How might we help LGBTQ+ travelers make travel plans in a safe and welcoming way? wanted to better serve the LGBTQ+ community as part of their mission to ‘make life easier for everyone to experience the world’.

We helped identify the barriers and opportunities to subtly improve travel for the LGBTQ+ community, starting with the online customer journey and progressing to consider the entire travel experience, from checkin to arrival home.

Inspired by LGBTQ+ traveler’s holiday photos and anecdotes, explored further qualitative focus groups in the UK, Germany, and Netherlands, and later validated in a quantitative study, we were proud to be part of shaping a more inclusive travel experience for LGBTQ+ people.

“'The research conducted by The Good Side has placed a crucial role in guiding's strategy and communication to better support the LGBTQ+ travel community and put our company mission into practise in a real and practical way. They approached the project with sensitivity towards the audience and a real understanding of our business needs. Our final report was not only actionable but genuinely impactful in the mind's of my stakeholders - months later I still have them quoting back lines to me. Thank you to the team for your highly valued contribution to this important workstream" Jennifer Summers, Senior Insights Specialist at
  • Where we worked
  • UK
  • Netherlands
  • Germany
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