MMGY Global’s new Portrait of LBTQ+ Travelers in America report reveals key insights into how this community of travelers behaves, along with their overall travel sentiments and attitudes when it comes to choosing a destination.
Top findings include the importance this group places on representation in marketing materials; their propensity to travel solo; and their slightly higher-than-average visitor spend. This group also skews younger than the average traveler (39 years old vs. 49 years old, with 60% of this group falling into the Millennial or Gen Z generations), are more likely to be employed and are more likely to have a lower household income than the average American tourist.
Safety and Security Are Top Concerns
Nearly half of those surveyed say that safety is a top concern for this group, and more than half (52%) believe state politics will impact their decision on where to travel. One-third of those surveyed believe other countries’ perceptions of the LGBTQ+ community play a key part in how they present themselves while on vacation, with 39% indicating that negative perceptions from outsiders make them uncomfortable and impact which destinations they choose to visit.
Trip-Planning Trends
When it comes to planning travel, LGBTQ+ travelers’ top motivators include the desire to relax and the drive to explore a new destination, according to 80% of respondents. Attractions and events that directly target LGBTQ+ people motivate 4 in 10 members of this group to venture away from home.
Hotels are the top accommodation preference for this group, with 47% of overnight travelers opting for this type of stay. However, almost a quarter (23%) prefer non-paid accommodations, including the homes of friends and family. They are also more likely to travel alone (50%) than in pairs (33%), with 12% opting to travel with children.
Higher-Than-Average Spending Habits
Members of the LGBTQ+ community spend an average of $461 on each vacation, only slightly more than the average U.S. traveler (who spends $455).
