For the first time, a global survey is to measure the tourism industry’s attitudes and strategic approaches to the LGBT lesbian, gay, bisexual and transgender (LGBT) travel market.
The LGBT market is known to be a lucrative one – with latest LGBT2020 research data from specialist LGBT consulting firm Out Now tracking annual LGBT consumer spend of more than USD$200billion (2014: USD$202billion).
However there has never before been an industry-wide study measuring the engagement of the global tourism industry with the LGBT tourism market.
The first ‘Global LGBT Travel Industry Survey’ is being undertaken by Out Now in collaboration with long-term strategic partner World Travel Market.
World Travel Market, Senior Director, Simon Press, said: “World Travel Market has been a long-term supporter of the global development of LGBT tourism in partnership with Out Now.
“2015 is our tenth year of collaborating together and we are delighted to work on this new industry-wide initiative with Out Now to shine light onto this important part of the global travel business.”
Ian Johnson, CEO of Out Now, said the new tourism industry research is both important and timely.
“We have known for more than two decades what the metrics of LGBT travel are from the consumer side, but not from the industry’s perspective,” Johnson says. “The tourism industry has evolved dramatically in recent years with more destinations, hotels, airlines, agents, and other industry players wanting to engage with LGBT travel. What is needed though is a better understanding of how the industry views this market and what is needed by the industry to better engage with this group of travellers. We will be measuring a range of factors to gain insight as to what is driving the development of the LGBT travel segment such as key success factors, staff training, media usage, total spend, barriers to entry and future trends. This research will be an important asset for the industry and we are delighted to work with WTM to bring this new study to market.”
Data collection for the research is being undertaken by Out Now and respondents working in the tourism industry are invited to complete the 10 minute survey by visiting http://www.Welcome.LGBT.
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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MORE INFORMATION:
WTM Portfolio, Press & PR Manager Paul Nelson paul.nelson@reedexpo.co.uk
Susann Jerry, Out Now press@outnowconsulting.com
About World Travel Market
World Travel Market, the leading global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.
Almost 51,500 senior travel industry professionals, government ministers and international press, embark on ExCeL – London every November to network, negotiate and discover the latest industry opinion and trends at WTM.
WTM, now in its 36th year, is the event where the travel industry conducts and concludes its deals. WTM 2014 will facilitate £2.5 billion of travel industry contracts.
World Travel Market is part of Reed Travel Exhibition’s WTM portfolio, which also includes Arabian Travel Market, World Travel Market Latin America and World Travel Market Africa. www.wtmlondon.com
WTM Portfolio
The World Travel Market Portfolio is comprised of the leading leisure travel events in the world; World Travel Market in London, WTM Latin America in Sao Paulo, WTM Africa in Cape Town and Arabian Travel Market in Dubai.
The WTM Portfolio’s events are attended by the global travel and tourism industry’s senior executives to conduct business deals and discover the latest research, insight and opinion.
In 2014, the WTM Portfolio facilitated around $7 billion in industry deals from negotiations between the more than 15,000 buyers, 9,500 exhibitors (1,500 main stand holders and 8,000 stand sharers) in attendance of its four events.
WTM is owned by the worldʼs leading events organiser Reed Exhibitions. www.wtmworld.com
About Reed Exhibitions
Reed Exhibitions is the world’s leading events organiser, with over 500 events in 43 countries. In 2014 Reed brought together over seven million event participants from around the world generating billions of dollars in business. Today Reed events are held throughout the Americas, Europe, the Middle East, Asia Pacific and Africa and organised by 41 fully staffed offices. Reed Exhibitions serves 43 industry sectors with trade and consumer events. It is part of the RELX Group plc, a world-leading provider of information solutions for professional customers across industries.