Travel operators trying to shrug off hard times are waking up to the vast potential of gay and lesbian tourism, including the new and burgeoning market for same-sex weddings and honeymoons as more countries allow gay marriage.
But industry experts warn that any businesses eyeing the pink dollar, euro, pound or yen need to be welcoming to gays while also avoiding the clichés associated with the community if they want to be taken seriously.
“The tourism industry is really opening its eyes and realising that this is a new and emerging market that they need to tap,” said Clark Massad, the European representative of the International Gay and Lesbian Travel Association (IGLTA).
“Several years ago, it was considered a niche market; now it is really being considered a segment in and of itself,” he said.
As proof, the IGLTA, which has about 2 200 business members in 87 countries, this week officially became an affiliate member of the UN World Tourism Organisation in a ceremony at Fitur’s new Pink Corner for the LGBT (Lesbian, Gay, Bisexual and Transgender) community.
“The economic impact of the LGBT traveller has become apparent in the last year, especially with the economic crisis,” said Massad.
As most are not parents, they have more disposable income, and have the added bonus that they can travel outside peak holiday periods.
Ian Johnson, the founder and chief executive of Out Now, which develops marketing strategies for targeting the gay and lesbian community, said studies by his organisation had shown that LGBT travellers accounted for 6 percent of all tourism worldwide.
But he warned that the challenge to hotels and travel destinations was to ensure that employees were properly trained to make gay guests feel comfortable. ”
“It is not about making gay guests feel any different; it is all about making them feel welcome, the same as all other guests,” Johnson said.
Massad agreed that travel operators and destinations had to study the market carefully.
“That means not just hanging a rainbow flag outside your business. The last thing you want is to fall into a situation of just using clichés, because the LGBT market will see right through that immediately.”
Johnson said marketing efforts generally started with private businesses and small tour operators. Then “government authorities take notice and usually the tourism office money tends to follow the success of one or two pioneering private tour operators in opening up these markets.”
Some operators are also widening the field to include weddings and honeymoons.
Johnson said Out Now has been working with the Vienna tourism board to help develop gay honeymoons. “The value is immense and we can only say to you it's growing,” although there is still a “lack of awareness” of the potential among operators, he said.
The rising numbers of gay parents, an issue highlighted recently by pop superstar Elton John and his partner, is also attracting interest in gay family holidays.
US actress and talk show host Rosie O'Donnell and her partner had also launched R Family Vacations, several years ago, which is aimed at families with same-sex parents. - Sapa-AFP