Gay Travel Marketing

Ian Johnson, Out Now
October 5, 2007

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Power your gay travel marketing at the leading edge with best-in-class LGBT marketing strategic advice from Out Now -- the experienced global strategic gay travel marketing research and communications agency, specialized in targeting the gay and lesbian market.

TOPICS: Gay travel marketing. Lesbian and gay marketing. GLBT travel marketing research. Lesbian and gay marketing strategies. Las Vegas gay travel marketing. LVCVA. Tourism targeting the LGBT travel market. Gay and lesbian travel marketing trends. Gay and lesbian travel marketing latest trends. Las Vegas is popular with many different types of tourism market customers - including the lesbian and gay travel market.

One of the great things about managing Out Now in the world of gay marketing is that you get to meet a lot of the leading edge marketers around the world. The Las Vegas Convention and Visitors Authority -- LVCVA has been one of the destination marketing organizations (DMO) with a clear understanding that lesbian and gay travel marketing makes a lot of good business sense.

The LVCVA has adopted an integrated marketing strategy that sees them promoting Las Vegas to the lesbian and gay market in various ways, each element of which increases the effectiveness of the other components.

Time was when gay travel 'marketing' comprised nothing more than just a gay media familiarization FAM trip for lesbian and gay media and maybe a gay advertisement or two.

Cities such as San Francisco, Las Vegas, Philadelphia and Cleveland realize that gay travel marketing is very smart business.

Out Now takes a very strong interest in the gay marketing efforts of these destinations and encourages all our client destination marketing organizations to consider carefully all relevant aspects of their gay travel marketing mix to develop an effective gay marketing strategy.

As with any marketing, gay travel marketing is not a simple exercise, and to achieve strong gay tourism market results requires gay travel marketing knowledge, commitment, budget and ongoing consistency in product, message and gay travel marketing strategy.

To learn more about the most effective leading edge gay travel marketing insights, you can attend the Out Now WTM Gay Marketing Masterclass at next month's London World Travel Market.

Some of the gay travel marketing questions for destinations wanting to effectively target gay travel market consumers to answer include the following.

Product

How well does the travel product meet the expectations of the gay travel market LGBT tourism consumer? What strengths (and weaknesses) affect the likely purchase decision of a target lesbian or gay travel market customer?

Distribution

How do lesbian and gay travel consumers purchase travel? Are there any aspects of your destination that make marketing and sales through particular marketing and distribution channels more effective than others?

Promotion

How does the lesbian or gay customer gather information on your destination? Do you use targeted gay and lesbian communications in your marketing or do you need to adopt a more general approach to communications strategy? Are you managing PR and below the line gay travel marketing materials effectively? What role can guerilla marketing techniques play? Promotion is a great deal more than just communications and advertising.

Price

How do you price your product? Is there an option for premium pricing or do you need to focus on value over destination benefits in your gay travel marketing?

Most importantly, do you know what not to do in your gay travel marketing?

Out Now Consulting has since 1992 worked for our clients in delivering leading edge marketing solutions in all facets of gay and lesbian marketing, including understanding gay marketing issues and how they affect companies targeting the LGBT market. To get expert GLBT travel marketing communications, research and marketing strategy insight, from the leading gay and lesbian community marketing experts; contact Out Now.
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