LGBTQ+ Market Info

LGBT events




Hotels’ gay-friendly reputation
83% of gay men and lesbians will choose their hotel depending on its “gay-friendly” reputation.  (*source3)

Third most important motivator in hotel selection
The LGBTQ+-friendly reputation of the hotel was the 3rd most important motivator for gays and lesbians to book a hotel, after location & price. (*source1)

Actual stays at gay-friendly hotel
46% of gay & lesbian individuals indicate that they stayed in LGBTQ+-friendly hotels for leisure travel all or most of the time.  (*source1)


LGBTQ+ MARKET WORTH £6bn in the UK and $85bn in the US
The LGBTQ+ market, which, according to market researcher Forrester, is worth £6bn in the UK and $85bn in the US…” (*Source 7)

7 Million US LGBTQ+ Traveler spending $41 billion per year
There are more than 7 million US online lesbian, gay, bisexual, and transgender (LGBTQ+) leisure travelers. LGBTQ+ travelers spend more than $41 billion per year on their personal and leisure travel and tend to be more engaged with online travel booking than straight traveller (*Source 8)

Annual household incomes above national average
76% of US LGBTQ+ individuals have annual household incomes above the national average of $40,000 and 30% of US LGBTQ+ individuals have an annual income above $100,000. (*source 3)

Married or partnered gay men have the highest household income
The household income of the typical married/partnered gay man is fully $13,400 higher than that of the typical married or partnered presumably due to the combination of incomes from two men. Specifically,  the average household income of a partnered gay man is $115,500 versus $102,100 for a heterosexual married/partnered man. (*source 4)

Gay American men have the highest discretionary spending per capita
Income levels are important to consider when targeting consumers, but more important is determining the amount of money they have left over for non-essentials after the other bills are paid. Despite earning nearly identical salaries, gay men have lower annual household discretionary expenditures than heterosexual men. Gay males actually have higher discretionary spending per capita than heterosexual men. In fact, gay men live in households that devote $6,794 per capita annually to nonessentials, which is $753 more than what heterosexual men spend. (*source 4)


The number of LGBTQ+ travellers is on the rise
The LGBTQ+ travel market is predicted to include
180 million travellers by 2030. (*Source 9)

LGBTQ+ honeymoons increasing 279%
Same-sex honeymoon bookings have increased by 279% over the past five years. (*Source 7)

More travelling in 2012
Overall, LGBTQ+ travel has increased by one trip in the past 12 months, compared to the 2011 survey results. (*source1)

Travelling all year round
LGBTQ+ travel is relatively disbursed across months of the year. (*source1)

LGBTQ+ Events are key motivators
Attending LGBTQ+ Events are key motivators within the LGBTQ+ community, generating a high number of hotel nights. On average, gay men and lesbians spend 3 nights in a destination when traveling for an event. (*source2)

Hotel type booked
Survey results suggest the mid-range market is the biggest group among LGBTQ+ travelers, followed by economy/budget, and then luxury. (*source2)

Increased Travel spending
Not only are gay Americans more likely to travel in 2012 than this year, those who are traveling are planning to spend more money. LGBTQ+ adults report on average they are likely to spend about $1,300 for their leisure (while during the same time period last in 2011, the average planned travel expenditure was $1,058. (*source3)

U.S. LGBTQ+ travel market
Estimated at $84.5 billion, 10% of total U.S. travel . (*source3)

U.K. LGBTQ+ travel market
Gay and lesbian living in the UK spent an estimated total of £4.7 billion pounds on leisure travel. (*source6)


Adult Americans are increasingly likely to identify as LGBTQ+
In 2006 3.6% of all non-Hispanic adults in the USA self-identified as LGBTQ+, today that figure has risen to 4.3%. (*source4)

The adult LGBTQ+ population skews towards the younger age cohorts
36% of LGBTQ+ adults today are aged 18 to 34 versus 26% of the heterosexual population in that age range. (*source4)

Gay and Lesbian Americans increasingly wed
Ttoday, 17% of gay men and 16% of lesbian women are married compared to 8% of adult gay men and 14% of adult lesbian women in 2007. (*source4)

LGBTQ+ families
Approximately 3% of gay men and 19% of lesbians indicated having children under 18 living at  home.  Once gay men or lesbians have children, family–‐friendly travel preferences become more important than LGBTQ+-friendly travel preferences by a 2-1 margin. (*source2)


Community Marketing Inc.  LGBTQ+ Travel Survey, September-October 2012
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Community Marketing Ltd, CMI’s 16th Annual Gay & Lesbian Tourism Study, September – October 31, 2011
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Community Marketing Ltd, CMI’s 15th Annual Gay & Lesbian Tourism Study, October 1-30 2010
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Experian Marketing Service The 2013 LGBTQ+ Report
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Witeck-Combs Communications, Inc., in conjunction with Harris Interactive, April 11 and 18, 2011
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Out Now Consulting,  Millivres Gay Market Study, 2008
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The Guardian, Feb 2016 (quoting Forrester: Forrester and Kuoni)

Forrester.com , August 2010
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World Tourism Organisation (UNWTO), 2012
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