sector lgbt+
courting the LGBT+ community. Meanwhile, organisations such as
IGLTA (International Gay & Lesbian Travel Association) continue to unite tourism businesses in promoting safety and equality for LGBT+ travellers. “We are committed to advancing LGBT+ travel globally,” says IGLTA president/chief executive officer John Tanzella, “which we do by providing resources to travellers and by educating the tourism industry on the social and economic benefits of making LGBT+ travellers feel welcome.”
Some cruise lines now offer same-sex nuptials at sea
Such a message is important when considering that homosexuality is illegal in more than 70 nations (as it was in the UK until 1967). Resorts in the Maldives market themselves for LGBT+ honeymoons, yet homosexuality among local Maldivians is punishable by death, while homophobic cultures in parts of the Caribbean often leave local LGBT+ people too afraid to ‘come out’. But attitudes evolve over time, and tourism can play a part.
In 2004, for example, Sandals Resorts took the groundbreaking step of refining its couples-only policy to extend to same-sex bookings. Since then the pace of change has quickened: Trinidad & Tobago recently decriminalised homosexuality, hotels in Barbados (where it remains illegal) are embracing inclusivity through the Pink Coconuts initiative and even Jamaica – one of the region’s most aggressively anti-LGBT+ nations – now stages an annual Pride that hopes to draw international visitors and encourage tolerance and acceptance for LGBT+ Jamaicans.
Which companies best serve LGBT+ clients?
In the old days of LGBT+ travel, the handful of specialist tour operators would send out brochures in unmarked envelopes to avoid the embarrassment of outing their clients to the postman. Happily (in the UK at least) being LGBT+ has lost much of its stigma, causing demand for sector-specific tour operators to diminish. At the same time, mainstream companies have identified the value of embracing LGBT+ travellers, taking steps to accommodate them with policies, products and events. One sector where this is particularly evident is the cruise industry. As well as all-LGBT charters from such specialist companies as Atlantis Events and Olivia Lesbian Travel, luxury lines such as Crystal, Cunard and Viking attract
46 wtm insights autumn 2018
a strong LGBT+ following, while Royal Caribbean and
Celebrity offer same-sex nuptials at sea. Emerald Waterways also has a focus on the market; its website highlights river cruise itineraries featuring cities with LGBT+ appeal.
As for tour operators, Kuoni has installed a team of reservations specialists fully trained in meeting LGBT+ travellers’ needs. Similarly, Thomas Cook agents are trained on which destinations best suit these clients, including a focus on overseas same-sex weddings. The company took its message of support to the streets this summer by sponsoring Manchester Pride and recognised regional Pride events by erecting themed window displays in 14 stores. LGBT+ weddings are also a focus for UK-based Greece specialist Olympic Holidays, which has included a section on same-sex ceremonies in its 2019 Weddings, Honeymoons & Renewal of Vows brochure. “The team here understands this sector intricately,” says head of marketing, Carl Catterall. “We are focusing on weddings in Zakynthos, Santorini and Crete, and our island- hopping programme is a hit for its mix of detox and retox.”
Understanding LGBT+ travellers’ considerations is essential, says Emma Schofield, marketing manager at Jacada Travel. “Clients expect to be treated equally, with no special considerations,” she says. “Homosexuality is illegal in certain African countries, so our safari clients are reassured by knowing we have done the groundwork to ensure they will be comfortable and welcomed wherever they travel.” Maggi Smit, managing director
of Windows on the Wild, agrees: “We remind every client to respect cultural sensitivities, and send lots of LGBT+ passengers on African safaris without issue.”
Industry feedback
Simon Altham, managing director, Hoseasons
“
Diversity, inclusion and acceptance have always been at the heart of Hoseasons, both internally and externally. We see the value in appealing to all types of people, regardless of race, sexuality or gender, so we do all we can to appeal to a wide cross-section of society. Consequently, supporting the LGBT+ community is one of our core values and a key part of our overall marketing strategy. Ever since we started featuring LGBT+ couples and diverse ethnicities in our marketing materials, there’s been a measurable, positive impact on the company’s bottom line. We have also seen a fundamental and remarkable shift in our customer base, with couples and groups of friends now making up more of our business in the UK than families. It’s no coincidence that in terms of bookings, Hoseasons has enjoyed seven consecutive record summers – four of those while promoting a strong diversity agenda.
”
wtm.com
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