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Inclusive travel principles for holiday rental hosts

Gain deeper insights into underserved travellers and learn why welcoming guests of all backgrounds is good business.

author
Tim Rosolio

21 October 2024

Travel unites people across cultures, fostering a global sense of community. Yet, systemic barriers and discriminatory practices continue to tarnish these experiences for many underserved travellers. As the percentage of under-represented populations continues to grow, embracing inclusivity is more than just a moral imperative—it’s essential for conducting business.

 

The ‘Journeys for all: an Expedia Group study on inclusion in travel’ report offers insight into the experiences and challenges faced by travellers from under-represented communities, including Black, Latino and LGBTQIA+ individuals and those with disabilities, revealing that two in five (40%) underserved travellers feel limited by their identity when selecting destinations or activities.*

 

Read on for inclusive travel insights and proactive steps you can take as a holiday rental host to create more welcoming experiences for all guests and drive success for your business.

Inclusion fuels business growth

Underserved travellers currently make up a large share of the global travel market. And by 2040, the underserved population in the United States is projected to grow significantly**, showing that these under-represented communities will continue to increase both in size and buying power. The travel industry is not keeping pace with this growth, and it’s affecting the experiences of underserved travellers.

 

This gap, however, presents a valuable opportunity for holiday rental hosts. By proactively embracing inclusive travel practices, you can better meet the needs of marginalised travellers and drive success for your business. Creating a more welcoming experience for guests will allow you to tap into this expanding market, build loyalty and help you stand out as a host to a diverse set of travellers. The result: improved guest experiences, repeat bookings and a solid foundation for long-term business growth. 

Alleviate concerns during the research and booking process

While both the general population and underserved travellers spend an average of nine hours on travel research and planning, the latter spend, on average, an additional five hours ensuring that their destinations and accommodation are not only appealing, but also safe and welcoming to all. 

 

Under-represented populations place more importance and trust in the travel experiences of those who come from similar backgrounds than the general population, looking for reviews and recommendations from those who share their identity. Access to relatable and relevant content is critical when it comes to making travel decisions; this includes reviews and language options, as well as search features like advanced accessibility filters.

Trusted sources during trip planning

Underserved travellers value reviews and recommendations from individuals who share their identity.

61%

of Black and Latino travellers prioritise reviews from people with similar backgrounds.

55%

of LGBTQIA+ travellers consider it important to receive reviews and recommendations from those who share their identity.

46%

of travellers with disabilities seek out reviews and recommendations from people in their community.

ACTIONABLE TIPS

Help underserved travellers feel more confident booking with you

  • Make sure that your property appears in advanced filters for accessibility features so guests can quickly identify your property based on their needs and preferences.  
  • Offer multiple language options to help travellers navigate your listing. 
  • Actively solicit reviews from your past guests to feature a diverse range of traveller experiences. 

Eliminate potential biases from the booking process by turning on Instant Booking, which automatically approves booking requests upon receipt. Read this blog post to learn more about how Instant Booking works.

 

Set up Instant Booking

Outfit your property to welcome all travellers

More than half (52%) of underserved travellers say their identity impacts where they stay. For many of these travellers, it’s more than simply finding a comfortable home, but finding a property where their identity will be respected and their unique needs acknowledged.

ACTIONABLE TIPS

Ensure that all guests feel welcome and accommodated at your property

  • Offer and maintain accessibility features on your property—installing ramps, handrails in showers and other adaptive features to accommodate guests with disabilities and encourage them to book your property.  
  • Welcome service animals for guests who rely on their animal companions for support during their stay.  
  • Consider offering a thoughtfully curated welcome guide that highlights local attractions, restaurants and activities that cater to a diverse range of interests and identities, allowing guests to explore the area with confidence. 

 

Create a welcome guide

Actively promote diversity and inclusion to connect with underserved travellers 

For underserved travellers, their identities can tangibly impact their travel choices. Underserved travellers prefer to book with businesses that champion diversity and inclusion.  

71% of underserved travellers state a preference for brands that support diversity and inclusion initiatives, compared to 62% of the general population.

ACTIONABLE TIPS

Consistently show your commitment to diversity across all consumer touchpoints

All Vrbo hosts should familiarise themselves with our guidelines on discrimination, harassment and inclusion, which are the foundation for fostering a fair and welcoming marketplace for all guests. 

 

It’s also important to examine every consumer touchpoint of your holiday rental business—such as your property listings, amenities and accessibility features—and ensure that they consistently reflect your commitment to diversity and inclusion. 

 

Look closely at the words used across all your listings and marketing materials—is your language inclusive, welcoming and respectful? When mentioning accessible features, make sure to use positive language rather than descriptions that emphasise limitations. For example, instead of saying your property features ‘toilets for the disabled’, you can say you offer ‘accessible toilets’.

 

Thoughtful adjustments like this can go a long way with under-represented travellers and show that you’re committed to creating an inclusive environment for guests. 

 

Update property listing

Research & insights

Dive deeper into the data

Learn more about underserved travellers and the steps you can take to ensure the success of your holiday rental business.

Download the report

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