REPORT – WTM 2010: LGBT marketing agency Out Now released the findings of the world’s first ever global LGBT tourism research study. Out Now Consulting is currently conducting Community Values 2010, the world’s biggest ever global LGBT research study, in 23 countries and 10 languages, offering unprecedented insights into the lives and views of lesbian, gay, bisexual and transgender (LGBT) people across six continents…
REPORT – WTM 2010: LGBT marketing agency Out Now released the findings of the world’s first ever global LGBT tourism research study. Out Now Consulting is currently conducting Community Values 2010, the world’s biggest ever global LGBT research study, in 23 countries and 10 languages, offering unprecedented insights into the lives and views of lesbian, gay, bisexual and transgender (LGBT) people across six continents.
More than 8,000 LGBT people in the UK have already taken part in the study, and over 30,000 have participated globally. The full findings are published in January 2011.
Headline travel data was released at the World Travel Market in London, giving holiday destinations, tour operators, resorts, airlines and hotel groups unprecedented access to in-depth information about travellers, where, why and how they prefer to spend their money.
The survey analyses, country by country, the top preferred LGBT destinations; the key factors that influence travel plans; how LGBT people select which airline to travel with; and their preferred holiday leisure activities and booking methods.
Data from across Latin America is available for the very first time, together with Poland and Japan.
In results released for the first time today, Out Now values the global LGBT travel market potential for the tourism industry in 2011 at an estimated USD$142 Billion per annum. This figure was based on consumer reported expenditure during the preceding twelve months in those global markets where there exists sufficient population and adequate LGBT marketing infrastructure to mount effective potential LGBT tourism marketing campaigns.
Out Now Consulting founder and CEO Ian Johnson said: "For the very first time we are able to draw a rich and detailed picture of the incredible scale and influence of LGBT travellers. This allows the global tourism industry to effectively compare apples with apples across their territories and get a real understanding of what influences peoples’ decision making.
"The LGBT consumer is traditionally at the forefront of emerging trends and preferences. Equally, as more LGBT people become parents or enter into civil partnerships and equal marriages, there is plenty of scope for innovation and the development of new services and approaches to cater for this important and robust market.
"This new data gives insight never before available about the LGBT tourism markets in diverse regions across the world.
"As the first ever study of its kind, we are in the process of identifying additional areas to include and methodology enhancements to make Out Now’s 2011 study a similar great leap forward in the tourism industry’s understanding of the immense scale and opportunities within the global LGBT tourism marketing potential."
WTM Chairman Fiona Jeffery said: "Out Now’s global research is a truly groundbreaking study which will inform the leading thinkers in our industry how to deliver constantly improving levels of customer understanding and develop brand new services to meet the needs of the increasingly important global LGBT market."
Countris included for 2011 LGBT marketing potential
- The United States is the largest market accounting for a total of USD$45.1 billion annual leisure travel spend.
- Australians were the highest per capita spending country, with LGBT Aussies each spending an annual average of USD$3850 on leisure travel.
- Argentina and Mexico spent the least per capita last year on LGBT tourism – with each Mexico survey respondent spending, on average, $1,592.
- Several countries not yet included in the list – such as Spain and Italy – are currently being assessed for later possible inclusion in Out Now’s rankings in 2011.
Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.
