Volume 2 Issue 4 August 2004 Applied Research Note 2

Opportunities in the Gay & Lesbian Tourism Marketplace

by Thomas E. Roth

From 1994-2003, Community Marketing, Inc. has conducted tourism market research surveys and focus groups for the gay and lesbian travel market segment. Results show that the gay and lesbian community has more disposable income and a greater propensity for travel than the national average. In addition, online research conducted by CMI from 2001-2003 offers significant insights into travel motivations for gay and lesbian travelers. Analysis of this data reveals specific trends for this demographic, such as frequency of travel, duration of travel, preferred destinations, and preferred mode of transportation. These trends indicate significant opportunities for travel and hospitality suppliers, destination marketers and managers, and other firms interested in reaching this market segment.

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