Pride Month 2025 presents hospitality leaders with an unprecedented opportunity. Washington, D.C., for example, is hosting WorldPride for the first time, marking the 50th anniversary of Pride in the nation’s capital. For brands, this isn’t just seasonal marketing — it’s a chance to demonstrate authentic LGBTQ+ inclusion.

The numbers tell the story. The global LGBTQ+ community wields $3.9 trillion global spending power and maintains a strong affinity for travel. Brands that support this community authentically can tap into a growing, loyal market segment.

Top destinations are showing hospitality leaders how to capitalize on Pride programming strategically.

The aforementioned WorldPride 2025 has transformed Washington, D.C. with three weeks of celebration (May 17-June 8). Hospitality brands in the region are leaning into extended programming, with many properties offering themed packages, lobby activations, and community events tied to the “Fabric of Freedom” theme. 

With the theme “Rise Up: Pride in Protest” and former White House Press Secretary Karine Jean-Pierre as Grand Marshal, NYC Pride spans the five boroughs and included Queens Pride on June 1. The NYC Pride March, one of the largest civil rights demonstrations in the world, takes place on June 29. Hotels are offering Pride packages that include parade-viewing access, custom amenities, and donation tie-ins to local LGBTQ+ organizations.

Secondary markets present equally strong opportunities for engagement. St. Pete Pride offers monthlong programming with a focus on BIPOC and trans inclusion, supported by local hotels hosting on-property LGBTQ+ events. Provincetown Pride builds on its long-standing reputation as an LGBTQ+ destination with a celebration June 6-8 to kick off a summer of inclusive events, from a Carnival parade to Womxn of Color Weekend. Pittsburgh Pride draws over 200,000 attendees with diverse events like Pride Prom and Kiki Ball, highlighting the city’s welcoming spirit.

Leading brands prove authentic inclusion delivers measurable business impact:

  • Marriott’s “Love Travels” generates year-round loyalty through curated experiences and advocacy partnerships.
  • Hyatt’s “Stay As You Are” combines premium amenities with inclusive training for consistent guest experiences.
  • Equinox Hotel positions NYC Pride as premium wellness experiences, matching LGBTQ+ travelers’ quality preferences.
  • Viceroy curates special WorldPride packages featuring in-room swag bags, access to partner events, and community-facing celebrations hosted on-property.

Properties that integrate authentic Pride programming with year-round inclusive operations see measurable returns in guest loyalty and revenue. With the LGBTQ+ travel market projected to reach $634.9 billion by 2033 — and 69 percent of LGBTQ+ travelers favoring brands with inclusive policies — those companies that embed inclusion into their operations, not just their marketing, gain the strongest competitive edge.

The question isn’t whether to engage with Pride Month. It’s how to intentionally turn that engagement into meaningful community connection and sustained business growth.