B.proud UK is the first local chapter of Booking.com’s global LGBTQ+ employee resource group—uniquely created from the ground up by a group of UK-based employees who saw the need for a locally led, identity-affirming space. It began quietly, with no formal structure—just a deep belief that LGBTQ+ colleagues deserved a visible, safe, and welcoming community.
Led by Lewis Bell, who now serves as Chair, B.proud UK started with small gatherings and honest conversations. Growth was slow, but deliberate. Rather than launching with big campaigns, the team focused on building trust and psychological safety—making sure every LGBTQ+ person and ally who joined felt included, valued, and heard.
One of Lewis’s standout achievements has been the creation of the ERG Hub in Booking.com’s Manchester office—a dedicated space for all employee resource groups to connect, meet, and collaborate. This first-of-its-kind space has helped foster greater intersectionality and visibility for ERGs such as B.able (disability and neurodiversity), B.equal (gender equity), and B.bold (racial equity), creating a true sense of community under one roof.
As the network grew, Alice, B.proud UK’s main designer and creative lead, brought the network’s values to life through impactful visual campaigns, inclusive event branding, and thoughtful storytelling. Her creativity has made the network not only feel welcoming but also look and sound like the diverse community it represents.
To ensure sustainability and access to funding, Benji stepped in as Finance and Budget Lead. His oversight has ensured that B.proud UK can continue to support local LGBTQ+ organisations, fund meaningful events, and run long-term initiatives with care and accountability.
B.proud UK has gone on to lead initiatives that have shaped the business—advocating for gender-neutral toilets, inclusive hiring practices, and increased LGBTQ+ visibility through internal campaigns and education. It has contributed over 200 hours of volunteering and now offers Booking.com’s Manchester office as a free, safe meeting space to grassroots LGBTQ+ groups affected by the closure of community venues.
B.proud UK also led the rollout of gender-neutral toilets across the Manchester campus—a vital change for many in the community. Beyond policy, this created a more inclusive physical environment, signalling that everyone belongs. The network continues to be a space where colleagues and allies alike can ask the questions they may have previously felt too uncomfortable to raise. By normalising open, respectful dialogue, B.proud UK has helped break down barriers and foster a deeper culture of empathy.
Its success and structure have not gone unnoticed. B.proud UK has become the blueprint for launching new B.proud chapters across EMEA, APAC, and the Americas—sharing best practices, toolkits, and mentoring to ensure that global expansion is rooted in empathy, safety, and local relevance.
What began as a grassroots initiative is now a movement of safety, visibility, joy, and purpose. B.proud UK continues to grow in impact, inspiring others across Booking.com and beyond to lead with empathy, and to build belonging from the inside out.