It was announced this week at the travel industry event ITB in Berlin that the world's largest ever LGBT marketing travel research study is launching, with the results to be presented by Out Now at London WTM this November.
Ian Johnson, Out Now
March 9, 2010
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Topics: ITB, WTM, Lesbian and gay travel marketing, LGBT tourism marketing, travel marketing, Gay market research, Out Now announces world's largest LGBT marketing travel market research this week in Berlin at ITB. results to be released in London by Out Now at WTM.
This week the world of travel and tourism descends upon Berlin, for their annual ITB travel trade show.
I am visiting the show and look forward to meeting many friends and colleagues from all over the world to discuss the latest developments in LGBT marketing.The premier lesbian and gay tourism industry body IGLTA will also be there with a rather stunning new rainbow column display - I will blog from there if time permits later this week.
In the meantime, Out Now released details today of the largest ever LGBT marketing travel market research.
Largest Ever Gay Travel Marketing Survey Launches - LGBT Research To Be Released at WTM
Berlin ITB, Germany. (OUTNOW) March 9, 2010 - Out Now announced today the launch of the largest ever gay travel marketing tourism research study of the LGBT market. Results will be released by Out Now at WTM London's World Travel Market this November.
The '2010 Out Now Global LGBT Market Study' researches tourism habits of lesbian, gay, bisexual and transgender (LGBT) people living in 14 countries across Latin America and Europe - the first time a gay travel marketing study has been conducted across so many countries at one time. The region is home to more than 35 million lesbian and gay people.
Countries researched: France, Germany, Israel, Italy, Spain, Sweden; Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay.
Travel market data including preferred destinations, annual tourism spending, lifestyle leisure preferences, air travel frequency, incomes, expenditures and gay honeymoons will all be researched.
Research sponsors include Delta Air Lines and Berlin Tourism Marketing (BTM).
Sales Director of BTM, Ralf Ostendorf said: "Berlin Tourism Marketing and Out Now have worked very successfully for over five years to enhance our product's unique advantages in the LGBT market, so sponsoring this new Out Now LGBT marketing study makes a lot of strategic sense for Berlin".
"WTM is the logical place to release the findings of Out Now's new LGBT marketing research study," said Fiona Jeffery, Chairman of WTM. "Out Now and WTM share a history of five years of leading the industry in the understanding and development of lesbian and gay tourism market strategies. Those delegates attending our event in November will gain access to the latest and most comprehensive market insight into LGBT marketing in the world."
In Latin America, the study is being undertaken in partnership with LGBT business networking leaders, GNETWORK360.
Out Now, established in Australia in 1992, now has LGBT marketing consultants in markets across the world.
Out Now's CEO, Ian Johnson, said his company's new research into the LGBT market is breaking new ground in the understanding of lesbian and gay travel.
"We are seeing a lot of interest in this study due to its groundbreaking nature - and its emphasis on understanding the travel and tourism habits of LGBT people living and traveling all across this vast region," Johnson said. "We are pleased to bring a previously unattainable level of market insight into the varied and diverse consumer needs of one of the world's most important travel and tourism market segments. Most importantly, increasing acceptance and understanding of lesbian and gay people - through tourism - is of great and lasting benefit to all."
In Latin America, the study is being sponsored by Delta Air Lines and partners with the region's leading LGBT business networking organisation, GNETWORK360.
According to GNETWORK360 Director, Mr Gustavo Noguera, the new research has generated a lot of interest from companies and other organisations all across Latin America wanting to learn more to better understand gay and lesbian consumers.
"There has been past gay market research done in other places like the USA," Mr Noguera said. "But never before in Latin America - and GNETWORK360 is really pleased that with Out Now we can be part of this largest ever LGBT marketing study. We will all learn so much about the lives of LGBT people living all across Latin America."
Out Now is relied upon by the travel industry's leading brands to understand and reach the gay and lesbian tourism market. Clients include Lufthansa, KLM, Qantas Airways, Hilton Hotels, German National Tourist Office, VisitSweden, Austrian National Tourist Office, Vienna Tourist Board, Helsinki City Tourist & Convention Bureau, Tel Aviv Tourist Association, South Africa Tourism, Air Canada Vacations and TUI.
The entire project is called the '2010 Out Now Global LGBT Market Study', comprised of 7 countries across Europe, and 7 in Latin America - where the research is called 'Out Now + GNETWORK360 Estudio de Mercado LGBT 2010'.
Results will be released at the Out Now 'LGBT Marketing Masterclass' at London World Travel Market in November 2010.
Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community marketing development since 1992 - when the company was first established in Australia.
ABOUT OUT NOW
Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden, Tel Aviv Tourist Association and German National Tourist Office. Services include research, strategy, communications and training.
ABOUT GNETWORK360
GNETWORK360 are Latin America's LGBT business and networking leaders, and publishers of GMAPS360, as well as presenters of Argentina’s annual GLBT Entrepreneurs Forum. Clients include Delta Air Lines, Hertz, Prudential, Sofitel and Argentina Tourist Office.
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If you want to get your LGBT marketing and gay travel market research knowledge policies up to speed to include the latest Out Now Global LGBT market research, or learn more about social media and other leading-edge gay marketing strategies, get in touch with the recognized market leaders Out Now.
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AdWeek referred to one of Out Now's gay advertising campaigns as "the year's most talked about tourism ads." Out Now Consulting is a leading global gay marketing specialist agency, founded in 1992. Clients include Barclays, IBM, Toyota, Citibank, German National Tourist Office, Visit Britain, Lufthansa and Time Inc. Magazines. Out Now won the "Outstanding Interactive" category in New York at the 'Images in Advertising' awards for an online campaign for their client Lufthansa.
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To learn how to get lesbian and gay marketing strategy right -- rely on gay marketing expert strategic advice from Out Now -- the leading experienced global strategic gay marketing, research and communications agency.
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