Travel intelligence specialist ForwardKeys has partnered with Queer Destinations to improve the collection and analysis of data in the LGBTQ+ travel and tourism market.
Founded in 2019, Queer Destinations promotes the LGBTQ+ travel market and liaises with government officials, destinations and companies in the tourism sector.
The new partnership aims to champion “inclusivity and diversity for the LGBTQ+ community”, improving the management of the LGBTQ+ tourism segment, and combat discrimination against LGBTQ+ individuals.
The collaboration comes after the Queer Destinations team highlighted the “concerning” lack of comprehensive studies and information on LGBTQ+ tourists, beyond just economic data.
Oriol Pamies, founder of Queer Destinations, said: “This agreement makes us the first and only company in the industry to have the ability to have the data that shows us the true impact of the world’s LGBTQ+ travellers.
“It will also allow us to show what the potential of the segment can be.”
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Juan A. Gomez, head of market intelligence at ForwardKeys, added: “The travel industry understands the power of data and uses it to offer personalised travel experiences to all types of travellers, including the LGBTQ+ segment.
“By collaborating and analysing data, companies can gain insights into the preferences and needs of travellers.
“This helps them tailor their services and destinations more accurately, making everyone feel welcome and understood.”
Edgar Weggelaar, chief executive of Queer Destinations, commented: “Data plays a fundamental role in the decisions made by businesses in reference to innovative markets such as the LGBTQ+ traveller segment.
“Having this first-hand information will allow us to demonstrate once again the potential of this segment and the importance of working together on strategies to attract it.”
Out Now Consulting estimates that the LGBTQ+ tourism sector could potentially contribute up to $218 billion in revenue annually, with the World Tourism Organisation reporting the sector accounts for 10% of global travellers.