Continuing its commitment to driving a more inclusive and prosperous tourism industry, Marriott International presents the results of its survey of LGBTQ+ travelers from the Caribbean and Latin America (CALA). The study, conducted by Appinio in seven key markets in the region (Mexico, Dominican Republic, Puerto Rico, Costa Rica, Colombia, Brazil and Chile), not only reveals the travel preferences and needs of the community, but also identifies opportunities improvement for the entire industry.
"At Marriott International we are proud to be allies of the LGBTQ+ community and to continue in our mission to promote diversity, equity and inclusion in tourism," said Brian King, president of Marriott International CALA. "We believe it is imperative to have a deep understanding the travel preferences and needs of the community in order to continue offering a warm welcome to all people.”
A great desire to travel
90% of respondents plan to take a local or international trip in the next 12 months. Likewise, more than half of those surveyed (51.3%) said that they consider it important to travel and that they prioritize saving for it.
Preferences and decision factors
One in four respondents plan to travel alone at least once in the next year. Most said they also plan to travel with their partner or family.
The most important aspects when choosing a destination are safety, ease of travel and total cost. Other factors considered important or very important are reviews and recommendations on social networks, as well as whether the place is inclusive (LGBTQ+ friendly ).
The three most sought-after experiences by LGBTQ+ travelers surveyed are relaxation (59.7%), culture (56.4%) and beach (53.4%). The preferred destinations are Mexico, Argentina, Brazil, the Dominican Republic and Puerto Rico, while the three CALA countries considered by respondents to be the most friendly to the LGBTQ+ community are Brazil, Mexico and Argentina.
More findings
45.8% of the people consulted consider that LGBTQ+ travelers are adequately represented and served in the tourism industry of the CALA region. 45.0% said they would be more likely to book with a company that actively promotes itself to the LGBTQ+ community.
The survey also revealed concrete actions that both professionals and travelers can take to improve the experience of LGBTQ+ travelers. On the part of hotels, the top three measures respondents would expect are: ensuring equal treatment for all couples, implementing clearly communicated non-discrimination policies, and offering diversity and inclusion training to staff.
From other travelers, respondents cited consideration of privacy and personal boundaries, respectful attitudes, and not being asked intrusive personal questions as the top three factors that would make them feel more comfortable.
Across the CALA region, Marriott International has hosted a series of Pride-inspired events to continue showing its support for the community. For example, W Bogota organizes "Journeys of Unity: Exploring Travel and Inclusion", a celebration that will bring together some of the most influential LGBTQ+ voices in Colombia for an unforgettable dinner; In Chile, Marriott Bonvoy teamed up with the streaming platform MUBI to present "Pride Unprejudiced", an LGBTQ+ film showcase that will be screened at seven properties. In Mexico, Marriott partnered with the Mexico City Gay Choir to host pop-up concerts at properties in the capital; Additionally, Panama properties partnered with the country's official Pride organizers and provided spaces for educational sessions. They will also participate with their own float in the parade.
Marriott International believes Pride is not just a once-a-year event, but rather an ongoing commitment to associates, owners, suppliers and guests. Therefore, the company offers extensive training to its employees and prides itself on creating an inclusive and hospitable environment for all people. Marriott is a longtime partner of the Human Rights Campaign and a benefactor of organizations such as the International Gay & Lesbian Travel Association (IGLTA), the National Center for Lesbian Rights, True Colors United, and the Matthew Shepard Foundation, among many other groups. They work to promote the inclusion of the LGBTQ+ community.
Every year, the Caribbean and Latin American region attracts LGBTQ+ travelers with its natural beauty, rich culture, exquisite cuisine and authentic hospitality. In this vibrant setting, diversity, respect and inclusion are vital forces that guarantee memorable experiences for each visitor. The data collected allows Marriott International to continue driving the travel industry throughout the region, reaffirming its mission to make all travelers feel welcome, no matter who they love.
Fuente: Marriott International.