A brand new analysis report, Portrait of LGBTQ+ Vacationers in America™ – a complete examine into this group’s journey behaviors, sentiments, and attitudes by MMGY International – reveals crucial concern for LGBTQ+ vacationers.
The analysis sampled greater than 3,000 American LGBTQ+ vacationers and was devised with enter from a steering committee of execs from LGBTQ+ organizations targeted on journey, tourism and empowerment of the LGBTQ+ group.
Among the many key findings, private security and state politics considerably impression LGBTQ+ vacationers’ selections about the place to journey, however value of journey is the highest deciding issue.
One of many key takeaways from the examine is that illustration in vacation spot advertising supplies is “very/extraordinarily necessary” to this group, with 43% saying it could make them really feel extra assured that the vacation spot is inclusive of the LGBTQ+ group. Journey entrepreneurs must also concentrate on extra issues LGBTQ+ vacationers have that affect their resolution to journey to a vacation spot, akin to:
• Half of LGBTQ+ vacationers stated that the security of a vacation spot is a priority when deciding the place to go.
• Fifty-two p.c of respondents stated state politics associated to their LGBTQ+ id enormously impression their resolution to journey.
• Thirty-nine p.c of respondents stated that any unfavorable perceptions locals and different vacationers could have of the LGBTQ+ group make them uncomfortable and impression the locations they select. Moreover, 33% stated these perceptions impression how they current themselves whereas touring in a vacation spot.
The next are extra key findings from MMGY International’s Portrait of LGBTQ+ Vacationers in America™:
Demographics
• American LGBTQ+ vacationers are on common youthful, usually tend to be employed and have a decrease family earnings than the typical U.S. traveler. The common age of an American LGBTQ+ traveler is 39, in comparison with 49 for U.S. vacationers.
• Greater than 60% of U.S. LGBTQ+ vacationers fall inside the Millennial or Gen Z generations.
Journey Planning and Spending
• LGBTQ+ vacationers usually tend to journey solo and fewer prone to journey in pairs than different Individuals, with 50% of LGBTQ+ respondents saying they journey solo and solely 33% noting they journey in pairs. This may be in comparison with solely 40% of U.S. vacationers going solo and 40% touring in pairs. Nonetheless, a virtually equal share of each teams report touring with youngsters (12% of LGBTQ+ vacationers and 14% of U.S. vacationers).
• On common, U.S. LGBTQ+ journey events spent $461 on every trip in 2021 – barely greater than U.S. journey events ($455).
• LGBTQ+ vacationers are most motivated by the need to unwind, loosen up and discover new locations, with greater than 8 in 10 respondents citing these as the primary motivators for them to journey. 4 in 10 are motivated by particular LGBTQ+ occasions and points of interest.
• Lodges are the lodging of alternative for U.S. LGBTQ+ in a single day vacationers (47%), however at a considerably decrease share than U.S. in a single day vacationers (55%). One other 23% of U.S. LGBTQ+ in a single day vacationers keep in non–paid lodging, usually on the houses of associates/family.