Civil unions are coming to a market near you. And when they get there - be ready. The annual spending on gay and lesbian civil partnerships in the UK shows that this market means big money. Travel and tourism brands - take careful note.
Ian Johnson, Out Now
November 16, 2008
Civil Unions. UK gay and lesbian consumer market. Gay weddings. Lesbian and gay honeymoons. Out Now 2008 Millivres UK Gay Market Study.
Ask anyone - getting married is usually a costly exercise.
New figures just released - using actual Civil Partnerships data from the UK Office of National Statistics coupled with (pun intended) Out Now's latest actual spend data on gay honeymoons, reveals a large market in the UK for gay and lesbian honeymoons.
Travel and tourism needs to sit up, take note and then plan.
How will your brand best position itself to capture a slice of a brand new multi-million market?
The figures from 2007 show a 47% drop from the very high numbers of 2006, when the floodgates opened and almost 20,000 lesbian and gay couples got married in the first year of Civil Partnerships becoming available in the UK. That was always to be expected.
The question then becomes - is the value of the Civil Partnerships market sufficiently large in a 'regular' year to justify consumer marketing activities targeting this market?
2007 Data
What is interesting is that in 2007 - our first 'regular' year of UK civil partnerships - the numbers have actually settled down at a very healthy level: yielding a market that is valued in the many millions of pounds.
In 2007 4,242 male couples and 3,393 female couples entered Civil Partnerships in the UK.
At the same time as this was happening - Out Now was researching Millivres media titles in the UK and so we are able to mine a wealth of actual data from respondents who have entered civil partnerships during this period, and combine it with the National Statistics Office data to create a total market value for gay honeymoons - along with other aspects of Civil Partnerships, like hiring a venue, the reception, buying rings, spending on stag nights and much more.
Get ready
Gay honeymoons now account for almost £50 million spending each year - and the global travel and tourism sectors need to understand this and develop strategies to position their hotel, tour company or destination as the brand of first choice for a market segment that we confidently predict will sustain strong growth in coming years - as more markets become legal jurisdictions where gays and lesbians can marry.
This is a market you can choose to ignore and watch your competitors scoop it up - or you can act.
The growing gay honeymoons market is out there right now making multi-million value decisions today. Lesbian and gay honeymoons are not going away. Well, actually they are all about going away - but you get what I mean.
To discuss your gay and lesbian civil unions marketing strategy, just contact Out Now.
For a full breakdown of the UK gay market research data on Civil Partnerships spending - contact Out Now to buy the full report.
Gay market insight is Out Now: Gay Marketing. Solved. OutNowConsulting.com
To contact Out Now, send us an email.
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