TOPICS: US. Gay marketing. 2006. 2007. US lesbian and gay tourism market. Travel marketing in US. Gay and lesbian market. US gay market. New York Times article about the most important thing for gay travelers - RESPECT.
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Happy New Year to one and all!
Last weekend's New York Times had a short piece about the fact that what matters at the top of priorities for many, possibly most lesbian and gay travelers, is RESPECT.
Our research has revealed over fifteen years that gay travel involves a series of stress points that affect the whole vacations experience.
As more lesbians and gay men in the US travel market look for tourism opportunities outside traditional niche destinations or travel providers, this article is a timely reminder that the travel industry must learn to better understand and provide comfortable travel market opportunities for gay travelers first and foremost.
Here is an extract of that New York Times gay travel article from last weekend:
In Transit
New Surveys List Gay-Friendly Favorites
By JENNIFER CONLIN
Published: December 31, 2006
What do gay travelers want? According to surveys, pretty much one thing. As Aretha Franklin might put it: R-E-S-P-E-C-T. Nearly half of all gay men and lesbians surveyed by the Travel Industry Association — in conjunction with Harris Interactive and Witeck-Combs Communications, a gay, lesbian, bisexual, and transgender (G.L.B.T.) strategic marketing and communications agency — said a destination’s “gay friendliness” was the key factor in planning a vacation.
Also high on their list — safety, specifically a place where they will not feel intimidated or threatened if they publicly hold their partner’s hand.
The online study also revealed they want places that are “culturally welcoming” and “support diversity and G.L.B.T. civil rights.” Given those results, it was hardly surprising that panelists named San Francisco; Key West, Fla.; New York; Fire Island, N.Y.; and Provincetown, Mass., as their top five “gay friendly” United States destinations.
While the bad reputation some Caribbean islands have received after isolated gay-bashing incidents in the last few years, one company specializing in gay travel, Atlantis Events, thinks [declining interest by US gay travelers in that region] may have more to do with the fact that the Caribbean has a “been there, done that” feeling for many high-end travelers.
“A lot of our clients have been to the Caribbean and are looking for a new experience,” said Stephan Roth, director of guest relations for Atlantis, adding that the group’s Baltic cruise, scheduled for this summer, sold out in a week and a half.
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