As the push for LGBTQ+ rights and acceptance continues to grow across
Asia, with Thailand on its way to becoming the first Southeast Asian
country to legalise same-sex marriage, a new study from Booking.com reveals an untapped market segment that travel agents may want to start catering toward – LGBTQ+ travellers from the region.
The research uncovers the distinct challenges this community still
faces when traveling as well as their preferences and behaviours adopted
to navigate them safely.
More than half (62%) of LGBTQ+ travellers from Asia Pacific have
experienced discrimination while travelling according to the report.
This leads the majority to expect discriminatory treatment from both
fellow travelers (63%) and locals (65%) at their destinations.
Unsurprisingly, 56% agree that being LGBTQ+ has made them feel more
insecure and self-conscious when travelling.
To mitigate potential safety issues, many LGBTQ+ travellers are getting proactive with strategies like:
Creating alternate personas: “Close to half (48%) of
LGBTQ+ travellers say that they modify aspects of their appearance and
behavior to avoid potential discrimination or unwanted attention,”
states the study. An equal 48% have even created an entirely separate
persona or alter-ego in order to safely navigate different environments
when traveling, with 47% doing so specifically to protect themselves and
feel safe.
Advance seat selections: While 37% have already had a
negative experience with a fellow passenger related to their LGBTQ+
identity, a larger 43% express apprehension at just being seated next to
a stranger due to potential discrimination. As a result, 56% opt to
select their seats in advance to minimise interactions.
For LGBTQ+ travellers from Asia, where they go appears to be top of mind and a major factor influencing their travel decisions:
- 55% consider a destination’s legislation regarding LGBTQ+ rights and marriage equality
- 53% look at whether the locale is more or less accepting than their home country
- 53% also factor in news/reports about foreign LGBTQ+ traveler experiences there
This has directly impacted their choices, with the report stating
“47% of respondents cancelled a trip within the past year after seeing a
destination being unsupportive of its LGBTQ+ residents.” Conversely,
61% purposely booked a trip to a destination seen as being LGBTQ+
supportive.
While the study suggests travel brands are making progress – 76% feel
increased industry inclusivity has improved their comfort – LGBTQ+
travellers still have some notable desires:
- 30% want to see filters that identify LGBTQ+ welcoming properties
- 66% say being able to be their authentic self on a trip is
important, easy ways to find accommodations and experiences where they
can truly be themselves is likely a priority
Interestingly, over two-thirds (70%) of LGBTQ+ travellers say they
are more likely to book experiences inspired by positive LGBTQ+
representation in popular media and culture. This indicates a potential
opportunity for travel brands to create LGBTQ+ focused packages and
itineraries influenced by TV shows, movies, celebrities and social media
trends that resonate with this audience.
The data clearly shows that LGBTQ+ travellers from Asia Pacific have
distinct preferences, concerns and requirements compared to other
audiences. With their personal safety being a primary motivator driving
many of their decisions, travel agents who can tap into this market by
providing tailored guidance, recommendations and itinerary curation
could see high potential in this underserved yet increasingly visible
demographic.