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HTA ussues LGBT travel studies

LIHUE — The Hawaii Tourism Authority recently announced that two research studies have been issued providing insight on the profiles, preferences and opinions of LGBT travelers from Japan and Taiwan, as it relates to visiting the Hawaiian Islands.

Commissioned by HTA’s Tourism Research Division, the studies were conducted by Community Marketing &Insights, a San Francisco-based firm specializing in LGBT consumer research. The two new studies complete a set of six studies that are the first ever done analyzing LGBT travel to the Hawaiian Islands by the State of Hawaii.

Earlier this year, four studies were issued evaluating LGBT travelers from the United States, Canada, Australia and China.

Jennifer Chun, HTA director of tourism research, said the studies on Japan and Taiwan provide valuable information from survey respondents in each country that Hawaii tourism industry partners can utilize to attract more LGBT travelers from these two markets.

“The studies’ findings reveal there is potential in Japan and Taiwan to reach a larger percentage of LGBT travelers from both markets,” said Chun. “Hawaii tourism partners can customize their marketing programs to make a vacation in the islands a more enticing option compared to other destinations in Asia that are currently drawing the bulk of LGBT travelers from Japan and Taiwan.

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