您需要了解的有关LGBTQ+旅行者
byDori Saltzman/If the LGBTQ+ travel market was a country, it would be the fourth largest economy on earth. Eight-five percent of LGBTQ+ travelers have passports. Prior to the pandemic, LGBTQ+ travelers spent over $218 billion alone every year.
In other words, it’s a market the travel advisor community can’t afford to ignore.
“LGBTQ+ travelers are leading the return to our favorite destinations,” said Justin Barnette, head of marketing & communications, North America for South Africa Tourism at last week’s Travel Market Place East conference in Toronto. “Our market is robust. It’s diverse and it’s growing.”
In 2021, Gallup found that 7.1% of adults identify as LGBTQ+. Among Generation Z, which Barnette defined as travelers under 25 years of age, that number is higher, with some reports saying as high as one in four identify as being somewhere on the LGBTQ+ spectrum.
“As that continues to grow over the next few years, this is a real market to focus on for business opportunities,” Barnette said.
但是,他补充说,为LGBTQ+旅行者服务需要了解其独特的需求和需求。
安全第一
“The thing we probably get asked most is: What do LGBTQ+ travelers want,” Barnette said.
Barnette说,首先,LGBTQ+旅行者希望感到安全,并补充说,这确实是所有旅行者想要的。
他补充说:“我们希望受到欢迎,我们希望随意成为自己。”
但是,根据旅行者的不同,安全性的含义各不相同。对于LGBTQ+旅行者来说,访问性取向以及性别认同和表达被定为犯罪的地方可能会带来可怕的后果。
Barnette说:“我们表现出公众感情,共享酒店床并使用社交或约会应用程序的能力可能会受到影响。”在这样的地方,这是最好的情况。
Not sure how to determine which destinations are “safe” for your LGBTQ+ travelers? Barnette suggested looking at a destination’s attitude toward its own LGBTQ+ citizens. Is identifying as something other than heterosexual or cisgender illegal? Are people that do identify on the LGBTQ+ spectrum marginalized or subject to physical violence?
For help with making these determinations, travel advisors can use a resource like the Spartacus Gay Travel Index, which is published yearly. (Fun factoid: The top most LGBTQ+-friendly countries in 2021 were Canada, Malta, Portugal, Spain and Austria.)
LGBTQ+ travelers also need to feel that whoever they work with to plan travel has this primary need top of mind. “We want to work with travel advisors and tour operators that have carefully vetted the offerings that they are putting forth and recommending for their queer-friendliness,” Barnette said. “Get to know the products that you are introducing. Make sure that you are an expert on the nuances within that, so your traveler can make an informed decision.”
Local Connection
除了他们的人身安全外,LGBTQ+旅行者还希望与所访问的人和地方联系。
“我们想与当地人建立联系。我们想找出他们的欲望和特别建议,不仅在当地的酷儿历史上……我们希望他们在哪里可以听到最好的音乐,我们可以在哪里找到最好的餐厅,在那里我们可以品尝最美味的葡萄酒,巴内特说。
Marketing Representation
Finally, Barnette said, LGBTQ+ travelers want to work with businesses that include them in their marketing.
“We want to see ourselves reflected in your marketing materials,” he said, pointing out the LGBTQ+ community is diverse. One photo of two white men holding hands isn’t enough.
他说:“ LGBTQ+旅行正在变得越来越多文化和多代,”他指出,LGBTQ+团体正在扩展到包括父母,孩子,兄弟姐妹,甚至包括祖父母。它们都是性取向,性别,性别,种族,年龄,大小,具有不同的身体能力。
“我们是独奏旅行者和退休夫妇。我们是冒险家和党派。我们是读书俱乐部和高尔夫球手,”他补充说。
One thing that has remained mostly unchanged for the LGBTQ+ travel community? They seek higher-end experiences, focus on luxury over budget and prefer bucket list over standard vacations.
Further Resources
Barnette说,有兴趣与LGBTQ+旅行者合作的旅行顾问需要继续接受教育。