LGBTQ+ travel is increasingly important factor for tourism strategy, survey shows
The LGBTQ+ market generates between 7% and 10% of all travellers around the world. Taking care of LGBTQ+ travellers therefore remains an important part of any tourism marketing strategy.
According to research carried out by Booking.com, 60% of LGBTQ+ travellers are more likely to travel to a destination that celebrates its local LGBTQ+ community and history. More than half (56%) are more likely to choose travel that allows them to learn about hidden aspects of the community in their selected destination.
LGBTQ+ travellers also want brands that support and recognise the community, with more than half (55%) saying they are more likely to seek out attractions or activities that are tailored to the LGBTQ+ community. 55% say they research brands and experiences ahead to understand the role they play towards the community. A majority (64%) is more likely to book with brands that are making the effort.
The IGLTA Foundation (International LGBTQ+ Travel Association) also released a report last year called “Going Further: How to Make LGBTQ+ Travel Transformational for Travellers, Communities and the Planet” , which aims to provide recommendations and insights for leaders in the travel industry.
Here are some of the key findings:
- 2 in 3 LGBTQ+ travellers want to reduce the environmental footprint of their next trip.
- LGBTQ+ travellers show a strong desire to support their destination’s local LGBTQ+ community, for example by contributing to LGBTQ+ community projects (69% of respondents) and supporting LGBTQ+ owned businesses (72%).
- Nearly 75% of respondents said that racial equality had become important or very important to them, underlining the importance for businesses to actively improve their diversity, equality, and inclusion practices.
Don’t miss the LGBTQ+ Business Summit at ITB
THURSDAY, 9 MARCH 2023, 9:30am – 3:00pm
LGBTQ+ TOURISM PAVILION HALL 4.1
Berlin has always been keen to promote tourism for LGBTQ+ communities.