There’s no disputing that the LGBTQ+ market presents travel advisors with a lucrative business proposition — one they would be well-served to pursue in earnest.
For starters, the market’s buying power is nothing if not formidable.
“The LGBTQ+ travel market is one of the most economically powerful segments in our industry, and it’s consistently underserved,” said Scott Wismont, founder of Rainbow Getaways. “Research has put the annual global LGBTQ+ travel spend well into the hundreds of billions of dollars, and that number keeps climbing.”
A High-Value Market With Spending Power
More specifically, the LGBTQ+ community holds an estimated $4.7 trillion in spending power, according to Meg Ten Eyck, board chair of the International LGBTQ+ Travel Association and CEO of EveryQueer, a leading content platform for queer travelers.
One of the market’s salient selling points is the intrepid nature of LGBTQ+ travelers.
“They tend to book more trips per year, stay longer and spend more per trip than the broader leisure travel population,” Rainbow Getaways’ Wismont said. “They’re also more likely to celebrate milestone moments with travel, honeymoons, anniversaries, big birthdays and retirement trips — which are exactly the kinds of high-value bookings that move the needle for an advisor’s revenue.”
Furthermore, LGBTQ+ travelers typically don’t flinch at higher prices.
“They’re experience-focused and willing to invest in quality, which means advisors are more often working with travelers who want premium cabins, luxury properties and full-service planning, not just a discounted package,” Wismont said. “The average booking value in this segment is genuinely higher.”
In Search of Curated Experiences
Denise Ambrusko-Maida, founder of Travel Brilliant, notes that the LGBTQ+ community views travel as a “core lifestyle investment and is more likely to seek curated, meaningful experiences.”
“I see continued growth ahead, particularly among LGBTQ+ families, multigenerational travel, luxury travel and community-based group experiences, where travelers feel both welcomed and represented,” she added.
Building Trust Through Authenticity
So, how can advisors tap into this profitable market?
“First, advisors need to lead with authenticity and inclusivity, not performative marketing,” Travel Brilliant’s Ambrusko-Maida said. “Representation matters in branding, language and partnerships. Advisors should educate themselves on LGBTQ+ travel considerations, build relationships with inclusive suppliers, and create spaces where clients feel seen and comfortable being themselves.”
Wismont is of the same mind, noting that LGBTQ+ travelers “can tell instantly whether an advisor’s focus is authentic or performative — and performative doesn’t convert,” he says. “That means reviewing every client-facing touchpoint, your intake forms, your website copy, your social media, your email templates, and making sure nothing in them assumes a traveler is straight or in a traditional relationship structure,” he added.“Something as simple as using ‘travelers’ instead of gendered language, or listing ‘partner’ as an option on a form, signals more than people realize.”
Members of the LGBTQ+ market are extremely loyal to travel advisors they trust. (Photo Credit: lazyllama / Adobe Stock)
Supporting LGBTQ+ Events and Organizations
Engaging with the community is a key part of tapping into this market. Supporting LGBTQ+ organizations, events and media helps build trust and visibility in a meaningful way, Ambrusko-Maida says.
That means engaging authentically on social media, attending Pride events in your market, partnering with LGBTQ+ community organizations and being visible year-round — not just during Pride Month, Wismont notes.
“Suppliers like Virgin Voyages, Celebrity Cruises and Explora Journeys have strong LGBTQ+ followings, and aligning publicly with those brands signals clearly who you serve,” he said.
Digging deep into the preferences of LGBTQ+ travelers is crucial, as well.
“While travelers use tech to plan trips, an algorithm can’t understand everyday realities,” said Eyck of EveryQueer. “What works for a white, cis, gay couple might not feel safe or comfortable for a Black trans woman and her family. A vetted endorsement is something tech simply can’t replicate. It’s being able to confidently tell a client, ‘Go here, you are welcome, and you will have the time of your life.’”
Loyalty and Word-of-Mouth Fuel Growth
When an LGBTQ+ traveler finds an advisor who gets them, doesn’t make assumptions, and knows which cruise lines have strong track records of inclusion and which destinations require a more nuanced conversation, they don’t leave —according to Wismont—they come back for every trip and send their friends.
“Word-of-mouth within the LGBTQ+ community is extraordinary,” he added. “Our community has always relied on trusted referrals to navigate a world that wasn't always built with us in mind, and that dynamic absolutely extends to travel. One well-served traveler can become five or 10 bookings over time.”
Advisors who serve this community authentically often benefit from strong word-of-mouth referrals, repeat business and deeper client relationships, Wismont notes.
Strengthening Long-Term Business With Referrals
But that doesn’t mean advisors shouldn’t be straightforward in asking LGBTQ+ clients for referrals.
“Happy LGBTQ+ travelers will advocate for you enthusiastically, but they need a nudge,” Wismont said. “After a great trip, let them know directly that referrals are one of the best ways to support your business, and make it easy for them to share your information. The community network effect is real, and once you’re known as an advisor who truly gets it, the business builds on itself.”
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