A Booking.com study published on July 10, 2026, revealed that 79% of LGBTQIA+ travelers in Colombia prioritize destinations where they can express their identity freely. The Travel Proud 2026 report also showed willingness to pay more for inclusion and avoid places with discrimination.
The study, conducted between February and March 2026 with 13,300 participants across 19 markets, found that 62% of those surveyed in Colombia would pay more to visit places promoting human rights for the community. In addition, 51% would avoid destinations with recent news of violence against LGBTQIA+ people.
Laws also influence choices: 47% would not travel to countries with laws limiting the community, and 46% would discard places with recent contrary legislation. Only 25% would hide their identity to visit a desired site.
For accommodations, 60% view inclusion practices as equally important as social and environmental ones. Some 55% prefer international hotel chains for their standardized policies. Booking.com continues its Travel Proud program to train establishments in inclusive hospitality.