Research - Insights

Key Trends in Gay Leisure Travel

The gay and lesbian market is recognised throughout the tourism industry as an important niche segment, representing differences in holiday behaviour, attitudes and yield opportunities when compared with the Australian population average.
Sexual preference of respondents is asked as part of the extensive consumer profiling information collected via the Australian Roy Morgan Single Source survey. More specifically, respondents are asked to agree or disagree with the statement “I consider myself a homosexual”. Those over the age of 18 or over who agree with the statement are the focus of this research.
In summary, Roy Morgan Single Source finds:

  • The gay leisure travel market, an estimated 242,000 Australians, represents approximately $965 million a year;
  • The proportion of gay people who have taken at least one leisure trip in the last 12 months is slightly lower than the general population (65.4% vs 71.1%);
  • The average length of stay for gay travellers (7.6 nights) is less than the total travelling population (8.2 nights); and
  • Spend per night is higher for gay travellers at $147 per person per night
  • Gay travellers are 50% more likely to book holidays via the Internet

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