Open minds and open arms


The strength of the LGBT+ market is encouraging a growing number of travel companies and destinations to fl y the rainbow fl ag, writes James Litston


T


here can’t be many same-sex couples who haven’t had


unsettling experiences of one kind or another when they travel. Whether it’s the conundrum of twin or king-size beds, rooms stocked with his-n-hers amenities or even just a surprised response to guests not conforming to Mr and Mrs, the vast majority can recount situations that have either amused or insulted. While most LGBT+ people – that’s lesbian, gay, bisexual, transgender and other non-mainstream orientations – take such situations in their stride and accept that, by and large, they are not ill-intentioned, these things do still occur, yet they could so easily be avoided.


The importance of welcoming LGBT+ guests with open arms is not only good manners, it’s good for business, too. Data compiled by LGBT Capital estimated a global LGBT+ population of 483 million in 2016, with a combined annual purchasing power of


42 wtm insights autumn 2018 Case study


The 1969 Stonewall Riots are


recognised as a catalyst of America’s gay rights


Birthplace of the gay rights movement in New York


movement, so it’s


fi tting that New York (the city in which they took


place) is hosting World Pride and


the Proud Experiences Travel Symposium in 2019 – the Riots’ 50th anniversary year. World Pride alone is expected to draw around three million people during its two-month programme. The destination keeps things fresh with new product such as a Drag Show + Booze Bus tour of Manhattan.


Over in Los Angeles, around 16% of overnight visitors are LGBT+,


LGBT+ marketing in the USA


accounting for $1.6 billion in annual travel spend. Says Don Skeoch, chief marketing offi cer of LA Tourism: “We are committed to elevating our eff orts to grow this important segment and promote LA as one of the most LGBT-friendly destinations in the world.” The city incorporates LGBT+ messaging into its mainstream marketing such as the recent ‘Everyone is Welcome’ campaign, and also maintains customised information on its DiscoverLosAngeles.com/GayLA microsite.


Of all the American CVBs, Fort


Lauderdale is perhaps the most committed to LGBT+ marketing. It’s the only one with a department dedicated to developing visitation from this segment and sparked headlines last year with its mainstream


wtm.com


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