Gay Consumer Market Travel Marketing

TOPICS: Gay consumer marketing. Gay consumer market. GLBT consumer travel market. Gay consumer travel marketing and communications issues. GLBT travel consumer market. Gay consumer marketing issues. Out Now gay consumer market research discussed in Guardian online news report.
Ian Johnson, Out Now
July 29, 2007

The Guardian newspaper has covered Out Now gay consumer market research before which has been reported on here at Gay Market News.

Now there is an interesting piece about that same Out Now consumer market research on the marketing of gay honeymoons (or absence thereof) to the gay consumer market:

The Civil Partnership Act (2004) came into operation on 5 December 2005. So lesbian and gay honeymoons are a new growth travel area in the UK. Last year, Out Now Consulting estimated that the gay weddings, honeymoon and holiday market could be worth up to £600m to the travel industry. But our traditional holiday companies are being really slow to catch up. Flicking through honeymoon brochures the other day, I was shocked to see that they are still 100% straight. No gays in the (honeymoon) village, then?

You can read that article in full from the Guardian consumer site itself, but what we thought you may also find of a great deal of interest is the following comment left there by one of the readers of that article.

Want to understand the issues for gay and lesbian consumers when they navigate a travel consumer marketing maze where they are sometimes merely 'tolerated' rather than being truly welcomed and accepted as equal?

Just read this:

The fact is that there are many places in the world that not only do not have equality legislation similar to ours, but where the discrimination or harassment you can face for being a same-sex couple - or even the hassle you can face being a woman travelling alone - make it simply not worth it. My partner and I (both of us women) went on holiday in Tunisia a few years ago and although parts of it were wonderful, parts of it were incredibly stressful due to the persistent, unwanted attention from men (just because we were two women travelling together - we weren't making out in the street in our bikinis or anything). Not long ago we were refused a double room in accommodation in Italy on the grounds that they are only for couples. A minor inconvenience compared to the gay-bashing one hears of in Jamaica, for example, but a large part of the point of using a tour operator is to avoid such inconveniences, and so it would seem strange that companies aren't cottoning on to this part of the market. Being guaranteed a hassle-free holiday is not something to take for granted.

For expert help with the gay consumer market, LGBT travel market strategies, from the leading gay consumer marketing experts, contact Out Now.
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