The Business of Selling LGBT Travel
First-Ever Global Survey of Travel Professionals Selling Vacations to LGBT Travelers Launches Just in Time for Summer
by Heather Cassell
LGBT travel professionals from around the world are now able to voice their observations on the state of LGBT travel with the launch of a new survey, Global LGBT Travel Industry Survey.
LGBT travelers rack up more than $200 billion in travel spending alone, according to Out Now.
With summer upon travelers, the Amsterdam-based Out Now and the London-based World Travel Market want to know what the tourism industry’s attitudes and strategic approaches to the lesbian, gay, bisexual, and transgender travel market is, according to the joint news release May 26.
Currently, most of the available information about LGBT travel focuses on the consumer, not on industry professionals, according to the travel leaders.
There hasn’t ever been an industry-wide study measuring the engagement of the global tourism industry with the LGBT tourism market, says Ian Johnson, CEO of Out Now. He believes now is the right time.
“We have known for more than two decades what the metrics of LGBT travel are from the consumer side, but not from the industry’s perspective,” says Ian. “The tourism industry has evolved dramatically in recent years with more destinations, hotels, airlines, agents, and other industry players wanting to engage with LGBT travel.”
“What is needed though is a better understanding of how the industry views this market and what is needed by the industry to better engage with this group of travelers,” he continues.
The travel experts are examining what works and doesn’t work. To figure that out they are measuring a range of factors to gain insight as to what is driving the development of the LGBT travel segment such as key success factors, staff training, media usage, total spend, barriers to entry and future trends, says Ian.
“This research will be an important asset for the industry and we are delighted to work with WTM to bring this new study to market,” he adds, noting that the travel industry leaders have worked together for a decade.
Simon Press, senior director of WTM, has been a longtime supporter of LGBT travel long before chasing the pink dollar caught on.
“We are delighted to work on this new industry-wide initiative with Out Now to shine light onto this important part of the global travel business,” says Simon.
To complete the 10-minute survey, visit www.Welcome.LGBT.
Results from the Global LGBT Travel Industry Survey will be presented at the annual WTM in London in November as a part of the “Welcome. LGBT Tourism Marketing Masterclass,” lead by Out Now.
WTM is a more than 35 year leader in the travel industry. In 2014, it facilitated an estimated $7 billion in industry deals between more than 15,000 buyers, 9,500 exhibitors (1,500 main stand holders and 8,000 stand sharers) in attendance of its four events: Arabian Travel Market, WTM Africa, WTM Latin America, and WTM London.
Out Now is a more than 20 year marketing leader in the LGBT travel industry in Australia and Europe.
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