Gay Market Research Findings For Argentina Released - World’s Largest Global LGBT Study
FOR IMMEDIATE RELEASE
Gay Market Research Findings For Argentina Released
- World's Largest Global Study
- Out Now Consulting releases LGBT market research results
covering seven countries in Latin America, and including Argentina
for the very first time
- Argentina's gay community account for USD$27.9 billion annual
income
- Full, comprehensive data report for Argentina made available
from today - at no charge
SÃO PAULO, BRAZIL (OUTNOW) -- JULY 12, 2011 -- The world's largest
ever research study into lesbian, gay, bisexual and transgender
(LGBT) people today released the full data findings from the most
comprehensive ever Argentinian gay and lesbian market.
The LGBT2020 study is from the leading international LGBT
marketing agency - Out Now - and is part of a ten year project
covering over 25 countries in 10 languages around the world - and
across the Latin American region.
Argentina's LGBT population represent a lucrative opportunity for
potential companies, organizations and many industries, including
the tourism industry as it looks to access the burgeoning South
American market for leisure travel across the region.
1. Travel data
The LGBT2020 study gives the most complete picture of the LGBT
travel market potential in Argentina to date.
With 61% of all LGBT Argentinians having indicated that they have
taken at least one flight for leisure purposes in the last 12
months, the value of this market quickly adds up.
Outbound tourism market potential from Argentina is strong: 68% of
all LGBT Argentinians hold a valid passport.
Seven in ten respondents (69%) try to stay only in accommodations
that are genuinely 'gay-welcoming'.
More than one in three (37%) respondents use online bookings
direct with a hotel's website when they travel, and a further 22%
book by telephone direct with the hotel they want to stay with. 28%
book through an online mainstream travel agent or tour operator
website (15%) or via a retail store of a mainstream agent
(13%).
The popularity of booking flights direct with the airline online
was also another stand out factor from the research (45% of
respondents choose this method), and a mainstream travel
agent's website was the preferred booking method for almost 18% of
Argentina's LGBT market.
When they travel on vacation, as well as LGBT nightlife,
respondents also ranked local history, cuisine, art galleries,
museums, walking and hiking, theatre and beaches as high on their
list of priorities.
Darren Cooper, Senior Consultant at Out Now said: "While the LGBT
community in Argentina are part of a global market, there are
marked differences across different regions and countries which
have been revealed by Out Now's LGBT2020 research. Media usage,
booking channels and preferred payment methods can all vary from
country to country, and therefore this new market research data for
Argentina is of immense value to Argentina's tourism sector - as
well as many other industries. Out Now is delighted to make the
full comprehensive data report for Argentina available at no charge
this month to celebrate the first anniversary of gay marriage in
Argentina. To request a free report, people can fill in the form at
www.BetterLGBTMarketing.com ."
This detailed Argentina LGBT market data report is normally valued
at USD$2500 and is available free from Out Now, until July 31,
2011.
Visit www.BetterLGBTMarketing.com .
Most Popular International Destinations for LGBT
Argentinian Travelers:
| Ranking | USA Cities | European Cities | Countries | Africa / LatAm / Caribbean Cities | Australian / Asian Cities |
| 1 | New York | Paris | Spain | Rio de Janeiro | Sydney |
| 2 | San Francisco | London | Brazil | Cancún | Tokyo |
| 3 | LA/West Hollywood | Barcelona | France | São Paulo | Hong Kong |
| 4 | Miami | Madrid | USA | Punte del Este | Beijing |
| 5 | Chicago | Rome | Greece | Buenos Aires | Melbourne |
| 6 | Washington | Amsterdam | England | Florianópolis | Auckland |
| 7 | Toronto | Venice | Italy | Mexico City | Singapore |
| 8 | Las Vegas | Berlin | Mexico | Cuzco | Bangkok |
| 9 | Boston | Vienna | Australia | Cape Town | Tel Aviv |
| 10 | Vancouver | Munich | Holland | Puerto Vallarta | Gold Coast |
According to Erik Hovenga-Diaz, Founder of Latin America's first
travel information centre - Pink Point Buenos Aires - the results
are very important for the development of tourism right across the
Latin American region.
"The Out Now Global LGBT2020 Study is a major resource for the
development of tourism in Latin America," says Mr Hovenga-Diaz.
"There is no other research in the world that contains so much
credible market research data - and with the authority of a
research program that is already two decades old. Pink Point is
very pleased to be one of the LGBT2020 partners in the Latin
American region."
2. General data
The LGBT population of Argentina - estimated by Out Now as being
6% of the adult population is made up of 1.9 million gay and
lesbian Argentina consumers - who in 2010 accounted for USD$27.9
billion of income - making this one of the most lucrative markets
in Latin America for companies selling a diverse range of goods and
services.
Being able to be completely open with others regarding their
sexuality though is still a major hurdle for most
respondents.
65% of Argentina's LGBT population are not out to everyone at
their workplace, and a further 33% think that doing so would
definitely harm their careers if they did come out as LGB or
T.
22% of LGBT Argentinians suffered harassment in their place of
work in 2010, and more than 1 in 10 (11%) were refused goods or
services, because of their sexual orientation.
In 2010, gay marriage laws were approved by the Argentinian
Senate, which were a great leap forward for the region - and made
Argentina the first country to legalize gay marriage in Latin
America.
The opportunity for companies and destinations in the region to
offer credible gay and lesbian honeymoon packages is clear.
68% of respondents to the LGBT2020 study expressed their romantic
intentions by saying that they hope to take advantage of their
country's new gay marriage laws - yet only 52% percent are out to
their entire family, meaning many LGBT people could feel unable to
invite their own family members to their marriages.
60% of the people surveyed said that they also wished to become
parents in the future.
The 'Out Now Global LGBT2020 Study' is a ten year program of
research and is the world's most comprehensive LGBT research
project.
In 2011 the study is sampling gays, lesbians, bisexuals and
transgender people in 10 languages from 25 countries on 6
continents on many aspects of their lives. From LGBT travel and
tourism patterns, lifestyle habits, consumer expenditure, incomes,
spending, discrimination and entertainment preferences - the
LGBT2020 project is a groundbreaking project from Out Now.
Out Now will work with lesbian and gay groups and other
organizations to assure the widest possible sample reach. Out Now
is working with LGBT community groups and organizations, media
partners and social networks to provide the broadest possible
sample from the LGBT2020 research study.
In 2010 almost 40,000 respondents from around the world
participated in the LGBT2020 study. The LGBT2020 Study enjoys
strong support from industry with sponsors including Lloyds TSB
Banking Group, Delta Air Lines, Turespaña and German National
Tourist Office.
Countries sampled in 2011 for the LGBT2020 research report now
include: Argentina, Australia, Austria, Brazil, Canada, Chile,
Ecuador, Estonia, France, Germany, India, Ireland, Israel, Italy,
Japan, Mexico, Netherlands, Peru, Poland, Portugal, Spain, South
Africa, United Kingdom, United States, Uruguay.
FURTHER INFORMATION CONTACT
Ian Johnson, CEO, Out Now
São Paulo, Brazil
Telephone: +55-11-3042 3507
info (at) outnowconsulting.com
About Out Now
Established in 1992, Out Now has for two decades been relied upon
by many of the world's leading brands, organizations and tourism
bodies for specialized insight and expertise.
Working in more than 25 countries around the globe, Out Now is the
international local specialist LGBT marketing agency in each of the
markets in which it operates. Services include research, training,
strategy and communications.
Out Now clients include German National Tourist Office, TUI,
Lufthansa, Berlin Tourism Marketing, Vienna Tourist Board, Visit
Manchester, Stockholm Visitors Board, HotelREZ and many non-travel
industry clients including IBM, Toyota, Citibank and Lloyds TSB
Banking Group.
Out Now is the creator of the world's leading tourism industry
training and certification program GayComfort www.GayComfort.com
which is relied upon by the world's leading destinations to deliver
genuinely gay-welcoming levels of customer service in locations
around the globe.
More information is available at
http://www.BetterLGBTMarketing.com and http://www.LGBT2020.com
and http://www.OutNowConsulting.com
###ENDS###