The gay, lesbian, bisexual and transgender (GLBT) market has proven lucrative for travel marketers betting on the pink dollar . In a national Harris Interactive survey on 2009 summer travel, GLBT travel consumers reported they were likely to spend roughly 1.45x more than straight travelers.
On average, GLBT travellers reported they were likely to spend about $2,300 between May and August 2009 for both leisure and business travel, while straight travelers on average said they are likely to spend about $1,500.
When all adults who travelled a year ago were asked whether they would increase, decrease or take the same number of airline trips this coming summer – 6 out of 10 (62%) of GLBT respondents stated they would stay the same (55%) or increase (7%), while only 36% of heterosexuals also said they will stay the same (27%) or increase them (9%).
Destination Marketing Organizations: Take note
GLBT travellers are destination-oriented, as many DMOs have noted. When asked whether they would take a “staycation” instead of vacation, 32% of heterosexuals intended to stay home, but only 18% of GLBT adults would.Data from Harris Interactive, 2009. Study conducted online within the United States between April 13 and 21, 2009, among 2,401 adults (ages 18 and over), of whom 2,196 indicated they are heterosexual and 146 self-identified as gay, lesbian, bisexual and transgender.
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