(Toronto, ON)
August 26 – Travel Gay Canada (TGC) announced today, the findings
of their second research study of Lesbian, Gay, Bisexual, Trans-identified
(LGBT) travelers, showing a market size of $7 billion annually. An
estimated market of 1.8 million gay, bisexual, lesbian and transgender travelers
spent on average $1,131 per trip last year.
The gay and lesbian travel market has remained
relatively untapped by many of Canada’s destinations and tourism-related
businesses, and therefore represents a lucrative opportunity. As more and
more destinations outside of Canada begin to actively target this market,
Canadian businesses and destinations need to act now to ensure it captures and
maintains market share.
Although the actual size of the population that
identify as Lesbian, Gay, Bisexual, Trans-identified (LGBT) is unknown, it is
estimated that in North America it’s close to 30 million people (6-8% of total
population). The total value of spending by the LGBT North American
consumer market is estimated at 750 billion dollars, with tourism spending
estimated to be more than 70 billion dollars.
The study, conducted by the Protean Strategies,
surveyed Canadian LGBT travelers in the Fall of 2010. When compared to the
general travel market the following was found:
· LGBT
travelers spend nearly twice as much per trip as their straight counterparts
($1,131 vs. $597).
· LGBT
travelers are almost twice as likely to go on vacation or leisure trips as the
general public.
· LGBT
travelers are more likely to travel frequently; on average those who travelled
took 4.6 trips.
· On
average Canadian LGBT travelers spent $3,400 on travel in the previous twelve
months (October 2009 to October 2010) and 40% intend to spend more in the next
twelve months.
Laurence Bernstein the Managing Partner of Protean
Strategies says “This study confirms that there is a pent-up demand for
increased travel within Canada among the gay community. This business could
help to compensate for the loss of business coming to Canada from the US.”
“The domestic
LGBT market is an important one for Canada,” said Darrell Schuurman of Travel
Gay Canada. “Gay travellers’ travel more frequently, spend more per trip and
are more likely to travel in the off-season than the mainstream market,” he
added.
Travel Gay
Canada’s research substantiates other research that has been conducted on gay
travel, an important market identified by federal, provincial and regional
tourism stakeholders. However, the critical findings are the domestic
market’s size.
“For much of
the Canadian tourism market, the gay market is still undeveloped and an
untapped market. This research demonstrates that the domestic gay market
is a force in itself,” said Schuurman. “At $7 billion dollars in Canada, gay
travelers have significant impact. Certainly when we include gay
travelers from the US and other countries, the market size becomes even more
significant.”
Not all LGBT travelers are the same – there are sub
segments, defined by gender, region and age/life stage. As with any other
market segment, marketers must understand which sub segment they are targeting
and specifically how to meet the experiential needs of these differing
groups. Marketers planning on connecting with Canadian LGBT travelers
must find specific, differentiated attributes of their product that promise
enhanced experiences.
The findings of this research study are available for
purchase and will help you to not only understand the LGBT travel market but
allow you to position yourself to tap into its potential. Order your copy
of An Intimate Look at Canadian LGBT Travelers 2011 now.
About Travel Gay Canada (TGC)
TGC is Canada’s only LGBT tourism industry
association. It is a membership based, not for profit association of
tourism related businesses providing visibility and opportunities to its
members for increased revenues and profitability in the LGBT market through
research, training, product development and promotion.
By promoting LGBT travel to and within Canada, Travel
Gay Canada works to increase the number of visitors for its members and to
develop a sustainable network of tourism products and services to meet the
demands and expectations of the Lesbian, Gay, Bisexual, Transgender (LGBT)
travel market. Travel Gay Canada has been able to successfully assist
destinations and businesses to target and reach the lucrative LGBT travel
market through its various initiatives.
For Canada to continue to increase its market share
within the LGBT travel market, tourism businesses need to work together to
develop and deliver the product and create greater awareness of Canada as a
preferred destination.
Contact:
Darrell Schuurman
President
Travel Gay Canada
(416) 761-5151
Laurence Bernstein
Protean Strategies
(416) 967-3337
