AMONG THE KEY FINDINGS, PERSONAL SAFETY AND STATE POLITICS SIGNIFICANTLY IMPACT LGBTQ+ TRAVELERS’ DECISIONS ABOUT WHERE TO TRAVEL, BUT COST OF TRAVEL IS THE TOP DECIDING FACTOR
MMGY Global has released a new research report, Portrait of LGBTQ+ Travelers in America – a comprehensive study into this group’s travel behaviors, sentiments and attitudes. The research sampled more than 3,000 American LGBTQ+ travelers and was devised with input from a steering committee of professionals from LGBTQ+ organizations focused on travel, tourism and empowerment of the LGBTQ+ community.
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. Travel marketers should also be aware of additional concerns LGBTQ+ travelers have that influence their decision to travel to a destination, such as:

  • Half of LGBTQ+ travelers said that the safety of a destination is a concern when deciding where to go.
  • Fifty-two percent of respondents said state politics related to their LGBTQ+ identity greatly impact their decision to travel.
  • 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.

The following are additional key findings from MMGY Global’s Portrait of LGBTQ+ Travelers in America:

Demographics

  • American LGBTQ+ travelers are on average younger, are more likely to be employed and have a lower household income than the average U.S. traveler. The average age of an American LGBTQ+ traveler is 39, compared to 49 for U.S. travelers.
  • More than 60% of U.S. LGBTQ+ travelers fall within the Millennial or Gen Z generations.

Trip Planning and Spending

  • LGBTQ+ travelers 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. travelers going solo and 40% traveling in pairs. However, a nearly equal percentage of both groups report traveling with children (12% of LGBTQ+ travelers and 14% of U.S. travelers).
  • On average, U.S. LGBTQ+ travel parties spent $461 on each vacation in 2021 – slightly more than U.S. travel parties ($455).
  • LGBTQ+ travelers 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 travelers (47%), but at a significantly lower percentage than U.S. overnight travelers (55%). Another 23% of U.S. LGBTQ+ overnight travelers stay in non–paid accommodations, typically at the homes of friends/relatives.

All proceeds from the sale of Portrait of LGBTQ+ Travelers in America™ will be donated to Brave Trails, a national non-profit organization that is dedicated to LGBTQ+ youth leadership. It offers accredited innovative programming inclusive of family camps, mentorship programs, meet-up groups and year-round activities to build tomorrow’s LGBTQ+ leaders.

MMGY Global thanks its sponsors for their contributions to this study: Destination DC, Greater Boston Convention & Visitors Bureau, Tripadvisor and Visit Orlando.

Methodology
This report was conducted in two phases. Data for Phase 1: A DK Shifflet Profile of LGBTQ+ Travelers  was gathered from Shifflet’s 2021 TRAVEL PERFORMANCE/Monitor™, which sampled 42,790 U.S. travelers, including 2,342 LGBTQ+ travelers. For the purposes of the study, LGBTQ+ was defined as respondents who identify as a sexuality other than heterosexual and/or a gender other than male or female. Data from Phase 2: A Custom Study of LGBTQ+ TravelMotivations and Barriers was based on a sample of 1,050 U.S. LGBTQ+ travelers collected online in November 2022. Survey respondents identified as a sexuality other than heterosexual and/or a gender other than male or female. To learn more about MMGY Global’s Diversity Equity and Inclusion Research studies, or to purchase the full report, go to mmgyintel.com.