The Big Business of LGBT Travel

SKIFT REPORT #22 2014

Lesbian, , bisexual, and travel has always existed, but recently main- stream companies have been tailoring cam- paigns to the demographic. As social and political views in the U.S. evolve and become more accepting of the LGBT community, we see businesses revamping their models to become more inclusive as well.

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Executive summary

Te , gay, bisexual, transgender (LGBT) community has never been more visible or powerful than now. With the steady progress of LGBT rights coupled with global economic recovery, the LGBT consumer is highly desirable—a “dream market” as described by Te Wall Street Journal in 1988 — due to its high discretionary income, economic resilience, confidence, and loyalty.

“Gay travel” has always existed, whether in the form of partying the night away on Mykonos or making a pilgrim- age to their namesake Lesbos. Tis travel market has grown visibly in the past 20 years, reflecting advancements in LGBT rights and so- cial acceptance, resulting in a corresponding increase in corporate marketing, communications and responsibility aimed at the LGBT demographic. Today, most players in the travel and tourism industry agree that the LGBT market is lucrative and actively court it.

LGBT travel might be booming, but marketing strategies and diver- sity awareness are still evolving at a business level. Tis report will discuss the events that helped create LGBT market awareness, the major trends in today’s market, and innovative approaches to cam- paigns and strategies that work.

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Introduction

LGBT travel is nothing new. Bob Damron’s “Address Book” of 1964 offered a guide to the gay bars and bathhouses of Texas (Damron went on to create the Damron LGBT Travel Guide, now in its 50th edition, and with men’s and women’s versions), and in the 1970s Hanns Ebensten took groups of gay men on adventure tours, rafting in the Grand Canyon, or to Carnival in Rio de Janeiro (this concept lives on in HE Travel).

Te emergence of visible and vibrant gay communities and events in cities and towns such as San Francisco, New York, Provincetown, and Key West, also helped fuel LGBT travel. In 1979 the clothing op- tional guesthouse for gay men in Key West “Island House” opened and prompted a flood of others; in the 1980s and ’90s same-sex cruises became popular—Atlantis for men, Olivia for women.

But while there have always been LGBT travelers, a consensus on the importance of the LGBT market had its watershed moment in 1993. Viewed as a pioneer in LGBT marketing today, American Air- lines’ early adoption of corporate responsibility “grew out of set- backs that initially rocked the company,” says Bob Witeck, founder and principal of Washington D.C.-based consulting firm Witeck Communications Inc. AA flight crew on a flight from Washington, D.C. to Dallas/Fort Worth requested a change of pillows and blan- kets due to the number of “activists returning from the gay march on Washington” on board. Leaked to the LGBT media, this message, which hinted at panic around HIV/AIDS, inspired protests. While American’s response included a public apology, sensitivity train- ing, and the promise of an internal investigation, there were calls for a boycott. Only months later, a passenger living with AIDS was forcibly removed from an AA flight after he attempted to administer medication via an intravenous drip. Te protests against American grew to the threat of an international boycott.

American consulted Witeck, an expert in the field of LGBT market- ing and communications, and action was taken to prove that Amer- ican recognized and welcomed its LGBT customers. “Word spread within the gay community that American was serious about making changes to be a better company for customers and employees who

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are LGBT as well as people living with HIV/AIDS,” recalls Witeck. Tese actions included the creation of a gay-identified sales and marketing team to handle incoming gay travel requests and to promote American Airlines at LGBT community events; the inclu- sion of and in American’s non- policies; domestic partner and transgender health benefits; joining IGLTA; reaching out to top LGBT organizations to serve as exclusive airline sponsor. American is the only airline to have earned a 100% score every year since 2002 on the HRC Cor- porate Equality Index, and today, many other corporations aim to reach this standard of LGBT corporate responsibility.

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Table of contents

Executive Summary 3

About Skift Introduction 4 Skift is a travel intel- ligence company that ofers news, data, and Economic value of LGBT consumers 7 services to professionals in travel and professional travelers, to help them The LGBT traveler today 8 make smart decisions Gay men 8 about travel. Gay women 10 Skift is the business of travel. Bi-Sexual and Transgendered Travel 11

Why Age Matters 12 Baby Boomers 12 X, Y and Millennials 12

Current Travel Trends 13 Weddings & Honeymoons 13 Family Travel 13 National & International Event Travel 14 Voluntourism 14 Pets 14

Brand Preference 15 Case Study: Marriott “Love Travels” 15

Trusted Media 16 Case Study: Man About World 16

Marketing to LGBT travelers 17 Case Study #1: Visit Sweden/Gay & Lesbian Stockholm 17 Case Study #2: Montreal, Canada 18 Case Study #3: Olivia Cruises & Resorts 18

Best practices for travel 20

About Skift 21

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Economic value of LGBT consumers

Source: www.rfamilyvacations.com

According to Witeck Communica- During the 2007-2009 global tions, U.S. LGBT buying power is economic crisis the LGBT market estimated at $830 billion in 2013, remained resilient, spending on up from $740 billion in 2012. Thom- leisure travel, and remaining opti- as E. Roth, president of Community mistic about the economic future. Marketing & Insights (CMI), a San The LGBT Financial Experience, Francisco-based consultancy frm a 2012-13 report conducted by for travel industry leaders including Prudential, found that the median Hyatt, Kimpton, and the Las Vegas household income of was Convention & Visitors Authority $61,500 compared with $50,000 for points to one fgure as a “standard the average American household. in the industry”—and it’s pretty im- According to the report, travel was pressive. “According to the US De- a top item in LGBT spending. CMI’s partment of Commerce, the travel 18th Annual LGBT Travel Survey industry generated more than $2 of 2013 reported that gay men and trillion in economic output in 2012. lesbians took an average of seven “Based on this data and CMI sample leisure trips per year, and with demographics, we estimate that nearly 40% of LGBTs taking a vaca- the annual economic impact of tion of fve nights or more in the LGBT travelers is over $100 billion past year, travel is clearly a priority, per year in the U.S. alone,” says even over other purchases such as Roth. a computer devices or cars.

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The LGBT Traveler Today

Source: Tourisme Montréal, Queerof the Year contest

Despite the gradual mainstream- ing of LGBT communities and TOP U.S. LEISURE DESTINATIONS identities, the LGBT traveler has FOR GAY MEN specifc needs and wants that set DESTINATION % VISITED 23% them apart from heterosexuals. San Francisco 18% Gay men and lesbians travel more Chicago 18% frequently than their heterosexual Last Vegas 18% LA/West Hollywood 15% counterparts; as John Tanzella, Washington D.C. president and CEO of of IGLTA told Ft. Lauderdale/ Wilton Manors 15% the New York Times in May 2014, Palm Springs 13% 6 to 8 percent of overall American Orlando 10-11% tourism spending (according to San Diego 10-11% Boston 10-11% Department of Commerce fgures) / 10-11% is L.G.B.T. spending.” SOURCE: CMI’s 18th Annual LGBT Travel Survey Report

LGBTs are attracted to urban and TOP U.S. DESTINATIONS FOR cosmopolitan destinations such LESBIANS as New York City, Chicago, San DESTINATION % VISITED Francisco, Las Vegas, and Los New York City 15% Angeles/West Hollywood—the top San Francisco 15% Las Vegas 13-14% domestic destinations according Chicago 13-14% to CMI. Fort Lauderdale, however, LA/West Hollywood 11-12% specifcally Wilton Manors, , Washington D.C. 10% Boston 8-9% a beachside location with a visible San Diego 8-9% LGBT community out-ranks Mi- Orlando 8-9% Seattle 8-9% ami/South Beach as a destination SOURCE: CMI’s 18th Annual LGBT Travel Survey because of the concerted LGBT Report outreach through its “Hello Sunny” campaign.

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TOP INTERNATIONAL tural attractions, has high service DESTINATIONS FOR LGBT TRAVELERS expectations, and tends to be an DESTINATION % VISITED “urban core” traveler. According Canada 13% England 7% to the CMI report, when choos- France 7% ing a , high-end design is Mexico 7% more important to gay men than 6% 5% to women, and upscale cruises 5% are popular. In media aimed at Montreal, Canada 5% Toronto, Canada 5% gay men, especially in imagery, Vancouver, Canada 5% clothing optional properties and SOURCE: CMI’s 18th Annual LGBT Travel Survey settings are also attractive—the Report “heterofriendly.”

Axel in , , Las Vegas, Nevada, also ranks and Maspalomas have an almost highly amongst LGBTs because legendary status among gay men of marketing which features the due to an image-driven brand that tagline “Everyone’s welcome, even emphasizes this. All-male get- straight people.” Internationally, aways have been popular since the Canada, England, France, Mexico dawn of gay travel and continue and Spain rank highly in the CMI re- today, fueled by and port possibly because these coun- dating apps. Listed on the IGLTA tries have forms of relationship website for August 2014 was a recognition for LGBTs. And Mon- two-week Nude Gay Sailing Cruise treal and Toronto have launched to Croatia by the Dutch company, sophisticated and concerted Gay Sail. “Two 50 feet sailing outreach programs targeting LGBT yachts, 20 nude gay boys and m[e] travelers. n!” Another listing for a Gentle- men Only Party Event in Santorini In one sense, the LGBT traveler promised a clothing optional pool sounds like all travelers: rest and along with sunsets. Island House relaxation is the main motiva- For Men, Key West’s largest gay tor for most LGBT vacations, and men’s guesthouse, has built its both men and women favor beach client base around its “private escapes and warm climates. How- clothing-optional compound with ever, LGBTs are also motivated to pool, sundecks, poolside cafe & travel for Pride, prefer forward- bar, gym (both free weights & thinking, progressive destinations, machines), sauna, steam room, seek out mid-range hotels with indoor & outdoor jacuzzis, and free Wi-Fi and good amenities, erotic video room.” and tend to avoid organized tour groups. These distinctions increase But it’s not all about sex. Gay men across age and gender. are increasingly interested in experiential and authentic travel, Gay Men says Ed Salvato, editor-in-chief of digital magazine ManAboutWorld. The gay male traveler—even when “Quirky local events, like the gay traveling with a partner—is open to matchmaking festival in Lisdoon- meeting other men, seeks out cul- varna, Ireland we write about in

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than women in the general population, and their overall household income is Source: on par with gay men because the ma- http://escollectionamsterdam.com/web/ jority live in a dual-income household.” [Prudential]

Lesbians are more likely to be adven- ture travelers and seek out travel of the beaten path. The lesbian-owned travel companies Pink Iceland, which specializes in soft adventure tours of Iceland, and the lesbian-owned and nature-centric Ecocircuitous in our current issue; gay travelers are Panama, Wild Rainbow African Safaris seeking out these experiences in in South Africa and Brazil Ecojourneys record numbers.” Luxury and cu- are a few such examples. Lesbians are rated international travel is also of more likely to consider accommoda- interest, with websites such as tion alternatives to hotels, such as TravelAlt.com and HautesVacanc- apartment rentals, home exchange, es.com catering to the upscale gay and even house sitting (Globetrotter- consumer. girls.com and Housesittingworld.com are lesbian-owned websites). They’re Gay Women also more likely to self-cater, live like a local, and give back to local communi- Lesbians tend to travel in couples ties through carbon ofset or charities. (according to Curve magazine’s “We get gay guys and women doing our reader survey, a majority of gay tours but normally the lesbians are the women are in relationships), and ones that ask the questions about our they are more likely to travel for ‘green’ credentials and how sustainable romance, not surprising given that our tours are,” says Marta Dalla Chiesa, 65% of same-sex couples lesbian owner/operator of Brazil Eco- went on a honeymoon last year journeys. compared to 49% of gay male cou- ples [CMI]. They seek out seclu- sion, nature, and soft adventure. Safety and value for money are top priorities.

While some marketers believe that the lesbian market is too defned by budget conscious- ness, the Prudential report indicates that lesbians actually slightly outspend gay men on travel (53% vs. 52%). “While the media typically focuses on the buying power of gay male couples, the study indicates that

lesbians are also a signifcant Source: American Airlines, economic force. Lesbians have a higher median individual income

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munity is not Bi-Sexual and Transgendered Travel yet established. “Due to the lack of The other two groups in the LGBT visibility for transgender-run busi- community are harder to identify as nesses, this program is open to trans- consumer profles. Bisexuals are less gender-owned/operated businesses readable in public, since they are read anywhere in the world,” ran the post, as either gay or straight depending and encouraged businesses espe- upon the partner they are traveling cially in Central and South America, with, and are serviced accordingly. Asia, the Eastern Bloc, Africa and the Trans and gender Middle East to apply. nonconforming travelers have special needs when they travel depending on their , which may Mixed Travel or may not match their government- issued As the LGBT community wins the identifcation. same rights and acceptance as het- erosexuals, mixing socially is more To this extent, sensitivity training of common. LGBT weddings, honey- airline and TSA personnel is necessary. moons and family travel are increas- Travel businesses specifcally cater- ing. Some straight clientele even ing to trans travelers are few, although follow the gays market as an infu- Dynamic Travel & Cruises, established encer market, preferring the upscale 30 years ago by a transgender travel aesthetic of gay favorites such as the agent, recently advertised a cruise W Hotel. The Out NYC is New York on the IGLTA website. The IGLTA City’s frst “straight friendly” urban has itself attempted outreach to the resort, and in other such hip and ur- trans community mostly through its ban core environments as Barcelona nonproft foundation, which recently or Las Vegas, where the gay travel- ofered drastically reduced member- ler will not be placated by the image ship rates to assist small LGBT-owned of the humble rainbow fag, “straight travel businesses in emerging markets friendly” is becoming an appealing where the infrastructure for this com- tagline.

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Why Age Matters

Source: visitlasvegas.com/gaytravel

As with other travelers, the needs days, and traveling with small to and preferences of LGBT travelers medium sized groups of friends and difer according to age and stage in family—often footing the bill.” life. X, Y and Millennials Baby Boomers According to the Boston Consulting According to the CMI report, older Group, 16-34 year olds are more LGBTs are warm weather travel- likely to travel internationally, use ers and older gay men are likely to low-cost carriers and less likely to stay LGBT-dedicated properties use loyalty programs. According to and guesthouses. Some older gay CMI, younger LGBTs are motivated men are more likely to vacation to travel by friends, entertainment with lesbian friends of a similar age, and LGBT nightlife. They are more since nightclubbing and meeting likely than older LGBTs to describe other men are no longer priori- themselves as budget, urban, ad- ties. “A very important segment venture travelers, and more likely to is the aging LGBT traveler,” says use mobile devices for planning and co-founder of R Family Vacations, during trips. Gregg Kaminsky. “I still love disco music, but I might not be on the Despite the mainstreaming of the dance foor all night with my shirt LGBT community, Millennials still of anymore. Stick me in a piano need niche, bespoke or consulting bar with show tunes and cocktails services to cater to their specifc and I’m a happy gay man.” Salvato consumer profle and tastes. “We agrees, “the over-50 gay traveler are looking at diversifying to in- is part of a frst-ever generation of clude women-only groups, out, gay-identifed travelers, with because younger lesbians, specially the money and time for extensive in Europe, seem to prefer that,” travel. This diverse market includes says Marta Dalla Chiesa of Brazil guys celebrating milestone birth- Ecojourneys.

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Current Travel Trends

Source: www.rfamilyvacations.com

The LGBT consumer market is an “Same-sex couples will become “infuencer” market and an early more ambitious in selecting hon- adopter of new trends. Add to this eymoon locations as well, con- the rapid progress in equal rights sidering nuptials in other parts of for LGBTs and numerous trends the world,” says Witeck. “With the are apparent. merger between American Airlines and US Airways, the airline will Weddings & Honeymoons probably reach more of the world than ever before, and perhaps The Williams Institute has found more than any other airline.” that there is a substantial impact on a state’s economy tied to its law Family Travel regarding gay marriage. Massa- chusetts gained $111 million over While lesbians have children more the frst four years after same-sex than gay men, there is also “much marriage was made legal. One year pent-up desire to have and raise after New York passed the Mar- families, particularly among gay riage Equality Act, “gay marriage men for the frst time,” says Wi- generated $259 million in economic teck, “so the options for family- impact in New York City alone,” friendly travel will be growing too.” noted ThinkProgress. According to CMI, the majority of LGBT parents are motivated by States with marriage equality such child-friendly over LGBT-friendly as Washington are aggressively destinations and hotels. Orlando, targeting the LGBT traveler. The FL. has its own LGBT Convention “Marry Me in Seattle” & Visitors Bureau and launched the campaign invites couples to enter inaugural Family Outfest in 2014. sweepstakes to marry with openly “There are certainly many more gay Seattle Mayor Ed Murray as LGBT families so the market size wedding ofciant, and ofers the has certainly increased,” says Ka- services of 50 local companies. minsky. “We provide an important

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experience to LGBT families— PRIDE EVENTS BY MONTH the ability to spend quality time with families just like theirs.” And DESTINATION MONTH because family trumps gay iden- Cape Town February EuroSki March tity, R Family ofers “something Phuket March for everyone” including diferent Miami April price points, vacations on land and Tokyo April Cyprus May sea, weekend getaways, summer Sao Paulo May camps, and trips for gay parents Los Angeles June with adult kids, gay empty nesters, Honolulu June or gay adults with no kids. “We cer- Philadelphia June Tel Aviv June tainly see in the future gay grand- London June parent vacations, so stay tuned!” Berlin June Zagreb June National & International Event New York June San Francisco June Travel Paris June Cologne July LGBTs travel for community-build- Stockholm July Amsterdam July ing events such as and Vancouver July circuit parties and LGBT fundrais- Antwerp August ers such as White Party, Lazarus, Reykjavik August Aquagirl. Politically signifcant Montreal August Copenhagen August events such as the Gay Games, Tallinn August World Pride, EuroPride, or Prides Taiwan September in regions where LGBT equality is emerging (for example, Prague, Jo- hannesburg, Phuket, Curacao) may also inspire travel. International week-long work vacations. music festivals aimed at LGBTs are Fromhousestohomes.org, also growing in popularity, includ- based in Guatemala, also ing events in Bangkok, Barcelona, ofers a satisfying working Hamburg, Istanbul, Mallorca, and vacations building houses for Taipei. “LGBT travel is booming, underprivileged locals, and is a that’s clear, and we are witnessing favorite of CMI’s Tom Roth. a surge in welcoming campaigns and policies from many parts of the Pets world, particularly in Latin America and throughout Europe, even some Many gays and lesbians who do parts of Asia,” says Witeck. not have children own pets and spend a considerable amount Voluntourism of resources on them. Lesbi- ans outspend gay men on pets Do-gooding while on vacation is but both men and women like also popular with LGBTs. Global to travel with their animals Volunteers has an international and seek out pet-friendly and LGBT program that sends hard- gay-friendly hotels such as working and non-tourist-minded Kimpton. LGBTs to assist communities on

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Brand Preference

Source:: http://www.sunny.org/lgbt/

70% of LGBTs would pay largest-ever diversity campaign for for a product from a company that the LGBT demographic (according supports the LGBT community and to mediapost.com). The campaign, 78% would switch brands to compa- which played on the zeitgeist of nies that are known as LGBT friendly, “love is love” utilized portraits by according to OutThink Partners. To photographer Braden Summers of this extent, brand preference and well-known LGBT Americans and loyalty is strong among LGBT travel- regular LGBT couples to convey a ers. CMI survey respondents were message of identity, Pride, love, ac- able to positively recall fve leading ceptance, and belonging—at home hotel brands that had been efective and away. in reaching out to the LGBT commu- nity: Hilton, Marriott, Kimpton, W and Key to the campaign were images of Hyatt chains. out professional basketball player Jason Collins, and Geena Rocero, a Case Study: Marriott transgender Filipina model, advo- “Love Travels” cate and public speaker. The images were displayed Marriott buildings in Launched just in time for wedding Washington DC, San Francisco and season, June through Novem- New York, as well as in display ads ber 2014, Marriott International’s and on the microsite #LoveTravels campaign was the Marriott.com/gaytravel.

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Trusted Media

Source: http://www.manaboutworld.com/

While mainstream media, most re- recommendations for gay men who cently The New York Times, occa- love to travel,” says Salvato. From sionally tackles the subject of LGBT the same founder as landmark travel travel, LGBT media is still the most magazine Out Traveler, it aims for trusted source of travel information savvy, inspired and opinionated for LGBT travelers. According to the editorial, but with a modern digital- CMI report, a majority of both gay native, immersive platform, featur- men and women respond to LGBT ing live links, embedded audio, video websites, and feature articles in and HTML. “In two years, we’ve LGBT print magazines—even over been downloaded onto 25,000 travel guidebooks. While older LGBTs tablets—and we gain 1,000 new are inuenced by print, younger LG- downloads a month,” says Salvato. BTs are inuenced by new media such ManAboutWorld has a contributor as travel blogs, as well as social tech network of more than 75 “travel ex- like Facebook, Twitter, Instagram, perts—kind of a ‘who’s who’ of gay Foursquare and Snapchat. travel. They are our eyes and ears around the world, sending us their Case Study: Man About World new discoveries and keeping our travel guides up to date.” In addition A magazine developed exclusively to 10 issues per year, ManAbout- for iPad and Android tablets, Man- World ofers guides as separate AboutWorld provides broad inspira- downloadable e-books. tion and highly curated

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Marketing to LGBT Travelers

Source: Stockholm Gay & Lesbian Guide

Creating authentic campaigns to sia has not been a direct factor in attract the LGBT traveler involves prompting Sweden to market to more than display ads festooned in LGBT travellers, it has provided rainbow colors. Since LGBTs are not inspiration. Last year’s #gowest a homogenous consumer group, the campaign initiated by Stockholm following case studies are illustrative Pride invited Russian LGBTs to of successful strategies and Sweden, and a video initiative dur- techniques. ing the Olympic Games in Sochi had the Stockholm Stadium flled Case Study #1: Visit Sweden/Gay with LGBT community, family and & Lesbian Stockholm friends singing the Russian anthem. “Diversity, Openness and Respect While Sweden’s image is already are important values for welcoming that of a tolerant and welcoming destinations and are core values for city to LGBTs, its DMOs had an ob- Stockholm and Sweden,” says jective to elevate it to a world-class Guggenberger. destination for LGBTs. Stockholm Gay & Lesbian Network (SGLN), Visit Sweden and Gay & Lesbian founded in 2005 as a project within Stockholm specifcally target les- Stockholm Visitors Board, the of- bian travelers. “In our marketing fcial marketing organization of strategy and Gay Guide we have al- Stockholm and owned by the city, ways included both gay and lesbian. had the objective “to make Stock- However, with input from our lesbi- holm a preferred destination for gay an media visits, attending seminars, and lesbian travellers,” says Christi- and taking part in and learning from na Guggenberger, Project Manager surveys, we realized that it is very Stockholm Gay & Lesbian Network important to communicate with at Stockholm Visitors Board, Meet- the lesbian community. In 2010 we ings & Conventions. pinpointed the key persons within lesbian business in Stockholm to get While the political situation in Rus- them to participate in our network.

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We produce a lesbian destination guide, target relevant sales chan- nels and media, and have done lesbian specifc campaigns. Today our Stockholm Lesbian Guide is our most visited page on our blog gaylesbian.visitstockholm.com.” Source: Olivia Lesbian Travel

Case Study #2: Montreal, Canada opments in online media and Tourisme Montreal was a pioneer inventing campaigns that lived in the LGBT marketplace with in- virally, such as the international, on- novative initiatives to attract the line of the Year competition LGBT traveler. “In 1994, Montreal, for three summers via Facebook Key West and Provincetown were from 2010-2012. “Nothing like that basically the only destinations with had ever been seen before,” says a specifc marketing outreach aimed Churchmuch. “Last year Tourisme at the LGBT market,” says Tanya Montreal was the frst destination to Churchmuch, a PR consultant who include a transgendered individual supervised Tourisme Montreal’s (Carmen Carrera) as part of our Do LGBT outreach. “By being one of the Your Thing LGBT YouTube cam- frst out of the gate we were able to paign. This year, we partnered with solidify our presence early on, which Logo to create a 6-part web series is especially important today seeing called Montreal Boy, as a way to ap- as there is so much global competi- proach the younger LGBT market. tion by destinations for the LGBT We use the word ‘queer’ in much market. Montreal is known world- of what we do—a risky move that wide as a welcoming and exciting no other North American DMO has destination for the LGBT done, but it paid of for us.” community.” The payof is considerable: around Key to their success was “authen- 6-8% of visitors to Montreal self- ticity” and keeping up with new identify as LGBT, but their spend marketing strategies. “When mar- represents about 11-12% of tour- keting to the LGBT community, it is ists overall, says Churchmuch. so very important to show that you “That is a huge proportion for a so- are not simply ‘’,” says called small, niche group.” Churchmuch, who points out that Tourisme Montreal was public about Case Study #3: Olivia Cruises & its support of the LGBT community, Resorts incorporating it within its greater overall marketing conversation. Olivia president Judy Dlugacz “You’ll fnd Montreal’s clearly believes in the necessity for included on the general tourist map lesbian-exclusive travel. Since 1990, that is given to every single tourist when she founded the world’s best who comes to the city. It’s a great known cruise company for lesbians neighborhood, and everybody the demand for lesbian-exclusive should know about it.” travel has increased. “For example, in 2013, we grew 40% and we con- Also key was keeping up with devel- tinue to see tremendous potential

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from the international market as like safaris, cruises through the well as the U.S. market.” The appeal Galapagos Islands and polar bear of the brand lies in its product, but expeditions. We’ve done cruise/ also the marketing, which depicts land trips to China, Vietnam and couples and groups of women of Cambodia. And our luxury cruises varying age, ethnic background, go to Tahiti, South America, the body type and gender expression, Mediterranean and much more.” relaxing against tropical backdrops. The imagery appeals to the Afordability is also key to the lesbian demand for inclusiveness, lesbian traveler—Olivia ofers pay- and safety. ment plans; plus exclusivity mat- ters to women who live and work “We are seeing a greater number of in predominantly heterosexually- women wanting safe, secure ways oriented professions and states to see more of the world so we have with no anti-discrimination pro- expanded our oferings and types of tection. “There is nowhere else trips to include large cruises to Aus- where you can be in the majority, tralia, Alaska, Mexican Riviera, and because we charter the entire ship the Caribbean. Our mid-size ships and resort for our guests and bring and riverboats have taken women amazing talent and redesign the to incredible destinations in Europe, programming for our guests. We the British Isles and Greece. We make traveling carefree and the joy have resorts in the Caribbean and it should be.” Mexico. We do small adventure trips

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Best practices for travel brands

While most in the travel trade want the lucrative “pink dollar,” “authenticity” is the buzzword circulating that enables brands to avoid “pinkwashing,” or disingenuous marketing that aims at attracting the gay dollar without understanding the consumer behind it. In the past two dec- ades, LGBT marketing and consultancy firms have reached out to corpora- tions and businesses to assist them in this process, to build a relationship with LGBT consumers, and extend an authentic invitation to them.

“Travel brands seeking to engage LGBT consumers need to build a relation- ship with those consumers and make an authentic invitation to them to experience their product or service,” says Stephan A. Roth, principal of Out- Tink Partners. “A booth at the local Pride festival one day out of the year or a rainbow flag on your website is not enough.”

Roth’s recommendations include: • Show LGBT travelers that you understand their needs • Support organizations that are important to the community • Customize products and services to meet the needs of LGBT travelers

“At the end of the day, perhaps the most important way to build a rela- tionship with LGBT consumers is still through the product. As long as the product is excellent and LGBT customers feel valued and respected they will continue to bring their business back. I have a gay friend who’s an attorney and active on the boards of several LGBT non-profits. He recently flew a major U.S. airline and had a terrible experience with a flight atten- dant who disapproved of his ‘gay lifestyle’ and berated him for traveling to another city to attend Pride there. You can imagine that he won’t be flying with them again anytime soon!”

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About Skift

Skift is a business information company focused on travel intelligence and offers news, data, and services to professionals in travel and professional travelers, to help them make smart decisions about travel.

Founded in 2012 by media entrepreneur Rafat Ali, Skift is based in New York City and backed by Lerer Ventures, Advancit Capital and other marquee media-tech investors.

Connect with Skift

For any comments or questions, email us: [email protected].

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