Europe Experiences 27.9% Increase in LGBTQ+ Travel Market to Reach $59 Billion by 2023

The LGBTQ+ travel market is estimated to be valued at an impressive $200 billion globally, and represents over 10% of travelers globally who identify themselves as LGBTQ+ travelers, seeking welcoming and affirming travel experiences. Europe stands out as an especially large beneficiary with welcoming 67 million LGBTQ+ tourist arrivals by 2023 – representing an economic value of $59 billion and representing 27.9 % year-on-year growth! According to European LGBTQ+ Travel Alliance (ELTA), Europe was particularly fortunate as one of their primary regions welcomed these travelers – welcoming over 77% increase since last year’s figures! ELTA estimates this market.
ELTA (European Travel Leaders and Agencies Travel Association), an annual platform that allows industry leaders and institutions to discuss LGBTQ+ tourism across Europe, held its latest meeting under the patronage of the European Parliament in Brussels. Major players included AccorHotels, Best Western Hotels & Resorts EasyJet European Travel Commission Sojern ENIT Visit Malta Visit Brussels as well as ECTAA (European Travel Agency & Tour Operator Association).
Sonders & Beach, in partnership with The Data Appeal Company, recently unveiled an AI-powered LGBTQ+ Travel Index designed to address this powerful market segment. By monitoring online comments and user reviews for destinations, hotels and operators and providing real-time ratings based on gender equality and LGBTQ+ inclusivity ratings for each user review it generates real time ratings on gender inclusion as well as LGBTQ+ inclusion ratings in real time.
Sonders & Beach’s LGBTQ+ Travel Index expands upon their QueerVadis Certification Program by providing data-driven insights about inclusivity for members to identify areas for improvement and tailor offerings to better suit customer needs.
Minimizing Pink WashingWhen speaking at ELTA, Alessio Virgili of Sonders & Beach and President of ELTA stressed the significance of businesses offering true inclusivity for LGBTQ+ travelers. He advised companies to move away from mere marketing tactics — commonly referred to as “pink washing” — in favor of taking real steps that provide safe environments that welcome LGBTQ+ travellers.
“Companies can capitalize on the rising market share of LGBTQ+ travelers as an invaluable opportunity to implement more inclusive policies through dedicated training and internationally recognized certification,” according to Mr. Jones. Destinations must take proactive measures that create safe environments for the community rather than simply using reference point for marketing purposes.
Competitive Advantage and SustainabilityThe QueerVadis certification has proven its worth across tourism industry sectors, especially hospitality giants UNA Hotels Group and Leonardo Hotels as well as tourism agencies and municipalities. Aligning with Environmental, Social, and Governance criteria (ESG), QueerVadis benefits organizations seeking UN Sustainable Development Goals by aligning to ESG principles that benefit multiple organizations including publicly listed ones like UNA Hotels Group or Leonardo Hotels as well as tourism agencies or municipalities pursuing SDGs. As of today it counts members such as UNA Hotels Group or Leonardo Hotels Group as well as tourism agencies or municipalities seeking this certification program! Its benefits can bring competitive advantage while contributing towards sustainability – not least among its membership with members like UNA Hotels Group or Leonardo Hotels being present! QueerVadis is becoming ever-more beneficial among tourism agencies or municipalities looking forward.
“It should not be underestimated that online travel agencies (OTAs), such as Booking.com, have begun accepting only third-party certifications as valid measures of sustainability when it comes to identifying truly sustainable businesses,” stated Virgili. For more information about LGBTQ+ Travel Index visit their website.

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