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 $690 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 Travel Study

Harris Interactive, has partnered with Witeck-Combs Communications – a leading marketing communications firm specializing in the GLBT market – with expert oversight by Dr. Suzanne Cook, from the Travel Industry Association (TIA) to offer this landmark study: 

2nd Annual GLBT Travel Study

This study will continue to track the preferences, attitudes, and behaviors of GLBT travelers, building upon our landmark 2006 study.

This study will trend GLBT brand usage (airlines, accommodations, car rental, cruise lines and travel websites) and destination choices along with understanding of emerging topics such as:

• Word of mouth and social networking
• Media accessed by GLBT travelers
• The importance of a brand’s environmentally-friendly policies
• GLBT microsites
• Business travel

The full report will provide details and statistics on:

• Travel Spending
• Usage of Travel Brands
• Shopping and Booking Behaviors
• Media and Websites Accessed by the GLBT Community
• The degree of influence that friends, family, logs, user-generated content, and other forms of social networking have on travel decisions
• Trending of both GLBT and non-GLBT travel behavior and attitudes
• Demographics including gender, age, education, region, income, and race/ethnicity

Sample Information

The study is based on a sample of 2,000 self-identified GLBT adult travelers and 1,000 non-GLBT travelers, with both populations drawn from the Harris Poll Online panel. Data from the study will be weighted to be nationally projectable.

The Harris Interactive GLBT Panel is recruited from various sources and is not specifically enlisted from targeted gay or lesbian media or websites. Since it is recruited from a broad range of many public sources, the panel is believed to be more representative of the GLBT market than many other online panels. Several steps also are taken to help reduce the potential for bias in all sampling techniques, and our data is reported in conformance with the industry standards of the National Council on Public Polls.

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.