The annual worldwide travel spend of LGBTQ+ travelers is over $218 billion (pre-pandemic), according to Out Now. That’s a big market, and it’s currently underserved. But selling LGBTQ+ tourism takes some finesse. Here’s a good place to start to understand this specialized market…
What do LGBTQ+ travelers want?
At the most common denominator, LGBTQ+ travelers want the same thing that all travelers want: To feel safe and welcomed while exploring the world.
Jonathan Alder, CEO and travel planner at Jonathan’s Travels, and a specialist in LGBTQ+ tourism, explained: “The most important experience for LGBTQ+ travelers is the ability to be themselves while feeling safe and secure. We want to have fun and experience the world just as everyone does. There is always the added bit of exploring the local LGBTQ+ community as well. Having the right guides and locals to show them their countries is the key to a successful trip.”
It is important for travel advisors to be able to connect with locals in established LGBTQ+ communities to gain valuable insights on local queer history and cultural attitudes, as well as recommendations for all the best restaurants, nightlife, and entertainment options.
But here’s where it can be a bit tricky. “Within this niche, there is a lot of diversity. We want to be acknowledged, but we don’t want to be singled out. Not everyone wants to put their gay foot forward,” noted Aurelio Giordano, of Ace World Travel. “And not everyone wants to go to the gay bars. But they still want to engage in something that feels familiar, like the LGBTQ-themed Oscar Wilde Tours in Italy, Greece, Dublin, New York, or Boston.
“A lot of consciousness and awareness needs to come into play when serving this community,” Giordano added. “For LGBTQ+, everything they do is seen through the lens of who they share our intimacy with – and that is such a private and personal thing. It defines them as a certain part of the population. But it’s wanderlust that causes them to travel, not being gay or bi or trans. Tourism boards need to reshape and understand that this community is just like everyone else in that they want to have the most authentic travel experiences.”
Source: Reportur
