[Roy Morgan Research] Roy Morgan Press Releases

Home \| site-map \| indonesia \| indonesian-single-source-articles \| asteroid-user-registration \|		Roy Morgan OZ Panel Login \| Mail Diary Panel Login \| careers \| contact-us \|


								Search:


COMPANY ONLINE STORE PRODUCTS SERVICES INDUSTRIES MORGAN POLL PAPERS PRESS RELEASES CONSUMER CONFIDENCE READERSHIP UNEMPLOYMENT THE REACTOR CAREERS

NEWS : Roy Morgan Press Releases :

Printer Friendly Version

E-mail It

Gay and Lesbian Leisure travellers - a $2 billion market

Article No. 866 - April 03, 2009

According to Roy Morgan Single Source, 2.4% of Australians aged 14 or over, or approximately 424,000 people, consider themselves to be homosexual. Of Gay and Lesbian Australians, 72.4% took a leisure trip of one or more nights in the last 12 months, compared with 69.4% of all Australians.

This Gay and Lesbian travel market, represents an estimated 306,887 Australians. As depicted in the chart below the majority of this market lives on the east coast of Australia.

Note: The figures in this graph are rounded to 0.5%.

Despite the small size of the Gay and Lesbian travel market (when compared with total travellers and other niche segments), Gay and Lesbian travellers still present a high yield opportunity if persuaded to stay longer due to their higher daily spend ($157 per person per night).

Segments Spend and Size
	Total Travelled last 12 months (000's)	Average number of nights away on last trip	Spend per person per night on last trip ($)	Average number of trips in last 12 months	Estimated Total Segment Yield (000's)
Total Travellers	12,077	8.2	$146.74	4.1	$59,071,333
Gay and Lesbian Travellers	307	9.6	$157.49	4.5	$2,063,964
60+ Travellers	2,600	11.6	$138.19	4.1	$16,835,977
Source: Roy Morgan Single Source Australia from the time periood January 2008 - December 2008.

Gay and Lesbian travellers are more likely than the total travelling population to holiday outside of their state/territory. This market is also more likely to have travelled overseas in the last 12 months.

Note: The figures in this graph are rounded to 0.5%.

A full report on the Gay and Lesbian travel market is available on our online store. Please follow the link below.

https://store.roymorgan.com/gay-lesbian-leisure-travellers/

For comments or further detail, please contact:

Norman Morris, Industry Communications Director

Telephone: +61 (03) 9224 5172

Email: Norman.Morris@roymorgan.com

Jane Ianniello, International Director of Tourism, Travel & Leisure

Office: 07 3318 7000 Facsimile: 07 3318 7097 Mobile: 0423 024 412

E-mail: Jane.Ianniello@roymorgan.com

About Roy Morgan Research:

Roy Morgan Research is the largest independent Australian research company, with offices in each state of Australia, as well as in the United States, United Kingdom, New Zealand and Indonesia. A full service research organisation specialising in omnibus and syndicated data, Roy Morgan Research has more than 65 years experience in collecting objective, independent information on consumers.

In Australia, Roy Morgan Research is considered to be the authoritative source of information on print media measurement, financial behaviour, voting intention and consumer confidence. Roy Morgan Research is a specialist in recontact customised surveys which provide invaluable and effective qualitative and quantitative information regarding customers and target markets.

Margin of Error

The following table gives indications of the likely range within which estimates would be 95% likely to fall, expressed as the number of percentage points above or below the actual estimate. Allowance for design effects (such as stratification and weighting) should be made as appropriate.

Sample Size

Percentage Estimate

40%-60%

25% or 75%

10% or 90%

5% or 95%

5,000

±1.4

±1.2

±0.8

±0.6

50,000

±0.4

±0.4

±0.3

±0.2