Written for Breaking Travel News. July 16, 2024
The LGBTQ+ travel market is booming, with travelers in this segment demonstrating a significant impact on the tourism industry, according to a recent report by Arival. ‘The LGBTQ+ Experiences Traveler’ sheds light on who these travelers are, what they crave, and how experience providers can better cater to their needs.
“The LGBTQ+ travel market represents a significant opportunity for the tourism industry,” says Stephen Joyce, VP Content at Arival. “They are high-spending adventurers seeking not just new destinations, but 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:
LGBTQ+ travelers spend more and do more – LGBTQ+ travelers are not just numerous, they’re dedicated spenders. This segment contributes over $200 billion globally to the travel industry each year, according to the World Travel & Tourism Council (WTTC) and International Gay & Lesbian Travel Association (IGLTA). In the US alone, LGBTQ+ travelers account for more than $65 billion annually. They also tend to be younger, with 82% between the ages of 18-54 compared to 60% for other travelers. This younger demographic is more likely to seek out and spend on diverse experiences during their travels. They visit more attractions, engage in more outdoor activities, and participate in more tours than other travelers. For example, they visit two more attractions per trip, spending $60 more per attraction, and partake in two additional activities per trip with a 23% higher spend per activity.
Florida, California and New York top destination choices for LGBTQ+ travelers – Florida, California, and New York are popular destinations for LGBTQ+ travelers, offering a mix of cityscapes, beach escapes, and major theme parks. Amusement parks are particularly popular with gay male travelers.
LGBTQ+ travelers prefer brands that are welcoming and inclusive – Inclusivity, representation, and personal safety are crucial factors for LGBTQ+ travelers when choosing destinations and travel brands. More than 66% of LGBTQ+ travelers prefer destinations and brands that are welcoming to LGBTQ+ individuals and people of color, compared to 39% of other travelers. They also tend to avoid places that do not align with their social and personal values.
Last-minute bookings and online sharing prevalent among LGBTQ+ travelers – LGBTQ+ travelers are known for their last-minute booking habits, with nearly half booking their trips only one 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 social media presence critical for operators.
Recommendations for travel operators:
Inclusive marketing matters: Ensure diverse and inclusive representations of people in marketing materials. Feature all types of families to build trust and confidence in your brand.
Demonstrate authentic 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 tailor experiences that are supportive and welcoming to diverse family structures.
Leverage higher spending: LGBTQ+ travelers have higher spending power. Create experiences tailored to this affluent market, but avoid disingenuous tactics.
Engage in collaborative referrals: Partner with other inclusive businesses to offer bundled experiences or referrals, enhancing the overall travel experience and promoting safety and comfort.
Target amusement park enthusiasts: With a strong interest in amusement parks, operators in this sector should actively market to the LGBTQ+ community.
Based on a survey of 1,000 U.S. travelers, the LGBTQ+ Experiences Traveler report provides insights on the LGBTQ+ segment of the U.S. traveler: who they are, what they want, and how they research, book and share experiences.