The LGBTQ+ travel sector is experiencing a surge in popularity, with individuals in this demographic making a substantial impact on the tourism industry. A recent report by Arival, titled ‘The LGBTQ+ Experiences Traveler,’ delves into the characteristics, preferences, and unique needs of this growing market segment. The report highlights the significant contribution of LGBTQ+ travelers, spending over $200 billion globally each year. This demographic contributes significantly to the travel industry, making it a prime target for businesses looking to expand their reach.
According to the report, LGBTQ+ travelers are a high-spending group, with the average traveler spending more per trip and engaging in more activities than their non-LGBTQ+ counterparts. They are also more likely to visit attractions, engage in outdoor activities, and participate in tours. Notably, the report also points out that LGBTQ+ travelers tend to be younger, with 82% falling within the age group of 18-54. This demographic is more likely to seek out and spend on diverse experiences during their travels. This younger demographic is more likely to seek out and spend on diverse experiences during their travels.
The report identifies Florida, California, and New York as the top destinations for LGBTQ+ travelers, offering a blend of cityscapes, beach escapes, and major theme parks. Amusement parks are particularly popular among gay male travelers.
The report stresses the importance of inclusivity and representation for LGBTQ+ travelers. Over 66% of LGBTQ+ travelers prefer destinations and brands that are welcoming to LGBTQ+ individuals and people of color. This contrasts with only 39% of other travelers. LGBTQ+ travelers are increasingly prioritizing destinations that align with their social and personal values, seeking out welcoming and inclusive environments.
The report also highlights the tendency of LGBTQ+ travelers to book trips at the last minute, with nearly half making their bookings just one week in advance. This spontaneity is likely due to their younger age and financial flexibility. Additionally, they are highly active in sharing their travel experiences online, posting reviews and content on platforms like Google, Facebook, TikTok, YouTube, and Instagram. This active online presence amplifies their impact on travel brands and destinations, making positive reviews and social media presence crucial for operators.
The report provides several recommendations for travel operators looking to tap into the LGBTQ+ market. These include:
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Inclusive Marketing:
Ensure marketing materials feature diverse and inclusive representations of people. Showcase all types of families to build trust and confidence in your brand.*
Authentic Inclusivity:
Genuine inclusivity goes beyond marketing. Understand and address the unique needs and safety concerns of LGBTQ+ travelers to foster a welcoming environment.*
Welcoming 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.The ‘LGBTQ+ Experiences Traveler’ report, based on a survey of 1,000 U.S. travelers, provides valuable insights into the LGBTQ+ segment of the U.S. traveler market: who they are, what they want, and how they research, book, and share their experiences. By understanding and catering to the preferences of this burgeoning market, travel operators can unlock significant growth and foster lasting relationships with a loyal customer segment.
