As we wrap up 2024, LGBTQ+ travelers are once again proving their influence on the travel industry. They know what they want, and they’re not shy about sharing it. From prioritizing LGBTQ+-friendly destinations to expecting authentic representation in ads, their preferences shape where—and how—they engage with brands.
With the launch of our Best of GayCities 2024 awards, we’re celebrating the destinations, businesses, and experiences that stand out and taking a closer look at the results of our recent LGBTQ+ Travel Survey.
What LGBTQ+ Travelers Want (And Why It Matters)
Our survey, conducted in August 2024, uncovered key insights that every marketer, advertiser, and travel brand should know:
- Trust Through Representation: 88% of LGBTQ+ travelers feel more favorable about brands that advertise in LGBTQ+ owned media.
- Spending Power with Purpose: 84% are willing to spend more or go out of their way to support brands that support the community.
Politics Shape Travel Plans: 86% say state and local politics impact their decisions, and 91% care about the laws and policies in their destinations.
Top Priorities: LGBTQ+ Friendly, Safe, and Culturally Rich
When deciding where to travel, LGBTQ+ travelers rank inclusivity, safety, and culture as their top factors:
- LGBTQ+ friendly destinations (78%)
- Cultural attractions (60%)
- Safety (58%)
These priorities highlight the importance of aligning destinations and campaigns with LGBTQ+ values.
Dream Destinations for 2025
Where are LGBTQ+ travelers headed next? Here are their top bucket list picks:
- Amsterdam & Paris (35%)
- Sydney (30%)
- Berlin (26%)
- Rome (25%)
These destinations represent a blend of inclusivity, culture, and iconic experiences.
The Role of Brands: Advocacy and Authenticity
LGBTQ+ travelers expect more from the brands they engage with:
- 81% believe travel companies should advocate for LGBTQ+ rights globally.
- 70% want diverse and inclusive portrayals in advertising, with 63% seeking real-life experiences.
Best of GayCities 2024: Vote for Your Favorites
This year, the Best of GayCities awards are bigger than ever. For over a decade, these awards have celebrated excellence in LGBTQ+ travel, from legendary bars and iconic events to awe-inspiring destinations.
From November 25 to December 20, you can vote daily to help crown this year’s winners. The results will be announced the first week of January 2025, shining a spotlight on the destinations, businesses, and experiences that resonate most with LGBTQ+ travelers.
2025: A Year to Partner with Q.Digital
The LGBTQ+ community represents a travel market with unparalleled influence and $4.7 trillion in global buying power. At Q.Digital, we help brands connect with this vibrant audience through authentic, impactful campaigns.
Looking ahead, we’re excited to bring even more opportunities to advertisers, including:
- Queerties: The leading LGBTQ+ entertainment and culture awards.
- GayCities: PrideFinder & Pride in Places
- Pride50: Celebrating LGBTQ+ trailblazers during Pride Month.
- GayCities premium content: Wanderluxe, Beaches & Events
- Exclusive campaigns across Queerty, GayCities, INTO, and LGBTQ Nation.
Ready to make 2025 a year of growth and connection? Let’s create something extraordinary.
Contact us today to explore opportunities to authentically engage with the LGBTQ+ community.