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.
The latest annual survey of the LGBT Community from Community Marketing & Insights finds that these consumers are feeling positive about their economic prospects in the year ahead. LGBT adults have money to spend and they’ve got a higher than average interest in specific categories such as performing arts and vacations. Marketers should be aware that this community continues to evolve and that specific marketing terms will work best when connecting with them.
The LGBT community is garnering more respect these days as their struggle to achieve equal rights, especially in terms of getting legally married, was officially recognized by the U.S. Supreme Court earlier this year. Marketers have plenty of reasons to court this demographic. Research shows these consumers control $800 million in annual spending and they consistently reward marketers that are openly friendly to them and avoid those that use insensitive brand and promotional messaging.
By some estimates, the LGBT demographic group totals between 16 million and 25 million in the U.S.. Only a few years ago, marketers risked raising consumer ire by running ads targeting the LGBT population. But the mood of the country has changed and analysts believe marketers will be steadily
On average, U.S. consumers are planning to take slightly fewer vacation trips this summer than last, 1.6 excursions versus 1.8. But a larger percentage of one demographic group – lesbians, gays, bisexual and transgendered (LGBT) consumers, plans to take between 1-2 trips this summer. In addition, these consumers say they’ll increase their spending while on vacation. Other consumer groups plan a slight decrease in spending.