Survey Reveals LGBT Hotel Guests Spend More

According to a survey by Community Marketing Inc., a partner of ITB Berlin, US Gay and lesbian hotel guests spend an average 57% more on their travels than their heterosexual counterparts.

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).

According to the survey, 40% 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% of gays and 66% of lesbian travellers said warm weather was their first requirement, followed by cultural attractions, beaches and cuisine. More than 50% of the respondents said one of their main holiday interests was relaxation. For 35% of gays the second-most important aspect was visiting friends and family, while for 32% of lesbian couples it was spending time with their partners. 33% of gay and 30% of lesbian respondents said the location of a hotel significantly influenced their choice of destination. For 30% of both groups the second-most important aspect was the price.

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

LGBT Travel @ ITB Berlin

Over many years, as part of its Corporate Social Responsibility (CSR) concept, ITB Berlin has committed itself to supporting human rights in tourism, including tolerance and diversity, and is a member of the International Gay & Lesbian Travel Association (IGLTA).

Exhibitors representing the LBGT market first took part in the travel trade show in 2003. For the last three years lectures and discussions on this subject as well as on LGBT travel topics have been taking place at the ITB Berlin Convention. It has become one of the 15 officially recognized travel segments of the trade show and since then has witnessed constantly rising demand.

With its large Gay & Lesbian Travel Pavilion, the ITB TomOnTour Party and various other supporting LGBT events ITB Berlin has made a stand for tolerance and equal rights. With its seminars on LGBT tourism in India in 2011, an information stand at ITB Asia 2012 in Singapore, an LGBT information booth at ABAV 2013 in Rio de Janeiro, and international seminars and symposiums around the world, the ITB Academy is also showing its support for the development of this important market segment worldwide.

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