Home News & Features Results of Orbitz/OnePoll LGBTQ Survey

Results of Orbitz/OnePoll LGBTQ Survey


CHICAGO—A recent survey of 2,000 LGBTQ+ Americans found that despite 62 percent believing we’ve made progress with representation, there’s still a long way to go. Commissioned by Orbitz and conducted by OnePoll ahead of Pride month in June, the survey explored the positives of LGBTQ+ representation and the importance of it.

Forty-seven percent of respondents said seeing themselves in media—on shows like “Steven Universe” (Cartoon Network) or “The Fosters” (ABC Family)—helped them to realize their own identity. This also helped 63 percent become more comfortable in their identity. Fifty-seven percent of respondents said seeing LGBTQ+ characters in media has not only benefited them, but it has helped their loved ones better understand their experience.

However, only a third of respondents (31 percent) said that when they first saw someone like them in the media that it was a “positive” portrayal. For many, the negative aspects are enough to turn them away—39 percent have stopped engaging with specific media because it plays into harmful stereotypes about the LGBTQ+ community. Others have stopped watching a certain show or reading a book due to a lack of representation (23 percent), or because it used a trope like “bury your gays” (23 percent), in which LGBTQ+ characters are more likely to be killed.

Orbitz Focused Early on Segment

“Now more than ever, diversity and authentic representation should be table stakes in our industry,” said Orbitz Brand Director Carey Malloy. “Orbitz was among the first travel brands to feature LGBTQIA travelers in its advertising in the early 2000s. Twenty years later, it is clear that creators and brands must do more to facilitate a dialogue on representation that leads to meaningful change, not just simply calls to actions.”

The panel of LGBTQ+ respondents revealed, for many, there are times they feel the need to downplay their identity. The top situation was found to be a job interview, followed by meeting someone new and when traveling.

The survey delved further into travel and revealed a fifth “always” research a destination to see if it is LGBTQ+ friendly before planning a trip. And 58 percent agreed: LGBTQ+ travelers spend more time researching travel destinations and accommodations than cisgender or heterosexual travelers. More than that, six in 10 respondents said they have canceled a trip or changed their travel plans due to feeling unsafe, as a result of their gender identity or sexual orientation.

But respondents are not letting that stop their travel plans. Sixty-six percent said their first big, post-COVID trip will be something to help them celebrate.