In a groundbreaking move to promote inclusivity in the travel industry, Sonders & Beach has launched the first-ever LGBTQ+ Travel Index powered by artificial intelligence. This innovative tool aims to provide real-time ratings for destinations, hotels, and operators based on gender and LGBTQ+ inclusivity. The initiative is set to revolutionize how the travel industry approaches inclusivity, offering a data-driven solution to ensure a welcoming environment for LGBTQ+ travellers.
The Rising Value of the LGBTQ+ Travel Market
The LGBTQ+ travel market is a formidable force, valued at an impressive $200 billion globally. With over 10% of travellers identifying as LGBTQ+, there is a growing demand for travel experiences that are not only welcoming but also affirming. Europe has emerged as a significant beneficiary of this trend, with the European LGBTQ+ Travel Alliance (ELTA) reporting 67 million LGBTQ+ tourist arrivals in 2023, contributing $59 billion to the economy and marking a 27.9% increase from the previous year.
The ELTA’s recent meeting in Brussels, held under the high patronage of the European Parliament, highlighted the importance of inclusive travel. Industry leaders such as AccorHotels, Best Western, EasyJet, and the European Travel Commission gathered to discuss the current state of LGBTQ+ tourism and explore ways to enhance inclusivity across the continent.
Introducing the AI-Powered LGBTQ+ Travel Index
Sonders & Beach’s newly launched LGBTQ+ Travel Index is a pioneering tool developed in collaboration with The Data Appeal Company. This AI-powered index analyzes online content, comments, and user reviews to provide real-time ratings for destinations and businesses on their inclusivity levels. By leveraging artificial intelligence, the index offers unprecedented insights into the inclusivity of various travel experiences, enabling travellers to make informed decisions.
The LGBTQ+ Travel Index complements Sonders & Beach’s existing QueerVadis LGBTQ+ Certification Program. This certification program provides businesses with data-driven insights on inclusivity, helping them identify areas for improvement and tailor their offerings to serve the LGBTQ+ community better.
Combating ‘Pink Washing’ in the Travel Industry
At the recent ELTA meeting, Alessio Virgili, CEO of Sonders & Beach and president of ELTA, addressed the need for genuine inclusivity in the travel industry. He emphasized the importance of moving beyond superficial marketing tactics, often called “pink washing,” and implementing authentic measures to ensure a safe and welcoming environment for LGBTQ+ travellers.
“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,” said Virgili. “Destinations must take concrete actions that guarantee a safe and inclusive environment for the LGBTQ+ community beyond merely referencing them for marketing purposes.”
Harnessing AI for Real-Time Inclusivity Insights
The QueerVadis LGBTQ+ Index utilizes a powerful AI engine to analyze online content, focusing on gender inclusivity. This advanced technology allows for a comprehensive comparison with competitors and provides actionable recommendations for businesses and destinations aiming to become more inclusive.
Enhancing Competitive Advantage and Sustainability
The QueerVadis certification is a unique, third-party verified program that is becoming increasingly valuable in tourism. Aligning with Environmental, Social, and Governance (ESG) criteria, this certification can benefit various organizations, including publicly traded companies and those pursuing UN Sustainable Development Goals (SDGs). The program is gaining momentum, 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 truly sustainable businesses,” said Virgili.
For more information on the LGBTQ+ Travel Index, visit the official website.
Written by: Octavia Koo
