LGBTQ+ Travel Segment: Younger Generation Spends More on Unique Experiences

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LGBTQ+ travelers spend more than $200 billion annually and have a significant impact on tourism: they prefer inclusive destinations, book last minute, and actively share online.

According to a recent report from Arival, the LGBTQ+ travel sector is booming, with this demographic having a notable impact on the tourism industry. Titled “LGBTQ+ Experience Travelers,” the report takes a closer look at the characteristics and preferences of these travelers, and how experience providers can cater to their unique needs.

“The LGBTQ+ travel market represents a huge opportunity for the tourism industry.” “We’re excited to be working with Netflix to bring the power of Netflix to the masses,” said Stephen Joyce, vice president of content at Aribal.“These are spending adventurers who seek not only new destinations but also all-encompassing experiences that reflect their values. By understanding their preferences and prioritizing authentic hospitality, travel companies can realize significant growth and build lasting relationships with this loyal customer base.”

Key findings:

LGBTQ+ travelers spend more and do more: The LGBTQ+ travel market is characterized by high spending and engagement. According to a report by the World Travel and Tourism Council (WTTC) and the International Gay and Lesbian Travel Association (IGLTA), this segment contributes more than $200 billion to the travel industry globally each year. In the United States, LGBTQ+ travelers alone account for more than $65 billion annually. They also tend to be younger, with 82% being between the ages of 18-54 compared to 60% for other travelers. This younger generation is more likely to spend their money seeking diverse experiences while traveling. They visit more attractions, participate in more outdoor activities, and take more tours than other travelers. On average, they visit two more attractions per trip, spend $60 more per attraction, participate in two more activities per trip, and spend 23% more per activity.

Popular destinations: Florida, California and New York offer a mix of cityscapes, beach resorts and large theme parks that make them popular destinations for LGBTQ+ travelers, with amusement parks being particularly popular among gay male travelers.

Prioritize welcoming and inclusive brands: For LGBTQ+ travelers, inclusivity, representation and personal safety are important when choosing a destination or travel brand. Over 66% of LGBTQ+ travelers prefer destinations and brands that are welcoming to LGBTQ+ people and people of color, compared to 39% of other travelers. LGBTQ+ travelers are also more likely to avoid places that don’t align with their societal and personal values.

Last minute bookings and online sharing: LGBTQ+ travelers are more likely to book trips last minute, with roughly half booking one week in advance. This spontaneity is likely due to their youth and financial flexibility. Additionally, they are highly active in sharing their travel experiences online, posting reviews and content on platforms such as Google, Facebook, TikTok, YouTube, and Instagram. This behavior amplifies the impact on travel brands and destinations, making positive reviews and a social media presence crucial for travel companies.

Recommendations for travel operators:

The importance of comprehensive marketing: Strive for diverse and inclusive representation in your marketing materials. Featuring all types of families builds trust and confidence in your brand.

Demonstrate a commitment to true inclusion: True inclusivity goes beyond marketing: understanding and addressing the unique needs and safety concerns of LGBTQ+ travelers and fostering a welcoming environment.

We welcome our LGBTQ+ family: Recognizing the growing number of LGBTQ+ families, we tailor experiences to support and welcome diverse family structures.

Take advantage of increased spending: LGBTQ+ travelers have strong purchasing power. Create experiences tailored to this affluent market, but avoid insincere tactics.

Participate in a co-referral: Partner with other inclusive businesses to offer bundled experiences and referrals to enhance the overall travel experience and promote safety and comfort.

Targeting Amusement Park Lovers: With interest in amusement parks high, operators in this sector need to actively market to the LGBTQ+ community.

The LGBTQ+ Experience Traveler Report is based on a survey of 1,000 U.S. travelers and provides insights into the LGBTQ+ segment of U.S. travelers: who they are, what they want, and how they research, book, and share their experiences.