Gay Travel Market Worth $17
Billion a Year
Independent studies estimate the gay market at large to
be worth $514 billion dollars annually, with average household incomes
estimated at $51,624 for gay men and $42,755 for lesbian women, verses
a U.S. average of $36,500. By spending $17 billion dollars annually
on travel, the gay community is proving to be extremely lucrative to
the travel industry at large.
However, according to the IGLTA (International Gay and
Lesbian Travel Association), the notion that gays and lesbians enjoy
an income level higher than the norm is accurate, but the community's
desirability to the travel and tourism industry does not hinge on that
fact alone. What the travel industry has learned to appreciate about
the gay community is its heavy saturation of "DINK's" (Dual Income,
No Kids) households, which translates into more disposable income.
A large volume of disposable income paired with relative
freedom to travel without dependents further lends credence to the
statistical information gathered by the Gay and Lesbian Press. Simmons
Market Research Bureau, Inc.'s independent survey for The Advocate (a
National Gay and Lesbian magazine with a readership of 175,000) determined
the following about gay travel trends:
Domestic Travel:
-
92% took domestic trips during the last year, with
the average number of trips taken for the year at 7.1
-
72% took domestic flights during the last year, with
the average number of flights taken for the year at 5.8
Foreign Travel:
Hotel Stays:
Auto Rentals:
Frequent Flyers:
Overlooked Opinions, an independent market research company,
further recognized how flexible the gay market is to travel with studies
which found that few gay and lesbian households have children (under
5%); thus creating more discretionary time and income to travel. Overlooked
Opinions collected data that demonstrated gays are twice as
likely to travel compared to the national average. Gays are 17 times
more likely to go to Europe than the national average. With such numbers
the gay market is being aggressively pursued by the mainstream travel
industry.
Gay owned and operated travel companies have been courting
the gay market for years. One such company, Toto Tours, has provided
the market with exclusively gay, small group adventure travel packages
to some of the most exotic destinations around the world. Toto's more
than decade long phenomenal success can be attributed to a profound
understanding of this powerful demographic.
"The gay community mirrors the world at large in that we
live in every town across this great nation. Simply put, we want the
same opportunities to share together the excitement of traveling to
the most beautiful places in the world without harassment," said Dan
Ware president of Toto Tours. "The travel industry, including both
gay and straight owned companies, is quickly learning that gay and
lesbian travelers want to be treated with care and respect in a gay
friendly atmosphere. In return, companies can expect to attract a dynamic,
highly educated and talented group of people who make extremely loyal
customers." Many industry insiders consider Ware to be a visionary
who will be running a first class travel operation for more decades
to come.
International Gay & Lesbian Travel Association
(IGLTA)
4331 North Federal Highway, Suite 304
Ft. Lauderdale, Florida 33308
(800) 448-8550
IGLTA@aol.com
Overlooked Opinions Inc.
3162 North Broadway
Chicago, Illinois 60657
(773) 637-7243
The Advocate
6922 Hollywood Blvd.
Los Angeles, California 90028
(213) 871-1225
|
