There’s a major opportunity in the travel industry, one that too many brands are still missing.

Roughly 67 percent of U.S. adults live in larger bodies, yet the needs and preferences of plus-size travelers are often left out of customer experience design, brand strategy and marketing. For an industry centered on hospitality, exploration and belonging, that exclusion comes at a cost — not just to travelers, but to bottom lines.

As the founder of The Gorgeous Agency, I’ve seen firsthand how often companies overlook this majority. From transportation and lodging to tours and visual storytelling, the message is often clear — this space wasn’t made with every body in mind.

Why This Moment Matters

October 6 is National Plus Size Appreciation Day, a chance to celebrate body diversity and inclusion. But appreciation must go beyond acknowledgment. It’s a call to action for industries like travel, where representation and accessibility have a direct impact on participation and revenue.

Recent industry and academic studies show that:

Plus-size travelers remain underserved, despite growing demand for experiences that are inclusive, respectful and comfortable. A 2023 study published in the Journal of Travel Research found that plus-size tourists are often excluded from both visual representation and product design. The study calls for “more inclusive narratives and services that reflect the realities of diverse bodies in tourism.” That includes everything from seat sizes to excursion equipment to the language used in brochures.

How Brands Are Falling Short

If your brand is like many in the industry, you may not be intentionally excluding larger-bodied travelers, but exclusion still happens by default when design and messaging don’t account for size diversity.

Common gaps include:

  • Facilities and seating: Airline seats, tour vans, restaurant chairs and hotel furniture often aren’t sized for comfort or safety across a range of bodies.

  • Activity design: Excursions like kayaking, ziplining or hiking may lack gear that fits larger travelers, or staff may not be trained in providing assistance without embarrassment.

  • Language and framing: Words like “light activity” or “fit guests only” can deter plus-size travelers who aren’t sure whether they’ll be welcome.

  • Marketing visuals: Most travel brands still feature slim bodies in promotional materials. Plus-size travelers rarely see themselves reflected unless the offering is labeled “inclusive” — which can feel like another form of marginalization.

These oversights affect how travelers choose destinations, providers and brands. When someone feels unseen or unwelcome, they often opt out—and tell others why.

Why Inclusion Pays Off

Making your brand more inclusive isn’t just about equity, it’s also smart business. Research shows:

  • Revenue increases when customers feel reflected and respected. Plus-size travelers are ready to spend — especially when they feel confident that their needs will be met.

  • Loyalty deepens when people feel truly welcomed. Inclusive design builds trust and advocacy.

  • Innovation expands when you design for the margins. Solutions created for plus-size travelers often benefit everyone — from more supportive furniture to clearer activity descriptions and more empathetic staff training.

A Tool to Help: The Plus-Size Pathfinder Quiz

To support travel leaders in better understanding where their brand stands, we created the Plus-Size Pathfinder Quiz. It’s a brief diagnostic tool that reveals how well your company is connecting with plus-size travelers, and where there may be blind spots.

It’s not about blame. It’s about awareness — and opportunity.

By taking the quiz, executives and brand leaders can begin to identify gaps in everything from visual representation to physical design to staff preparedness. These insights can inform inclusive updates across your organization—often with minimal cost and high return.

Leadership Is Inclusion

As women leaders in travel, we already know the power of building space for people who have historically been left out. We also understand the business case for inclusion — and the reputational risks of performative diversity efforts that lack follow-through.

This is a chance to lead by example. To ask the hard questions. To audit your experience from the perspective of a traveler in a larger body, and to commit to actionable changes that make every guest feel seen, safe and celebrated.

Travel is, at its core, about joy, connection and belonging. The brands that will thrive in the future are the ones that prioritize those values — for every body.

Take the Quiz

In recognition of National Plus Size Appreciation Day (Oct. 6), now is the ideal time to assess how well your brand includes and welcomes larger-bodied travelers. Take the Plus-Size Pathfinder Quiz and start building a more inclusive travel experience—one that reflects the real world, not just the highlight reel.