How Hotels Can Attract LGBTQ+ Travellers with Queer Destinations Certificate

Today’s travellers choose hotels that align with their values as much as their location or price. This is especially true for the LGBTQ+ community, where trust, safety, and brand authenticity play a central role in booking decisions. 

With LGBTQ+ travel representing an estimated $4.7 trillion global market, and 78% choosing brands that visibly support the community, the opportunity for hotels is clear. This segment is also shaping national tourism strategies in destinations such as Spain, Mexico, and Greece, reflecting its growing importance.
 

To make this opportunity practical and accessible for hoteliers, HBX Group has partnered with Queer Destinations to help properties build credibility, strengthen their ESG position, and increase competitiveness across leisure, corporate, and MICE markets.

What is Queer Destinations?

Queer Destinations is a global leader in LGBTQ+ travel inclusion, connecting companies, destinations, and hospitality brands with LGBTQ+ travellers. They help the industry create safe, welcoming environments through education, training, and internationally recognised standards.
 

At the heart of their work is the Queer Destinations Committed certification, the only LGBTQ+ distinction recognised globally by major companies and institutions. Hotels earn this through staff training in eight languages, appointing an internal LGBTQ+ Champion, and complying with inclusion standards. Over 200,000 hospitality employees have completed the programme to date. Certification also provides marketing support and visibility across Queer Destinations and partner platforms.
 

But the certification does not end with training.
 

It is an ongoing commitment, maintained through continuous improvement and feedback, including a QR code for guest feedback, an annual Mystery Shopper or Guest process, and an annual audit.
 

Why is the LGBTQ+ community relevant for hoteliers?

The LGBTQ+ traveller is not a niche audience anymore. It is a high-value, fast-growing segment that helps hotels stand out in competitive markets and build stronger long-term performance. Being open and accepting to the community is no longer enough.
 

Travellers should feel that you truly understand them and are genuinely interested in them through your services. If done right, you not only attract LGBTQ+ travellers but also differentiate your hotel for all guests. According to GLAAD’s 2023 study, 84% of non-LGBTQ Americans support equal rights.

Other important factors to consider:

• Large growing market: The global LGBTQ+ tourism market is projected to reach $634.9 billion by 2033, growing at a 7.9% CAGR.
   
• High purchasing power: LGBTQ+ tourism accounts for an estimated $4.7 trillion in global spending, with travellers paying more per trip and staying longer than average.
   
• Frequent, year-round travel: Many LGBTQ+ travellers take three to five international trips per year, often outside peak seasons. Dual-income households and flexible travel patterns help reduce seasonality.
   
• Strong brand loyalty: This segment actively supports brands that demonstrate authentic inclusion.
   
• Long-term value: Leading hotel groups such as Melià have invested in LGBTQ+ focused marketing and inclusion strategies, resulting in more trust, increased bookings, and improved customer lifetime value.
   

But traveller expectations matter just as much. LGBTQ+ guests look for hotels where they feel safe, respected, and genuinely welcome. This applies whether they are travelling solo, as families, or as groups brought together by shared interests, events, or causes. These trips often translate into longer stays and higher-value bookings for hotels. With 21.8% of Gen Z identifying as LGBTQ+, investing in inclusion today means investing in tomorrow’s travellers.

The partnership between Queer Destinations and HBX Group

HBX Group has partnered with Queer Destinations to help hotels respond to a growing traveller segment with clarity, credibility, and confidence. The goal is simple: support hotels in building genuinely inclusive environments while unlocking new commercial opportunities.
 

Through this collaboration, HBX Group enables hotels to access a dedicated LGBTQ+ travel distribution ecosystem, guided by Queer Destinations’ internationally recognised standards. Hotels benefit from clear frameworks, staff training, and expert guidance that help turn inclusion into everyday practice, not just messaging.
 

For hotels already working with HBX Group, this partnership adds a new layer of value. Participating properties gain priority visibility across a curated network of agencies, tour operators, OTAs, and B2B channels, while also increasing exposure to LGBTQ+ travellers through destination-led and event-driven demand.
 

It is a practical way to stand out, build trust, and grow sustainably within a high-value travel segment.
 

Why should hotels get Queer Destinations certified?

Queer Destinations certification helps hotels turn inclusion into a real business advantage. It strengthens trust with LGBTQ+ travellers, increases visibility, and supports long-term revenue growth, while aligning with global ESG and diversity goals.

Key benefits for hotels

• Increased visibility and differentiation: Certified hotels stand out as safe, welcoming, and progressive. Within HBX Group platforms, certification supports filtering and positioning for travellers actively looking for inclusive properties.
   
• Trust and credibility with LGBTQ+ travellers: The certification provides an internationally recognised standard for safety, respect, and trained staff, reassuring guests before they book.
   
• Access to a high-value, loyal segment: LGBTQ+ travellers travel more frequently, spend more per stay, and show strong loyalty to brands that reflect their values.
   
• ESG & CSRD credibility: Provides verifiable evidence of human‑rights practices, guest‑safety standards, anti‑discrimination measures, staff inclusion training, and third‑party validation aligned with CSRD reporting.
   
• Stronger performance in Corporate & MICE RFPs: Offers the external inclusion credentials, safety frameworks, and compliance documentation increasingly required to score higher in RFP evaluations across all categories.
   
• Brand trust & risk reduction: Demonstrates a tangible commitment backed by investment in training and audits, reducing reputational and operational risk while ensuring consistent, high‑quality guest experiences.
   
• Commercial and distribution advantages: Certified hotels gain visibility across Queer Destinations channels and HBX Group’s global network of travel agencies, tour operators, and OTAs, reaching travellers who actively prioritise inclusive stays.

What hotel teams say

• 'As a gay person, I consider this course a wonderful tool to eliminate discrimination and promote a respectful, egalitarian world. It opens the door to new tourism.' Staff member, Paradisus Playa del Carmen
   
• 'Super interesting, I hope all companies could add these courses to their workers. It’s time to act and change.'
  Staff member, Wild Cabo
   
• 'It was clear, light, and easy to understand. It helped us learn about sexuality and, above all, the respect it deserves.'
  Staff member, Le Méridien, Mexico City
   

How to obtain the Queer Destinations certification

Here’s a clear, structured process designed for hotel teams to get certified:
 

1. Getting Started: We share clear details about the programme and next steps with the interested hotel companies.
    
2. Define the scope and enrol teams: The enrolled hotel shares basic details for all employees and collaborators across departments. This ensures the certification applies to the full guest journey, not just front-facing teams.
    
3. Complete staff training: Teams access the Hospitality Meets Diversity e-learning programme. The training is completed online, usually within 45 days, giving staff the knowledge and confidence to welcome LGBTQ+ guests respectfully and professionally.
    
4. Align policies and service standards: We give guidance to align internal policies and guest service practices with core principles such as non-discrimination, equal treatment, and zero tolerance for harassment.
    
5. Receive the certification and QR badge: Once requirements are met, the hotel is awarded the Queer Destinations Committed recognition, along with a digital and physical QR-code badge that enables transparency and guest feedback.
    
6. Ongoing improvement and visibility: Certification is not a one-off action. Hotels are listed in the public Queer Destinations directory and continue training new staff, supported by feedback tools, annual reviews, and continuous engagement.
    

Take the next step

Becoming Queer Destinations certified is a practical way to build trust, boost visibility, and grow long-term performance within a thriving travel segment. Hotels already partnered with HBX Group can enhance their existing collaboration, while new properties are invited to register and begin the certification journey.
 

Not just that your property gains exposure to 60,000+ travel distributors worldwide, helping you reach a global audience. Not yet listed with HBX Group? You can add your property and access a range of tools and services designed to increase bookings and become a queer-inclusive hotel!
 

Register your property