Our research has found that LGBTQ+ travelers are more likely to book with businesses that support the community.
When it comes to picking a destination, research is a key decision-maker for LGBTQ+ travelers, with our recent survey revealing that over half (56%) are likely to choose a destination that allows them to learn more about the historical aspects of the LGBTQ+ community.
As well as fostering a sense of connection and enriching travel experiences, LGBTQ+ travelers are also looking to brands that support and celebrate diversity. Here’s what else respondents had to say:
Topics
Takeaway
- We surveyed 5,514 LGBTQ+ travelers from 25 countries about their past experiences, current realities, and hopes for a more inclusive travel future
- The research shows that the LGBTQ+ community of a destination sits at the heart of many LGBTQ+ traveler decisions, with 64% of LGBTQ+ travelers more likely to book brands that support the community
- They also look to brands to support and recognize the community, with more than half of LGBTQ+ travelers (55%) more likely to seek out attractions or activities tailored to the LGBTQ+ community
Related content
The LGBTQ+ segment of the travel market accounts for an estimated $211 billion in annual global spending. Click. investigates the issues this community of travelers often face and how properties can make every guest feel welcome
