What's the future of LGBTQ tourism?

LGBTQ customers have been frequent travelers in recent years, venturing to family-friendly reunions in Provincetown, partying in Fort Lauderdale or Madrid, cruising in Europe, or looking for the hottest new urban or beach getaway.

While some are cautious travelers, especially in regions where they are less protected by the political environment, it's not a stretch to say that many of them are adventurous and open to new experiences.

So, what would LGBTQ travel look like in a post-COVID-19 environment?

A recent Harris Survey, conducted from May 6-8, found that LGBT respondents reported feeling more comfortable making certain clear travel choices, whether traveling or not in the near term:

Traveling to a U.S. destination: 64% of LGBT people vs. 58% of non-LGBT individuals. Staying in a hotel: 59% LGBT vs. 50% of adults who are not LGBT. Staying on Airbnb: 43% LGBT vs. 35% non-LGBT adults. Commercial aircraft flying: 43 percent LGBT vs. 35 percent adult non-LGBT. Travelling to Europe: 35% LGBT vs. 28% adult non-LGBT people. Participating in a crowded gathering, festival, theme park or beach: 33% LGBT vs. 25% non-LGBT. Taking a cruise: 31% LGBT vs. 23% non-LGBT.

"Americans so often feel their lifeblood is travel," said Erica Parker, the Harris Poll's Managing Director. Our newest baseline shows how many of us feel confused, unsure or confused, balancing our desire to fly with health risks and precautions. The comparison of similarities and differences between us, including LGBT travelers, is particularly enlightening.

Bob Witeck, President of Witeck Communications, an LGBT business expert, said, "Past research tells us that travel remains a high priority for LGBT customers, even when overcoming setbacks." We experienced this in 2001 after 9/11, as well as in 2009 after the recession, when LGBT adults again displayed a strong personal appetite for travel. As conditions permit and the economy reopens, we predict that LGBT travelers can again be found at airports, hotels and attractive destinations at the front of several lines.

We asked IGLTA President/CEO John Tanzella if he believes LGBTQ travel will improve, if at all, after COVID-19.

Interestingly, almost half of our Post Covid-19 LGBTQ+ travel survey respondents said that after the coronavirus situation is resolved, they will not adjust the types of destinations they want to visit, indicating a high degree of destination loyalty in the midst of the uncertainty (25 percent of respondents are still undecided). It will take longer for significant LGBTQ+ activities to resume, but the urge to meet among like-minded individuals will prevail once the danger is over, he said.

Between April 16 and May 12, IGLTA's Post Covid-19 LGBTQ+ Travel Survey centered on the possibility of LGBTQ+ individuals selecting a variety of travel-related activities in the next six months, again showing high interest in the segment:

48 percent are likely to stay in a hotel or spa, 57 percent are likely to take a domestic leisure trip, 34 percent are likely to stay in a holiday home, condo or rental apartment, 29 percent are likely to take an international leisure trip, 20 percent are likely to visit an amusement park, 21 percent are likely to visit an amusement park

Ed Salvato, co-author of the LGBT Tourism & Hospitality Handbook, said that LGBTQ travelers, especially those with dual incomes and no children, typically exhibit travel characteristics and behaviors that are very attractive to marketers.

In general, for instance, they are much more likely to fly, randomly travel, spend more money while they travel, travel for a longer period of time, etc. For LGBTQ tourists, a deep and strong motivator is the urge to go and meet someone like themselves. It is a need,' said Salvato.

Psychographically, for decades, beginning with the AIDS crisis, LGBTQ people, particularly gay men and lesbians, have been at the forefront of epidemiological and health issues. They understand the value of precautions for wellbeing. And the value of such precautions, they understand. I think the numbers also show trust in the measures I have been recommending for traveling in public health and the fact that LGBTQ people recognize the value of adhering to recommendations for public health (like wearing a mask, sanitizing and maintaining social distance). For decades, LGBTQ people have been exercising many of those moves, he said.

As this first wave of the pandemic slowly flattens, Tanzella thinks LGBTQ travelers would be quicker to re-embrace travel.

"The recent Harris Poll and IGLTA's Post Covid-19 LGBTQ+ Travel Survey both support the LGBTQ+ travel community's resilience and loyalty and indicate that they will be among the first ones open to getting back out there when travel resumes."

“Drive and quick easy getaway trips will be the first to come back,” said Salvato. “I think also short-haul air flights. Later will be longer-haul air flights. I also think cruises and all-inclusive resorts will come fast for both markets. People who love these styles of vacation love them. In the gay world, I think gays will be quicker to book a cruise or all gay all-inclusive.”

“The general consensus is that domestic travel will come back first, and this will hold true for LGBTQ+ travelers, too,” agreed Tanzella.

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