The new global “Travel Proud” survey by Booking.com, published on June 15, 2026 to mark Pride Month, highlights ongoing social and travel inequalities faced by the LGBTQ+ community. Based on responses from 13,300 individuals across 19 countries, the study outlines a complex landscape where safety, visibility, and authenticity often conflict with the travel experience.
Only 31% openly disclose their LGBTQ+ identity while traveling
One of the most notable findings is that only 31% of LGBTQ+ travelers in Europe openly disclose their identity when traveling, while the global figure stands at 28%. The majority (68%) choose to share their identity only within a close circle, reflecting the continued need for careful personal safety management during travel.
At the same time, 40% say they would be willing to conceal their identity in order to visit a “dream destination.” This finding highlights how travel freedom is still accompanied by compromises for a significant portion of the community.
The contradiction of safety and anxiety in travel
A particularly interesting insight is that LGBTQ+ travelers who do not openly disclose their identity report the lowest levels of travel-related anxiety. Specifically, 59% in Europe and 53% globally say they do not feel anxious, rates higher than the community average.
However, this sense of “safety” does not necessarily come from acceptance, but often from the ability to conceal aspects of identity, creating a more complex picture of travelers’ lived experiences.
Increased protective measures and digital behavior
Increased protective measures and digital behaviorThe survey also shows that 44% of LGBTQ+ travelers are taking more precautionary measures compared to previous years. These include sharing live location with trusted contacts (25%), using VPN services (19%), deleting dating apps before crossing borders (16%), and carrying a second, temporary phone (18%).
In addition, nearly half (48%) say they actively check their surroundings before showing public affection to their partner, underlining ongoing concerns about personal safety in international destinations.
More positive than negative experiences
Despite challenges, 82% of respondents report having at least one positive experience related to their LGBTQ+ identity while traveling in the past year. These include staff using correct pronouns (34%), inclusive signals in accommodations such as Pride flags (32%), and gender-neutral bathrooms (32%).
Overall, 58% believe that social acceptance has improved in recent years, indicating gradual but meaningful progress in the travel and tourism sector.
The role of artificial intelligence in travel
One of the most modern findings concerns the use of digital tools and artificial intelligence. Two-thirds of LGBTQ+ travelers (66%) use AI tools for travel planning, while 43% trust them for non-judgmental, objective advice.
Notably, 37% say they feel safer asking sensitive questions to an AI tool than to a human, highlighting a shift toward more “neutral” sources of travel information.
Travel Proud: An inclusion initiative
Travel Proud: An inclusion initiativeThe Travel Proud program by Booking.com aims to create a safer and more inclusive travel environment. Through training programs for partners and dedicated search filters, more than 142,000 accommodations across 20,000 destinations worldwide have joined the initiative.
The company emphasizes that the goal is to help travelers choose accommodations where they feel accepted and safe, regardless of gender identity or sexual orientation.
The Travel Proud 2026 research reveals a reality full of contradictions: significant progress in acceptance, but still a strong need for adaptation and self-protection among LGBTQ+ travelers. Despite improving experiences, concealing one’s identity remains a necessary safety strategy for many.
The journey toward more inclusive tourism continues, with technology, education, and corporate initiatives playing a key role in shaping a more open and safer future for travel worldwide.
