LGBTQ+ Travel Sector: Younger Age Groups Spend More on… | kbnmart

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LGBTQ+ travelers have a significant impact on tourism, spending over $200 billion annually. They prefer inclusive destinations, book at the last minute, and actively participate online.

The LGBT travel industry is booming, with LGBT individuals making a significant impact on the tourism industry, according to a new report from Arival. The report, titled “The LGBT Experience Traveler,” examines the characteristics and preferences of LGBT travelers and how experience providers can better cater to their unique needs.

“The LGBTQ+ travel market represents a huge opportunity for the tourism industry.” Stephen Joyce, VP of Content at Arrival, says,“They are adventurers who spend a lot of money and are not only looking for new destinations, but also for holistic experiences that reflect their values. By understanding their preferences and prioritizing authentic hospitality, travel providers can achieve significant growth and build lasting relationships with this loyal customer segment.”

Key results:

LGBTQ+ travelers spend more and do more: The LGBTQ+ travel market is characterized by high spending and active participation. The sector contributes more than $200 billion globally to the travel industry each year, according to reports from the World Travel and Tourism Council (WTTC) and the International Gay and Lesbian Travel Association (IGLTA). In the United States, LGBTQ+ travelers alone account for more than $65 billion annually. They also tend to be younger, with 82% of them between the ages of 18 and 54, compared to 60% of other travelers. This younger demographic is more likely to seek out and spend on diverse experiences during their travels. They visit more attractions, participate in more outdoor activities, and take more tours than other travelers. On average, they visit two additional attractions per trip, spend an additional $60 per attraction, and participate in two additional activities per trip with a 23% higher spend per activity.

Top Destination Picks: Florida, California, and New York stand out as top destinations for LGBTQ+ travelers, offering a mix of cityscapes, beach escapes, and major theme parks. Theme parks are especially popular with gay male travelers.

Prefer welcoming and inclusive brands: Inclusion, representation, and personal safety are critical for LGBTQ+ travelers when choosing destinations and travel brands. More than 66% of LGBTQ+ travelers prefer destinations and brands that welcome LGBTQ+ individuals 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.

Last minute bookings and online participation: LGBTQ+ travelers often book their trips at the last minute, with nearly half booking their trips just a week in advance. This spontaneity is likely due to their young age and financial flexibility. Additionally, they are very active in sharing their travel experiences online, posting reviews and content on platforms like Google, Facebook, TikTok, YouTube, and Instagram. This behavior amplifies their influence on brands and destinations, making positive reviews and a social media presence crucial for operators.

Recommendations for travel organizers:

Comprehensive Marketing Issues: Make sure to provide diverse and inclusive representation of people in your marketing materials. Make sure to highlight all types of families to build trust in your brand.

Demonstrating true inclusion efforts: True inclusion goes beyond marketing. Understanding and addressing the unique needs and safety concerns of LGBTQ+ travelers to foster a welcoming environment.

Welcome to LGBTQ+ families: Recognizing the growing number of LGBTQ+ families and designing experiences that are supportive and welcoming of diverse family structures.

Benefit from higher spending: LGBTQ+ travelers have a higher spending power. Create experiences tailored to this affluent market, but avoid deceptive tactics.

Participate in collaborative referrals: Partner with other umbrella companies to offer bundled experiences or referrals, enhancing the overall travel experience and promoting safety and convenience.

Targeted amusement park enthusiasts: With strong interest in theme parks, operators in this sector must actively market to 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 U.S. travelers: who they are, what they want, and how they search, book and share experiences.