New research report, evaluating LGBTQ+ travelers’ behaviors, sentiments and attitudes, sampled more than 3,000 American travelers from that group and was devised with input from a steering committee of professionals from LGBTQ+ organizations focused on travel, tourism and empowerment of the LGBTQ+ community.
One of the key takeaways from the comprehensive study is that representation in destination marketing materials is “very/extremely important” to this group, with 43% saying it would make them feel more confident that the destination is inclusive of the LGBTQ+ community.
Travel marketers should also be aware of additional concerns LGBTQ+ travelers have that influence their decision to travel to a destination, such as:
- Half of LGBTQ+ travelers said that the safety of a destination is a concern when deciding where to go.
- Fifty-two percent of respondents said state politics related to their LGBTQ+ identity greatly impact their decision to travel.
- Thirty-nine percent of respondents said that any negative perceptions locals and other tourists may have of the LGBTQ+ community make them uncomfortable and impact the destinations they choose. Additionally, 33% said these perceptions impact how they present themselves while traveling in a destination.
The following are additional key findings from a comprehensive study into American LGBTQ+ Travelers travel behaviors:
Demographics
- American LGBTQ+ travelers are on average younger, are more likely to be employed and have a lower household income than the average U.S. traveler. The average age of an American LGBTQ+ traveler is 39, compared to 49 for US travelers.
- More than 60% of U.S. LGBTQ+ travelers fall within the Millennial or Gen Z generations.
Trip Planning and Spending
Tags: LGBTQ+ travelers, LGBTQ+ community
