Resort owners are turning to Hoseasons to help attract LGBT travellers and boost off-peak sales.
The domestic operator claims its commitment to diversity and inclusion is translating into more luxury lodge bookings from LGBT customers.
Almost a quarter of resorts in the self-catering specialist’s boutique Autograph Lodge Holiday Collection report a rise in the number of LGBT couples at their locations over the last 12 months.
Hoseasons’ recent LGBT-focused marketing activity, including above-the-line press ads, sponsored social media ads, a dedicated landing page on the company’s website and a strategic partnership with Gay Star News, was prompted by resort owners asking for help to attract the LGBT market and boost out of season sales, according to the operator.
The company last week revealed that demand from millennials had helped it achieve a seventh consecutive record summer, with peak period web bookings from customers aged between 25 and 34 rising 14% year-on-year.
A 9% increase in breaks taken by couples and groups was also recorded over the summer, as well as an 8% increase in breaks taken across the company’s entire portfolio of luxury lodges, parks, cottages and boating breaks.
Sales through third parties, including agents, were up 20%.
A number of factors have contributed to the increase, not least a recognition among the LGBT community that the company is fully committed to its diversity and inclusion agenda, and not just chasing the pink pound, according to Simon Altham, managing director of revenue at Hoseasons’ owner Wyndham Vacations Rentals UK.
He said: “There’s no doubt that our LGBT-specific advertising campaigns showing couples enjoying our hot tub breaks have helped to raise awareness and drive bookings over the last 12 months, but it’s not just about tweaking our ads.
“We’ve made great strides over the last few years to embed diversity across all areas of the Hoseasons business, both internally and externally, and we want to make sure all of our customers receive the very best service.”