WTM – LONDON- REPORT: New research released at World Travel Market 2011 (WTM) by leading global LGBT marketing specialist Out Now Consulting reveals that the global market potential of the lesbian, gay, bisexual and transgender (LGBT) market is set to reach almost USD$165 billion in total spending on leisure travel in 2012. The findings are based on the…
WTM – LONDON- REPORT: New research released at World Travel Market 2011 (WTM) by leading global LGBT marketing specialist Out Now Consulting reveals that the global market potential of the lesbian, gay, bisexual and transgender (LGBT) market is set to reach almost USD$165 billion in total spending on leisure travel in 2012. The findings are based on the LGBT2020 research program – which is the world’s largest ongoing LGBT market research program.
The new data is released today at the World Travel Market, the leading global event for the travel industry, during the LGBT marketing Masterclass presented by Out Now, for the fifth consecutive year. The findings show despite a current challenging global economic environment, the LGBT leisure tourism sector globally is still growing.
The research is part of LGBT2020 – the world’s largest global research study on LGBT people. Data collected in the sample includes information on emerging Latin American countries such as Brazil, and also includes LGBT market research from India for the very first time in 2012.
As well as compiling information on the value of the global LGBT travel market, the LGBT2020 study covers important questions on key factors that motivate LGBT travellers to choose particular goods and services. Overwhelmingly, the number one most important factor globally, was how welcome LGBT people were made to feel when they used particular products or services. The most important factor affecting this for gays and lesbians was how well staff are trained to understand the travel concerns of their lesbian and gay guests.
“There have been a rash of programs established in recent years that purport to confer gay-welcoming status on their membership,” says Ian Johnson, Founder and CEO of Out Now. “LGBT customers however are rarely influenced by such membership programs – which they perceive to be little more than money-making schemes by their promoters, which is a shame for the hotels that join them in good faith, trying to convince customers to part with their travel dollar. Out Now’s LGBT2020 research this year shows overwhelmingly that the most important factor in meeting a consumer’s expectations of delivering a genuine ‘gay-welcome’ is how well staff are trained to understand their LGBT guests’ travel concerns.”
The research released at the Masterclass today at WTM 2011, a Reed Travel Exhibitions event, includes an initial look at the first ever LGBT consumer data from India – one of the largest and most underdeveloped markets in the world.
“Out Now is delighted to be bringing the LGBT communities of India to the forefront of our research program,” Johnson says. “Along with other growth markets – such as those we are researching and developing in Latin America, India’s LGBT populations, just like LGBT people living elsewhere, have their own unique characteristics and concerns. It is crucially important that the travel industry understands these issues as it seeks to explore and provide services to these new LGBT markets now opening up around the world.”
The LGBT2020 study reveals that in India, 72% of consumers would prefer to buy product from a property where staff are specifically trained in LGBT issues, with 80% indicating they actively try to seek out genuinely gay-welcoming hotels when they travel. The results released today show that this is a serious issue in India, with 69% of respondents stating that they believe general society in India is “homophobic”.
Out Now also announced the launch today of a new consumer-focused GayComfort.me website. This new consumer initiative was built specifically to address those concerns that LGBT consumers have when they travel – as highlighted in the LGBT2020 research study.
Available in five languages, GayComfort is the only worldwide LGBT certification program that is based upon customer service training for staff working in hotels and destinations – on how to understand and meet the travel concerns of their LGBT guests. Important issues such as how to address a same-sex partner, debunking stereotypes and how to help LGBT guests with travel needs – such as the best ways to locate the nearest gay and lesbian nightlife scene.
The GayComfort.me consumer portal lists those hotels worldwide that have specifically trained staff in the online GayComfort training which has been developed by leading online tertiary education experts.
In related news, Switzerland Tourism has just announced that GayComfort training is to be made available to all Switzerland hotels interested in enhancing their customer awareness levels for the LGBT tourism market. It was announced at the Out Now Masterclass today that Frankfurt is the latest city to now offer its hotel staff full access to GayComfort staff training, joining other market-leading cities including Berlin, Manchester, Australia’s Gold Coast, Helsinki, Stockholm and Nice, France.
The LGBT2020 study also revealed new information on the most important leisure activities for LGBT travellers when they are on holiday. Although LGBT nightlife, festivals and cultural events scored highly with a majority of respondents; other tourism activities such as dining, local history, beaches, museums and art galleries were usually more important for LGBT tourists, in each of the 18 countries reported on today.
The LGBT2020 research is part of a ten year study analysing LGBT people’s lives worldwide. The study is undertaken by Out Now, a global gay market research specialist.
WTM Chairman Fiona Jeffery said: “The release of Out Now’s new global research study takes our industry’s understanding of LGBT customers to a whole new level, and is of critical importance in informing the development of one of the most significant and fastest growing markets in the global tourism industry. This LGBT2020 research – by placing the LGBT traveller at the centre of its focus – delivers immense strategic insight to the market leaders of the global tourism industry.”
The United States is the largest market accounting for a total of USD$51.2 billion annual leisure travel spend.
Australians were the highest per capita spending country, for the second year running, with LGBT Aussies each spending an annual average of USD$3981 in 2011 on leisure travel. US LGBT travellers were second each spending on average USD$3413
Argentina, Mexico and Poland spent the least per capita last year on LGBT tourism – with each Argentina survey respondent spending, on average, USD$2,030 and Polish respondents spending USD$1869.
| Country | Annual LGBT Travel Spend (USD$ billions) | Rank population | Rank Total LGBT Market Value | Rankper Capita LGBT Travel Spend |
| USA | 51.2 | 1 | 1 | 2 |
| BRAZIL | 20.4 | 2 | 2 | 11 |
| JAPAN | 18.4 | 3 | 3 | 7 |
| MEXICO | 7.8 | 4 | 8 | 14 |
| GERMANY | 11.4 | 5 | 5 | 9 |
| FRANCE | 11.5 | 6 | 4 | 3 |
| UK | 9.3 | 7 | 6 | 6 |
| ITALY | 8.5 | 8 | 7 | 10 |
| SPAIN | 6.4 | 9 | 9 | 8 |
| ARGENTINA | 3.8 | 10 | 12 | 12 |
| POLAND | 3.7 | 11 | 13 | 13 |
| CANADA | 5.6 | 12 | 10 | 4 |
| AUSTRALIA | 4.2 | 13 | 11 | 1 |
| NETHERLANDS | 2.5 | 14 | 14 | 5 |
| Total Spend | USD$164.6 b. | |||
| DATA SOURCE: Out Now Global LGBT2020 Study (https://www.OutNowConsulting.com) | ||||
Several countries are added to the list for the first time this year – namely Spain and Italy – and assessed as viable target markets for inclusion in Out Now’s rankings in 2012.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
