New international research undertaken in 2016 from the LGBT2030 program by specialist consulting firm Out Now reveals continuing expansion in key LGBT markets across the world.
The global value of the lesbian, gay, bisexual and transgender travel market has continued to grow and is now worth over USD$211 billion in LGBT consumer spending per year, reveals research released at WTM London last week.
New international research undertaken in 2016 from the LGBT2030 program by specialist consulting firm Out Now reveals continuing expansion in key LGBT markets across the world.
Ian Johnson, Chief Executive Officer of Out Now, presented the findings at the LGBT Masterclass education workshop at World Travel Market, London.
“The global LGBT market continues to be one of healthy growth and opportunities for a growing number of travel industry participants,” Johnson says. “However the LGBT consumer market continues to raise its expectations and there is much work to be done by the industry in the areas of communications improvements, strategy development, training and quality assurance for LGBT travellers. LGBT people expect the same level of welcome and respect as all people do when they travel. The new 2016 valuations of this market show that targeting LGBT customers is not only the right thing to do – it is also smart business.”
Johnson also announced the launch of a new global training and certification program for travel agents wanting to increase their sales from LGBT tourism. This new program by Out Now partners with leading US-based tourism website TravelMarketReport.com and is able to train and certify more than 20,000 travel agents in North America and in markets across the world.
The agreement between Out Now and Travel Market Report was concluded at World Travel Market London in 2015 so the two companies said they were delighted to launch this new Learn.LGBT training program — http://Learn.LGBT — for travel agents at WTM London this year.
Anne Marie Moebes, Executive Vice President of Travel Market Report said: “Travel Market Report is honored to partner with Out Now on the first ever LGBT training and certification program for travel agents. This important and valuable segment is of great interest to many of our readers who are seeking proper training so that they can serve and earn the trust of LGBT consumers when booking their vacation and travel plans.”
The latest data from Out Now’s LGBT2030 global research program shows an annual average growth rate for each of the past three years of 2.0% per year.
Two markets – Italy and Argentina – experienced negative growth in LGBT travel consumer spend during this period.
| COUNTRY | (USD$bn) 2016 | AV ANN. GROWTH RATE | ||
| USA | 60.8 | 2.5 | ||
| Brazil | 26.4 | 1.4 | ||
| Japan | 20.4 | 1.1 | ||
| Mexico | 10.7 | 2.3 | ||
| Germany | 13.3 | 1.1 | ||
| Turkey | 6.2 | 3.4 | ||
| France | 11.2 | 0.6 | ||
| UK | 11.3 | 2.5 | ||
| Italy | 9.0 | -0.4 | ||
| Spain | 6.8 | 0.6 | ||
| Colombia | 4.9 | 4.7 | ||
| Argentina | 4.2 | -0.2 | ||
| Poland | 4.4 | 2.7 | ||
| Canada | 6.9 | 2.2 | ||
| Australia | 6.5 | 2.3 | ||
| Netherlands | 2.9 | 0.4 | ||
| Israel | 1.3 | 2.8 | ||
| India (part) | 4.1 | 5.7 | ||
| 211.3 | 2.0 | |||
The LGBT2030 data is sourced from consumer responses from a research panel of over 130,000 participants. The data above reflects responses received in 2016 from respondents in each of the 18 listed countries – being the most viable and accessible LGBT markets for the global travel industry. It shows total spend on travel by LGBT people living in each country listed. (India includes only those with internet access.)