Study on the travel habits of the LGBTQIA+ target audience (2019)

This study, carried out in association with the trade press, examines the behaviour of the LGBTQIA+ audience and their perception of Brussels.

This study includes:

• an overview of our partners' audience
• an analysis of the travel behaviour of LGBTQIA+ individuals
• an analysis of the preferences of LGBTQIA+ individuals
• a picture of the sub-segments of LGBTQIA+ travellers
• specific information about Brussels as a destination.

• Overall, LGBTQIA+ individuals are frequent travellers and hedonists in search of originality
• It is clear that this is not a homogeneous market: country (culture), age, education, income, sexual orientation... are all elements that lead to significant variations in preferences and behaviours
• While the LGBTQIA+ market is often associated with high-end/luxury travel services, there are LGBTQ travellers at all price points in the market.
• LGBTQIA+ travellers seem to prefer destinations that all have an open, progressive culture and a history of acceptance of LGBTQIA+ people.
• LGBTQIA+ travellers are also often drawn to destinations they are not (yet) familiar with.
• Brussels, in particular, is considered an LGBTQIA+-friendly and attractive destination.