THE BRITISH Tourist Authority has called on UKsuppliers to capitalise on the lucrative overseas gay market during an event in London.
The third Gay and Lesbian Travel Exchange, held at the New Connaught Rooms, featured presentations on the US and German markets. Around 25 UK hoteliers, ground handlers and attractions, including Madame Tussaud’s, Global Tickets and London hotel chain Red Carnation, attended the event.
BTA’s Los Angeles office manager Louise Bryce said suppliers were told about the demographics of the market, its potential, how to reach it, how to compete in it and what its commercial partners were doing in the US.
“We want to raise the awareness of the UK trade as to the potential of the gay and lesbian market and provide specific information on how to target it,” she said.
Bryce, who is project manager for the BTA’s gay marketing campaigns in the US, said there was tremendous potential to increase the market.
Consumer research has shown American gays take on average four or five overseas trips a year, while other US travellers take on average one long-haul trip every two years, she said.
The US gay market, which is estimated at 18m people, has an average disposable income per household that exceeds the national average by 70%.
The London travel exchange was also attended by 35 travel agents from the US and two from Germany. They were shown presentations about five UK cities – London, Manchester, Brighton, Glasgow and Edinburgh.
Meanwhile, the BTA has launched a second edition of its brochure ‘Britain: You Don’t Know the Half of It’, which details gay friendly accommodation and attractions throughout the UK.