Montreal Pride Approaches: Airbnb Shows Shift in Generations' Behavior

Millennials make the most accommodation reservations online, but Generation Z is quickly gaining share in this market, according to Airbnb.

18/07/2024 - As Montreal's Pride (Aug 1 to 11) draws near, property owners in the city have the opportunity to attract the 2SLGBTQIA+ community, especially Generation Z and Millennials. According to Airbnb, bookings made by Gen Z guests (born between 2000 and 2010) have surged by 300% over the past five years during Pride celebrations, indicating a renewal of demand that was previously dominated by Millennials (born between 1985 and 1999).

Learn more about data reported by Airbnb.

Learn more about the Pride 2024.

Generation Z versus Millennials

Millennials continue to lead bookings for traditional Pride celebration destinations. This group (aged 23 to 38) has been the main focus for short-term rental advertisers.

However, Generation Z, now over 20 years old, is exploring both new and traditional Pride celebrations, shaping the global Pride celebration landscape. Montreal is among the top ten destinations visited by Airbnb customers during Pride festivals.

Montreal holds its Pride in August to ensure greater attendance in its schedule, while other major North American destinations hold their celebrations in June. This provides an advantage in attracting visitors looking to participate in multiple celebrations worldwide. In 2023, from August 3 to 13, more than 450,000 people gathered to celebrate the city's tremendous sexual and gender diversity.

Read more here.

Created in 2020, the policy prohibiting parties inside rented accommodations was adopted globally by Airbnb. After this implementation, the platform recorded a drop of more than 40% in reports linked to disruptions.

Preparation of rental accommodation

Many rental units are specially prepared for Pride in Montreal. These units receive special decorations and use inclusive language in their communications, highlighting details such as proximity to Pride events and attractions in the city.

Airbnb reported a nearly 90% increase in the use of inclusive language since 2017, underscoring the importance of making everyone feel welcome.

Some units offer experiences celebrating diversity and inclusion, such as tours of 2SLGBTQIA+ neighborhoods or tickets to Pride events. With these strategies, property owners in Montreal can maximize their rental opportunities during Pride, ensuring a memorable and welcoming experience for the 2SLGBTQIA+ community.