World Social Marketing Conference 2025

In recent years, sustainability has gained attention, though its social dimension is often overlooked. This study examines the commitment of European hotels to LGBTIQ+ inclusion through certification adherence. It identifies key features of LGBTIQ+-friendly hotels and conducts a cross-cultural comparison to assess alignment with each country’s openness. Additionally, tourist reviews are analyzed to understand customer responses to these inclusiveness signals. The findings are relevant for academics and hotel managers aiming to implement socially sustainable practices.