Friday, June 21, 2024
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Sonders & Beach, a leader in international travel and hospitality, has launched the pioneering AI-powered LGBTQ+ Index through its collaboration with The Data Appeal Company. This innovative index evaluates online materials, user comments, and data regarding destinations, hotels, and operators to provide instant, inclusive ratings. It marks a significant upgrade to the QueerVadis LGBTQ+ Accreditation and Certification program by Sonders & Beach, equipping members to enhance their offerings and address LGBTQ+ community needs effectively, thus elevating the travel experience.
The LGBTQ+ tourism sector represents a substantial $200 billion market globally, accounting for over 10% of all travelers. In 2023, Europe alone saw 67 million LGBTQ+ tourist arrivals, bringing in an economic value of 55 billion euros and showing a 27.9% increase from the previous year, as reported by the European LGBTQ+ Travel Alliance (ELTA).
ELTA, providing a yearly platform for discussing inclusive travel in Europe, recently convened in Brussels under the auspices of the European Parliament. The summit included key industry stakeholders such as AccorHotels, BestWestern, EasyJet, and several national tourism agencies.
Alessio Virgili, CEO & Founder of Sonders & Beach and president of ELTA, highlighted the need for authentic inclusivity in company policies at the conference. He criticized “pink washing,” where firms claim inclusivity without substantive policies, urging tangible actions to foster safe, inclusive environments for LGBTQ+ individuals.
The AI-driven QueerVadis LGBTQ+ Index analyzes and benchmarks gender inclusivity across the web, providing actionable insights for businesses to improve inclusivity. Updated monthly, this tool helps members monitor their performance and align their marketing strategies with LGBTQ+ expectations and sustainability objectives.
Virgili emphasized the importance of the QueerVadis certification in demonstrating compliance with environmental, social, and governance (ESG) criteria, relevant for a range of organizations, including those aligned with the UN’s Sustainable Development Goals (SDGs).
The QueerVadis program has a growing membership base, including entities like UNA Hotels Group, Leonardo Hotels, and the Italian Tourism Agency, among others. Leonardo Hotels Central Europe manages a vast portfolio across several European countries, underscoring the certification’s reach and influence in the hospitality industry.
