Why It's Important to Consider and Understand the LGBT Travel Market
By Darrell Schuurman Co-Founder, Canadian Gay & Lesbian Chamber of Commerce | August 17, 2014
Competition is continually growing. But we're not only competing with the new hotel down the street; we're competing on a global scale with properties in destinations that are actively and aggressively trying to capture a larger share of the travel market.
Hotel operators need to constantly be looking at opportunities to drive new business and increase the number of room nights sold. Often these opportunities are focused geographically. For example, many local CVBs and DMOs are working with the hotel industry to invest resources and energies into the emerging markets, such as China and Brazil.
But new markets are not restricted to geography. We know that segmentation can happen by a variety of demographic and psycho-graphic methods. We need to look outside of the typical market segments to find new ways to grow business.
Why Consider the LGBT Market?
The LGBT (lesbian, gay, bisexual, transgender) market is one segment that several hotel operators have begun to look at for a variety of reasons. Research has shown that the LGBT market has a host of qualities that make it an extremely appealing customer base: