Travel Niches: Gay & Lesbian Travel
by John Hawks

Looking for new prospective clients this year – people who have the time, the desire, and (most importantly) the money to travel? If you’ve plumbed the depths of the “usual suspects” in your neighborhood or region (e.g., seniors, honeymooners, families with children), here’s another demographic that fits the bill: gay and lesbian travelers.

Once a very narrowly targeted niche audience, the lesbian and gay travel market has grown tremendously in recent years as younger gays and lesbians tend to be more open about their lifestyle (making them easier to find as potential clients). And, they’re an excellent target group for selling travel: Studies show they have higher disposable household incomes and more free time than typical travelers.

Their travel patterns and preferences can be tough to track. Seventy-two percent of the respondents in a recent survey said the took one or more international vacations in the past year (the U.S. average is 9 percent!), and 90 percent plan to vacation in the United States in the coming year. One-third of the respondents will set an annual travel budget of $5,000 or more, while 54 percent will set aside at least $3,000.

read more