That
is the result of the latest survey by Community Marketing Inc., a
partner of ITB Berlin. Rika Jean-Francois, ITB Berlin’s CSR officer
and member of the board of the International Gay & Travel
Association (IGLTA) presented the findings at the ITB Berlin
Convention and at the recently held strategy conference of Wien
Tourismus in Vienna.
Late
last year, in a survey conducted in the USA by Community Marketing
Inc., 5,700 interviewees were asked about their travel habits.
According to the survey, it is not only hotels but entire
destinations that benefit from LGBT travellers (lesbian, gay,
bisexual and transgender).
According
to the survey, 40 per cent of gays and close to the same number of
lesbians in the USA said a destination’s degree of gay-friendliness
was the main factor influencing their choice of destination. As
regarded holiday needs 67 per cent of gays and 66 per cent of lesbian
travellers said warm weather was their first requirement, followed by
cultural attractions, beaches and cuisine. More than 50 per cent of
the respondents said one of their main holiday interests was
relaxation. For 35 per cent of gays the second-most important aspect
was visiting friends and family, while for 32 per cent of lesbian
couples it was spending time with their partners. 33 per cent of gay
and 30 per cent of lesbian respondents said the location of a hotel
significantly influenced their choice of destination. For 30 per cent
of both groups the second-most important aspect was the price.
LGBT
travellers are comfortable using the internet. When searching for
travel information 59 per cent of lesbian and 54 per cent of gay
travellers in the US said they relied on the recommendations of
friends and families, after which they preferred travel websites. 41
per cent of gay and 36 per cent of lesbian travellers said they
responded to advertising that targeted LGBT audiences.
Over
many years, as part of its Corporate Social Responsibility (CSR)
concept, ITB Berlin has committed itself to supporting human rights
in tourism, including tolerance and diversity, and for example is a
committed member of the International Gay & Lesbian Travel
Association (IGLTA). Exhibitors representing the LBGT market first
took part in the world’s largest travel trade show in 2003. For the
last three years lectures and discussions on this subject as well as
on LGBT travel topics have been taking place at the ITB Berlin
Convention. It has become one of the 15 officially recognized travel
segments of the world’s largest travel trade show and since then
has witnessed constantly rising demand. Currently, ITB Berlin has the
largest range of LGBT travel products and destinations of any tourism
trade show in the world. With its large Gay & Lesbian Travel
Pavilion, the ITB TomOnTour Party and various other supporting LGBT
events ITB Berlin has made a stand for tolerance and equal rights.
With its seminars on LGBT tourism in India in 2011, an information
stand at ITB Asia 2012 in Singapore, an LGBT information booth at
ABAV 2013 in Rio de Janeiro and international seminars and symposiums
around the world the ITB Academy is also showing its support for
dismantling taboos and the development of this important market
segment worldwide. At ITB Berlin 2013 a strategic partnership between
Wien Tourismus (Vienna Tourism) and ITB Berlin on LGBT Travel was
agreed, in a bid to jointly support and further its aims in the
future.
