AMONG THE KEY FINDINGS, PERSONAL SAFETY AND STATE POLITICS SIGNIFICANTLY IMPACT LGBTQ+ TRAVELERS’ DECISIONS ABOUT WHERE TO TRAVEL, BUT COST OF TRAVEL IS THE TOP DECIDING FACTOR
MMGY Global has released a new research report, Portrait of LGBTQ+ Travelers in America™ – a comprehensive study into this group’s travel behaviors, sentiments and attitudes. The research sampled more than 3,000 American LGBTQ+ travelers and was devised with input from a steering committee of professionals from LGBTQ+ organizations focused on travel, tourism and empowerment of the LGBTQ+ community.
One of the key takeaways from the study is that representation in destination marketing materials is “very/extremely important” to this group, with 43% saying it would make them feel more confident that the destination is inclusive of the LGBTQ+ community. Travel marketers should also be aware of additional concerns LGBTQ+ travelers have that influence their decision to travel to a destination, such as:
- Half of LGBTQ+ travelers said that the safety of a destination is a concern when deciding where to go.
- Fifty-two percent of respondents said state politics related to their LGBTQ+ identity greatly impact their decision to travel.
- Thirty-nine percent of respondents said that any negative perceptions locals and other tourists may have of the LGBTQ+ community make them uncomfortable and impact the destinations they choose. Additionally, 33% said these perceptions impact how they present themselves while traveling in a destination.
The following are additional key findings from MMGY Global’s Portrait of LGBTQ+ Travelers in America™:
Demographics
- American LGBTQ+ travelers are on average younger, are more likely to be employed and have a lower household income than the average U.S. traveler. The average age of an American LGBTQ+ traveler is 39, compared to 49 for U.S. travelers.
- More than 60% of U.S. LGBTQ+ travelers fall within the Millennial or Gen Z generations.
Trip Planning and Spending
- LGBTQ+ travelers are more likely to travel solo and less likely to travel in pairs than other Americans, with 50% of LGBTQ+ respondents saying they travel solo and only 33% noting they travel in pairs. This can be compared to only 40% of U.S. travelers going solo and 40% traveling in pairs. However, a nearly equal percentage of both groups report traveling with children (12% of LGBTQ+ travelers and 14% of U.S. travelers).
- On average, U.S. LGBTQ+ travel parties spent $461 on each vacation in 2021 – slightly more than U.S. travel parties ($455).
- LGBTQ+ travelers are most motivated by the desire to unwind, relax and explore new places, with more than 8 in 10 respondents citing these as the main motivators for them to travel. Four in 10 are motivated by specific LGBTQ+ events and attractions.
- Hotels are the accommodation of choice for U.S. LGBTQ+ overnight travelers (47%), but at a significantly lower percentage than U.S. overnight travelers (55%). Another 23% of U.S. LGBTQ+ overnight travelers stay in non–paid accommodations, typically at the homes of friends/relatives.
All proceeds from the sale of Portrait of LGBTQ+ Travelers in America™ will be donated to Brave Trails, a national non-profit organization that is dedicated to LGBTQ+ youth leadership. It offers accredited innovative programming inclusive of family camps, mentorship programs, meet-up groups and year-round activities to build tomorrow’s LGBTQ+ leaders.
MMGY Global thanks its sponsors for their contributions to this study: Destination DC, Greater Boston Convention & Visitors Bureau, Tripadvisor and Visit Orlando.
Methodology
This report was conducted in two phases. Data for Phase 1: A DK Shifflet Profile of LGBTQ+ Travelers was gathered from Shifflet’s 2021 TRAVEL PERFORMANCE/Monitor™, which sampled 42,790 U.S. travelers, including 2,342 LGBTQ+ travelers. For the purposes of the study, LGBTQ+ was defined as respondents who identify as a sexuality other than heterosexual and/or a gender other than male or female. Data from Phase 2: A Custom Study of LGBTQ+ Travel, Motivations and Barriers was based on a sample of 1,050 U.S. LGBTQ+ travelers collected online in November 2022. Survey respondents identified as a sexuality other than heterosexual and/or a gender other than male or female. To learn more about MMGY Global’s Diversity Equity and Inclusion Research studies, or to purchase the full report, go to mmgyintel.com.
