Accor is expanding its commitment to meaningful inclusion across its Australian hotel network through the rollout of Welcome With Pride’s evidence-based training and accreditation program.
The initiative responds to research showing many LGBTQIA+ travellers still feel unable to be fully themselves when travelling. More than 60 per cent report hiding their sexuality or gender identity to avoid discrimination, with common behaviours including avoiding public displays of affection, checking in separately or minimising conversations about partners, families or identity.
The findings highlight a gap between symbolic inclusion and genuine safety, with travellers calling for practical, consistent measures such as trained staff, inclusive systems and environments where they do not need to adjust their behaviour to feel safe.
To address this, Welcome With Pride has developed Australia’s first evidence-based inclusion training and accreditation program for tourism and hospitality, co-designed with LGBTQIA+ communities. The program focuses on practical actions including inclusive language, avoiding assumptions and creating environments where guests feel respected and able to be themselves.
Accor is the largest national adopter of the program, with 32 hotels enrolled and a target of 50 by the end of 2026. Early results show strong internal impact, with 87 per cent of staff reporting increased confidence, 89 per cent feeling more aligned with Accor’s values of authenticity and belonging and 92 per cent proud of the company’s investment in inclusion.
At Novotel Perth Murray Street, the program has already driven cultural change. One transgender team member described it as “transformative”, saying it gave them reassurance in how they present at work and helped them feel more comfortable in their own skin.
Director of Talent & Culture Jai McNaughton said the shift has been significant: “We didn’t just want to look inclusive – we wanted to be inclusive. The difference has been extraordinary. Our engagement score jumped by more than 11 per cent after the program. The shift in culture, confidence, and empathy has been real.”
The rollout continues across Accor’s network, including Pullman Sydney Hyde Park and properties such as Mercure Alice Springs Resort, ibis budget Brisbane Airport and ibis budget Sydney Olympic Park progressing through accreditation. The program is being embedded into daily operations, from guest interactions to internal language and processes.
Welcome With Pride founder Charlie Douty said LGBTQIA+ travellers still face constant self-monitoring when they travel and called for businesses to move beyond symbolism towards meaningful action that creates genuine belonging.
Accor Pacific COO Adrian Williams said the initiative reflects the company’s long-term commitment to inclusion and its focus on creating safe, respectful environments for both guests and staff.
The rollout will continue across the network throughout 2026 and beyond.
