Measuring industry attitudes towards the LGBT market

Measuring industry attitudes towards the LGBT market

The LGBT market is recognised as a lucrative one – with latest LGBT2020 research data from specialist LGBT consulting firm Out Now tracking annual LGBT consumer tourism spend which exceeded USD$200billion (2014: USD$202billion).

But until now, there has never been an industry-wide study to measure the engagement of the global tourism industry with the LGBT tourism market.

WTM is now addressing this by working with Out Now to deliver a global survey that will measure the industry’s attitudes and strategic approaches to the lesbian, gay, bisexual and transgender (LGBT) travel market.

This new research project is now underway and is called the ‘Global LGBT Travel Industry Survey’. The research covers a broad range of areas – including looking at key reasons why some businesses target this market, as well as why others may decide not to.

The study considers what respondents think about the topic in general as well as allowing for individual input about the opportunities – and barriers – which can form part of a strategic decision on whether to develop a targeted LGBT tourism marketing approach.

This new research study forms part of the ongoing successful relationship between WTM and Out Now – which is now ten years strong.

The relationship has seen both organisations consistently leading the travel industry through a range of initiatives, including:

implementing innovative research, delivering a large number of education initiatives as well as providing dedicated exhibitor opportunities at the annual ONBC Out Now Business Class LGBT Village, which has been held successfully in London for the past four years, as well as in WTM Latin America.

The new survey is designed to be taken by anyone working in the travel industry – whether they have targeted LGBT travel directly as a market segment or not. Responses are confidential, meaning they are not linked to any individual’s identity.

Surveys can be completed anonymously, and there are also some optional ‘goodies’ available for those completing the survey online, including free online staff trainings for hotel staff and complimentary memberships in the ONBC Out Now Business Class online network for travel industry members. These benefits are for those respondents who wish to take advantage of them, as well as the opportunity to enjoy discounted access to this year’s ONBC LGBT Village at WTM in London.

On average, the survey takes 5 – 7 minutes to complete and can be undertaken now by visiting www.Welcome.LGBT.

We hope you can spare this small amount of your time to share your views on this market sector so can better understand how the LGBT market and the global travel industry intersect.

Findings from this first ‘Global LGBT Travel Industry Survey’ will be analysed and presented in the seminar programme during World Travel Market in London this November as part of the ‘Welcome.LGBT Tourism Marketing Masterclass’ by Out Now.

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Ian Johnson, Principal Consultant of Out Now and Significant Others Consulting, has almost a quarter century of experience in creating leading-edge market leadership in LGBT insights and global business strategies. After graduating from the University of New South Wales, Sydney, Australia in 1988 with degrees in Law (LLB) and Commerce (BCom (marketing)) Ian Johnson worked with Citibank and two leading law firms in Australia. Following the delivery of successful outcomes for project-based marketing clients, Ian established Significant Others in Sydney in 1992. Ian Johnson has established an unrivalled level of experience in developing effective gay and lesbian marketing approaches that work. He set up what is now the world's longest established gay marketing program. Ian's experience sees him in high demand for client consultation and speaking engagements. Leading-edge work includes ground-breaking tourism campaigns, research studies and communications initiatives aimed at LGBT people for leading organisations such as visitBerlin, Lloyds Banking Group, Barclaycard, German National Tourist Office, VisitMexico and VisitBritain.

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