Gay and lesbian travellers a driving force in the international tourism industry

US Gay and lesbian hotel guests spend an average 57 per cent more on their travels than their heterosexual counterparts. That is the result of the latest survey by Community Marketing Inc., a partner of ITB Berlin. Rika Jean-Francois, ITB Berlin’s CSR officer and member of the board of the International Gay & Travel Association (IGLTA) presented the findings at the ITB Berlin Convention and at the recently held strategy conference of Wien Tourismus in Vienna. Late last year, in a survey conducted in the USA by Community Marketing Inc., 5,700 interviewees were asked about their travel habits. According to the survey, it is not only hotels but entire destinations that benefit from LGBT travellers (lesbian, gay, bisexual and transgender).

Sunshine and relaxation the main reasons for holidaying

According to a survey conducted by Community marketing in San Francisco 40 per cent of gays and close to the same number of lesbians in the USA said a destination’s degree of gay-friendliness was the main factor influencing their choice of destination. As regarded holiday needs 67 per cent of gays and 66 per cent of lesbian travellers said warm weather was their first requirement, followed by cultural attractions, beaches and cuisine. More than 50 per cent of the respondents said one of their main holiday interests was relaxation. For 35 per cent of gays the second-most important aspect was visiting friends and family, while for 32 per cent of lesbian couples it was spending time with their partners. 33 per cent of gay and 30 per cent of lesbian respondents said the location of a hotel significantly influenced their choice of destination. For 30 per cent of both groups the second-most important aspect was the price.

LGBT travellers are comfortable using the internet. When searching for travel information 59 per cent of lesbian and 54 per cent of gay travellers in the US said they relied on the recommendations of friends and families, after which they preferred travel websites. 41 per cent of gay and 36 per cent of lesbian travellers said they responded to advertising that targeted LGBT audiences.