Destination: Gay-Friendly

What Gay-Friendly Means to GLBT Travelers – And Why You Need to Know

It’s a simple matter of economics and emerging consumer visibility. The discretionary spending of gay, lesbian, bisexual, and transgender (GLBT) consumers is significant, along with their presence in the workplace and the marketplace. Recent estimates gauge the gay consumer market to be worth more than $640 billion in buying power. So it’s in your best interest to understand the GLBT market in general – but also to understand it specifically as it relates to your business. Now you can.

The GLBT Leisure Travel Study

Harris Interactive, the world’s fastest-growing market research firm, has teamed up with Witeck-Combs Communications – a leading marketing communications firm specializing in the GLBT market – and the Travel Industry Association (TIA) to offer this landmark study: The GLBT Leisure Travel Study. This breakthrough research examines the preferences, attitudes, and behaviors of GLBT travelers regarding destination choice and leisure travel decisions.

The study—available now—takes an in-depth look at what it means to be gay-friendly and what role it plays in overall destination choice, and also compares leisure travel decisions and behavior between GLBT travelers and heterosexuals. It will address the following topics that frequently have been left unanswered by other research:

• Aided and unaided awareness of destinations that are gay-friendly
• The role of gay-friendly considerations in overall destination choice
• What gay-friendly means to travelers
• Media accessed by GLBT travelers
• Gay-friendly travel brands (airlines, accommodations, car rental, cruise lines and travel websites)

The full report provides details and the latest statistics on:

• Travel Spending
• Annual Nights in Paid Accommodations
• Size of Travel Party
• Awareness of Gay-Friendly Destinations
• What makes Destinations and Accommodations Gay-Friendly?
• Accommodations Preferences
• Gay-Friendly Travel Brands
• Leisure Travel Planning
• Shopping and Booking Travel
• Media and Websites Accessed by the GLBT Community
• Trusted Endorsements for Being Gay-Friendly
• Leisure Travel – Past Behavior
• Demographics including gender, age, education, region, income, and race/ethnicity

Sample Information

The study is based on a sample of 2,020 U.S. GLBT adult travelers, as well as a sample of 1,010 U.S. non-GLBT adult travelers. The methodology is a 25-minute online survey of travelers using the Harris Interactive GLBT panel.

The Harris Interactive GLBT Panel is recruited from various sources and is not specifically enlisted from targeted gay or lesbian websites. Since it is recruited from a broad range of sources, the panel is believed to be more representative of the GLBT market than many other online panels.

Contact Us

Order the study now or learn more by calling us at 877.919.4765 or email info@harrisinteractive.com.

For more information on our strategic partner, Witeck•Combs Communications, visit their website at www.WiteckCombs.com or call 202.887.0500.