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  • Diversity Issues

  • Gay Marketing: How to Reach the Gay & Lesbian Travel Market

  • By Darrell Schuurman, Co-Founder, Canadian Gay & Lesbian Chamber of Commerce

  • There are three main areas to consider when reaching the gay and lesbian travel market: Promotions, Relations, and Community Involvement.

    Promotions

    As with any market, the options and opportunities for ways to promote your hotel are numerous, and the selection of the right methods is important. Deciding upon web and print advertising, the production of collateral, and participating in consumer trade shows are all elements that must be done for any niche market.

    If you're going to target the gay and lesbian travel market, you need to show that you're committed to them. This market, similar to any market, wants to know that the products and services being promoted are specific to them. You can achieve this by developing targeted collateral and advertising, using images and copy that speak directly to them. The gay and lesbian consumer is savvy, and knows when a company is just out to grab a piece of the 'pink dollar', and when the company is truly committed to the market.

    As a side note, showing you're committed also means that you must be willing to be in the marketplace for longer than 3 weeks. I would recommend nothing less than a year, but ideally a three-year commitment. You can't ...

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Hotel Business Review Diversity Issues

Jane Renton
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Coming Up In The March Online Hotel Business Review

"Hotel Business Review offers weekly articles for hotel management and operation and discussion on emerging growth markets."
Feature Focus
Hotel Human Resources: The Biggest Challenges
The economic challenges of the past four years have led many hotel companies to re-examine the ways in which they do business and how they deploy talent. In many cases, the work did not go away and fewer people were left to carry on the tasks that had previously been shared among many. As we work our way out of the recession and look forward to a healthier economic environment, there is an understanding that despite recovering business levels, we may never see the return of former staffing levels. This "new norm" of operating with leaner teams has led Human Resources professionals and people managers to look at career development and growth opportunities in a new light. The March Hotel Business Review will take a look at some of the strategies being used by successful hotel brands, and techniques human resource directors are currently exploring.
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PLUS: Mobile Technology - Attracting & Retaining Top Talent - Education - Employee Engagement - Employment Claims & Litigation - Employment Contracts - HR Management.