This unique introductory resource provides a broad foundation of knowledge on the gay and lesbian market segment. Topics and themes are illustrated by interviewing the top professionals in gay travel and gay media who share their experience, tips for success and future predictions. Packed with best case examples and practices of existing gay tourism initiatives and campaigns, this engaging text provides analysis and context that addresses some of the burning questions in this area, including the potential negative consumer and stakeholder reaction, and strategies to educate the local hospitality community.
Table of Contents
Chapter 1 The rise in gay and lesbian tourism, nothing short of historic; Chapter 2 Terminology; Chapter 3 The economic power of gay tourism; Chapter 4 Building stakeholder support; Chapter 5 Best practices in gay and lesbian tourism marketing; Chapter 6 How do you know if you are gay-friendly?; Chapter 7 International, group, meeting and convention and corporate; Chapter 8 Gay sports; Chapter 9 The future;
“If you are even thinking of navigating the ever-growing gay travel market, Guaracino’s book is your must-have marketing roadmap. Gay and Lesbian Tourism is chockablock with actionable advice from the pioneers in gay travel, who will help you avoid all-too-common pitfalls and position your gay tourism campaign for success.”
Ed Salvato, Editor in Chief, The Out Traveler
Corporate Director, Travel Media at Planet Out Inc.
“We applaud Jeff Guaracino and his efforts to provide companies news to the GLBT market with a guide for market success. In 2006, we were able to track well over $5 million in business from the gay and lesbian community, and we know that number is much higher if you count community members that have not yet identified themsevles through our customer loyalty programs.”
Michael Depatie & Niki Leondakis, Kimpton Hotels and Restaurants
“Marketers must not forget that people want to be invited. For gay and lesbian travelers who aren’t sure if they are going to be welcomed for who they are, an invitation is definitely needed.”
Meryl Levitz, President and CEO, Greater Philadelphia Tourism Marketing Corporation
“Gay and lesbian tourism is a global business and the competition is growing rapidly for GLBT meetings, conventions, sporting competitions and leisure visitors. Investing in a smart marketing program can enhance your image in the world marketplace and give your destination an advantage.”
Honourable Charles Lapointe, President and CEO, Tourisme Montréal, Chairperson of the CTC Board of Directors
Gay and lesbian consumers comprise a powerful emerging segment that serious travel marketers cannot ignore. Central to our success in marketing to gay and lesbian travelers has been a core belief that policies of fairness and inclusion must be consistent, both inside and outside our company. Jeff Guaracino’s new book underscores that effective marketers know their promise is hollow if workplace policies are not fair for LGBT employees.
Dan Garton, Executive Vice President-Marketing, American Airlines