Why LGBTQ Travelers Are Key to Tourism’s Recovery

Obvious alert—the travel industry has been hit hard by COVID.

Air passenger traffic is down 95%.

Eight out of 10 hotel rooms are empty.

And travel industry unemployment is at 51%.

Stats like these make it hard to feel anything but worried. And while 2020 might be the worst travel year on record, there is some hope for recovery.

It’s coming from the LGBTQ community.

What Has the Past Shown Us?

If history is any clue, the LGBTQ travel community is resilient.

Compared to non-LGBTQ travelers, they’re more willing to travel even with significant risks involved.

Take New York, post-9/11. John Tanzella, CEO of International Gay and Lesbian Travel Association (IGLTA), states the LGBTQ community was among the first to return to shows, hotels and restaurants.

The same thing happened after the 2008 recession. Community Marketing & Insights (CMI), a leading LGBTQ market research firm, noted the drop in spending by LGBTQ travelers was less severe when compared to the straight population.

Zoom Vacations co-founder Bryan Herb echoes these findings. He notes, “After the recession, that was one of our best years ever. We barely lost any business, and had a couple trips with record numbers. This is when the straight market had numbers declining.”

Expect the Same Post-COVID

Recent polls show that we’ll see the same patterns amongst LGBTQ travelers after COVID.

A recent IGLTA survey found that 66% of LGBTQ respondents would feel comfortable traveling for leisure before the end of 2020. Most had a preference for September and October for a first post-COVID trip.

Comparing this survey with the U.S. Travel Association’s MMGY Travel Intelligence Travel Intentions Pulse Survey (TIPS) yields interesting results. The IGLTA survey found that 50% of LGBTQ travelers would travel within the next six months, whereas only 36% of TIPS respondents agreed with that statement.

Why is travel demand so high in the LGBTQ community and what does it mean for tourism’s recovery?

The LGBTQ Community Travels More, Period

Without talking about the current state of travel, LGBTQ travelers have always traveled more than their straight counterparts.

Ed Salvato, co-author of the Handbook of LGBT Tourism & Hospitality, notes that LGBTQ individuals are “more likely to travel in general, travel spontaneously, spend more money when they travel, travel for a longer period of time.”

The statistics back up Salvato’s statement.

In the Harris Poll, LGBTQ adults reported taking 3.6 leisure trips in the past year, as compared to 2.3 leisure trips for non-LGBTQ adults.

Community Marketing & Insights discovered that LGBTQs spend 33% more on travel than non-LGBTQ travelers.

The most basic explanation is that a higher proportion of LGBTQ couples have two incomes and no kids, allowing more free time and money for travel.

Post-COVID, LGBTQ travelers will have more flexibility to reschedule or plan new trips. This means they’ll probably resume traveling faster than other segments of the market.

Travel is a High Priority in the LGBTQ Community

It’s not enough to say the LGBTQ community travels more than their straight counterparts.

There’s more to the story than that. Traveling is at the heart of the LGBTQ community because it’s one of the main ways queer people find each other.

Meg Ten Eyck, editor of Every Queer Magazine, notes that a large percentage of LGBTQ youth grow up in unwelcoming or non-affirming households in small cities or rural areas. As soon as they’re able to, many travel to bigger, more welcoming cities to celebrate Pride and to find a supportive community.

Ed Salvato agrees: “The travel gene is so pronounced in the DNA of queer people. It goes way way back. It’s always been there.” He goes on to note that “the desire to go and meet others like themselves is a deep and powerful motivator. It is a need.”

Travel is the main way for LGBTQ individuals to connect in person. So it’s no wonder they’ll be among the first in line in airports, restaurants and attractions.

LGBTQ Travelers Assess Risk Differently

Having travel ‘genes’ partially explains the high demand for travel in the LGBTQ community. But there’s another reason LGBTQ travelers are so resilient. Traveling as a queer individual has always been—and continues to be—risky.

For example, over 70 countries criminalize homosexual acts between consenting adults. In some countries, such as Dubai, homosexuality may even be punishable by death. LGBTQ travelers are used to weighing risks before choosing a destination, requesting a single hotel bed or engaging in PDA.

Trans and nonbinary individuals are especially vulnerable when it comes to traveling. Travel documents that don’t reflect the traveler’s gender cause suspicion, wearing binders or a prosthesis set off security alerts in body scanning machines, just to name a couple.

Tom Carpenter, co-owner of Huckleberry Travel, states that for LGBTQ travelers, the pandemic is just one more safety consideration while traveling. LGBTQ individuals have already lived through decades of health issues, notably the AIDS crisis. Based on their previous experience with following similar guidelines, may feel more confident about the effectiveness of such precautions.

For straight travelers, planning post-COVID is likely the first time they’ve had to think seriously about safety and security, which could explain their hesitance.

Who Are the Winners?

It’s anyone’s guess, but some predictions are emerging.

LGBTQ travel companies will likely be the first to see LGBTQ customers returning. There are a few explanations.

To start, LGBTQ travelers are experience-loyal. Customers in this sector (especially gay men) who enjoy gay cruises and gay all-inclusive resorts will likely select these types of trips for their first post-COVID getaway.

Next, LGBTQ travel companies already have close, trusting relationships with their clientele. Companies serving this market are used to providing their customers with detailed information and risk assessments about their destinations. Even before COVID, there was an expectation of trust and protection between tour operators, travel agents and the LGBTQ community.

LGBTQ travel companies can leverage these relationships and improve bookings by offering COVID preparation and education as part of their services.

The third reason is not only are LGBTQ customers experience- and brand-loyal, but they’re also destination-loyal. The same IGLTA poll found that nearly half (46%) of respondents said they would not change destinations they choose to visit due to COVID.

Because of this, LGBTQ hotspots like Provincetown, Fire Island Pines and Key West will likely retain, and even gain, bookings in the coming months.

But That’s Not It

LGBTQ travel companies will likely see LGBTQ customers first. But that doesn’t mean that the rest of the travel industry won’t also see an uptick in bookings from LGBTQ travelers.

Travel experts predict drive destinations, private house rentals and outdoor experiences to come back first for all demographics, LGBTQ travelers included.

That being said, Carpenter notes that 2021 will also be the year of bucket-list travel. For travelers who saw plans cancelled and travel privileges taken away, next year will be all about making up for lost time and finally taking the trips they’ve been procrastinating for years.

All travel companies can attract LGBTQ customers by sharing messages of inclusion which, according to Tanzella, will resonate more strongly than ever with LGBTQ travelers now.

Putting It All Together

There’s already a huge pent-up demand for travel and it’s only going to increase as countries open their borders and reduce restrictions. Nowhere is this truer than in the LGBTQ community.

LGBTQ travelers prioritize travel more and assess travel risks differently compared to their straight counterparts. Based on their past experiences weighing travel risks, they are likely more confident traveling post-COVID.

Whether you’re an LGBTQ-specific travel company or hotel, or a mainstream travel company looking to reach more LGBTQ customers, now’s the perfect time to revamp your online presence to maximize the upcoming surge in bookings.

Click here to find out how.