Ian Johnson, Out Now
November 7, 2007
TOPICS: LGBT tourism marketing. London WTM. Gay tourism. WTM London. Gay and lesbian travel market. London World Travel Market. London WTM. Out Now to present at WTM London. Gay Marketing Masterclass at London WTM - new details just released.Gay Market News has been keeping you up to date with the forthcoming lesbian and gay travel and tourism marketing Masterclass taking place at London WTM - one of the biggest industry specialists travel marketing events in the world.
Latest news on the content of the WTM London -- Gay Marketing Masterclass is out now, so we thought you would like to learn more about what those attending WTM in London will learn about the fast growing world of lesbian and gay travel and tourism marketing.
Gay Market is 'IN' at London WTM
Lesbian and gay travel has evolved so much in the last decade that the industry understands there is huge profit to be made from non-conventional sources. TV shows and media organizations have encouraged cities, gay and lesbian specific hotels and mainstream resorts to become more tolerant of the gay and lesbian consumers. This market has received significant attention over the last years.
Gay or lesbian, DINKS (dual income, no kids) have become so important to the travel industry, the vendors can no longer ignore their presence.
Experts stress the LGBT community contributes a lot to destinations that receive them well. Particularly loyal and a fun segment to cater to, the community rewards providers who have a genuine concern for serving customers with openness, dignity and respect.
According to Ian Johnson, founder and CEO of Out Now Consulting in the UK, gay travel marketing can be extremely complicated. "It is not simple as some might think, and is often misunderstood. As a result, there has been slow growth in market spends by the industry, especially when compared to the increasingly compelling market dimensions being revealed by gay market research.
This is changing, however. Most importantly, the rewards for those travel industry suppliers who learn how to 'get it right' can be very profitable indeed," he added.
With the ever-increasing competition in all markets -gay or straight - the tourism industry needs to think outside the box. For this purpose, the World Travel Market 2007 in London will host 14th November the Out Now Gay Marketing MasterClass.
Rather than focus on the same stereotyped concepts of gay travel, Out Now will go much further during this special session chaired by Johnson. Guest presenters are Jeanette Schuchmann, Marketing Manager of German National Tourist Office and Ralf Ostendorf, Sales Director of Berlin Tourism Marketing who will present case studies of gay travel marketing strategies adopted by Germany and Berlin.
Out Now will release new findings on travel destinations, revealing gay travel intentions far beyond the usual "Top 10" expected destinations. During the WTM session on LGBT Frontiers, regions not previously considered and the implications for travel marketing will be uncovered for the very first time. Out Now will also debut travel intentions data for a range of unusual destinations and new travel experiences, all of which are not usually regarded as part of gay travel such as the Middle East, adventure travel, safari and mixed-sex cruises.
Out Now undertakes an extensive gay market research program across the world. One of the most important market segments is travel. Johnson will present their findings from the most recent UK gay market research at the WTM. The current UK study which Out Now is working on is for Millivres Prowler, Europe's leading gay media company. Data is currently being collected online and in print across the entire UK gay market.
Raj Rai, Millivres ProwlerGroup Marketing Manager has for many years valued the LGBT market. "As publisher of UK's leading gay media DIVA, Gay Times and Pink Paper, we have, for many years, understood the importance of this travel sector for businesses and consumers. With a higher than average income, the consumers are actively seeking more worthwhile pursuits to experience, and likewise, more opportunities for travel," she said.
Out Now's 2007 reader survey provides the gay media significant, in-depth insight into the travel lifestyles of LGBT, which will not only assist the industry in terms of advertising, but also help to meet the needs of the gay and lesbian market much more effectively. Kim Watson, Deputy Managing Director for MPG looks forward to the release of the document. She said, "We are delighted to announce this new research. Many people espouse views on the lives of lesbians and gay men, often without knowing the facts. As a result, we will know more than ever before about the very many gays and lesbians in the UK our media products reach."
Those attending the Out Now Gay Marketing Masterclass will receive a detailed market overview setting out the latest findings from the gay travel market research.
Central to this special WTM edition will likewise be success tips - how travel marketers cannot merely rely on destination or price. Vendors and suppliers need to actively seek to win the gay and lesbian consumer's attention with their product and price offer - but only after meeting certain fundamental travel requirements sought by most gay and lesbian travellers.
For a destination or supplier to sell effectively to the gay market, Out Now presents 'Hearts and Minds' during the master class. Critical success factors for destinations wanting to secure the gay travel market will be the highlight.
Said Johnson: "Smart destinations and travel industry suppliers now understand that gay travel marketing is as much about 'winning hearts and minds', as about pink wallets. They also grasp the idea there is a lot of money to be made provided it is done 'right' and it is in 'getting it right' that many suppliers can do with a hand - precisely, the fundamental objectives of the Out Now Gay Marketing masterclass at WTM." By helping the industry understand what motivates gay consumer travel purchase decisions, this sector can increase the total size of the market. "This will eventually happen from both the supply and demand ends," said Johnson.
Also out for the very first time is a detailed breakdown of the UK gay civil partnerships market, including total spend on gay honeymoons and preferred honeymoon destinations for UK travellers. "More than 50,000 people in the UK entered into civil unions in just over a year in the UK. This has led to a marked economic impact in many areas ranging from expenditure on ceremonies, receptions and honeymoons. Out Now's new research data provides the first authoritative measure of the value of this spending and its importance to the travel industry," said the group's CEO.
It is not just UK destinations that will benefit however. The new research also reveals for the first time the intended destinations for all key global travel regions. "It is something that provides a lot of new insight into which regions should be targeting gay travel but are yet to do so," said Johnson, adding both industry and consumers consistently tell them what they need is better training of the travel industry on gay and lesbian travel issues.
Addressing this issue is Out Now's groundbreaking online product GayComfort. "Consumers will receive superior comfort and can relax at every stage of the travel experience and enjoy true travel relaxation by selecting to purchase from those suppliers whose staff has attained best-in-class training on gay travel issues," closed Johnson.
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