Everyone’s Invited: Why Inclusive Language is the Passport to a More Welcoming Travel Experience

Photo courtesy of Pexels/Anna Tarazevich

In the world of tourism, where the promise of hospitality meets the power of storytelling, language plays a quiet but transformative role. For LGBTQIA+ travelers, the words used on a website, in a confirmation email, or during a check-in conversation can signal either warmth and inclusion—or erasure and discomfort.

As the global travel community continues to evolve, a powerful new resource offers a path forward: the Comprehensive Guide for LGBTQ+ Inclusive Communication in the Tourism Industry, developed by the IGLTA Foundation in collaboration with Miles Partnership and HospitableMe.

This guide doesn’t just offer best practices. It challenges tourism professionals to rethink assumptions, audit everyday language, and create more welcoming experiences across all guest touchpoints. It's a playbook for more intentional, affirming, and ultimately more effective communication.

Words Matter—And So Does How We Use Them

Hospitality has long relied on tradition—but what happens when those traditions unintentionally exclude? Phrases like “ladies and gentlemen,” “his and hers,” or “Mr. and Mrs.” are common in the travel lexicon, yet they often fail to reflect the lived experiences and identities of LGBTQIA+ travelers.

The guide encourages us to see inclusive language not as a checklist, but as a mindset—one rooted in respect, adaptability, and curiosity. It makes the case that inclusive communication isn’t just kind—it’s strategic. LGBTQIA+ travelers are loyal, frequent travelers with significant spending power. Welcoming them isn’t just the right thing to do—it’s also good business.

A Sector-Wide Opportunity

Whether you work in hotel operations, destination marketing, guided tours, or digital content strategy, you’ll find suggestions in the guide tailored to your role. The authors offer practical ideas for:

• Updating greeting scripts and signage to avoid assumptions about gender or relationship status
• Revising booking and check-in forms to offer more inclusive options
• Showcasing LGBTQIA+ travelers in marketing authentically, not just symbolically
• Training staff to respond to mistakes with grace and professionalism
• Communicating inclusively across multiple languages and cultural contexts

The advice is grounded, not prescriptive—acknowledging that language is always evolving and that inclusive efforts must be ongoing.

Avoiding Tokenism, Embracing Authenticity

Importantly, the guide doesn’t just focus on what to say, but how to say it well. It warns against shallow visibility or surface-level gestures during Pride Month. Instead, it calls on the industry to build relationships with LGBTQIA+ communities and reflect them in all their intersectional complexity—year-round.

It encourages destination marketers and tourism brands to feature real stories and diverse voices, and to go beyond rainbow logos by addressing what LGBTQIA+ travelers really care about: safety, belonging, and the ability to be fully themselves.

Start Here: Key Takeaways

If you’re not sure where to begin, here are five takeaways inspired by the guide:

• Audit your communications: Look at your emails, brochures, and signage. Replace gendered terms with inclusive alternatives that welcome all guests.
• Revise forms and check-ins: Offer honorifics like “Mx.” and space for guests to share their pronouns or preferred names.
• Normalize pronoun sharing: In email signatures, during introductions, and at the front desk—small signals make a big impact.
• Train and empower staff: Ensure your team understands the why behind inclusive language and is equipped to use it confidently.
• Invite feedback—and act on it: Incorporate questions about inclusivity into post-visit surveys to inform future improvements.

A Final Invitation

The tourism industry is uniquely positioned to champion inclusion. When done thoughtfully, the simple act of adjusting your language can transform not only a guest’s experience—but your brand’s impact.

The insights in this post are drawn from the IGLTA Foundation’s free resource. For full guidance, examples, and sector-specific recommendations, download the complete guide here.

It’s well worth the read—and an essential tool in helping the world feel more welcoming, one word at a time.