By Tom Roth

Most leading travel marketing executives have been reading or hearing about the opportunities presented by reaching out to the gay and lesbian community. But many are still wondering how to do it. This demographic review, and the marketing tips that follow, are meant to offer a few steps in the right direction.

The Market
Community Marketing's own annual market research since 1994 validates other studies, but also adds many significant insights: The gay market has more disposable income, and has a propensity for travel. There is a trend toward more diversified travel experiences, and thisÐcombined with discretionary income and a greater variety of optionsÐputs the "gay market" in a league of its own.

Based on national population figures, the American gay and lesbian community represents a US $47.3 billion travel market, or about 10% of the U.S. travel industry. But based on the results of our surveys, it represents an even larger percentage of the overall travel market in terms of actual gay and lesbian dollars invested in travel.

Opportunities for Government Tourism Boards & CVBs
The CVBs of Miami Beach, Key West, West Hollywood and San Francisco are reaching out to the gay market for groups and conventions. Perhaps this could be expected, but so are Philadelphia, Washington, D.C. and Minneapolis. The British Tourist Authority and the Australia Tourism Commission have participated in the advertising efforts of gay tour operators. The government tourism boards of France, Germany, Holland, Belgium, Canada, Puerto Rico and California exhibit at the International Gay & Lesbian World Travel Expo.

Tourism Québec has stepped forth to sponsor an ongoing "Visit Gay-Friendly Quebec" campaign to increase gay and lesbian arrivals to the province. This comprehensive promotion also involves the sponsorship of Air Canada and VIA Rail, as well as the participation of the tourist offices of Montréal and Québec City.

Why would all of these destinations encourage gay tourism? Because of the economically strong demographic profile of the gay community, but also because these governments want to encourage the rising popularity of their destinations among gay travelers, and recognize the potential of increasing gay tourism market share through the implementation of effective promotional efforts. A recent focus group of leading travel agents serving the gay community agreed that the involvement of government tourism entities definitely helps support their sales efforts to reach the gay market, and makes a difference when a client is considering destination options.

Opportunities for Suppliers
A tremendous opportunity exists for travel suppliers to introduce and promote products and services to the gay community. Almost any travel service can be made or positioned as "gay-friendly" with professional sensitivity and distinct added value.

Tour Operators
When considering whether to market to the gay community, some mainstream tour operators have said "but we don't have a gay tour product..." However, gay and lesbian travel represents every 'shade of gray,' in terms of preference. Indeed, many gay travelers do prefer to travel only in large gay groups, or on gay-chartered cruise ships. Others prefer smaller group travel, identifying a desired destination and class of service first, and then seeking out a group tour operator. But the vast majority are FIT: traveling alone or with a partner or friends, looking for a "gay-friendly" environment and gay-friendly carriers, operators and accommodations. This is where mainstream suppliers will identify the greatest opportunity.

Tour operators with an expertise or specialization (such as Asia or scuba diving, for example) will find the greatest success by offering their existing services to the gay market. This may be accomplished either by dedicating and marketing one or two of their departures exclusively to the gay and lesbian community, or by positioning all of their existing itineraries and programs to appeal to any traveler, including the gay market. In either case, some homework must be done, particularly in terms of ensuring the sensitivity and receptivity of their vertical organization, all the way from the operation's front line reservation staff through to destination tour guides and hotel personnel.

Be prepared to stay with the market for the long term. We have seen suppliers throw thousands of dollars at an advertising campaign hoping to "grab the gay bucks," only to be disappointed at the absence of response. It takes some time to earn the loyalty of any community.

Accommodations
Hotels, resorts and bed & breakfasts have both a great challenge and a great opportunity within the gay market. Identifying a property as a gay-friendly place for gay travelers to to call home will distinguish a property from the competition.

The greatest challenge lies in overcoming internal "homophobia" among personnel. The stereotypical "bad experience" among gay travelers, as reported in numerous consumer focus groups, is the situation that arises when a gay or lesbian couple specifically requests a single king bed at a hotel, only to be questioned about the booking upon check in. "Oh, there must be some mistake'" the insensitive clerk inevitably says. "Let me see if we can move you to a double room." This puts the guests in the awkward position of either objecting publicly at the risk of making a scene, or playing quietly along only to be disappointed by the overall experience. The "reception desk scenario" is one hurdle to overcome, but the challenge continues: Is your staff knowledgeable about the location of gay neighborhoods, area gay bars and nightclubs, gay-friendly restaurants, local gay parties and events? Is the staff prepared with clear and accurate directions to these 'hotspots?' Can you provide gay maps and local gay newspapers?

Once you have qualified your staff and property as "gay-friendly," be sure to list in the TAG "Gay-Friendly Accommodations Directory" and advertise in gay and lesbian travel guide books, maps, directories and internet sites, and network with tour operators and wholesalers to book FITs and groups with you.

Airlines, Rental Cars, Rail Services and Cruise Lines
There are no gay airlines, car rental companies, or rail services... What makes a transportation supplier successful in the gay market is more about earning brand loyalty than about offering a "gay product." In this case, becoming involved in gay community fund raisers and events, networking with tour operators serving the gay market, and advertising in popular travel industry and gay travel resources are key to increasing market share.

Cruise lines have a dual challenge, since they must market themselves as a transportation supplier, while following the same guidelines in our accommodations section. Identifying a time and place on the ship (a welcome party or specified bar) for gay guests to meet one another is key to making them feel welcome. Working with cruise-specialist agents who serve the gay market, a cruise line would benefit from the strength and loyalty these agencies have earned.

Opportunities for Retail Travel Agencies
"Do you have to be gay to sell gay travel?" This is the most often-asked question among travel agents attending TAG marketing seminars. Our answer is always posed as another question: "Do you have to be Jewish to sell a synagogue tour of Jerusalem? Or sight-impaired to serve a client with a vision disability?" Based on their own experience, the answer is an obvious "no." By becoming sensitive to a gay client's needs and preferences, by maintaining a resource library of gay travel guidebooks and maps, and by developing relationships with dependable gay travel suppliers, a retail travel agent can successfully build a loyal gay and lesbian following. But again we advise: Be realistic. The gay market cannot be won overnight. It takes a steady approach.

Your Own Specialty: You can't pick up a travel trade publication these days without reading the words: Specialize to survive. Identifying the gay market is already specializing, but now, savvy gay travelers are looking for further specialization within the gay market: Gay scuba trips, lesbian rafting adventures, gay Australia, etc. The possibilities are endless. With the advent of toll-free numbers, the proliferation of newsletters for gay clubs and organizations, and the increasing popularity of internet, you can identify and serve a specialized gay following from around the country or even the world. Don't just pick a specialty because you think it might be "lucrative." Pick something you love. If you love sailing, and that's what you do with your own weekends and vacations, you can flourish by developing this specialty for the gay market as well. Then you have the best of both worlds: Doing what you love, and earning your living in the process.

Be a Joiner: "It's all about who you know". This is an advantage for travel agents developing the gay market. Participating in gay travel industry organizations such as the International Gay & Lesbian Travel Association (IGLTA) and the Travel Alternatives Group (TAG) as well as gay community organizations in your own area will allow you to network with key players. Through these organizations, you will have the contacts to identify powerful alliances with suppliers, participate in co-op advertising and marketing programs, develop group, association and corporate sales, and become known as a specialist in your own "niche within the niche."

The Key to Your Success: Community Involvement Programs
Gays and lesbians depend on non-profit organizations for almost all aspects of our daily lives. From health concerns such as HIV and breast cancer, to social and recreational organizations like "Frontrunners," "Different Spokes," and city gay community centers, to business organizations such as the IGLTA and local gay chambers of commerce, to political organizations which are protecting our basic human rights from attacks by the religious rightÐthese non-profits play a pivotal role in the day-to-day lives of gay, lesbian, bisexual and transgender people. Most gays and lesbians belong and actively participate in some sort of organization, supporting them with both time and money.

Often mainstream agents and suppliers ask if they can be effective entering the gay and lesbian market. The answer is "of course!," but only if you work within the community; and are not seen as targeting the "gay buck."

There are two very important reasons for any travel agent or travel supplier to have a Community Involvement Program. First, and foremost, it's the right thing to do. Our network of non-profit community agencies needs every individual and every business to contribute in order to thrive.

Secondly, community involvement is a cost-effective marketing tool which can bring substantial results, increasing your business far beyond your charitable investment.

Many businesses serving the gay and lesbian market have ongoing community involvement programs. These businesses almost universally report that "being involved" leads to bigger profits and better morale among employees. Ultimately, profit comes from increased business. But business grows through increased customer loyalty and new clients, both of which result from an effective Community Involvement Program.

The Next Step
Since 1992, Community Marketing, Inc. has been the recognized leader in assisting the tourism industry to reach and serve the gay and lesbian community. We believe that the gay market has a place in every tourism industry marketing plan.

Community Marketing, Inc. has developed a comprehensive and powerful portfolio of marketing, educational and promotional services to facilitate a well-conceived and cost-effective entry into the gay market, or to productively expand existing activities in the gay market. We stand ready to assist you in your efforts: From market analysis and product development to targeted marketing and advertising planning and media relations.

Thomas E. Roth, MBA, CTC is President of Community Marketing, Inc. & Travel Alternatives Group in San Francisco. He can be reached at roth@mark8ing.com. Find out more at their website, www.mark8ing.com.