For many LGBTIQ+ travellers, deciding where to stay is about more than location and price. New research commissioned as part of Accor’s Welcome With Pride program shows three in five (60 per cent) hide their sexuality or gender identity while travelling, while more than half do not feel safe being themselves on holiday.
The study, developed with more than 1,000 LGBTIQ+ travellers, found that many actively change their behaviour when away from home. That includes avoiding public displays of affection, limiting conversations about partners or identity and adjusting check-in behaviour to reduce visibility.
Accor says this behaviour exposes a gap between visible inclusion messaging and actual guest experiences.
What travellers are saying
The study points to a clear expectation from travellers, and that’s consistency and certainty.
According to the study, guests want environments where identity does not need to be managed or hidden, and where staff are trained to respond appropriately without assumptions.
It is this expectation that is now shaping how inclusion training is being rolled out across hospitality groups.
Accor rollout in Australia
The findings come as Accor expands its Welcome With Pride inclusion training and accreditation program across its Australian hotel network.
The hospitality group has confirmed it is now the largest national adopter of Welcome With Pride, an evidence-based LGBTIQ+ inclusion training and accreditation program. The group has 32 hotels enrolled across Australia and aims to have 50 properties accredited by the end of 2026.
Co-designed with LGBTIQ+ communities, the training focuses on practical actions including inclusive language, avoiding assumptions and improving everyday guest interactions.
Accor reports internal results showing 87 per cent of staff felt more confident after training, and 92 per cent said they were proud to work for a company investing in inclusion.
On-the-ground impact
At Novotel Perth Murray Street, Director of Talent and Culture Jai McNaughton said the shift has been tangible.
“We didn’t just want to look inclusive – we wanted to be inclusive. The difference has been extraordinary,” he stated.
Welcome With Pride Founder Charlie Douty said the research reinforces the need for action over symbolism.
“Now, more than ever, we need businesses to show us what they stand for,” he remarked.
KARRYON UNPACKS: When more than half of travellers feel they must hide identity, inclusion shifts from brand value to booking factor. Accreditation now gives advisors a practical trust signal for clients.
