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lgbt+ sector


LGBT+ travellers tend to be big spenders


Industry feedback


Jo Rzymowska, vice president and managing director, UK & Ireland and Asia, Celebrity Cruises


“ Our Sail Beyond Borders


campaign means more than crossing international frontiers; it’s about overcoming the barriers that divide us, celebrating the things that unite us, and honouring every guest, crew member, employee and trade partner. Celebrity Cruises embodies this by being the cruise industry’s leading force in diversity and inclusion. We were the first cruise line in the world to offer legal same-sex weddings at sea and are keen to be the cruise line of choice for LGBT+ guests. To help achieve this, we are passionate in our support of agents selling to this audience. We have launched a dedicated LGBT+ toolkit, including a host of marketing tools and recommended itineraries for LGBT+ guests. We also offer a dedicated diversity and inclusion training module on our online e-learning platform to ensure that travel agents have the confidence to sell to their LGBT+ clients, and understand how diversity is part of Celebrity’s DNA.


wtm.com


element. What motivates a group of partygoers, for example, probably won’t meet the needs of an LGBT+ family with kids. Furthermore, those living in societies with stronger equal rights often feel less need to be pigeonholed as LGBT+. Equally, those in countries where acceptance of sexual countercultures is a much more nascent phenomenon (such as China) are likely to make more profoundly LGBT+ travel choices. The good news about all this for the industry is that LGBT+ people are more likely to seek reassurance from the trade when considering their holiday options. Knowing how to handle such enquiries is essential if travellers are to be reassured they will be welcomed. Similarly, agents and operators need to communicate effectively with LGBT+ audiences and identify which of their products and operations best serve the varying needs of this market. Brochures filled with images of binary couples do not speak to LGBT+ travellers. Diversity – be that along the lines of sexual orientation, age or race – is essential if marketing messages are to make an impact.


Above all, tourism providers and marketers need to recognise that, as with


Provincetown runs LGBT+ events


throughout the year


any sector, a one-size-fits-all strategy does not suffice. The term ‘LGBT+’ itself suggests a multifaceted collection of subcultures, interests and tastes, with each niche very often having niches of its own. But at the end of the day, what matters most to LGBT+ travellers is the ability to holiday in a safe and inclusive environment where they can simply be themselves. Is that really a lot to ask?


Destinations in demand The TTG/Gay Star News survey revealed


five countries that readers were keenest to visit: Spain, France, Italy, the US and Canada. Other high-polling destinations included Sweden, Greece and Malta (where equal marriage was recently legalised).


A big driver for these countries is their authenticity and open, inclusive societies that celebrate their LGBT+ residents and gladly welcome visitors. Cities with thriving LGBT+ scenes (such as Cape Town, London and New York) and big, annual Pride events (Amsterdam, Tel Aviv, Madrid) have inherent, word-of- mouth appeal that trumps any marketing campaign, as does Palma de Mallorca for its International Lesbian Film Festival, Hamburg for its LGBT+ Christmas Market, and Mykonos, Ibiza and Barcelona for their beach and party life.


The US also attracts partygoers to its legendary circuit scene (highlights include Winter Party in Miami and Memorial Weekend in Pensacola, Florida) and its anything-goes, LGBT-friendly resorts such as Key West and Provincetown. US destinations vigorously market their LGBT+ offerings (see page 34), while Thailand recently hosted the very first LGBT+ Travel Symposium, highlighting the appetite from Thai tourism businesses in


autumn 2018 wtm insights 45


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