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In its latest research, Booking.com has shed light on the persistent challenges faced by LGBTQIA+ travellers.
The data reveals that 43 per cent of Kiwi LGBTQIA+ travellers encountered discrimination while travelling in 2024, a significant decrease from 72 per cent in 2023. This trend, although improving, still highlights the difficulties LGBTQIA+ individuals face globally.
The study also highlights a broader regional issue, with 62 per cent of LGBTQIA+ travellers across the Asia-Pacific region reporting discrimination. The disparity in experiences across different countries is stark, with India (92 per cent) and Singapore (82 per cent) topping the list, while New Zealand (43 per cent) and Japan (36 per cent) report the lowest rates within the region.
From the data, a quarter of respondents (24 per cent) reported cancelling a trip within the past year after observing a destination’s unsupportive stance towards LGBTQIA+ people.
Despite these challenges, the travel industry is making strides in inclusive hospitality. The number of Asia-Pacific properties awarded the Booking.com Travel Proud badge has surged by more than 200 per cent, reaching 5404 in 2024, up from 1714 last year.
Notably, two-thirds of these inclusive accommodations are located in Australia and New Zealand (3580).
Discrimination and Travel Anxiety
LGBTQIA+ travellers often anticipate discrimination from both fellow travellers (45 per cent) and locals (43 per cent) at their destinations. This expectation has led to increased insecurity and self-consciousness, with 39 per cent of LGBTQIA+ travellers acknowledging these feelings. The situation is particularly concerning for transgender (64 per cent), intersex (57 per cent), and non-binary (56 per cent) individuals.
Destination Choices and Travel Preferences
The majority of LGBTQIA+ travellers (72 per cent) emphasise the importance of being their authentic selves during their trips. Economic concerns also play a significant role, with 71 per cent prioritizing budget-friendly accommodations. Local LGBTQIA+ rights legislation influences travel decisions for 50 per cent of respondents, and 24 per cent have canceled trips due to a destination’s lack of support for LGBTQIA+ residents.
More than half (65 per cent) of LGBTQIA+ travellers prefer destinations with established LGBTQIA+ tourism, while 48 per cent are inclined to visit places where their presence could foster social acceptance. Additionally, 55 per cent are inspired by LGBTQIA+ pop culture in their travel choices, with millennials (70 per cent) being the most influenced.
Code-Switching and Travel Personas
To avoid discrimination or unwanted attention, 33 per cent of LGBTQIA+ travellers modify their appearance and behavior, and 30 per cent adopt alter-egos when travelling. This practice is particularly common among transgender (59 per cent) and lesbian (47 per cent) travellers.
Industry Support and Inclusive Hospitality
Inclusive legislation at travel destinations plays a crucial role in making LGBTQIA+ travellers feel welcome. According to the research, 87 per cent of LGBTQIA+ travellers feel comfortable when checking in at accommodations. Furthermore, 30 per cent of respondents emphasised the need for filters to identify welcoming properties, a feature especially important for transgender (49 per cent) and genderfluid (40 per cent) travellers.
Tourism New Zealand’s Commitment
“Aotearoa New Zealand is a welcoming destination to all visitors from across the world, showcasing our unique spirit of manaakitanga,” says a Tourism New Zealand spokesperson.
“As a destination, there is something for everyone to enjoy here, from our stunning landscapes and scenery, rich cultural experiences, exceptional food and wine, adventure and thrills, and world-class events. Aotearoa New Zealand hosts a range of events for visitors from the LGBTQIA+ community to attend, such as the Queenstown Winter Pride Festival in August and Pride events across all our major cities.”
“In April 2024, New Zealand was named one of the top 5 most LGBTQIA+ friendly countries in the world alongside Canada, Spain, Portugal, and Malta.
“And in May, Lonely Planet named Auckland one of the most LGBTIQ+ friendly cities in the world. We’d love to see Aotearoa New Zealand feature on the Booking.com list of LGBTQ+ Friendly Destinations in the future.”
