A new survey conducted by Community Marketing Inc. found that gay and lesbian travelers spend an average of 57 percent more on their travels than their heterosexual counterparts.
The report found that gays not only spend more, but involve themselves in the local economy more than heterosexual couples. While in many places there is a tourism industry that is closely coveted by various multi-national corporations, when LGBT people travel, they engage the local economy in a statistically more effective manner. This is because many companies that cater to LGBT people’s needs are traditionally smaller in scope and more local in nature.”¨
A few statistics compiled by Community Marketing Inc. highlight this detail.”¨”¨For gay men, the median household income is $83,000 per year (for gay singles, $62,000; gay couples living together, $130,000), with 40 percent of gay men reporting household incomes in excess of $100,000 per year. For lesbians, the median household income is $80,000 per year (lesbian singles, $52,000; lesbian couples living together, $96,000), with 36 percent of lesbians reporting household incomes over $100,000.
When on vacation, gay and lesbian travelers tend to participate in: going to dinner with friends 88 percent; drinking at least one alcoholic beverage per week at a restaurant or bar 72 percent; going shopping at stores 66 percent; going to a movie 63 percent; working out at a gym 53 percent; going to a club or bar 50 percent; attend live theatre, 39 percent; visit a museum 24 percent; go to the beach 22 percent; go dancing 20 percent; attend a live sporting event 13 percent.
The major factor for where gay and lesbian people decide to spend their vacations was whether or not their destination has a reputation for being LGBT friendly or not. “¨”¨When taking advice on where to go, 59 percent of lesbian and 54 percent of gay travelers in the US said they relied on the recommendations of friends and family, followed by travel websites. 41 percent of gay and 36 percent of lesbian travelers said they responded to advertising that targeted an LGBT audiences.
Many cities around the world, namely Berlin, Sydney and San Francisco utilize their gay-friendly status to promote the lucrative trade of LGBT tourism.