Building Client Trust Through Inclusive Travel Planning

For travelers with marginalized identities, trust isn’t assumed—it’s earned. Every booking, conversation, and destination recommendation holds more weight when you’re planning for someone who’s been historically excluded or misunderstood. That’s why inclusive travel planning isn’t just a nice-to-have, it’s a core differentiator, and one of the fastest ways to earn long-term loyalty from your clients.

At Rainbow Getaways Travel Network, we believe that trust is built through knowledge, empathy, and a commitment to representation at every stage of the planning process. If you want to stand out in a crowded industry, this is how you do it.

How advisors can stand out by confidently serving travelers with diverse needs

1. Know Who You’re Serving—And Keep Learning

Inclusive travel planning starts with understanding who your clients are and what matters to them.

This includes (but isn’t limited to):

• LGBTQ+ travelers

• Travelers with disabilities (visible or hidden)

• BIPOC travelers

• Neurodivergent travelers

• Plus-size travelers

• Solo female travelers

You don’t need to be an expert in every identity, but you do need to be open to learning. Attend webinars, seek out first-hand accounts, and follow creators who talk about the travel experience through different lenses. And when in doubt? Ask thoughtful questions and listen more than you speak.

2. Audit the Experience, Not Just the Itinerary

Inclusive planning goes far beyond selecting a destination or hotel. It’s about auditing the entire journey through the lens of safety, comfort, and dignity.

Ask yourself:

• Does this hotel truly welcome LGBTQ+ travelers, or do they just fly a rainbow flag during Pride?

• Are there accessible transportation options at the destination?

• Will my client feel safe and seen in this environment?

Clients remember the way you consider the details, the things they usually have to worry about on their own. If you can take that burden off their shoulders, you’ve already earned their trust.

3. Use Inclusive Language in Every Step of the Journey

Your website, forms, emails, and proposals should reflect the care you put into your planning. That means using language that:

• Reflects all relationship types (not just “husband and wife”)

• Offers pronoun options on forms

• Emphasizes customization, not assumptions

The language you use tells your clients whether they’re truly welcome with you, or if they’ll need to explain themselves at every turn.

4. Share Your Values Publicly

Trust grows faster when your values are visible. You don’t need to plaster your site with labels, but your content should reflect your commitment to inclusive travel.

That could look like:

• Sharing blog posts or social content about representation in travel

• Including a short statement about your inclusive planning approach

• Highlighting partnerships with trusted, inclusive brands

The more upfront you are, the easier it becomes for the right clients to find you—and to know they’re in good hands.

5. Offer Ongoing Support—Not Just a Transaction

Inclusivity doesn’t end when the trip is booked. Make sure your clients know that if something goes wrong while traveling, they have an advocate in their corner. The peace of mind that comes from knowing they won’t have to navigate a discriminatory experience alone? That’s priceless.

And it’s a huge reason clients refer, return, and rave.

Build Trust That Lasts

Inclusive travel planning isn’t a checklist—it’s a mindset. It requires empathy, continuous education, and a willingness to do more than the bare minimum. But when you lead with inclusivity, you build trust that lasts far beyond a single booking.

At RBGTN, we train and support our advisors to be confident, capable, and compassionate inclusive travel planners—so their clients feel celebrated, not just served.

If you’re ready to elevate your business and become the kind of advisor today’s travelers are searching for, apply to join Rainbow Getaways Travel Network.