Editor’s note: This is Part 2 of a multi-part series exploring the LGBTQIA+ travel market—why it matters, how to authentically engage and serve these travelers, what they’re looking for in their journeys and beyond.

Last week’s Proud Experiences—which was co-located with ILTM North America at Baha Mar—was as engaging and uplifting as it was eye-opening and thought-provoking. Attendees heard from travel advisors, hoteliers and destination reps about the importance of inclusive business practices. Perhaps no conversation that evening, however, was more poignant than Kimberly Wilson Wetty, Founder and CEO of Keep Wondering Why and former executive of Valerie Wilson Travel, discussing what it’s like being the mother (and travel advisor) of a trans child.

In that conversation, Wetty spoke to the unique—and ordinary—challenges of traveling as a member of the trans community. Much of what she spoke about aligned exactly with what I had learned for this multi-part series. So, to follow up on the business case for selling LGBTQIA+ travel, here’s what you need to know about its challenges.

Safety Is Still a Priority

Unfortunately, there are still many challenges that those in the LGBTQIA+ community face—both at home and while traveling internationally. Booking.com research found that 59% of LGBTQ+ travelers have experienced discrimination when traveling, with 43% of respondents to the survey reporting canceling a trip after seeing a destination was unsupportive of its LGBTQ+ residents.

“Safety remains foundational not just for LGBTQ travelers but also for their families and allies,” said Simon Mayle, event director for RX Global, operators of ILTM and Proud Experiences. “More queer people are now traveling with loved ones who affirm and celebrate them; think of parents, grandparents, siblings or friends who want to ensure inclusive, welcoming experiences for everyone in their party. So, yes, safety is still essential, but today’s LGBTQ travelers are also seeking destinations and suppliers that respect their identities.”

Adding to that sentiment was Laurie Whann of Grand Luxe Destinations, an affiliate of NEST. “In the past travelers were looking for safety; now they are looking for destinations where they can connect with the community … they are not looking for a surface-level experience during Pride Month.”

Desiring safety is not unique among LGBTQIA+ travelers, but there are some additional concerns you must consider when booking travel for these folks.

Said David Rappel, a travel advisor with Global Travel Collection: “For most of my clientele that are LGBT, they just want to be treated like everybody else … They don’t want to have any problems checking in [and] they just want to experience the city as anybody that is from the U.S.A. wants to experience that city.” He added: “They’re not looking for anything special, they just don’t want any hiccups.”

Pride Month Marketing: Helpful or Not?

To help safeguard her clients, Whann explained, “When I search for suppliers, I am looking for travel marketing that reflects the full diversity of the LGBTQ+ community.” Noting she does try to keep track of a supplier’s level of involvement in support of the community, Whann added, “while it’s true that some brands are still in the early stages of this journey, even small steps like visible support during Pride Month can serve as an important starting point.”

Rappel, on the other hand, is a bit more cynical about Pride Month marketing. He told LATTE U.S. that he laughs each June when he sees the targeted advertising, calling it very poor pandering.

More along those lines, Mayle said that while “representation matters … marketing alone isn’t enough. Consumers today are highly attuned to whether a brand is simply being performative or is genuinely committed to inclusive hospitality. That means going beyond rainbow logos in June.”

Whann’s hope regarding Pride Month marketing, however, “is that, as these brands witness the positive impact of inclusivity (both socially and economically), they will extend their efforts throughout the year, embedding genuine support into their culture, operations and offerings.

“True representation isn’t just about visibility; it’s about consistent, meaningful action that aligns with the values being promoted.”

The good news, according to just about everyone we spoke with, is that many suppliers are making concerted efforts to be more welcoming of LGBTQIA+ travelers—even (or, especially) those located in destinations historically considered unwelcoming of these travelers.

Suppliers That Are Excelling

Beyond representation in marketing, “Internal training matters,” explained Mayle. “If you’re going to market to LGBTQ travelers, you must understand what they need—and then ensure all guest-facing staff know how to meet those needs with grace and professionalism. Otherwise, the promise of inclusion rings hollow.”

According to Whann, examples of suppliers that “truly embrace this culture” include cruise lines like Virgin Voyages, Royal Caribbean, Celebrity Cruises and Seabourn, as well as hotel groups such as Hyatt and Marriott. “These companies position themselves as allies—not by creating ‘separate’ LGBTQ+ products, but by embedding inclusivity into the entire guest experience,” she said. On the destination side, she recommended Greece, Spain, Portugal and Argentina “thanks to their inclusive atmosphere and vibrant local cultures.”

Rappel would second the likes of Greece and Spain, specifically calling out Ibiza as a popular destination among his clients. For other travelers—also in search of some sun and sand but, perhaps, at a bit slower a pace—he is seeing interest in the Maldives and Seychelles. “It’s not a cookie-cutter thing; not every gay person is going to want the same thing,” he added.

Rappel also spoke very positively about the changes that the United Arab Emirates has made in the past two-plus decades in becoming more LGBTQIA-friendly. “That is a perfect example of training that has been amazing for the LGBT community,” said.

Again, this is where the travel advisor plays a critical role. You can help match these clients with the destinations and brands that have done the work and are ready to deliver a truly inclusive service.

Whann added, however, that she does have clients who want to go to destinations that may not be as welcoming to them, and she will still book them. She may try to steer clients in one direction or another but if LGBTQIA+ clients want to visit X destination, she will go ahead and do her best to find accommodating suppliers to book.

“When you have clients who are going to a place like Egypt, there is a level of extra care and concern on your end [to tell your clients], ‘Here’s what you have to know before you go.’ And, obviously, you’re going to be much more selective of the hotel or the suppliers you that you’re working with, just to ensure that they’re safe.”

This trip to Egypt ended up being a $40,000 booking. (Ahem, “business case.”)

Crafting an Itinerary With Care

“We also need to recognize how dramatically the LGBTQ travel market has expanded,” said Mayle. “Historically, it was often framed as white, cisgender, gay male travel. But the community is increasingly visible and diverse across gender identity, race, ethnicity, and age. If you’re comfortable welcoming two white gay men in their 40s, great. But how about two Black lesbians traveling with their children? Or the non-binary grandchildren in a travel party?”

Along those lines, Whann said she is more careful with some of her trans clients. Even in destinations that are more accommodating of gay and lesbian travelers, there may still be issues with a trans person (unfortunately, but especially so while they’re in transition). Whann reports she’s been very selective of where she sends this client.

That said, Whann told us she won’t tell clients how to display their affection in these locales (“because I wouldn’t want someone telling me to do that with my husband”). Alternatively, Rappel does inform his clients how they should act in certain destinations. “ I say this to straight people [too]. I say, ‘Don’t hold hands in public, don’t show public affection,’” he said. “There are rules of society [in these locations]. They’re not the same as we were brought up with, but it’s their society and we need to respect it.”

He added: “We need to be very well aware of the different cultures, and what’s accepted and what’s not accepted.”

In the end, said Whann, “My goal is always to craft trips where my clients feel respected and cared for—not just with amazing service, but with thoughtful, inclusive touches that affirm who they are. Because in the end, luxury isn’t only about what’s offered; it’s about the freedom to be your authentic self while exploring the world. That’s what transforms a trip into a truly luxurious experience.”