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National Numbers – The LGBT Community
- Population – 16 million in USA (6.8% of the population 18 years and older)
- Annual Purchasing Power – $900 billion (top 3 minority market; 2015)
- Loyalty Rate – Highest loyalty rate – 88% – among diverse markets (we support those who support us)
Source: Witeck Combs/Harris Interactive
In Miami-Dade County
- LGBT Population in 2015 – 183,600 est. (self-identified 18 years and over)
- Market GDP – $8.2 billion in 2015 (based on $45k per capita spending)
Extrapolated from Witek/Harris survey
Travel Statistics
- Market Size
US Market – $70 Billion annually
Miami-Dade – $1.7 Billion (based on 1.2 million LGBT travelers) - Travel Budget – $2,300 per trip vs. $1,500 for heterosexual travelers
- Family – 1 in 4 LGBT Households travel with children
- Technology – 78% of LGBT Travelers us mobile devises to assist with their travel plans
Courtesy of Community Marketing, Witeck/Harris Interactive and Greater Miami Convention & Visitors Burea
LGBT Market Trends
- Gay Men represent close to 60% of the Travel Market (Lesbians 30%)
- 55% make more that $75k/year
- 56% of the respondents were 45 years and older (81% Caucasian)
- Households traveling with children – Women out number men 5 to 1
- Relationships – 51% of men; 76% of women are in a committed relationship
- Why we travel – 50% for fun/relaxation/comfort; 29% are leisure travelers taking 5 trips per year or more; 14% are business travelers taking 5 trips or more.
- More insights – 8% are luxury travelers, 50% consider themselves mid-range (less than 40% consider themselves budget travelers. Of the large hotel brands, we like the advertising done by Marriott & Hilton best (35% each), followed by Kimpton (16%), Hyatt (14%) and W Hotels (12%)
