Agent Jennifer Lynch, general manager of Worcester’s Arrange My Escape, told TTG’s recent LGBT+ seminar: “Just being listened to and understood is the main thing. Two people sat in front of you, no judgement – that’s all anybody wants.”

Lynch said agents needed to avoid assumptions about clients. “People automatically think because you’re two men or two women you want things a certain way. We will ask the questions – do you want a double bed? Or two rooms? – and not assume anything because it’s that time you assume that you get it wrong.”

Adam Bloodworth, CityAM travel editor, said agents must be “flexible and accepting to everyone”. “There is a huge cohort that want to be seen as different and want to talk about it, and then there’s a huge amount that want to be treated the same as everyone else.”

He added LGBT+ travel presented challenges in itself. “Coming out can be a daily occurrence, that’s something a lot of people don’t realise,” he continued. “You perceive threat and you perceive issues wherever you go.”

Changing perspectives

Lynch advised agents to “start small”. “Even if you start with a handful of destinations, you’re still promoting them – it’s showing that support. Maybe someone views your window or sees you on social media and never thought you would do something like this. They can talk to someone they never thought they could turn to.”

Lynch added she would consider sending clients to destinations regarded as LGBT+ unfriendly, but would “talk it through” and assess things like feedback on hotel brands. “If we don’t explore these destinations, how are we going to open them up?” she said. “It’s important we start to see movement to destinations that aren’t great.”

Bloodworth agreed, saying: “We need to go to places and change perspectives where there is still bigoted thought around identity,” he said, adding family bookings needed particular care. Closeted teenagers, he said, were the ones most likely to be “dragged on trips by their parents to places where they don’t feel comfortable”.

“That’s something agents need to be aware of,” he warned. “If you’re queer from birth, you can start to resent and feel uncomfortable in your skin from 8, 9, 10, 11. Everyone has a responsibility to advise those parents this destination may make some people feel uncomfortable.”

David Meany, Travel Corporation director of partner marketing, identified another area agents needed to be aware of, stating the market may be moving away from “Rainbow Warriors”. “This younger generation have grown up where being around other queer people, or just having a family or parents that are accepting, is becoming more normal,” he said.

“Therefore, feeling I need to travel only with like-minded people – there will always be a place for that, but potentially there’s a move away as well.”

‘Distinct market opportunity’

The seminar also heard from Jenny Southan, founder of travel trend agency Globetrender, who revealed some of the developments highlighted in the organisation’s recently published Future of Queer Travel report, which predicts the market will grow in value globally from $218 billion pre-pandemic to $568.5 billion by 2030 due to growing population, increases in disposable income and a greater propensity to travel.

“Today, 25% of American Gen Z students identify as LGBTQ,” she said, adding the figure in the UK – according to the 2021 census – was 6.9%. “For the travel industry, this is a clear indication of a distinct market opportunity, particularly for people under age 45.”

She identified queer family travel as the biggest trend in the sector; in the UK, the number of same-sex parented families increased to almost 250,000 in 2019, up by 40% since 2015.

With queer Gen Ys and Gen Zs now of childbearing age and fighting for rights, the world “will see more rainbow families emerging and many will want to travel,” said Southan. “There is an urgent need for travel advisors, such as you, to help them with their holiday planning and booking.”

• The seminar identified this year’s EuroPride in Malta as another key booking opportunity. The event will take place in Valletta from 7-17 September, with Christina Aguilera headlining. Authorities expect 50,000 to 60,000 attendees.