Booking.com Joins Forces with Stonewall National Monument Visitor Center, Amplifying LGBTQ+ Representation in Travel and History

Booking.com continues its mission to make it easier for everyone to experience the world, no matter where they come from, who they love or how they identify, by announcing a partnership with the Stonewall National Monument Visitor Center, a cornerstone institution dedicated to preserving and promoting LGBTQ+ history and culture. This alliance underscores Booking.com’s ongoing commitment to championing diversity and inclusion in the travel industry, while also amplifying LGBTQ+ voices and experiences.

As a Founding Partner of the Stonewall National Monument Visitor Center, Booking.com joins forces with Pride Live—a leading social advocacy and community engagement organization for the LGBTQ+ community—to support the landmark institution. Located in Greenwich Village in the heart of New York City, the center will be the first LGBTQ+ visitor center within the U.S. National Park Service and will open to the public on June 28, 2024, with a dedication to preserving, advancing, and celebrating the legacy of the historic Stonewall Rebellion and serving as a living monument to the advocates and pioneers who shaped the LGBTQ+ civil rights movement.  

Booking.com’s presence at the Stonewall National Monument Visitor Center will include original content for the on-site theater, which will continuously rotate programming throughout the year that showcases diverse stories of LGBTQ+ travelers such as insights into LGBTQ+ friendly travel destinations and inclusive hospitality practices across the country. The Stonewall National Monument Visitor Center will be added as one of more than 128,000 bookable attractions available on Booking.com. In addition, visitors who show the Booking.com app on their device can take advantage of "skip the line" access to the visitor center.

“Booking.com is incredibly proud to be a Founding Partner of the Stonewall National Monument Visitor Center, making it easier for visitors to learn more about a significant piece of history for the LGBTQ+ civil rights movement, in one of the most popular travel destinations in the world,” says Arjan Dijk (he/him), CMO and Senior Vice President of Booking.com. 

Empowering Inclusive Travel

Booking.com’s involvement in this landmark cultural center is part of its larger commitment to the LGBTQ+ community. In addition to running LGBTQ+ specific research to help educate travelers and partners, Booking.com also collaborates with key LGBTQ+ industry bodies and pride events, including The International LGBTQ+ Travel Association (IGLTA) and Global Equality Fund (GEF). The Booking.com Travel Proud program, which  launched in 2021, empowers accommodations to create welcoming experiences for LGBTQ+ travelers. Since its inception, Travel Proud has provided free inclusive hospitality training to over 70,000 properties globally, addressing the challenges faced by LGBTQ+ travelers and promoting a more inclusive travel industry.

“With a shared vision to enhance understanding of LGBTQ+ experiences, we can amplify our collective efforts through this partnership. As such, we look forward to encouraging even more travelers to visit the SNMVC when they visit the Big Apple, and to be inspired by the history on display at this important national monument,” says Dijk.

Destination Equality

The announcement of the new partnership coincides with Booking.com’s release of new research highlighting the importance of inclusivity in travel experiences. The research reveals that LGBTQ+ travelers continue to face significant challenges, with more than half (59%) of American LGBTQ+ travelers experiencing discrimination when traveling. Additionally, 50% of American LGBTQ+ travelers agree that being LGBTQ+ has made them more insecure and self-conscious as a traveler. 

American LGBTQ+ travelers are increasingly taking control of their trips, as evidenced by the new research, most notably around destination selections and pre-flight preparations. According to the research, 56% of U.S.-based LGBTQ+ travelers consider a destination’s local legislation regarding LGBTQ+ human, equality, and marriage rights an important factor. Furthermore, 53% consider whether the destination is more—or less—accepting of LGBTQ+ people than their home country. 

When presented with the choice, over half (58%) of American LGBTQ+ travelers say they prefer to visit destinations where LGBTQ+ tourism is already well established, compared with 46% who would rather consider locations where their presence could contribute to broadening social awareness and acceptance. 

Ultimately, LGBTQ+ friendliness makes a difference: More than half (55%) of U.S. LGBTQ+ travelers have booked a trip in the past 12 months to a destination seen as supportive of residents who identify as LGBTQ+.

Travel Industry Allies

Beyond their own decisions, American LGBTQ+ travelers recognize progress within the travel industry, with 72% saying increased inclusivity has made them feel more comfortable when traveling. This is most true among travelers globally who are out (76%) but also among those who are not, with 65% saying it makes a difference. 

Traveling to destinations that have adequate legislation in place facilitates feeling included and this is reflected in interactions with people who work in the travel industry: 81% of American LGBTQ+ travelers feel comfortable when arriving to check in at their accommodation in these locations, 77% when having correspondence with accommodation hosts and airlines, and 81% when interacting with hospitality professionals at their destination such as tour guides, flight attendants, and taxi drivers.

Additionally, when asked what features American LGBTQ+ travelers would like to see from travel companies to improve their future travel experiences, 29% referenced filters that would facilitate identifying properties that offer a welcoming experience. This is of particular importance globally for transgender (49%) and genderfluid (40%) travelers.

The Future of Inclusivity

As the travel industry evolves, Booking.com remains committed to championing diversity, equality, and inclusion. Through strategic partnerships like the one with the Stonewall National Monument Visitor Center, comprehensive LGBTQ+-rooted annual research, and a continued evolution of the Travel Proud program’s free inclusive hospitality training program for accommodations, Booking.com seeks to create meaningful connections between travelers and LGBTQ+ communities worldwide.

“At Booking.com we believe that everyone should be able to experience the world as themselves, always,” says Dijk.