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Gay and lesbian Australians provide a lucrative market

Just over 2% of Australians aged 18 or over (an estimated 370,000) consider themselves to be homosexual with Melbourne and Sydney accounting for slightly less than half (46%) of all gay Australians. When…

Just over 2% of Australians aged 18 or over (an estimated 370,000) consider themselves to be homosexual with Melbourne and Sydney accounting for slightly less than half (46%) of all gay Australians. When including country areas, Victoria and New South Wales account for approximately two-thirds (67%) of gay Australians, according to the latest Roy Morgan Single Source data.

With the 2007 Mardi Gras season upon us it is interesting to consider the lucrative gay market. In this instance Roy Morgan Single Source data focuses on the tourism industry:

  • The gay leisure travel market comprises an estimated 242,000 gay Australians, with turnover of approximately $965 million a year
  • Sixty-five per cent of gay Australians have taken at least one leisure trip in the last 12 months. This is slightly below the general population (71%) and the average length of stay for gay travellers (7.6 nights) is less than the total travelling population (8.2 nights). However, expenditure per night is higher for gay travellers at $147 per person per night (compared to $137 for all travellers)
  • Gay travellers are 50% more likely to book holidays via the Internet

The gay and lesbian market is recognised throughout the tourism industry as an important niche segment, representing differences in holiday behaviour, attitudes and yield opportunities when compared with the average Australian adult population.

These findings are based on 23,049 interviews conducted between October 2005 and September 2006 with Australians aged 18 years or over. “Travellers” are defined as those who have travelled for leisure purposes in the last 12 months.

The Gay Population

The majority of gay Australians live in major cities. More people who consider themselves to be homosexual reside in Sydney (98,000 people or 26%) than in Melbourne (74,000 people or 20%). Melbourne and Sydney combined account for slightly less than half (46%) of all gay Australians. When including country areas, Victoria and New South Wales account for approximately two-thirds (67%) of gay Australians.

State of residence of those who consider themselves homosexual

Contrary to some thinking, gay people do not actually travel more than the overall Australian population.

Of the 370,000 Australians who consider themselves as homosexual, 65% took at least one leisure trip of one or more nights in the last 12 months, compared with 71% of all Australians.

Co-Founder & Managing Director - Travel Media Applications | + Articles

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.

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