For the first time, a global survey is to measure the tourism industry’s attitudes and strategic approaches to the lesbian, gay, bisexual and transgender (LGBT) travel market.
The LGBT market is known to be a lucrative one – with latest LGBT2020 research data from specialist LGBT consulting firm Out Now tracking annual LGBT consumer tourism spend of more than USD$200billion (2014: USD$202billion).
However there has never before been an industry-wide study measuring the engagement of the global tourism industry with the LGBT tourism market.
The first ‘Global LGBT Travel Industry Survey’ is being undertaken by Out Now in collaboration with long-term strategic partner World Travel Market.
World Travel Market, Senior Director, Simon Press, said: “World Travel Market has been a long-term supporter of the global development of LGBT tourism in partnership with Out Now.
“2015 is our tenth year of collaborating together and we are delighted to work on this new industry-wide initiative with Out Now to shine light onto this important part of the global travel business.”
Ian Johnson, CEO of Out Now, said the new tourism industry research is both important and timely.
“We have known for more than two decades what the metrics of LGBT travel are from the consumer side, but not from the industry’s perspective,” Johnson says. “The tourism industry has evolved dramatically in recent years with more destinations, hotels, airlines, agents, and other industry players wanting to engage with LGBT travel. What is needed though is a better understanding of how the industry views this market and what is needed by the industry to better engage with this group of travellers. We will be measuring a range of factors to gain insight as to what is driving the development of the LGBT travel segment such as key success factors, staff training, media usage, total spend, barriers to entry and future trends. We also want to learn from those businesses that have not engaged with – or choose not to target – this segment. This research will be an important asset for the travel industry and we are delighted to work with WTM to bring this new study to market.”
Data collection for the research is being undertaken by Out Now until June 30, 2015 and respondents working in the tourism industry are invited to complete the survey this month
Findings from this first ‘Global LGBT Travel Industry Survey’ will be analysed and presented in the seminar programme during World Travel Market in London this November as part of the ‘Welcome.LGBT Tourism Marketing Masterclass’ by Out Now.