Conducted among LGBTQ+ travellers across 25 countries, the Travel Proud survey also revealed that more than two thirds (71%) of those surveyed have experienced less than welcoming or uncomfortable situations on holiday.

Shining a light on attitudes towards inclusive travel, the survey found that more than 60% of LGBTQ+ travellers have to pay attention to their safety and wellbeing on holiday, with around 54% saying it affects the decisions they make when planning their trip.

Nearly half of respondents said being part of the LGBTQ+ community impacts the activities they participate in on holiday, while 43% said their bucket list destinations had been influenced by the experience of being an LGBTQ+ traveller.

Meanwhile, almost half (46%) of travellers had experienced discrimination due to their sexuality, including being subjected to stereotyping (26%) being stared at, laughed at or verbally abused by other travellers (13%) and/or locals (16%).

As a result, the LGBTQ+ community is increasingly looking to travel with brands that clearly communicate where travel is inclusive and listen to the needs of the community.

More than half of LGBTQ+ travellers (48%) are likely to seek out attractions or activities that are tailored to the LGBTQ+ community, according to the survey. The same number (48%) also research accommodation, brands, and experiences ahead of booking to understand the role they play in supporting the LGBTQ+ community.

The survey indicates that travel brands can help LGBTQ+ travellers by showcasing the destinations where vibrant communities exist and LGBTQ+ history is celebrated and accessible. Indeed, 65% of LGBTQ+ travellers are more likely to travel to a destination that celebrates its local LGBTQ+ community and history. More than half (51%) said they are more likely to choose travel that allows them to learn more about the historical aspects of the LGBTQ+ community in their chosen destination.

Responses to the survey suggest travel brands can do more to respond to LGBTQ+ traveller’s needs. More than 30% of respondents said they would like more tailored travel recommendations, a third would prefer search filters to identify LGBTQ+ friendly properties, while 36% said they would appreciate information on the LGBTQ+ status of destinations, including local laws, customs and hate crime stats.

Booking.com launched its Proud Hospitality training program last year for its global accommodation partners, and now has more than 1,400 Proud Certified properties in the UK.