This fall, the Travel Industry Association (TIA) has teamed up with the fastest-growing market research
firm in the world, Harris Interactive, along with the leading gay, lesbian, bisexual, and transgender (GLBT) strategic marketing and communications agency, Witeck-Combs Communications, Inc. to conduct what
is anticipated to be the most up-to-date survey to examine the preferences of GLBT travelers – and to contrast their preferences with heterosexual travelers.
The focus of the study will be to deeply examine GLBT preferences, attitudes, spending patterns and behaviors regarding destination and recreational choices for leisure travel (domestic and international),
contrasting those findings with opinions of heterosexual adults. The study will help to identify the print, online, and broadcast media sources that are influential in GLBT individuals’ research and planning
for leisure travel and will evaluate their awareness and attraction to "gay-friendly" destinations, lodging, cruise lines, airlines, car rental companies and travel providers.
In an effort to best understand the motivations of GLBT travelers, the study will reveal what core attributes play a key role in establishing a destination, provider or travel supplier as "gay-friendly." The results
are intended to guide the travel industry to better understand what "gay-friendly" truly means to GLBT travelers and what impact or effect those perceptions have on travel decision making.
The national online survey will be conducted among approximately 2,000 self-identified U.S. GLBT adult travelers (ages 21 and older) who have taken at least one leisure trip within the past 12 months. In addition,
another 500 U.S. general population adult travelers will be surveyed.
In addition to the lead partners, this comprehensive research also is sponsored in part by the Albuquerque Convention & Visitors Bureau, Canadian Tourism Commission, Florida Keys & Key West (Monroe County
Tourist Development Council), Greater Miami Convention & Visitors Bureau, Greater Philadelphia Tourism Marketing Corporation, Hilton Hotels Corporation, Las Vegas Convention & Visitors Authority, and VISIT