The weather’s improving, shorts and swimsuits are hitting the retail rack and many gay and lesbian travelers are packing their bags for a summer getaway. But just what cities and companies will be receiving the majority of LGBT tourism dollars? If history is any indication, it’s those places of business and leisure that directly communicate and connect with our community.
This week, Gay.com announced its 2009 Travel Awards, which included long-standing havens of inclusiveness:
- Favorite Airline: Delta
- Favorite International Destination: London, England
- Favorite Romantic Getaway: Paris, France
- Favorite Domestic Destination: San Francisco, CA
- Favorite Resort Town: Provincetown, MA
- Favorite Hotel Chain: W
- Favorite Guest House: Island House, Key West
- Favorite Casino: Mandalay Bay
- Favorite Car Rental Company: Enterprise
Garnering nearly 25,000 votes, the awards themselves followed the communication strategies of these LGBT travel favorites by adding more interactive and social media components. For instance, this year’s nominated locales and companies spoke directly to LGBT travelers though posted nomination letters, which outlined their commitment and current activities to foster a welcoming and enjoyable travel experience for gays and lesbians. For more on the awards and recipients’ reactions, check out the Gay.com Travel Blog.
And while not a 2009 Gay.com Travel Award recipient, the City of Brotherly Love recently announced its new travel marketing campaign, which includes specific LGBT advertising and messaging. The Greater Philadelphia Tourism Marketing Corporation’s With Love, Philadelphia XOXO is a 1.4 million integrated communication approach to bolster the hospitality industry amidst this current economy, leveraging its current Philadelphia – Get Your History Straight and Your Nightlife Gay campaign to more recession-proof LGBT travelers. In addition to public relations, events and nearly 100 different hotel packages, the new campaign includes print and broadcast advertising that runs from May 18 through September. The print advertising takes on a “love letter” approach (think “Dear Guys Who Like Guys and Girls Who Like Girls”), inviting visitors to experience the personality and relevant offerings of the city.
The awards and Philly’s new campaign are two more examples of a changing perspective – a deeper understanding and appreciation among cities, companies, governments and communities that gay and lesbian travelers, like all other types of tourists, are a diverse group of people with several commonalities, the most important being a need to communicate and feel welcome. It’s that simple equation that translates into loyalty and significant tourism revenues.
As you jet off to your escape this summer, keep your eyes out for companies or cities that do a great – or not so great – job of welcoming and communicating with you. Then come back and share your experience with us here on the FH Out Front Blog. Safe travels!
SUBSCRIBE
Thanks for your thoughts on Philadelphia’s GLBT campaigns and ads!
We hope you do come visit.
I have to say, though, I’m surprised there isn’t a “Favorite Destination with Kids” category. By and large, mainstream marketers aim at traditional families; LGBT marketers aim at childfree folks, and LGBT families with kids are often left betwixt and between. (Not that some ads aren’t generic enough to overlap categories–but it would be nice to see a little more outreach to us LGBT parents.)