To celebrate the launch of Booking.com’s new #TravelProud initiative, RSA Films and director Clara Tägtström worked with the company on a series of films, released during Pride Week in Amsterdam.
The multi-film Travel Proud campaign underscores the importance of understanding LGBTQ+ travelers’ needs in order to provide an inclusive stay for everyone, with dedicated Rainbow Suitcase badges for Proud Certified properties showing that Booking.com filters places, not people.
The production cast talent from across Portugal, Spain and the Netherlands to ensure truly diverse and authentic representation. Tägtström engaged in multiple rounds of callbacks, interviewing the cast so that the resulting campaign captured the message that carefree travel should be accessible to everyone.
Booking.com’s latest research shows that more than half of LGBTQ+ travelers (53%) have had less-than-welcoming or uncomfortable experiences at a property where they were staying. To help partners stand out as somewhere travelers can be extra sure of a welcoming stay, Booking.com has launched a dedicated badge for Proud Certified properties. After completing an education program and making a commitment to deliver inclusive experiences, the badge will appear in the form of a rainbow suitcase on the property page, visible to travelers globally.
Initially rolling out in cities across The Netherlands, Germany and the U.K., the program has since expanded to encompass partners in the United States, Canada, France, Australia and New Zealand.
