Virgin Atlantic launches ‘Free to Be Me’ to champion inclusive travel for LGBTQ+ communities

Virgin Atlantic and Virgin Atlantic Holidays have unveiled a new initiative, Free to Be Me, aimed at transforming the travel experience for LGBTQ+ travellers. The programme seeks to create safer, more inclusive holidays where everyone can feel free to express their true selves.

The launch follows fresh research revealing stark disparities in travel experiences between LGBTQ+ and straight couples. While 84% of straight couples feel comfortable showing affection on holiday, only 15% of LGBTQ+ couples do the same. Alarmingly, seven in ten LGBTQ+ couples admit to “dialling down” public displays of affection abroad due to safety concerns, local laws, or fear of judgement - compared to just two in ten straight couples, who cite privacy as their main reason. Discrimination is also nearly twice as common for LGBTQ+ couples.

To address these challenges, Free to Be Me introduces several features:

• Rainbow Maker Consultations: Tailored holiday planning with LGBTQ+ trained experts.
• Destination Guides: Co-created with local LGBTQ+ communities to provide culturally sensitive and affirming travel advice.
• Pride Certified Hotels: A new accreditation system to ensure inclusive and welcoming stays.

The initiative is underpinned by Virgin Atlantic’s 'Be Yourself Manifesto', which promotes a culture of authenticity and self-expression. This ethos builds on the legacy of founder Sir Richard Branson and aligns with the airline’s history of inclusive milestones - from launching the world’s first Pride Flight to implementing a gender identity uniform policy.

Juha Jarvinen, Chief Commercial Officer of Virgin Atlantic, said: “Travel should be about joy, discovery and freedom - yet too many LGBTQ+ travellers still feel they must ‘dial down’ who they are abroad. That’s why Free to Be Me matters."