Ian Johnson, Out Now
November 4, 2007
TOPICS: LGBT tourism marketing. Gay tourism. Marketing Las Vegas to gay and lesbian travelers. Growing destination marketing organization interest in LGBT tourism marketing. Las Vegas targets lesbian and gay travel markets with increasing gay marketing success. Wall Street Journal report on the growing impact of the Las Vegas push in its LGBT marketing efforts.
Gay Market News has covered LGBT tourism marketing for some years.
On the weekend I was chatting with members of the Executive of IGLTA -- the International Gay and Lesbian Tourism Association -- about the growing importance of gay and lesbian tourism marketing initiatives.
One of the destinations we talked about was Las Vegas -- a location that has made increasing efforts at gay marketing outreach through a range of initiatives including casino-led targeted LGBT communications designed to increase the destinations appeal to the gay and lesbian tourism segment.
Friday's Wall Street Journal carried an extract on the topic of Las Vegas and its increasingly significant LGBT tourism marketing efforts.
As we reported on last month at Gay Market News, most recently in the context of this article about gay travel marketing advice which Out Now gives to tourism marketing clients considering an approach to the LGBT tourism market, it is important to get the destination marketing and a consistency of strategic marketing approach right from the very start.
That was acknowledged in the Wall Street Journal LGBT tourism marketing article, and here's an extract:
Las Vegas Goes All Out To Attract Gay Travelers
LAS VEGAS -- On a recent night at the Palms Resort and Casino here, young men in fitted shirts and an abundance of hair gel clamored to get into a Playboy Club party featuring female card dealers in bunny costumes. Steps away at another club, hundreds of shirtless men crowded a roaring dance floor at a party billed as a "non-stop weekend of sensual sizzle and decadence" for the gay community.
The juxtaposition of such divergent groups is likely to become more common as the gambling mecca, after years of ignoring the gay and lesbian market, courts it with vigor. Major properties on the Las Vegas Strip are now offering lavish commitment ceremonies to same-sex couples (though same-sex marriage is illegal in Nevada), as well as special hotel and entertainment packages geared specifically toward gay and lesbian travelers. Some resorts have mandated sensitivity programs to teach employees how to make gay and lesbian travelers feel welcome.
Harrah's Entertainment Inc. started marketing to the gay and lesbian community 18 months ago after research showed gay men spend an average of 30% more than their straight counterparts when traveling.
"That was a key statistic that caught our attention," says Michael Weaver, vice president of marketing for Bally's, Paris Las Vegas and the Rio -- all owned by Harrah's.
"Vegas has come to realize and respect the power of the gay and lesbian dollar," says John D'Alessandro, the former executive director of the International Gay and Lesbian Travel Association. "They want folks who can afford the expensive shows and restaurants. I think they looked at these demographics and realized 'It's a dream market and we have to fight for it.' "
"As we learn more and more about the travel trends of the gay and lesbian market we are very excited about our brands. We're learning it's a very strong market," says MGM Mirage's vice president of marketing, Chuck Bowling.
The casino-commissioned research also showed that most gay tourists in Vegas are couples. Harrah's decided that Paris Las Vegas, its romance-themed property, was best suited to market to gay couples.
Mr. Weaver, the company's marketing vice president, says the next step was preparing employees. If guests ask Paris employees where to find gay bars, employees are ready with a brochure on gay-friendly spots. Reception clerks have been instructed not to assume two men checking into a room with one bed must have made a mistake in the reservation.
It's a small detail, Mr. Weaver says, but an important one.
"For a lot of gay travelers the moment of checking in is a bit of a moment of truth. It is one of the key moments when you realize, 'Oh, will I be accepted or will I be actually welcome?' " says Mr. Weaver, who is openly gay.
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1 comments:
As a local small business owner focusing on the gay and lesbian travel community, I have watched with growing excitement the increased outreach of Las Vegas marketing itself as a gay friendly travel destination. Considering the untapped potential of this demographic, mainly being DINK (double income no kids), marketing to the gay and lesbian community is a no-brainer. Las Vegas wants a market that has more disposable cash, isn't restricted to the limits of a "family vacation" budget, and has a strong brand loyalty to advertisers. Being both a gay man and an advertiser, I understand this market and encourage others to reach out as brand loyalty is a strong influence for the gay and lesbian consumer. Many research studies have demonstrated throughout the years that the gay and lesbian community is much more likely to do repeat business with marketers that directly reach out to them whether it is cars, products, or travel. It is certainly sound business practice to recognize this factor as it practically assures a path of increased profitability for those advertisers many years into the future.
Michael Henderson, Owner
GayLasVegasOnline.com
Gay Las Vegas
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