A new report on LGBTQ+ travellers shows why they should be a key target group for Canadian tour operators and Canadian destinations - and reveals how travel advisors can best serve their LBGTQ+ customers.
The "Portrait of LGBTQ+ Travelers in America" report study from MMGY Global found that half of LGBTQ+ travellers said that the safety of a destination is a concern when deciding where to go.
That meshes perfectly with a study from just a couple days ago that said Montreal is the third safest city in the world.
The MMGY report also found that 52% of LGBTQ+ respondents said U.S. state politics related to their LGBTQ+ identity greatly impact their decision to travel.
Presumably, that also means that LGBTQ+ travellers would be attuned to politics in another country. If that's the case, Canada, which welcomes diversity, should be a key destination.
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.
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.
The following are additional key findings from MMGY Global’s "Portrait of LGBTQ+ Travelers in America" report.
Demographics
* American LGBTQ+ travellers are on average younger, are more likely to be employed and have a lower household income than the average U.S. traveller. The average age of an American LGBTQ+ traveller is 39, compared to 49 for U.S. travellers.
* More than 60% of U.S. LGBTQ+ travellers fall within the Millennial or Gen Z generations.
Trip Planning and Spending
* LGBTQ+ travellers 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. travellers going solo and 40% travelling in pairs. However, a nearly equal percentage of both groups report traveling with children (12% of LGBTQ+ travelers and 14% of U.S. travellers).
* On average, U.S. LGBTQ+ travel parties spent $461 on each vacation in 2021 – slightly more than U.S. travel parties ($455).
* LGBTQ+ travellers 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 travellers (47%), but at a significantly lower percentage than U.S. overnight travellers (55%). Another 23% of U.S. LGBTQ+ overnight travellers stay in non–paid accommodations, typically at the homes of friends/relatives.
MMGY Global sampled more than 3,000 American LGBTQ+ travellers and was devised with input from a steering committee of professionals from LGBTQ+ organizations focused on travel, tourism and empowerment of the LGBTQ+ community.
