Booking.com Travel Proud – Confidently Comfortable

Directed by Emma Parkinson, Travel Proud – Confidently Comfortable was created for Booking.com to support their global LGBTQ+ initiative. The campaign highlights how the Travel Proud training programme helps accommodation partners create safe, welcoming spaces for LGBTQ+ travellers. By earning the Travel Proud badge, hotels and hosts show guests that inclusivity isn’t just a promiseit’s built into the experience.

For partners, the message was clear: inclusiveness is good for people and for business. For travellers, the badge offers reassurance that they can book with confidence, knowing they’ll feel respected and comfortable.

The campaign’s impact spoke for itself. Partner satisfaction jumped to 55.7% (well above the 40% target), engagement more than doubled expectations at 10.3%, and reach hit 58.6%. Sign-ups for the free training soared to 8,464, while social media smashed benchmarks with exceptional CTR and link clicks. Dutch media including Adformatie, Marketing Report, Fonk and MarketingTribune all covered the success.

This campaign not only delivered measurable business results for Booking.com but also set a new standard for authentic LGBTQ+ storytelling in the travel sector.

EMMA PARKINSON

emma@emmaparkinson.co
IG @emmapark.nson