Buyer Survey of International Gay
and Lesbian Travel Association
(IGLTA) 2016
Economic Impact and Future Trends
Marie Ozanne
Doctoral Candidate
Donna Quadri-Felitti, PhD
Marvin Ashner Director and Associate Professor
May 2017
Study Objectives:
• Estimate the economic impact of IGLTA buyers
• Investigate the employment impact of IGLTA buyers
• Survey IGLTA buyers on the future of LGBTQ travel
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Penn State Researchers
• Conducted 4th Quarter 2016
• Surveyed IGLTA buyer members = 175
• 31.4% response rate contributing revenue data
• Estimates based on self-reported data
• Academic publication in progress
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Average LGBTQ Revenue Estimates
by IGLTA Travel Buyers
Mean
95% Confidence Intervals
Bounds of the Mean
SD
Lower
Upper
$243,974
$632,342
$ 78,513
$409,381
LGBTQ Revenue
as a % of Total
Revenue
41.3%
36.3%
32.0%
50.6%
n = sample = 53
SD = Standard Deviation
$ = U.S. Dollars
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Total LGBTQ Revenue Estimates by
IGLTA Travel Buyers
95% Confidence Intervals Bounds of the
Total LGBTQ Revenue Estimates by IGLTA Buyers
Lower Bound Estimates
$15,364,063
Upper Bound Estimates
$74,949,237
Given this sample of self-reported LGBTQ revenue by IGLTA Buyers is
non-normally distributed, the best approach to projecting revenues for
the entire IGLTA buyer population is estimating the lower and upper
bounds of these revenues. The average total of all IGLTA travel buyers
will be between these two bounds.
Years in Business
2010-2016
29%
2000-2010
18%
1990-1999
18%
1980-1989
21%
before 1980
13%
0%
5%
10%
15%
20%
25%
30%
35%
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Number of Full-Time Employees
4%
9%
11%
76%
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Part-time employment
% of Members
4%
13%
Number of PT Hires
39%
200+
10+
1+
44%
0
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Leading Travel Experiences Sold
47.6%
50.00%
45.00%
40.00%
35.00%
30.00%
25.6%
25.00%
20.00%
17.1%
15.00%
9.8%
10.00%
5.00%
0.00%
Entertainment
Family Travel
LGBTQ Identified Travel
Experiences
Weddings
9
% of Marketing $ by Outlet
General Print
9%
Other
17%
Radio
3%
TV
2%
Online
50%
Special Interest
Print
19%
10
Top Emerging LGBTQ Travel
Products and Places
Israel - 13.3%
Cuba – 10.0%
All Cruises – 10.0%
Argentina – 6.7%
Croatia – 6.7%
Mexico – 6.7%
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Estimated Growth of LGBTQ
Travel Segment
2017
2020
2025
Growth
85%
89%
85%
Stable
2%
2%
2%
Decline
13%
10%
13%
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Challenges to Segment in 2017
Challenges
Attract clients
Competition
Discrimination
Economy
Lack of expertise/understanding
LGBT friendly area
Low number of offers
Nationalism
Online booking
Security
Service quality
Terrorism
Frequency of Mentions
8.11%
10.81%
8.11%
13.51%
16.22%
5.41%
5.41%
8.11%
5.41%
8.11%
2.70%
8.11%
100.00%
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5 Year Trend Outlook
Trends
Frequency
Cruises
13.64%
Increase in LGBT economy
13.64%
LGBT mainstreaming
22.73%
LGBT Family
13.64%
LGBT group travels
New, emerging destinations
9.09%
27.27%
100.00%
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Thank you
Thanks to the IGLTA Foundation, Delta Air
Lines, and all the members who participated!
Send questions or inquiries to:
Dr. Donna Quadri-Felitti
[email protected] or 814.863-0840
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