World Travel Market (WTM) is to ask gay and lesbian holidaymakers how they want the travel industry to market to them.
The gay and lesbian (G&L) customer panel forms part of the Gay Marketing Master-class seminar, organised and hosted by G&L marketing consultancy Out Now, and is the first time the industry has sought the views of G&L customers at a trade event.
The G&L market is growing in importance during the worldwide financial downturn, as it’s more resilient during these tough economic times than the heterosexual market.
US research shows that, while many heterosexual travellers are planning to cut back on their travel spend, more than half of gay consumers (55%) plan to spend as much on travel this year as they did in 2008*, while 7% are looking to spend more in 2009 than last year*.
Out Now Founder and Chief Executive Ian Johnson, who is chairing the 90-minute masterclass, said: “The travel industry can struggle when it comes to marketing to the G&L community.
“The G&L market is even more important to the travel industry than it ever was before, as it has a more resilient appetite for travel, meaning the industry cannot afford to get its G&L marketing strategy wrong.
“Gay customers really are the greatest experts of all when it comes to designing gay marketing strategies that work. That’s why this year Out Now is bringing the opinions of gay travellers into the discussion at WTM,” Johnson added.
“In hearing their opinions, discovering relevant motivators and unlocking the key travel concerns of gay and lesbians customers themselves during this innovative seminar, those attending will discover a wealth of practical information able to be profitably applied to the development of their own lesbian and gay marketing strategies during 2010 and beyond.”
* Source: Witeck Combs/Harris Interactive