Booking.com / Travel Proud
Adam&EveDDB, 2020
A new program that makes it easier for LGBTQ+ travellers to experience the world.
As part of our efforts to create meaningful differentiation for Booking.com, the world’s no.1 travel operator launched a bold global brand mission in 2019: to make it easier for everyone to experience the world.
To put this mission into action and remove some of the barriers hindering specific communities’ opportunity to experience the world, we developed a product development roadmap.
Travel Proud is the first of these programs we are launching, and is designed to make travel substantially better for members of the LGBTQ+ community.
In collaboration with the Pride community, Travel Proud offers travellers a new way to discover, book and experience the world without ever having to compromise on who you are.
What is Travel Proud?
An exclusive accreditation signifying that an accommodation partner has made an ongoing commitment to train all their staff in accordance with a bespoke handbook, created in partnership with the IGLTA.
An accreditation that ensures LGBTQ+ travellers are never made to feel uncomfortable as a result of unconscious bias.
Marked with a bespoke UI filter that becomes a universal symbol for LGBTQ+ friendly accommodation - resulting in a quick, easy and safe way for LGBTQ+ travellers to search for it.
The Brief.
Establish Booking.com’s mission of ‘making it easier for everyone to experience the world’ at scale and with emotional impact.
The Challenge.
Experiencing the world is far from easy for far too many travellers. A comms campaign isn’t going to change that.
The Strategy.
Walking the talk. We moved our focus from messages to services, from campaigns to community-based initiatives, and from differentiation to making a meaningful difference in people’s lives.