CLUMSY attempts to woo gay and lesbian customers are doing long-term damage to companies across the travel industry, says a gay marketing specialist.
Ian Johnson, the founder and managing director of leading gay marketing consultancy Out Now Consulting, says operators and agents see the market “purely as a giant pink wallet full of cash”.
“This is something that is turning would-be clients away in droves. There’s a heavy degree of cynicism among gay and lesbian consumers and they know many brands just see them as a rich niche market,” says Johnson.
“If I see another seminar that tells companies to ‘realise the value of the pink pound’ I’ll go mad. Times have moved on and companies should be focusing on what they can offer rather than try to cash in.”
Johnson – who is hosting a keynote seminar at World Travel Market called The Gay and Lesbian Market – Your Essential ‘How To’ Guide – claims many operators and agents try to exploit gay couples because of their perceived professional status and high levels of disposable income.
“Premium pricing just for the sake of it is a big no-no, but in part it’s what a lot of companies do to target gay clients,” he said.
“Gay people may be in the market for luxury products, but if they are, they should be treated no differently to any other affluent consumer.”
And he should know. Johnson started his original marketing consultancy, known as Significant Others, in his homeland Australia back in 1992. Since then, he has helped provide an insight into the gay market to some of the world’s biggest brands.
IBM, Toyota, Barclays, Lufthansa and Citibank are among those to have used his expertise, with the company expanding into Europe as Out Now Consulting in 2001.
But aside from its presumptions about pricing, Johnson insists the industry’s real problem is a lack of understanding of how to woo gay customers – something of increasing importance as travellers become more knowledgeable.
“Getting your marketing and distribution mix right is crucial if you are to succeed. You’ve got to avoid inadvertent mistakes and make sure staff are trained correctly.”
Johnson claimed a lack of knowledge meant many travel brands still make the mistake of advertising solely on obviously ‘gay’ websites. “If I’m selling a high-end culinary experience, maybe my brand should be linked to a homes or gardening website,” he added.
Similarly, Johnson advises businesses to avoid gay stereotyping at all costs in advertising.
Even destinations are making fundamental mistakes in their marketing, he said. He cites Las Vegas as a market leader when it comes to appealing to gay customers, with compelling marketing that emphasises its breadth of activities.
Meanwhile, WTM managing director Fiona Jeffery said the session will go much deeper than the usual stereotype ‘pink pound’ workshops that merely address “why” the industry should market to gay customers.
“This seminar explains just how the industry can do so effectively,” she said.
Training is the way to banish ignorance
OUT Now founder Ian Johnson is to unveil a groundbreaking e-learning programme at this year’s World Travel Market to help travel companies better understand gay consumers.
The computer-based lessons have been put together to improve the knowledge and understanding of frontline staff.
Details are being kept tightly under wraps, although Johnson revealed it could be used by tour operators, agencies and hotels to train workers such as waiters, agents and call centre staff.
In the last year Johnson has worked with Hilton, Lufthansa and the German National Tourist Board.
He said: “Many of the issues for staff and clients relate to comfort – how comfortable the client feels staying in a place or using a service, and how comfortable the staff are at delivering that service.
“Hopefully we can provide a level of insight for suppliers. Getting the subtle nuances right can make a big difference.”
The free seminar on marketing to the gay market is on Wednesday November 8 at North Gallery Room 6, ExCeL London. Register for free WTM admission at wtmlondon.com.