Virgin Holidays has released a new video in a bid to raise awareness surrounding the discrimination faced by LGBT+ couples whilst on holiday abroad.
The holiday gurus have teamed up with media brand ATTN: to create a short clip which envisages a world where straight couples face the same issues as those raised by the couples surveyed in new research.
In the video, a straight couple on honeymoon try to have a romantic getaway, but face the same uncomfortable situations which LGBT+ couples have admitted to experiencing, from having their relationship status questioned to being criticised for sharing a kiss over dinner.
"At Virgin Holidays, we believe everyone, regardless of their sexual orientation or gender identity, has the right to be whoever they are, wherever they are," said Sir Richard Branson.
"That’s why it is shocking that in today’s society some of us can’t even enjoy a simple holiday without fear of discrimination. It’s fantastic that Virgin Holidays are raising awareness around this important issue."
New research from Virgin revealed that only one in 20 LGBT+ couples feel comfortable displaying affection during their trip, with half of those asked admitting they fear judgement and mockery.
That includes everyday holiday activities such as applying suncream to their partner's back, or een holding hands - eight out of ten couples refuse to hold hands at all when abroad.
The research, which was conducted amongst a representative sample of both LGBT+ and straight UK adults, also revealed the appalling fact that one in three LGBT+ travellers have experienced some form of discrimination.
Of those asked, 58% were stared at, 35% were laughed at, and almost a third (29% had been verbally abused.
As for physical violence, one in 10 LGBT+ travellers will have been threatened.
But it's not just fellow tourists who are part of the problem - hoteliers themselves also played a big role.
In fact, a third of LGBT+ couples asked admitted they feared judgement from hotel staff - and more than half have had their relationship status questioned, or been offered to have their beds separated.