Booking.com promotes its Travel Proud badge, which is a badge that helps LGBTQ+ travellers find the most welcoming places to stay.
One of the spots, directed by Clara Tägtström, features a woman in a hotel room with a double bed as she’s waiting for her partner.
“At Booking.com we filter places, not people,” the voiceover says in the 20-second ad, introducing Travel Proud, which was described by the company as their “way of helping to remove some of the barriers that LGBTQ+ travellers can face” and help them find “places where they can show up as all of themselves”.
The song used in the commercial is Nancy Sinatra’s single “Tonight You Belong To Me”.
During the Travel Proud programme, properties can complete the Booking.com Proud Hospitality training session to help them and their staff understand and connect with LGBTQ+ travellers and get the Travel Proud badge on their property page on the platform.