Booking.com joins Attitude 101, empowered by Bentley, as Travel category sponsor
"Partnering with Attitude to shine a spotlight on this year’s trailblazing figures in LGBTQ+ travel is an honour," the company says
By Dale Fox
Travel platform Booking.com has been confirmed as the Travel category sponsor of Attitude 101, empowered by Bentley, for 2026, supporting one of the event’s 10 sectors when it returns this February.
Now in its sixth year, Attitude 101 is Attitude’s annual list and charity lunch recognising 100 LGBTQ+ high achievers across culture, business, politics, sport and community life, alongside a Trailblazer of the Year whose work is expected to shape the year ahead.
The 2026 Attitude 101 event will take place on 13 February at Rosewood London, with Green Party leader and London Assembly Member Zack Polanski and actor and singer Fra Fee confirmed as guest speakers.
Honourees will gather to celebrate the publication of the list and to raise funds for LGBTQ+ causes via the Attitude Magazine Foundation and 2026 partner charity the Peter Tatchell Foundation, including a charity auction featuring a portrait of Sir Ian McKellen by Spanish artist Julia de Gabriel, signed by McKellen on the day.
“We are so inspired by these passionate individuals” – Booking.com’s Kristofer Barber
The Travel category focuses on individuals whose work has shaped how LGBTQ+ people experience travel, from inclusive tourism, hospitality and destinations to storytelling, advocacy and access. Booking.com’s inclusion as Travel sponsor aligns with the company’s ongoing focus on LGBTQ+ travel, including its work supporting queer travellers and more than 130,000 Travel Proud accommodation partners worldwide.
“Partnering with Attitude to shine a spotlight on this year’s trailblazing figures in LGBTQ+ travel is an honour,” says Kristofer Barber, Travel Proud sponsor and director of global communications at Booking.com.
“We are so inspired by these passionate individuals who are truly making it easier for everyone to experience the world each and every day.”
Attitude publisher Darren Styles OBE says: “We are delighted to welcome Booking.com as the Travel category sponsor for Attitude 101, as the charity event continues to celebrate LGBTQ+ excellence across every corner of our glorious community.”
Attitude 101 partners, sponsors and supporters also include Bentley Motors, Clifford Chance, M&S, Accenture Song and Rosewood London.
The Attitude 101 issue of Attitude magazine will be available in print, on the Attitude app, and on Apple News+.