Gay Marketing - Kimpton Hotels

Ian Johnson, Out Now
October 17, 2007

TOPICS: Kimpton Hotels. US lesbian and gay communications marketing. US gay marketing news. Gay and lesbian tourism marketing. Human Rights Campaign. Kimpton Hotels scores well on HRC index and IGLTA PlanetOut (NASDAQ: LGBTD) awards for gay and lesbian accommodation providers.

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One of the mainstream brands that has been actively marketing in the gay consumer market for several years is San Francisco based boutique hotels brand, Kimpton Hotels.

Having commenced gay marketing outreach several years ago with a gay and lesbian staff association, the Kimpton Hotels brand has grown their dedicated gay marketing efforts in recent years.

Recently the brand won special gay and lesbian marketing recognition from both the HRC Human Rights Campaign Corporate Equality Index, and collected an award for effective gay marketing presented by Nasdaq listed gay media and social networking company, PlanetOut Inc. -- also based in San Francisco -- as part of the IGLTA awards in Montreal Canada earlier this year.

Kimpton Hotels is part of a growing trend in the travel marketing and hospitality marketing areas, as mainstream brands become more aware of the importance of better understanding the techniques that work most effectively in targeted gay marketing efforts.

"Kimpton is proud of the awards we have received this year recognizing our commitment to the gay and lesbian community," said Niki Leondakis, chief operating officer, Kimpton Hotels & Restaurants.

"Kimpton prides itself on progressive personnnel polices and creating a welcoming and inclusive environment for our guests and staff. Our goal is to deliver on the promise of late founder Bill Kimpton, to cultivate a strong family culture at the company. At Kimpton, family means everyone."

You can see how they approach their gay marketing strategy over at the Kimpton Hotels gay marketing microsite.

If you want to learn more about the latest in gay travel marketing, be sure to make it to the Out Now WTM Gay Marketing Masterclass in London next month. If you want Out Now to help you with your specific gay marketing issues, please do send a note to us with details so we can try to include answers to your gay marketing questions as part of our Masterclass presentation at WTM.

One final note: we had some nice feedback from readers who appreciated some of the practical gay marketing advice we gave in our Gay Market News report titled ' Gay Consumer '.

Here is the bottom line from that report:

There is one person more important than any other in your gay consumer marketing work. And that is the gay consumer themselves.

At all times, make sure you understand gay consumers, and their changing consumer needs and tastes, and you are well on your way to more effective gay marketing results.

If you would like some help to better understand your target gay consumer, contact us at Out Now -- for advanced gay consumer marketing insight.

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For gay consumer market knowledge, gay consumer market strategic advice from the gay consumer experts informed by experience, contact Out Now -- the global strategic gay marketing research and LGBT consumer marketing communications agency. Since 1992 -- Out Now -- market experts in targeting the gay consumer and lesbian consumer market.
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Out Now Consulting has 15 years experience in working in all facets of gay and lesbian marketing, including understanding gay and lesbian demographic issues and how they affect companies targeting the gay market.

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