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TOPICS: Gay travel marketing and lesbian and gay travel market research. Lesbian travel market. Lesbian travel marketing. Gay marketing. Lesbian marketing. Tourism. Gay destinations marketing. Gay travel marketing research. Gay advertising. Lesbian advertising market. US gay travel market. International gay travel marketing. Lesbian tourism. Gay tourism.
Saw an interesting cover story in the online edition of Southern Voice gay magazine, recently. The article showed just how many cities now actively promote themselves to gay and lesbian travellers.
When a city like Pittsburgh develops a special gay travel market strategy, you know something's up. Basically, city tourism bodies are awake to just how much money there is to be made in gay travel marketing.
There is now no shortage of cities around the world that are seeking their piece of the gay market pie.
In the US, the lesbian and gay travel market is valued at over USD$50 billion. Out Now Consulting research reveals that in the 25 countries comprising the EU, Europe is home to more than 24 million gay and lesbian people, who will earn a combined total annual income of more than EUR450 billion euros this year.
All of which makes for a very large gay market indeed.
Many cities around the world now have dedicated gay travel marketing strategies.
Out Now has assisted a range of city tourism authorities to achieve effective gay market results including Vienna Tourism, Cologne Tourist Office, Berlin Tourism, San Francisco and New York, Capetown Tourism as well as working for the regional and a wide range of national tourism bodies of various destinations including France, Austria, Tasmania, South Africa, Germany and Britain.
In the US, individual cities are now seeing strong results from gay marketing investment. And not just those cities you might expect to do so, like San Francisco or New York.
Pittsburgh has just ...published a 16-page city guide called the 'NaviGaytor', Atlanta and Fort Lauderdale have been active in promoting to the gay market for years and Philadelphia launched the first gay TV commercial to specifically promote lesbian and gay travel to their city.
You can view that Philadelphia gay advertising online here.
The reason for this interest in gay and lesbian travel marketing is simple: money.
Gay travellers, with fewer children, enjoy higher resulting disposable incomes and have the flexibility to travel in off-peak seasons: precisely the time when cities need to fill their hotel rooms.
A travel marketer's dream market.
At least that seems to be the opinion of Jeff Guaracino, regional communications and gay marketing director for the Greater Philadelphia Marketing Corp. “For every dollar we spent on gay advertising in 2004, it generated $153 in direct visitor spending, which is a huge return on our investment,” Mr Guaracino said.
By comparison, the equivalent rate for the general population is only $92 spent in Philadelphia for each $1 spent by the city on marketing.
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