SALESFUEL TODAY

Hotels to Promote Friendly Accommodations for Pride Celebrations

by | 4 minute read

With April act­ing as the unof­fi­cial kick off to Pride sea­son, rec­og­nized annu­al­ly and inter­na­tion­al­ly through­out June, now is the per­fect time to start plan­ning a trip around the upcom­ing 2019 Pride fes­tiv­i­ties. Trav­el­ers plan­ning a trip to cel­e­brat­ed Pride des­ti­na­tions includ­ing Los Ange­les, Chica­go, Wash­ing­ton D.C., San Fran­cis­co and New York City can browse hotels, book­ing tips and itin­er­aries.

Accord­ing to recent data from Orb­itz, a long pro­po­nent of LGBTQ+ trav­el and the first online trav­el com­pa­ny to launch a microsite ded­i­cat­ed to gay and les­bian trav­el more than a decade ago, hotel search­es for Pride week­ends have already increased by more than dou­ble dig­its when com­pared to 2018, along with a sig­nif­i­cant increase in flight search­es and Pride pack­age con­sid­er­a­tions. In fact, when asked direct­ly in an online sur­vey, 79% of LGBTQ trav­el­ers plan to attend this year's Pride events with a group. Hotels (57%) and car shares (54%) are the trav­el accom­mo­da­tions most like­ly to be booked for Pride cel­e­bra­tions in 2019.

"More trav­el­ers than ever before will be cel­e­brat­ing love and equal­i­ty in some of the most gay-friend­ly cities across the coun­try this year," said Carey Mal­loy, Direc­tor of Brand Mar­ket­ing for Orb­itz Brand. "With this being a mile­stone year for Pride, our mes­sage to trav­el­ers is now is the time to plan your trip while accom­mo­da­tions are in high demand."

Near­ly half of respon­dents con­firmed they plan to trav­el between five and 50 miles for a Pride event in 2019, and 42% plan to trav­el more than 50 miles. Three in four (74%) of LGBTQ trav­el­ers also said that know­ing whether a des­ti­na­tion is Pride-friend­ly impacts their deci­sion on where to trav­el.

That's not all that's impact­ing their choic­es. Accord­ing to Audi­enceS­CAN, the high­est per­cent­age (29.9%) of the LGBT com­mu­ni­ty is between the ages of 17 and 24, earn­ing aver­age house­hold incomes of under $25,000 (31.2%). It's the goal of 40.3% to reduce debt and save more. So, it's not over­ly sur­pris­ing that, in the last month, 45.3% have used the inter­net to find coupons or dis­count codes and, over the last six months, 28.7% have used a mobile device to redeem or down­load a coupon. With­in the last year, 37.2% of this audi­ence were dri­ven to action by ads they found on dai­ly deals sites such as Groupon.

High­lights from Orbitz's Pride-Friend­ly Trav­el Sur­vey:

  • Social media (82%) and feed­back from friends, fam­i­ly and peers (69%) are the main sources from which LGBTQ trav­el­ers are most like­ly to hear about Pride events
  • Near­ly three in four (74%) Pride trav­el­ers say know­ing whether or not a place is LGBTQ+ friend­ly impacts their deci­sion to trav­el there
  • 67% of LGBTQ trav­el­ers say the expe­ri­ence is the most impor­tant con­sid­er­a­tion when trav­el­ing for Pride; while 17% say its loca­tion and 10% are most cog­nizant of price
  • LGBTQ trav­el­ers are look­ing for the best Pride dis­counts and deals; near­ly one in three (30%) are look­ing to spend less than $100 on trav­el and accom­mo­da­tions
  • Hotels (57%) and ride or car shares (54%) are the trav­el accom­mo­da­tions most like­ly to be booked for 2019 Pride events
  • Near­ly half of LGBTQ trav­el­ers (47%) will trav­el between five and 50 miles for a Pride event in 2019, and 42% will trav­el more than 50 miles
  • Pride trav­el­ers are split on where to sit; more than half (53%) would rather get front row at the Pride parade while 47% would rather trav­el first class for Pride
  • Approx­i­mate­ly 79% of Pride trav­el­ers are plan­ning to attend this year's events with a group, with most want­i­ng to attend with their best friend (81%)
  • Near­ly half (47%) of LGBTQ trav­el­ers expressed that their ex is the com­pan­ion they would least want to go with to Pride

Trav­el-based com­pa­nies can appeal to the LGBT com­mu­ni­ty through many forms of adver­tis­ing this Pride sea­son. Last year, accord­ing to Audi­enceS­CAN, 60.6% took action after see­ing a TV com­mer­cial and 43.7% react­ed to ads they saw in both dig­i­tal and print news­pa­pers. They're also 29% more like­ly than oth­er adults to find adver­tis­ing on social media use­ful. Also with­in the last year, 46.4% react­ed to email ads they received and 42.4% were dri­ven to action after see­ing either an ad on their mobile smart­phone apps or receiv­ing an ad via text.

Audi­enceS­CAN data is avail­able for your appli­ca­tions and dash­boards through the Sales­Fu­el API. Media com­pa­nies and agen­cies can access Audi­enceS­CAN data through the Audi­enceS­CAN Reports in AdMall.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.