Gay Marketing: How to Reach the Gay & Lesbian Travel Market
By Darrell Schuurman Co-Founder, Canadian Gay & Lesbian Chamber of Commerce | October 28, 2008
There are three main areas to consider when reaching the gay and lesbian travel market: Promotions, Relations, and Community Involvement.
As with any market, the options and opportunities for ways to promote your hotel are numerous, and the selection of the right methods is important. Deciding upon web and print advertising, the production of collateral, and participating in consumer trade shows are all elements that must be done for any niche market.
If you're going to target the gay and lesbian travel market, you need to show that you're committed to them. This market, similar to any market, wants to know that the products and services being promoted are specific to them. You can achieve this by developing targeted collateral and advertising, using images and copy that speak directly to them. The gay and lesbian consumer is savvy, and knows when a company is just out to grab a piece of the 'pink dollar', and when the company is truly committed to the market.
As a side note, showing you're committed also means that you must be willing to be in the marketplace for longer than 3 weeks. I would recommend nothing less than a year, but ideally a three-year commitment. You can't expect to see results overnight.
The web provides an amazing opportunity to reach the gay and lesbian traveller. The first way is through your hotel's own website. As with any of your print materials, show the market that your hotel is truly committed to them by including specific content on your site. A great example of a hotel company that has implemented this on their consumer site is Kimpton, which offers dedicated packages and information for the gay and lesbian traveller, as well as information on Kimpton's commitment to diversity within the company.