International travel and hospitality leader Sonders & Beach has unveiled the world’s first AI-powered LGBTQ+ Travel Index, a groundbreaking tool to revolutionize the travel industry. Developed in partnership with The Data Appeal Company, this innovative index analyzes online content, comments, and user reviews to provide real-time ratings for destinations, hotels, and operators based on their gender and LGBTQ+ inclusivity.
This cutting-edge tool is the latest enhancement to Sonders & Beach’s QueerVadis LGBTQ+ Accreditation and Certification program. It serves as a vital resource for industry members to benchmark their services against competitors, enhance their offerings for the LGBTQ+ community, and meet customer needs more effectively, ultimately improving the overall travel experience.
A $200 Billion Industry
LGBTQ+ travel is a significant and influential segment of the global tourism market. Globally, it represents a $200 billion industry, accounting for over 10% of all travellers. In Europe alone, there were 67 million LGBTQ+ tourist arrivals in 2023, contributing an economic value of 55 billion euros and marking a 27.9% growth from the previous year, according to the European LGBTQ+ Travel Alliance (ELTA).
ELTA, which provides an annual platform for industry leaders and institutions to discuss inclusive travel in Europe, recently convened in Brussels, Belgium, under the auspices of the European Parliament. The event focused on the state of LGBTQ+ tourism, featuring key players such as AccorHotels, Best Western, EasyJet, European Travel Commission, Sojern, ENIT, Visit Malta, Visit Brussels, and ECTAA (European Travel Agency & Tour Operator Association).
Minimizing ‘Pink Washing’
Alessio Virgili, CEO and founder of Sonders & Beach Group and President of ELTA, highlighted the importance of encouraging companies to adopt verifiable inclusive policies aligned with Europe’s Diversity, Equity, and Inclusion goals. He called for an end to “pink washing,” where companies claim inclusivity without implementing genuine, third-party verified DEI policies.
“The growing power of the LGBTQ+ consumer in travel presents a valuable opportunity for companies to adopt inclusive policies through more dedicated training and internationally recognized certifications,” Virgili stated. “Destinations must take concrete actions to guarantee a safe and inclusive environment for the LGBTQ+ community, beyond merely referencing them for marketing purposes.”
According to Virgili, initiatives like Sonders & Beach’s QueerVadis LGBTQ+ Certification program, now enhanced with AI, are crucial for helping entities meet rigorous regulatory standards and protocols, ensuring LGBTQ+ clients receive a respectful and welcoming experience.
“These certifications assure travelers that the hotels, services, or destinations they choose genuinely offer them the freedom to be themselves without fear of harassment or judgment,” he added.
AI-Powered Engine
The QueerVadis LGBTQ+ Index uses a sophisticated algorithm powered by AI to analyze online content from a gender inclusivity perspective. It benchmarks the results against competitors and suggests the best courses of action to make an organization or destination more welcoming and inclusive. Members can leverage the insights generated to make informed decisions about investments and services and to target their marketing campaigns better to align with LGBTQ+ clients’ expectations and sustainability goals. The Index can be seamlessly integrated into members’ websites, platforms, software, or apps and is updated monthly to provide the latest reputation and trend data, helping members track the effectiveness of their actions in real-time.
Competitive Advantage
The unique, third-party verified QueerVadis certification is gaining importance in tourism.
“It demonstrates compliance with ESG criteria for a wide range of organizations, including B Corps, publicly traded companies, companies seeking investment, or those pursuing the UN’s Sustainable Development Goals (SDGs),” Virgili noted.
He continued, “It should not be underestimated that OTAs like Booking.com are finally starting to consider only third-party certifications as ‘valid’ for identifying truly sustainable businesses.”
Growing Membership
The QueerVadis-accredited/certified members include the UNA Hotels Group, Leonardo Hotels, the Italian Tourism Agency (ENIT), Best Western, the Municipality of Milan, and the Municipality of Crema. Leonardo Hotels Central Europe, headquartered in Berlin, manages a portfolio in Germany, Austria, Switzerland, Poland, Czech Republic, Hungary, Spain, and Italy. The portfolio encompasses 84 hotels in 37 regions, with more than 14,500 rooms.
With the introduction of the AI-powered LGBTQ+ Travel Index, Sonders & Beach is poised to lead the travel industry towards a more inclusive and equitable future, setting new standards for LGBTQ+ travel and hospitality worldwide.
Written by: Christine Nguyen
