TOPICS: US. Gay travel marketing. 2007. US lesbian and gay tourism market. Travel marketing in US. Gay and lesbian market. US gay market. Las Vegas continues to push for lesbian and gay travelers to visit Las Vegas. Gay travel set to increase.
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Las Vegas has had an interesting history.
The latest initiatives there reflect a growing interest amongst lesbian and gay travelers to visit to experience the "Wow!" factor that the city thrives upon.
An interesting article in the latest issue of In Business Las Vegas includes a commentary on latest research showing US lesbians and gay men are increasingly considering the Strip to be part of the gay travel experience.
The market for travel to Las Vegas in the lesbian and gay tourism sector seems likely to increase.
Here is an extract of that article:
Tourism and Gaming: Las Vegas deemed a gay-friendly destination
By Richard Velotta / Staff Writer
The Travel Industry Association has confirmed something most tourism experts in Las Vegas already knew - that Las Vegas is one of the top destinations for gay, lesbian and bisexual travelers.
The recent study by TIA said Las Vegas is perceived as a gay-friendly destination - a perception bolstered by Las Vegas Convention and Visitors Authority marketing. The study also determined that gay men outspend their straight counterparts and lesbian travelers when they travel.
"While we've known the importance of the GLBT (gay, lesbian, bisexual, transgender) travel market for some time, this study really underscores the tremendous economic potential to the travel industry," said Laura Mandala, vice president of research for the TIA.
Tourism destinations were ranked for their gay-friendliness. The top three considerations for gay-friendliness are locations with gay nightlife, clubs and bars; places that receive positive word-of-mouth from the gay community; and places identified as safe and free from intimidation and threats - especially places where someone can hold a partner's hand in public.
"Gay-friendliness is frequently mentioned as a litmus test for how GLBT travelers and consumers favor destinations, travel brands and services," said Bob Witeck, chief executive of Witeck-Combs Communications. "We find they are not looking for special treatment, but, instead expecting consideration and equal respect given all customers."
The study was based on a survey conducted among 2,020 self-identified U.S.-based GLBT adult travelers 21 and older and 1,010 U.S. adults who identified themselves as heterosexual, all of whom took at least one leisure trip within the past 12 months. The survey was conducted Sept. 12-21.
Las Vegas is the eighth-leading gay-friendly destination in the United States, according to the study, with 35 percent of the respondents saying they considered the city to be gay-friendly. Ranking ahead of Las Vegas in the survey were San Francisco (76 percent said it is gay-friendly), Key West, Fla. (57 percent), New York (51 percent), Fire Island, N.Y. (48 percent), Provincetown, Mass. (46 percent), Los Angeles (38 percent) and Miami and South Beach, Fla. (37 percent).
Las Vegas ranked ahead of such places as New Orleans, Boston, Chicago, San Diego, Washington, D.C., Honolulu and Philadelphia. Several tourism destinations ranked low on the gay-acceptance scale with Sedona, Ariz., at 10 percent; Scottsdale, Ariz., 7 percent; Vail, Colo., 7 percent; and Nashville, Tenn., 3 percent. The lowest scores came in for Detroit, Salt Lake City and Glendale and Tempe, Ariz., each at 2 percent, and Sullivan County, N.Y., 1 percent.
The study also said that gay men, whether traveling alone or in groups, tended to spend more on their trips than lesbians and heterosexuals. On their last trip, gay men reported spending an average of $800 on trips alone while heterosexuals traveling alone spent $540 on average.
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