identify and address spending patterns This is the fourth of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people identifying as […]

identify and address spending patterns This is the fourth of five ‘Thoughts of the Day’ addressing the marketing opportunities in the LGBTQI community. It would, of course, be folly to suggest that this is a homogeneous community. It is anything but. For this reason, among others, the primary focus here is on people identifying as gay or lesbian. Research in the United States identified some interesting characteristics of homosexual people. These include: • 83% have passports, compared with 34% for the overall population • 81% of gay travellers purchase airline tickets online, higher than the community average • 77% of gay travellers purchase accommodation online, higher than the community at large This research also found that gay Americans are more likely to travel overseas, and travel in general. It also found that gay Americans are more likely to plan and purchase travel, online. These findings are consistent with other research…