Advisor Speak: What’s Trending in the LGBTQIA+ Market

What’s Trending in the LGBTQIA+ MarketBy Lydia GregoryAccording to numbers compiled by research company Community Marketing Insights, the LGBTQIA+ community has immense buying power, approaching $1 trillion in the U.S. alone. This market is not only substantial but also growing, with significant discretionary income that they’re looking to spend with LGBTQIA+-inclusive companies. This presents a unique opportunity for travel advisors to tap into a market that is on the rise. We chatted with a group of travel advisors for the 411 on the hottest trends.Scott Moster and Dustin Ruffatto Scott Moster, owner of Cruise.com-affiliate My Lux Cruise with husband and partner Dustin Ruffatto, says they’re breaking away from booking the usual. “What we’re seeing, particularly in the luxury market, is more experiential travel. We just finished a trip to the Galapagos with a Machu Picchu add-on. We’re looking at safaris and things that are just a little bit outside of the traditional—and a little bit amped up.“What people are looking for, too, is an environment that’s inclusive of everyone. I think agencies like ours and some others are able to really promote that we’re creating a group environment that is open and accepting, and you’ll be traveling with other folks like you,” he adds. Where to? Caribbean and Puerto Vallarta, Europe, Galapagos, Africa, Antarctica and Australia, which is “a much sought-after destination due to its welcoming environment, its urban areas, and the adventure that can be found throughout the continent.” Scott WismontScott Wismont, owner of Rainbow Getaways and member of Ensemble, says that for 2024/25, he sees the community most interested in a mix of land independent trips and cruise vacations. “The land vacations focus on the destination, diving into the local culture and taking tours to help the travelers better understand where they’re vacationing,” he says. “Demand for cruise vacations is very strong, with many travelers in the LGBTQ+ community traveling with groups of friends. I’ve also seen an uptick in demand for LGBTQ+ group vacations, such as Olivia, Vacaya, and other smaller tours.” Where to? “Colombia is one of the hottest destinations and continues to be a welcoming destination for the LGBTQ+ community,” he says. Hawaii and Western Europe are also trending hard.“My business is predominantly cruise bookings with a focus on higher end,” says Eric Bell, owner of WE Can Go and member of the Avoya Travel. “However, this year I have seen an uptick in FIT requests. The vast majority of the FIT requests are for European countries, particularly Italy and France. I’ve also seen a large number of bookings for expeditionary cruises to the Arctic and Antarctica following along with trends from last year.” Eric BellHot takes for selling LGBTQ+ vacays? Bell says: “First and foremost, you must understand the needs of the LGBTQ+ traveler and ensure they will be safe where they are traveling. Many locations in the world are simply not safe or welcoming to all individuals. As an LGBTQ+ person, it is imperative to know that where I am going to be traveling is going to be safe.” He also recommends to “Do your research! Find a good, knowledgeable mentor to guide you in this space as with any other market segment you are working in; their assistance can be a game changer.”“Be patient,” says Ruffato, and remember: “Some of the people that book inside cabins will eventually book suites. Don’t necessarily assume that somebody who books an inside cabin is going to be an inside cabin for life.” Plus, “If you’re just nice to people and you take care of them, you’ll get referrals.” And a final word from Wismont: “Get to know the destinations that you’re recommending from the eyes of the LGBTQ+ community. When recommending destinations, it’s best to start with ones that are welcoming, but nearly every destination has welcoming hotels, resorts and tour operators that will help you create a memorable travel experience for your clients.”

PRINCESS CRUISES COVERPRINCESS CRUISES IFCCOVERSANDALSTable of ContentsSANDALS SPREADEditor's NotesEDU HOUSE ADAdvisor Speak: What’s Trending in the LGBTQIA+ MarketIndustry Insights: Tips You Can UseCruise: Cruise Landscape—Abloom with New Offerings for Romantic GetawaysCUNARD SCCUNARDDISNEY SCDISNEYEXPLORA JOURNEYS SCEXPLORA JOURNEYSPRINCESS SCOnboard Review: Queen Anne—Cunard’s Newest Queen Starts Her ReignOnboard Review: Cruising the Canary Islands on Windstar’s Star PrideCaribbean/Mexico: Destination Romance—Trends for TwoPALLADIUMPOSADOSBAHAMAS SCBAHAMASCAYMAN ISLANDS SCCAYMAN ISLANDSOnsite Review: Luxe Intimacy at Secrets Tulum Resort & Beach ClubEurope Onsite Review: Exploring Turkey in the Footsteps of AeneasNorth America Onsite Review: Plantation Resort on Crystal RiverTURKISH AIRLINES