As the push for LGBTQ+ rights and acceptance continues to grow across Asia, with Thailand on its way to becoming the first Southeast Asian country to legalise same-sex marriage, a new study from Booking.com reveals an untapped market segment that travel agents may want to start catering toward - LGBTQ+ travellers from the region.

The research uncovers the distinct challenges this community still faces when traveling as well as their preferences and behaviours adopted to navigate them safely.

Overcoming discrimination and safety concerns

More than half (62%) of LGBTQ+ travellers from Asia Pacific have experienced discrimination while travelling according to the report. This leads the majority to expect discriminatory treatment from both fellow travelers (63%) and locals (65%) at their destinations. Unsurprisingly, 56% agree that being LGBTQ+ has made them feel more insecure and self-conscious when travelling.

To mitigate potential safety issues, many LGBTQ+ travellers are getting proactive with strategies like:

Creating alternate personas: "Close to half (48%) of LGBTQ+ travellers say that they modify aspects of their appearance and behavior to avoid potential discrimination or unwanted attention," states the study. An equal 48% have even created an entirely separate persona or alter-ego in order to safely navigate different environments when traveling, with 47% doing so specifically to protect themselves and feel safe.

Advance seat selections: While 37% have already had a negative experience with a fellow passenger related to their LGBTQ+ identity, a larger 43% express apprehension at just being seated next to a stranger due to potential discrimination. As a result, 56% opt to select their seats in advance to minimise interactions.

Thoughtful destination choices

For LGBTQ+ travellers from Asia, where they go appears to be top of mind and a major factor influencing their travel decisions:

• 55% consider a destination's legislation regarding LGBTQ+ rights and marriage equality
• 53% look at whether the locale is more or less accepting than their home country
• 53% also factor in news/reports about foreign LGBTQ+ traveler experiences there

This has directly impacted their choices, with the report stating "47% of respondents cancelled a trip within the past year after seeing a destination being unsupportive of its LGBTQ+ residents." Conversely, 61% purposely booked a trip to a destination seen as being LGBTQ+ supportive.

What they want from travel brands

While the study suggests travel brands are making progress - 76% feel increased industry inclusivity has improved their comfort - LGBTQ+ travellers still have some notable desires:

• 30% want to see filters that identify LGBTQ+ welcoming properties
• 66% say being able to be their authentic self on a trip is important, easy ways to find accommodations and experiences where they can truly be themselves is likely a priority

The impact of media representation

Interestingly, over two-thirds (70%) of LGBTQ+ travellers say they are more likely to book experiences inspired by positive LGBTQ+ representation in popular media and culture. This indicates a potential opportunity for travel brands to create LGBTQ+ focused packages and itineraries influenced by TV shows, movies, celebrities and social media trends that resonate with this audience.

The data clearly shows that LGBTQ+ travellers from Asia Pacific have distinct preferences, concerns and requirements compared to other audiences. With their personal safety being a primary motivator driving many of their decisions, travel agents who can tap into this market by providing tailored guidance, recommendations and itinerary curation could see high potential in this underserved yet increasingly visible demographic.