Luxury travel has been one of my greatest passions for as long as I can remember, mainly because it has always promised the sort of all-out escapism that most of us can only dream of in day-to-day life. Having found my way in, through a career in luxury travel and lifestyle recruitment, I have the privilege of experiencing these hotels first-hand.
There’s no doubt that five-star hotels showcase the very best that hospitality has to offer, but it was only when I transitioned and began to move through the word as my authentic self – a non-binary femme – that I began to understand just how ill-prepared some of them are to cater for trans and non-binary travellers.
Whether it’s issues checking in when the front desk is not quite sure which pronoun to use, or navigating slalom-style between concierge, porter, room service and dining room, trying not to notice the look of panic in their eyes when faced with someone whose appearance doesn’t meet their expectations… let’s just say it’s a long way from the flawless experience one might expect.
Add to that the lack of gender-neutral options when visiting the loo, let alone the spa, and it’s all too easy to see why the idea of travel for some gender-non-conforming people represents anything but an opportunity for escapism.
A growing market
As the visibility of trans and non-binary folk increases, the hospitality industry is cottoning on to the potential value of the LGBTQ+ travel and tourism market. This currently sits at an estimated $218 billion. Those looking for a slice of the pie will need to earn it by demonstrating solidarity with a community which is increasingly under attack, both online, in the media and, as we tragically saw with the recent Colorado Springs shooting, in our bars. True allyship will be measured through the tangible steps hotels take to ensure LGBTQ+ travellers feel seen and safe. Anything less than that will come across as performative.
So what does true allyship in action look like, in the context of luxury travel? I have been working with three hotels recently who are particularly welcoming of LGBTQ+ travellers and I spoke to them about what fuels their drive for inclusivity.
Double Standard at The Standard
The Standard
Hotels looking to emulate the very best in five-star LGBT+ inclusion need look no further than The Standard. The ethos that underpins everything at this luxury destination is that: the hotel is not for everybody, but everybody is welcome. This is something that can be felt at every touch point.
