In the tourism sector, many businesses label themselves as pet friendly, but only a few have taken the bold step to be truly pet inclusive.

So, what’s the difference?

Pet Friendly: Offers basic accommodations for pets, such as allowing them in the rooms but not in common spaces. It usually comes with conditions (size, breed etc.)

Pet Inclusive: Goes above and beyond to integrate pets into the experience. This includes tailored amenities, thoughtful services, and treating pets as valued guests rather than mere afterthoughts.

One standout example is Strawberry (a franchisee of Choice Hotels International) one of the largest hotel companies in the Nordic Countries and Estonia.

They just started an amazing unapologetic pet inclusive campaign that will win many pet parents’ hearts.

Their campaign focuses on welcoming pets as part of the family. From pet menus and dedicated play areas to seamless check-in processes for furry guests, they’ve redefined what it means to travel with pets.

Other businesses across Europe are recognizing the growing demand (11,6% per year) from pet owners who want to include their pets in holiday plans.

These efforts highlight a significant market shift, where pet owners are no longer content with minimal options, they expect meaningful inclusion.

Yet, there’s a major player in the tourism ecosystem still behind: AIRLINES.

✈️ The aviation industry has been slow to adapt to the growing number of travellers wanting to bring their pets along. High costs, limited in-cabin options, and inconsistent policies often make flying with pets stressful and inaccessible.

If hotels, restaurants, shops and other tourism businesses can embrace pet inclusivity, why can’t airlines?

The demand is clear: pet owners are willing to pay for safety, comfort, and a seamless travel experience for their animal companions. It’s time for airlines to catch up and become part of the pet inclusive movement.

Let’s advocate for an industry-wide shift that values pets as family members, not just “excess baggage.” 🐶🐱