New Study Highlights LGBTQ+ Travel Trends in the Caribbean and Latin America
Marriott International shared the results of its latest research into LGBTQ+ community attitudes, behaviors, and preferences when it comes to travel. This unique study conducted online in August – September 2023, sampled adults who self-identified as LGBTQ+ as well as the general population within five markets in the Caribbean and Latin America.
The research, believed the first of its kind in this hospitality-concentrated region, was conducted by market research firm IPSOS with the encouragement and support of IGLTA (the International LGBTQ+ Travel Association). The study sampled respondents from five key countries. The objective of the research was to better understand how, if at all, the behaviors, habits, preferences, and decision-making processes of the LGBTQ+ traveler are different or similar to the general population.
Brian King, President of Marriott International CALA, highlighted a few of the findings during his welcoming remarks at this year’s IGLTA Convention in Puerto Rico.
“Our founder JW Marriott often remarked that ‘success is never final’, and progress for the LGBTQ+ community never is either. At Marriott we are convinced that looking deeper into the community’s travel preferences and habits will allow us to continue providing a safe space where all are welcome,” said King during his speech.
John Tanzella, the President/CEO of IGLTA, added, “The IGLTA Foundation applauds Marriott International for its leadership in creating this LGBTQ+ CALA study and sharing its insights that will benefit all of us working to advance inclusive travel throughout the region. Gathering quality data that elevates understanding of our traveling community is essential to creating spaces where we feel genuinely safe and welcomed.”
So, let’s take a look at the key findings of Marriott International’s research.
Frequency and Duration of Travel
Of all adults surveyed, respondents who identified as LGBTQ+ report traveling more frequently.
- 61% of LGBTQ+ respondents traveled in their own country in the last year (versus 54% of the general population), and 40% did so internationally (versus 32% of the general population).
- 43% of LGBTQ+ travelers take flights within their own country occasionally, up to three or four times a year.
- Most LGBTQ+ individuals (55%) report they fly internationally at least once a year.
- Two out of five take national trips that last less than a week, while almost half (49%) take international trips that last over a week and a half.
- LGBTQ+ Baby Boomers are 68% more likely to take international trips lasting more than two weeks, with 52% stating they usually travel for this length (versus 31% across all LGBTQ+ age groups).
A Sense of Inclusion Strongly Influences LGBTQ+ Travel
When choosing a destination within the Caribbean and Latin America, LGBTQ+ travelers surveyed pointed to inclusion as the top deciding factor (47%). For the study, Marriott International defined the word inclusion as a sense of inclusivity and acceptance, availability of LGBTQ+ friendly establishments, and safety and security for LGBTQ+ visitors and residents.
- Other components of the decision-making process include the availability of beaches and opportunities to relax (36%), and cultural and sightseeing attractions (31%).
Nonetheless, LGBTQ+ travelers report that they still face additional concerns when traveling.
- Those surveyed expressed safety and security as their top concern (54%) when traveling within the Caribbean and Latin America.
- Other concerns expressed by LGBTQ+ travelers include perceptions of discrimination and prejudice (41%), language barriers (37%), and lack of LGBTQ+-friendly establishments (31%).
When it comes to consulting information sources before booking, while the general public relies more on online travel websites, the LGBTQ+ community favors word-of-mouth and privileges recommendations from friends or family.
Travel Companions
When asked about their preferred travel companion for a trip to the Caribbean and Latin America, interesting distinctions arise between the general population and the LGBTQ+ community.
- For instance, traveling with friends comes in second place for LGBTQ+ travelers (while it comes in at 4thfor the general population), and traveling with a pet (11%) or alone (9%) are also slightly more prominent with LGBTQ+ travelers than the rest of adults surveyed (who scored 7% and 6%, respectively).
While many Latin American and Caribbean hospitality leaders and destinations will be encouraged by these findings, the study also signals that LGBTQ+ travelers still face unique obstacles. It is clear that LGBTQ+ consumers, along with their family and friends, make sensitive choices based on their feelings of inclusion, safety, and welcome. By undertaking this inquiry, Marriott International continues to be a champion for inclusion, both for guests and associates, to reinforce its commitment to make sure every traveler feels welcome at every property, regardless of who they are or whom they love.
Research Methodology
This quantitative study used a structured questionnaire that online panel participants self-completed in about 15 minutes. The target group were people of medium-high socioeconomic level who traveled by air in the last 12 months to both domestic and international destinations, or who were planning to travel in the next year. The study was weighted by gender to reflect the distribution in the general population and the LGBTQ+ community. The surveys were conducted in Brazil, Mexico, Chile, Costa Rica, and Puerto Rico with a total of 1,781 surveys; 1,254 respondents are from the general population and 527 from the LGBTQ+ community, distributed in each of the countries that were part of the study.
