“Belong everywhere” is Proud Experiences’ strapline, and event director Simon Mayle says it sums up the LGBTQ-focused trade show’s ultimate goal. “We want guests to not only be truly welcomed everywhere but to feel like they really belong,” he says.

To achieve that goal, Proud Experiences is once again bringing together the great and the good of international travel for a rainbow showcase in Los Angeles this 3-6 June, that not only boosts business for the LGBTQ+ market, but improves awareness of LGBTQ+ travellers’ perspectives too.

Run by RX Global, which is responsible for ILTM among other expos, the show was conceived when an internal development programme back in 2019 revealed an under-served client base. “We realised that on a luxury level, we referred to micro-personalisation regularly, but this wasn’t filtering out to the LGBTQ+ traveller,” says Mayle. “So, the idea was to put luxury travel hotels and destinations together with premium travel agents that had a high proportion of LGBTQ+ clients.”

The process started with getting LGBTQ+ friendly brands on board, but quickly drew the attention of companies and countries beyond that sphere, and Mayle realised there was an opportunity to break new ground.

“We welcome hotels and operators from across the globe including some of what might be considered less LGBTQ-friendly destinations like the Maldives and Jamaica. The private sector has a really important role to play in creating a greater understanding, especially where tourism has such a significant economic impact,” says Mayle.

Mayle is particularly proud of the conference’s speaker programme, which has consistently championed LGBTQ+ awareness: “I still remember in 2019 when we welcomed India’s first publicly gay prince as our keynote speaker when India was in the process of decriminalising homosexuality. To be among influential people who are fighting for such incredible change is truly inspiring. We’ve also had the honour of welcoming speakers from the trans community, such as Jake and Hannah Graf from the UK, at a time when trans awareness is moving at such speed globally.”

As well as speaker’s sharing their wisdom, the show tackles inclusion on a micro level too by sharing experiences and recommendations with suppliers. “The impact of educating hoteliers on the importance of having a diverse team and diverse marketing strategies cannot be underestimated,” says Mayle.

Equally, hoteliers enjoy the chance to showcase what they are doing to support LGBTQ+ travellers’ sense of belonging. Mayle is excited to bolster the LA show’s already strong list of hotelier attendees this year – which include Hyatt, Aman, Peninsula, One&Only, Ritz-Carlton Yacht Collection and Kudadoo, Hurawalhi and Kagi private islands in the Maldives – with new suppliers such as The Dorchester Collection, Langham London, Regent Seven Seas Cruises, Gleneagles and Borgo Santandrea on Italy’s Amalfi coast. 

Pride of place

Creating an open and inclusive forum for the LGBTQ+ travel trade in a swanky hotel in LA is sure to be good for sales, and Mayle has received glowing feedback from past attendees who have found the show not only business-building but deeply inspiring. “Travel advisors get the opportunity to meet hotels that are open and actively trying to personalise their services and experiences for the LGBTQ+ market. And suppliers meet advisors who have frequent travelling, high-spending LGBTQ+ clients," he says.

“Both get exposure to really rich content on best practice, sensitivity training and some incredibly inspiring personal stories, all against the backdrop of some wonderful networking events in our LA location.” 

In many ways LA is the perfect destination for Proud Experiences and the show plans to stay: “We are very happy in our home in LA, and looking forward to welcoming a few more British agents this year,” says Mayle, who also shares some of the show’s fringe events and socials that agents can look forward to around the city. “The show is at the Fairmont Century Plaza, and everything will kick off there followed by more cocktails in Hollywood and a final evening hosted by West Hollywood, LA Tourism and Visit California at iconic LGBTQ+ venue, The Chapel at the Abbey.”

For British agents keen to attend, Proud offers a hosted buyer programme covering accommodation and $1000 towards flights. More information on the show is available here.