Key findings from CMI’s 12th Annual Gay and Lesbian Tourism Study have been compiled from responses from self-identified gay and lesbian consumers who read LGBT publications, visit LGBT websites, and attend LGBT events. With over 7,500 responses, this study polled more respondents than any other LGBT tourism survey, and offers valuable insights about consumers who may be reached through LGBT-dedicated marketing initiatives.
In addition to the Tourism Study, CMI produces online surveys, focus groups, field studies and customer satisfaction evaluations for a wide variety of clients including CVBs, DMOs and tourism offices, tour operators, hospitality groups, real estate developers, etc. In the year 2007 alone, CMI collected and analyzed over 50,000 gay and lesbian survey responses.
Based on tourism industry data from the US Department of Commerce and CMI sample demographics, the annual economic impact of LGBT travelers is approximately $64.5 billion in the US alone.
Throughout the report, distinctions of various LGBT markets are made based on gender, age, ethnicity, income, geographical location, etc. Below are samples of the findings from the US Profile of the report.
Not all segments of the LGBT market behave the same way. For example different demographic groups frequent different destinations as shown below.
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- More than three-quarters (76%) of U.S. lesbian and gay respondents have a current passport, compared to 24% to 30% of all adult US citizens.
- Gay and lesbian travelers took a median of five overnight trips in the preceding twelve months, including two leisure, two personal and one business trip. 24% took five or more leisure trips, 24% took five or more personal trips, and 19% took five or more business trips.
- Respondents spent a median of 29 nights away from home (average 6 nights per trip).
- Respondents flew a median of six times in the last twelve months (3 round trips), and 81% purchased an airline ticket online.
- Respondents spent a medium of 14 nights in hotels. 77% purchased accommodations online at least once. The top motivations for choosing a hotel are reputation for gay-friendliness and location near attractions.
- 34% of U.S. respondents took a cruise vacation in the last year. In comparison, 34% of Cruise Lines International Association’s (CLIA) mainstream target market has ever taken a cruise. 62% of survey respondents expressed interest in a cruise.
- Gays and lesbians choose vacation destinations that are recommended by friends, offer unique attractions, and have a reputation for gay friendliness. The availability of online information is important in getting the necessary information to this audience to plan a trip.
- 25% of U.S. respondents traveled and spent at least one night away from home to attend a gay pride event.
- 65% of survey respondents were gay men, 28% lesbian, 7% bisexual, transgender, queer or other. This does not necessarily reflect the national distribution of the LGBT community.
- 74% of gay men and 67% of lesbians are college graduates. 34% of both groups have a graduate degree or higher.
- 35% are single. Of those in relationships, the median length of the relationship is seven years.
- The median age is 46.
Permission to use this data is granted on the condition that all gay research references credit
“Community Marketing, Inc., San Francisco, CA”
Special cross-tab reports are available to assist marketers interested in more detail on sub-segments of the LGBT market. For further information or to order the full-report, please contact:
Jerry McHugh or call Jerry at 415/437-3800
Download CMI's complimentary Gay & Lesbian Tourism Report abstract
Download CMI's 12th Annual LGBT Tourism Report - US Profile - September 2007 order form
