March 9, 2023
LGBTQ+ Travel in America: A Snapshot
We recently partnered with MMGY Global who surveyed more than 1,000 LGBTQ+ Americans about how they travel. Here’s what we found.
March 9, 2023
We recently partnered with MMGY Global who surveyed more than 1,000 LGBTQ+ Americans about how they travel. Here’s what we found.
At Tripadvisor, we believe that every traveler deserves to feel welcome wherever they roam. That’s why we partnered with MMGY Global to hear from 1,050 LGBTQ+ American travelers to understand their needs, preferences, and concerns.
What does LGBTQ+ mean?
Respondents to the survey self-identified as a member of the LGBTQ+ community in the United States, which is inclusive of anyone who identifies as a sexuality other than heterosexual and/or a gender other than cisgender male or female. “LGBTQ+” stands for lesbian, gay, bisexual, transgender, queer/questioning.
Ultimately, LGBTQ+ travelers told us they want to feel like they can safely be themselves wherever they go. Here’s what we learned — and how the travel industry can make LGBTQ+ travelers feel more welcome on their trips:
When LGBTQ+ travelers were asked about their recent trips, one thing became clear: Leisure travel is a top priority. 93% traveled for leisure in the past year, averaging 3.7 overnight vacations, which was on par with pre-pandemic levels.
Respondents noted that their average investment was 93% higher in 2021 than in 2019, spending $461 on each overnight stay — up significantly from the 2019 average of $239. This is fueled primarily by younger travelers ready to get back out into the world, with Gen-Z and Millennials spending the most at $499. Breaking that down further, transportation took the top spot in terms of dollar investment (30%), followed by lodging (23%) and food and beverage (22%).
Unfortunately, many LGBTQ+ travelers that we surveyed worry about their safety and overall travel experience before they leave home. And for good reason. Respondents noted the following:
It makes me uncomfortable but does not impact the destinations I choose to travel to
It makes me uncomfortable and impacts the destinations I choose to travel to
It impacts how I may present myself while traveling in a destination
It limits the activities I choose in a destination
Source: Portrait of LGBTQ+ Travelers in America; Phase 2: A Custom Study of LGBTQ+
Travel, Motivations and Barriers. In partnership with MMGY; U.S. n=1,050; fielded 11/2022
Because of this, it’s no surprise that 4 in 10 respondents prioritize travel destinations and accommodations that are inclusive and welcoming to LGBTQ+ travelers, and 33% say their LGBTQ+ identity factors into their overall travel decisions.
When asked what trips typically look like, 6 in 10 responded they travel for LGBTQ+ specific reasons and events, and about one quarter do so 3 or more times per year. Similar to overall traveler trends, LGBTQ+ travelers surveyed look for relaxing, warm-weather destinations when they plan trips. For U.S.-based travel, destinations like sunny California and Florida top the list, followed by New York.
Source: Portrait of LGBTQ+ Travelers in America; Phase 2: A Custom Study of LGBTQ+
Travel, Motivations and Barriers. In partnership with MMGY; U.S. n=1,050; fielded 11/2022
*Portrait of LGBTQ+ Travelers in America;Phase 1: A DK Shifflet Profile of LGBTQ+
Travelers, 12/2022 (data from 2021)
When choosing accommodations, 47% of respondents prefer to stay in hotels, averaging 2.9 nights per stay.
As they plan and book their trips, LGBTQ+ travelers mentioned they look to family and friend recommendations, search engines, and travel review sites to make their decisions. In fact, 39% use Tripadvisor to research, plan, and book. And half of those who use Tripadvisor cite reviews from other LGBTQ+ travelers specifically as a key source of information.
When it comes to extending your hospitality to LGBTQ+ travelers, representation and inclusivity matter. About half of LGBTQ+ travelers responded that they are more likely to consider a destination if they see LGBTQ+ representation on marketing materials and advertising.
A hallmark of great hospitality is a welcoming smile and going above and beyond to make sure someone has the best possible experience. That starts with your online presence. Ask yourself:
41% say they prioritize travel destinations and accommodations that are inclusive and welcoming to LGBTQ+ travelers. The more you can demonstrate that you are welcoming and friendly to LGBTQ+ travelers, the more likely they will choose your business.
If you identify as an LGBTQ+-owned hotel or restaurant, you can highlight your attributes directly on your Tripadvisor profile.
Hotel & restaurant owners on Tripadvisor can now showcase their
identity attributes* and get discovered by more guests
In the works for 2023: an option to have reviewers self-identify in various ways, including as LGBTQ+
If you’d like to know more about the study, you can reach out to your Tripadvisor team, or you can purchase the full report here. MMGY Global will be donating all proceeds from sales of the report to Brave Trails, a national nonprofit organization dedicated to LGBTQ+ youth leadership.
Source: Portrait of LGBTQ+ Travelers in America; Phase 2: A Custom Study of LGBTQ+ Travel, Motivations and Barriers. In partnership with MMGY; U.S. n=1,050; fielded 11/2022
