Insights on the LGBTQ+ segment of the U.S. traveler: who they are, what they want, and how they research, book and share experiences: LGBTQ+ TRAVELERS DO AND SPEND MORE ON EXPERIENCES.
GLOThe latest report from the 2024 U.S. Experiences Traveler study delves into the mind of the LGBTQ+ experiences traveler – who they are, what they want, and how they research, book and share experiences. This new report, exclusively for Arival Insider Pro Accessmembers, presents essential consumer insights on U.S. experiences travelers who identify as LGBTQ+, and how to reach this lucrative segment of travelers — the LGBTQ+ travel market is estimated to be worth $65 billion in the U.S. alone. Based on a survey of 1,000 U.S. travelers, this report is the latest in a series of essential reports for any creator or seller of in-destination experiences serving the U.S. traveler.
Read full report here
According to a recent report by Arival, the LGBTQ+ travel market is experiencing significant growth and is making a substantial impact on the tourism industry. ‘The LGBTQ+ Experiences Traveler’ report delves into the characteristics, preferences, and behaviors of these travelers, offering insights for experience providers looking to better cater to their needs.
Stephen Joyce, VP Content at Arival, emphasizes the potential of the LGBTQ+ travel market, noting that these travelers are high-spending adventurers seeking inclusive experiences that resonate with their values. Understanding their preferences and prioritizing genuine hospitality can unlock substantial growth opportunities and foster lasting customer relationships.
Key findings from the report highlight that LGBTQ+ travelers are not only numerous but also dedicated spenders, contributing over $200 billion annually to the global travel industry, with the US alone accounting for more than $65 billion. This demographic tends to be younger, with 82% falling between the ages of 18-54, compared to 60% of other travelers. They are more likely to seek diverse experiences, visiting more attractions, engaging in outdoor activities, and participating in tours.
Popular destinations among LGBTQ+ travelers include Florida, California, and New York, known for their diverse offerings from cityscapes to beach escapes and major theme parks, which are particularly favored by gay male travelers.
Inclusivity and representation are crucial factors for LGBTQ+ travelers when selecting destinations and travel brands, with over 66% preferring welcoming environments. They actively share their travel experiences online, influencing brand perception and emphasizing the importance of positive reviews and social media presence for operators.
The report recommends travel operators to focus on inclusive marketing practices, demonstrate authentic efforts in inclusivity beyond marketing, and tailor experiences that cater to LGBTQ+ families. Operators are also advised to leverage the higher spending power of LGBTQ+ travelers ethically and engage in collaborative referrals to enhance the overall travel experience.
Based on a survey of 1,000 U.S. travelers, ‘The LGBTQ+ Experiences Traveler’ report provides comprehensive insights into this segment’s demographics, preferences, booking behaviors, and online engagement patterns.
Source: Arival
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