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  4. Virgin Atlantic launches 'Free to Be Me' for LGBTQ+ travellers
  • Virgin Atlantic and Virgin Atlantic Holidays launches ‘Free to Be Me’, a new programme to make travel more inclusive for the LGBTQ+ community

  • Fresh research compares the holiday experience of LGBTQ+ and straight couples, revealing that seven in ten LGBTQ+ couples dial down affection when travelling, versus two in ten for straight couples, with discrimination nearly twice as common for LGBTQ+ couples

  • Announcement made as Virgin Atlantic marks its 14th year as headline sponsor of the Attitude Awards

8 October 2025: Virgin Atlantic and Virgin Atlantic Holidays today launch ‘Free to Be Me’ - a proposition designed to make holidays more inclusive for LGBTQ+ travellers via trained LGBTQ+ holiday planning experts, informative destination guides and Pride Certified hotels.

New research comparing the holiday experience of LGBTQ+ couples and straight couples demonstrates the need for propositions such as Free to Be Me, as the LGBTQ+ community faces challenges including discrimination and the ability to be themselves:

  • Just 15% of LGBTQ+ couples feel comfortable showing affection on holiday, compared to 84% of straight couples
  • Seven in ten reduce public displays of affection abroad due to safety concerns, local laws, or fear of judgement compared with two in ten straight couples, who do this for privacy over fear
  • Discrimination abroad is twice as common for LGBTQ+ couples
  • Half of LGBTQ+ couples have had their relationship status questioned when travelling as a couple versus just 11 per cent of straight

Free to Be Me introduces:

  • Rainbow Maker consultations: tailored holiday planning with LGBTQ+ trained champions who have been trained in partnership with the Diversity Standards Collective
  • Destination guides: co-created with local LGBTQ+ communities.
  • Pride Certified hotels: a new accreditation giving customers confidence in inclusive stays.

Virgin Atlantic’s Be Yourself Manifesto underpins the Free to Be Me programme, championing a culture where everyone can express their true selves with confidence. It builds on the work of the airline’s founder, Sir Richard Branson, who spoke up for LGBTQ+ rights before it was common do so and led the way in making inclusivity part of Virgin’s DNA. From campaigning for equality, introducing the world’s first Pride Flight, and rolling out an industry leading Gender Identity uniform policy, that commitment to celebrating individuality continues to run through everything Virgin Atlantic and Virgin Atlantic Holidays do today.

The launch coincides with the airline’s role as headline sponsor of the 2025 Attitude Awards, a 14 year long partnership demonstrating ongoing support of the LGBTQ+ community.

Juha Jarvinen, Chief Commercial Officer, Virgin Atlantic, said: “Travel should be about joy, discovery and freedom – yet too many LGBTQ+ travellers still feel they must ‘dial down’ who they are abroad. That’s why Free to Be Me matters. We’re proud to launch it in partnership with Attitude Magazine and the Diversity Standards Collective, alongside a community that inspires us to keep pushing for progress.”

Alex Gabbutt (he/him), Head of Community Research at The Diversity Standards Collective: “The DSC is proud to deepen our partnership with Virgin Atlantic by supporting the creation of this important training. We feel this initiative reflects Virgin Atlantic’s sustained commitment to LGBTQIA+ inclusion, and we look forward to seeing the material impact it will have in creating safer, more joyful and psychologically affirming journeys for all LGBTQIA+ travellers.”

Virgin Atlantic and Virgin Atlantic Holidays have been headline sponsor of the Attitude Awards for 14 years, championing bravery, authenticity and inclusion. The new research and ‘Free to Be Me’ signal its continued commitment to ensuring everyone can feel safe, respected, and free to be themselves - wherever they travel. For more on Virgin Atlantic’s Be Yourself Manifesto, to view the Destination Guides and to book please visit www.virginatlantic.com

 

-ENDS-

For further information please contact the Virgin Atlantic Press Office on press.office@fly.virgin.com  or call 01293 747 373. 

Notes to editors

*Based on Virgin Atlantic commissioned research of 1,000 straight couples via OnePoll and 1,000 LGBTQ+ couples via Attitude Magazine in August and September 2025

About Virgin Atlantic    

Virgin Atlantic was founded by entrepreneur Sir Richard Branson in 1984, with innovation and amazing customer service at its core. In 2023, Virgin Atlantic was voted Britain’s only Global Five Star Airline by APEX for the seventh year running in the Official Airline Ratings. Headquartered in London, it employs more than 8,500 people worldwide, flying customers to 30 destinations across four continents throughout the year.     

Alongside shareholder and Joint Venture partner Delta Air Lines, Virgin Atlantic operates a leading transatlantic network, with onward connections to over 200 cities around the world. In February 2020, Air France-KLM, Delta Air Lines and Virgin Atlantic launched an expanded Joint Venture, offering a comprehensive route network, convenient flight schedules, competitive fares and reciprocal frequent flyer benefits, including the ability to earn and redeem miles across all carriers.  Virgin Atlantic joined SkyTeam in March 2023 as the global airline alliance’s first and only UK member airline, enhancing the alliance’s transatlantic network and services to and from Heathrow and Manchester Airport.       

Virgin Atlantic has been pioneering sustainability leadership for more than 15 years, committing to Net Zero by 2050 and continuous action that reduces environmental impact.  The airline operates one of the youngest and most fuel-efficient fleets in the skies, with an average age under seven years. In October 2022, Virgin Atlantic welcomed its first A330-900’s to the fleet, continuing its transformation towards 100% next generation aircraft by 2028.  In November 2023, the airline led a consortium to deliver the world’s first flight across the Atlantic on 100% Sustainable Aviation Fuel (SAF), demonstrating that 100% SAF can be used safely as a drop in fuel in existing infrastructure, engines and airframes. The need to scale production is an industry imperative and Virgin Atlantic is committed to radical collaboration across the energy chain to support commercialisation ahead of 2030.      

For more information visit www.virginatlantic.com or via Facebook, Twitter and Instagram @virginatlantic.