TOPICS: Lesbian and gay market. Gay and lesbian travel. Global. Out Now GayComfort e-learning staff training. Gay market development. Information on gay marketing. Out Now GayComfort e-learning training program is featured in Travel Weekly.
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Travel has been one of the fastest market movers in adapting to the new marketing envirnonment presented by the increased visibility of lesbian and gay customers these past years.
One of the world's most important travel publications, Travel Weekly, includes an assessment of the issues faced by lesbian and gay travelers in the current issue's article on GayComfort online staff gay market training.
Travel Weekly
(16 November 2006)
The GayComfort zone: a guide to the gay travel market - 16 Nov 2006
After a long flight you’re at hotel reception in a particularly nice property, but there’s an all too familiar tension.
You are gay, and you and your partner know from experience what happens next is a bit of a lottery.
How will they react when you tell them the booking is actually supposed to be for a double room?
All through a holiday, moments of tension arise for gay travellers – never knowing how comfortable the next staff member will be about the customer’s sexuality.
Gay couples travelling together have to reveal their sexuality repeatedly to staff, never knowing what the response to this might be.
Their sexuality can be relevant when renting a car, checking-in to a hotel and getting room service delivered. Even dining together in the restaurant, or having a drink at the bar can be awkward.
Staff often pick up on customers’ sexuality, and react, either consciously or unconsciously. If the customer thinks the staff member is not comfortable, the customer doesn’t feel comfortable.
GayComfort
In response, Out Now has developed an e-learning program called GayComfort.
It is designed to provide practical guidance to hotel, agency and operator staff on the travel concerns of gay and lesbian customers.
Gay customers want what everyone wants – a relaxed and comfortable holiday travel experience.
Gay guests enjoy a far more positive opinion of the travel experience as a result – and are more likely to refer others to choose that property or brand for future travel needs. Making any customer more satisfied is not just a nice goal – it is good business.
How to register
To register for the Gay Comfort program agents should e-mail info@outnowconsulting.com.
The GayComfort training program includes:
Why does this matter: training on gay issues is not about politics. It is about improving customer service delivery and improving profit
What can I do: practical ways staff can improve the quality of the travel experience for gay travellers
Dos and don’ts: teaches staff not to assume anything. Practical help to deliver a professional service in a comfortable and respectful manner
Language: what to say, not to say
Stereotypes: how to avoid letting them influence service delivery
Quiz: results e-mailed to management, along with Out Now’s recommendations on each individual staff member’s learning
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For further gay marketing information, or to seek gay market advice, please contact:
Ian Johnson, Managing Director, Out Now Consulting
UK landline: +44-20-8123 5288
BE landline: +32-2-514 6443
mobile: +32-4737 60886
web: OutNowConsulting.com
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