The LGBTQ+ travel market is booming, with LGBTQ+ travelers demonstrating a significant impact on the travel industry, according to a recent report from Arival. 'The LGBTQ+ Experience Traveler' reveals who these travelers are, what they crave, and how experience providers can better meet their needs.
"The LGBTQ+ travel market represents a significant opportunity for the travel industry," said Stephen Joyce, vice president of content at Arival. "They are high-spending adventurers who are looking not only for new destinations, but for inclusive experiences that reflect their values. By understanding their preferences and prioritizing genuine hospitality, travel providers can unlock significant growth and build lasting relationships with this loyal customer segment."
Key findings:
1. LGBTQ+ travelers spend more and do more - LGBTQ+ travelers are not just numerous, they are dedicated spenders. According to the World Travel & Tourism Council (WTTC) and the International Gay and Lesbian Travel Association (IGLTA), this segment contributes more than $200 billion to the global travel industry each year. In the U.S. alone, LGBTQ+ travelers account for more than $65 billion annually. They also tend to be younger, with 82% between the ages of 18-54, versus 60% of all other travelers. This younger demographic is more likely to seek out and spend on diverse experiences during their travels. They visit more attractions, do more outdoor activities, and participate in more excursions than other travelers. For example, they visit two more attractions per trip, spending $60 more per attraction, and participate in two additional activities per trip for 23% more spending per activity.
2. Florida, California, and New York are top destinations for LGBTQ+ travelers - Florida, California, and New York are popular destinations for LGBTQ+ travelers, offering a mix of urban landscapes, beach getaways, and large theme parks. The amusement parks are especially popular with gay male travelers.
3. LGBTQ+ travelers prefer welcoming and inclusive brands - Inclusivity, representation, and personal safety are crucial factors for LGBTQ+ travelers when choosing travel destinations and brands. More than 66% of LGBTQ+ travelers prefer destinations and brands that are welcoming to LGBTQ+ people and people of color, compared to 39% of other travelers. They also tend to avoid places that don’t align with their social and personal values.
4. Last-minute bookings and online sharing are prevalent among LGBTQ+ travelers – LGBTQ+ travelers are known for their last-minute booking habits, with nearly half booking their trips just a week in advance. This spontaneity is likely due to their younger age and financial flexibility. Additionally, LGBTQ+ travelers are more active in sharing their travel experiences online, posting reviews and content on platforms like Google, Facebook, TikTok, YouTube, and Instagram. This sharing behavior amplifies their impact on travel brands and destinations, making positive reviews and a social media presence critical for operators.
Recommendations for tour operators:
Inclusive marketing matters: Ensure diverse and inclusive representations of people in marketing materials. Feature all types of families to build trust in your brand.
Demonstrate genuine inclusivity efforts: Genuine inclusivity goes beyond marketing. Understand and address the unique needs and safety concerns of LGBTQ+ travelers to foster a welcoming environment.
Welcome LGBTQ+ Families: Recognize the growing number of LGBTQ+ families and design experiences that support and embrace diverse family structures.
Capitalize on increased spending: LGBTQ+ travelers have greater spending power. Create experiences tailored to this affluent market, but avoid disingenuous tactics.
Collaborate on referrals: Partner with other inclusive businesses to offer packaged experiences or referrals, enhancing the overall travel experience and promoting safety and convenience.
Target amusement park enthusiasts: With a high level of interest in amusement parks, operators in this sector should actively target the LGBTQ+ community.
Based on a survey of 1,000 U.S. travelers, the LGBTQ+ Experiences Traveler Report provides insights into the LGBTQ+ segment of the U.S. traveler: who they are, what they want, and how they research, book, and share experiences.
ENDNotes to editors: For all the details and additional recommendations, access Arival’s full report, “The LGBTQ+ Experience Traveler” (available exclusively to Insider Pro Access members).
Fuente: Belvera Partners.