We spotted a major gap in travel coverage: while countless articles rank the "best places to visit," no one was talking about how popular tourist destinations might be ruining travelers' sleep. By combining tourism data with wellness metrics, we created a first-of-its-kind study that revealed which famous vacation spots are actually nightmares for quality rest.
Our PR team analyzed the media and found no coverage linking tourist spots to sleep quality - a perfect media gap.
The story hit two trending topics: wellness tourism and sleep health.
We combined five key metrics (noise, hotel reviews, air quality, crowds, and nightlife) to build a compelling data story.
While the internet is full of "best LGBTQ+ destinations" lists, we noticed these rankings often miss the bigger picture, focusing primarily on nightlife or basic rights. We saw an opportunity to redefine how friendly cities are evaluated by considering all the factors that truly matter. We decided to identify destinations that are genuinely LGBTQ+ friendly in every aspect by combining data on everything from trans healthcare access to local community acceptance.
Most rankings missed crucial data: focusing only on nightlife or marriage equality painted an incomplete picture.
Our research looked at the full picture: from queer venues and safety scores to legal protections and healthcare access.
Growing trends supported our approach: the rise in LGBTQ+ travel alongside increased demand for safety information.
Campaign Research
We conducted a thorough analysis of queer-friendly destinations:
We analyzed major global cities across six different metrics.
We created a scoring system that combined practical safety measures with LGBTQ+-specific factors.
Our team discovered interesting insights, like how Lisbon leads with the highest trans rights index while New York has the most queer venues (65 bars and clubs).
Results
Our study gained huge coverage: 84+ top media publications, including Out Magazine, MSN, and San Francisco Examiner.
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