NEWS CONFERENCE REPORT


The International LGBTQ+ Travel Association (IGLTA) attracted a record 678 delegates from 49 countries to its 36th annual convention. Samantha Mayling reports from New York


Thomas Roth


Event at Voyage in New York


LGBTQ+ specialists advised to market themselves better


Specialists in the LGBTQ+ sector have been told they must market themselves on social media and in their local communities to boost sales.


Establishing their expertise and adding value will set specialist agencies apart from online rivals, agents said during a round-table session at the IGLTA Convention. The session was attended by


agents from Europe, the US, South America, the Middle East and Asia. Moderator Dan Howell, founder of Dan Howell Travel in the US,


“Gay agents can speak more authoritatively about what is good for gay travellers”


said that for agents specialising in the LGBTQ+ market, “luxury baby-boomers are our bread and butter”. But he added that IGLTA research had found that 44% of millennials say it is worth using travel agents because of their


Communities must ‘pioneer change’


The LGBTQ+ community must be “pioneers of change in our destinations”, a specialist researcher recommended. Peter Jordan, founder of Gen C Traveller, told delegates that


LGBTQ+ people had helped to gentrify rundown neighbourhoods around the world and should now be in the vanguard to improve destinations for visitors, locals and businesses. “Destination management organisations must communicate with local businesses, political leaders and residents . . . and build coalitions of the willing to co-create your LGBTQ+ strategy,” he said, citing examples of his work in Barcelona and Colombia. “We can build inclusive, diverse places to live and they’ll be great places to visit.”


expertise – a higher proportion than for other age groups. Agents shared tips about face-


to-face networking with local chambers of commerce, hobby and special-interest community groups, charities, schools and business associations. Networking opportunities at


LGBTQ+ events, venues and Pride celebrations offer the chance to tap into a growing and lucrative market, they said. Agents were urged to hold events


with operators and to sponsor sports teams or other organisations. Online, agencies were advised


to advertise via social media, and to use LGBTQ+ imagery available from cruise lines and operators on marketing, blogs, offers and newsletters.


Specialising in niches and


customising trips will set agencies apart from OTAs, agents heard as they discussed their duty of care to clients, such as advising them on cultural sensitivities and safety. “Gay agents can speak more authoritatively about what is good for gay travellers,” said Howell.


14travelweekly.co.uk2 May 2019


Support means ‘more than waving a rainbow flag’


Marketing to the LGBTQ+ community means more than just “waving a rainbow flag”, according to researchers from Community Marketing and Insights (CMI). Thomas Roth, CMI’s founder


and executive vice-president, said: “Our research shows that people in the LGBTQ+ community will support companies that support them… but most don’t know about your support unless you tell them.


“Get the word out about


what you are doing.” David Paisley, CMI’s senior


research director, said many travel firms were seen as LGBTQ+ friendly, so companies need to better understand the market’s different identities. “The market is expanding and becoming more diverse,” he said. “The family market is expanding, but more so in the lesbian market, so marketing material that features two gay men with a kid won’t be good for lesbians with kids. “Don’t forget Generation X –


aged 37-54 – as they can often be the best customers.”


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