Booking.com’s Travel Proud Initiative Promotes Inclusive Hospitality
Italy leads the global ranking of inclusive tourism, being the country with the highest number of accommodations certified with the Travel Proud seal by Booking.com, an initiative aimed at enhancing the hospitality experience for historically discriminated groups.
Milan and Rome Top the List
Milan and Rome occupy the first and second places, respectively, as cities with the most properties receiving this training.
Mexico’s Progress in Inclusive Tourism
In an interview with El Economista, Luiz Cegato, Senior Director of Communications and Public Relations for Latin America at Booking.com, highlighted that the Travel Proud program was born globally in 2020 and implemented in Mexico from 2021. “In just four years, the growth has been significant: the seal is now present in over 100,000 accommodations across more than 150 countries and 16,000 destinations.”
He explained that Mexico has become one of the leading countries in the region and globally. From July 2023 to July 2024, accommodations certified with the Travel Proud seal grew by 40% in the country, rising from 2,500 to 3,500 properties. This places Mexico among the top ten countries worldwide with the most establishments trained in inclusive hospitality.
Mexico City’s Standing
The Mexico City has the fifth-most certified properties globally, with 871 accommodations. It is surpassed only by Milan, Rome, Sao Paulo, and London. In Latin America, only Sao Paulo has more certified accommodations. Other notable destinations in Mexico include Tulum (497), Playa del Carmen (397), Cancun (222), and Puerto Vallarta, recognized internationally as a welcoming destination.
The Meaning of Travel Proud
“The Travel Proud seal is not a publicity campaign; it’s a concrete tool to train accommodation staff, ensuring that all travelers feel welcome and respected, regardless of their identity or lifestyle,” Cegato stated.
The training offered by the platform is free and available for any type of accommodation, from hotels to guesthouses. It includes recommendations on respectful language, inclusive marketing, non-exclusionary signage, and creating a discrimination-free hospitality experience during check-in.
Strategic Importance of Inclusive Tourism
Inclusive tourism is also strategic, according to Booking.com. The Latin American hospitality industry has shown sustained evolution in this area.
“Seeing two Latin American cities among the top five globally for certified accommodations is not a coincidence. It’s the result of the hotel and tourism sector’s commitment in the region,” Cegato said.
Among global destinations with the highest number of Travel Proud properties are Turin (Italy), Zurich (Switzerland), Brighton (UK), Florianopolis (Brazil), Chicago (US), Panama City (Panama), Sydney (Australia), and Porto (Portugal).
“In a global environment where public policies and exclusionary discourses are resurging in some regions, Latin America bets on a hospitality centered around dignity, preparation, and empathy as differentiating tourism factors,” Cegato concluded.
Key Questions and Answers
- What is the Travel Proud initiative? It’s a Booking.com program that aims to enhance hospitality experiences for historically discriminated groups by training accommodation staff on respectful language, inclusive marketing, and creating a discrimination-free environment.
- Which countries lead in inclusive tourism? Italy tops the global ranking, with Milan and Rome having the most certified properties. Mexico is among the top ten countries with the most establishments trained in inclusive hospitality.
- What makes Mexico City noteworthy in this context? It ranks fifth globally for certified accommodations, with 871 properties. Other prominent Mexican destinations include Tulum, Playa del Carmen, and Puerto Vallarta.
- Why is inclusive tourism strategically important? It reflects the Latin American hospitality industry’s commitment to dignity, preparation, and empathy as key differentiators.
