Virgin Atlantic and Virgin Atlantic Holidays have unveiled ‘Free to Be Me’, a new initiative aimed at making travel more inclusive and empowering for LGBTQ+ travellers. The programme introduces LGBTQ+-trained travel consultants, curated destination guides, and Pride Certified hotels, ensuring travellers can plan and enjoy holidays with confidence, authenticity, and safety at the forefront.
The launch comes as new research highlights the challenges LGBTQ+ couples continue to face abroad. While 84% of straight couples feel comfortable showing affection on holiday, only 15% of LGBTQ+ couples say the same. Seven in ten LGBTQ+ travellers admit to avoiding public displays of affection due to safety concerns, local laws, or fear of judgement, while half report having their relationship questioned when travelling together — compared to just 11% of straight couples.
In response, Free to Be Me offers a three-part framework designed to transform the travel experience:
Rainbow Maker Consultations: Bespoke holiday planning with travel experts trained in LGBTQ+ inclusion, developed in partnership with the Diversity Standards Collective.
Destination Guides: Created alongside local LGBTQ+ communities to highlight welcoming destinations, venues, and experiences.
Pride Certified Hotels: A new accreditation standard to identify and promote hotels committed to inclusivity and respect.
The initiative builds on Virgin Atlantic’s Be Yourself Manifesto, which champions individuality and inclusivity across its operations. This ethos has been central to the brand since Sir Richard Branson’s early advocacy for LGBTQ+ rights, seen through initiatives such as the world’s first Pride Flight and a gender identity-inclusive uniform policy.
“Travel should be about joy, discovery, and freedom – yet too many LGBTQ+ travellers still feel they must ‘dial down’ who they are abroad,” said Juha Jarvinen, Chief Commercial Officer at Virgin Atlantic. “That’s why Free to Be Me matters. We’re proud to launch it in partnership with Attitude Magazine and the Diversity Standards Collective, alongside a community that inspires us to keep pushing for progress.”
Alex Gabbutt, Head of Community Research at the Diversity Standards Collective, added: “We feel this initiative reflects Virgin Atlantic’s sustained commitment to LGBTQIA+ inclusion, and we look forward to seeing the material impact it will have in creating safer, more joyful and psychologically affirming journeys for all LGBTQIA+ travellers.”
The launch coincides with Virgin Atlantic’s 14th year as headline sponsor of the Attitude Awards, underscoring its ongoing commitment to equality and representation.
