Looking ahead, the ONA Collection has ambitious plans. There is talk of expanding into new regions, including Asia and South America, where the LGBTQ+ travel market is growing rapidly. There is also discussion of adding more affordable properties to the roster, to make the collection accessible to a wider audience. The brand is also exploring partnerships with LGBTQ+ tour operators and event organizers, to create complete travel packages.
The success of the ONA Collection will ultimately depend on its ability to stay true to its core mission. In a world where “rainbow capitalism” is rampant, the collection must prove that it is more than a marketing gimmick. It must demonstrate that it genuinely supports the community, not just during Pride month, but every day of the year. This means fair wages for staff, support for local LGBTQ+ charities, and a commitment to inclusivity that goes beyond the gay male demographic.
What Travelers Are Saying
Early reviews from guests have been overwhelmingly positive. Many highlight the sense of relief they feel upon arrival. “I didn’t realize how much energy I was spending on being careful until I didn’t have to be,” one guest wrote. Another noted that the staff at an ONA property in Provincetown helped them plan a surprise anniversary dinner for their husband, something they said would never happen at a chain hotel. These stories are the lifeblood of the collection. They are the proof that the concept works.
Of course, there are also constructive criticisms. Some guests have noted that the social events can feel forced, or that the properties can be cliquey. The ONA Collection is listening. They are using guest feedback to refine the experience, to train staff better, and to create more organic opportunities for connection. It’s a work in progress, but the direction is clear.
