA, and Renato Gagliardi, regional membership manager for Canada/U.S., began the session by differentiating LGBTQ+ travel from LGBTQ+ tourism, and went on to share how to spot welcoming suppliers, what stereotypes to avoid and more.
Definitions: LGBTQ+ Tourism Versus LGBTQ+ Travel
LGBTQ+ tourism refers to tourism products that are specifically curated for LGBTQ+ people. These are trips where everyone is part of the community, such as a gay cruise, or a friend group going to a Pride festival or another event. This could also be a tour group made up of LGBTQ+ people and experiences including meetups with the local LGBTQ+ community, such as a nightlife or shopping experience, or an art tour with a specific lens to it.
We are everywhere. We don’t just go to Pride festivals and gay cruises, we go everywhere. We just want to be treated fairly.
LGBTQ+ travel, on the other hand, is just LGBTQ+ people traveling.
"We want to make sure that we do it free from discrimination,” Aguirre-Montaya said. “We are everywhere. We don’t just go to Pride festivals and gay cruises, we go everywhere. We just want to be treated fairly.”
The Situation for LGBTQ+ People Today
According to Gagliardi (who uses he/him pronouns), the situation for LGBTQ+ travelers is dynamic and varies around the world.
“Where we have progress on one side, we have other places that are very restrictive,” he said. “We have countries where death penalties are still in discussion.”
There are more than 66 countries where consensual same-sex activity is still seen as a criminal activity, and 12 countries see those activities as deserving of the death penalty. Fourteen countries criminalize non-conforming gender identities.
On the other hand, 34 countries have legalized same-sex marriage, and 35 countries have legalized same-sex adoption.
The situation is complex, though. LGBTQ+ travelers may still want to visit countries where being gay is illegal, and even countries that appear progressive can require some extra work on the part of the travel advisor. In the U.S. alone, 500 pieces of anti-LGBTQ+ legislation were introduced just this year.
"In places like the U.S., our existence is still being discussed in the public space,” said Aguirre-Montaya (who uses they/them pronouns).
What Can Tourism Businesses Do?
There are clear steps that hotels, transportation companies, airlines and other travel suppliers can follow to be more inclusive providers. Travel advisors can evaluate a potential partner’s LGBTQ+ friendliness by asking themselves the following questions:
- Is the company taking action to educate its employees? Some companies will also educate their clients to ensure they attract the right kind of customers.
- Has the company adapted? For example, Accor has created a kit for all its employees which allows everyone at their company to understand what DEI (diversity, equity and inclusion) means in terms of LGBTQ+ inclusion. Accor created a strategy to help further that education in the company.
- Has the company implemented any of their learnings? Has the company added pronouns for people who are front-facing? Is there an option for gender-neutral uniforms, and can employees choose what they wear, irrespective of gender?
- Are companies involved in their local LGBTQ+ communities? Delta, for example, brings a large group to Atlanta Pride.
Aguirre-Montaya warned advisors to avoid companies that “rainbow wash,” or who create LGBTQ+ marketing, but skip the key steps of educating, adapting, implementing and reaching out to the local community.
Marriott and Puerto Rico were provided as examples of suppliers who have “done the work.”
How to Find the Right Suppliers
IGLTA has the largest network of LGBTQ+-welcoming businesses. Travel advisors do not have to become IGLTA members to search the organization’s membership to find welcoming companies.
The organization has also created the IGLTA Accredited program to help advisors find audited suppliers.
The program is not pay-to-play, says Aguirre-Montaya. Auditing is done by a third party and must strictly comply with eight criteria identified by the organization. IGLTA will soon release a list of hotels that are accredited.
They also noted that Expedia shares “gay-welcoming” hotels, and that Orbitz and Booking.com also identify LGBTQ+-friendly hotels.
Also recommended were The Travel Corporation’s Trafalgar and Contiki brands as particularly welcoming to LGBTQ+ clients.
GayTravel,Travel Gay and Purple Roofs were also offered as good resources.
LGBTQ+ travel bloggers are another good source for information for advisors, as they offer a first-hand perspective.
IGLTA also offers research through the IGLTA Foundation, which provides reports and guides on specific topics, such as how to travel when living with HIV and how to make travel transformative.
In addition, Aguirre-Montaya pointed to an index created every year by Asher and Lyric, which ranks the best and worst destinations for LGBTQ+ travel.
How Else to Identify a Brand That Is Inclusive to LGBTQ+ Travelers
According to Gagliardi, it’s a good sign when companies do at least some of the following:
- They promote inclusivity beyond Pride Month.
- They have gender-neutral options on booking and registration forms.
- They offer gender-neutral/all-gender bathrooms.
- They feature diverse clients in their marketing campaigns.
- They celebrate key dates for LGBTQ+ people, such as the annual Transgender Day of Visibility.
- They care about DEI and have certifications and/or trainings.
- They offer a resource group for LGBTQ+ employees.
- They host LGBTQ+ events beyond Pride.
- They support LGBTQ+ nonprofits.
Tips for Planning Travel to Unfriendly Destinations
If clients want to travel to a country that criminalizes LGBTQ+ people, what do advisors do?
"You want to educate yourself so that you provide the right information, so that your client can travel wherever they want to go — safely,” Aguirre-Montaya said. “And if you’re booking a non-welcoming destination, I recommend you work with a tour operator that has worked with Western clients and understand the needs of Western clients.”
You want to educate yourself so that you provide the right information, so that your client can travel wherever they want to go — safely.
Wholesalers that have worked in their destinations for years are also a good idea.
“Trust me, you won’t be the first person to send an LGBTQ+ person to Egypt,” Aguirre-Montaya said. “If you have the chance, book directly with boutique LGBTQ+ tour operators. They are already very used to sending LGBTQ+ groups all over the world, including to the Middle East, Morocco, Egypt, South America and the Caribbean.”
Try to book stays at international hotel brands, such as IGLTA members Accor, Marriott and Hyatt Hotels.
Research the laws in the destination, and provide clients with a summary of what they can and cannot do — and be clear. Also provide information on the nearest U.S. consulate.
Avoid Stereotyping LGBTQ+ Clients
Gagliardi and Aguirre-Montaya completed their presentation with some impactful tips for avoiding stereotyping LGBTQ+ clients:
- LGBTQ+ travelers are not a monolith. They are “as diverse as the rainbow,” with unique preferences and tastes.
- They’re not all luxury tourism clients. There are a lot of economic backgrounds.
- Don’t make assumptions about gender and relationships.
- Not all gay men want to travel for parties and Pride events.
- Don’t ask for someone’s “real name,” referring to a name they were assigned at birth. Instead, ask for their travel documents if you need those details.
