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Gay, lesbian, bisexual, and transgender (GLBT) travel has been a valuable marketing target for many years now. However, popular opinion often associates the group with select regions of the country - parts of California or Florida, for example. But those opinions are changing, in large part because of the surge in travel promotion by gay-friendly internet directories and GLBT travel marketing groups. As a result, travel related businesses in many parts of the country are now vying for a piece of this clientele.

In fact, the 14th annual GLBT Travel Expo, sponsored by San Francisco’s Community Marketing & Travel Alternatives Group, was recently held in Boston - not a city that leaps to mind when thinking of gay epicenters. Attendance for the Expo has grown every year, but the increase in vendors - up 20% from 2005 - is of the most interest to businesses in the lodging industry.

David Paisley, a production manager for the group, believes the increasing vendor attendance at the Expo is an indication of the growing demand for the GLBT dollar. “The place where we’re seeing the most increase is in destinations,” said Paisley. “The number of destinations beyond the obvious that are now outreaching to the GLBT community has increased dramatically.”

Paisley added that he believes more marketers in the travel industry are beginning to realize that many gays control a large amount of disposable dollars, and as a result numerous areas around the world are now competing to put their region and hotels on the GLBT radar.

Tom Roth, president of the group, agrees with Paisley’s assessment of the current conditions. “After a decade,” asserts Roth, “other aspects of the travel industry are quite well integrated into the gay market, notably airlines, rental car companies, tour operators, and visitors’ bureaus. The hospitality industry has been slower to rise to the opportunity, but some are working their way in now.”

Are you interested in appealing to a large group whose members seemingly have an unending pile of disposable income? If so, you’ve got to get the word out that you welcome GLBT travel. You don’t need any special amenities or vacation packages - just letting the gay community know that you welcome their business and that they will be treated respectfully during their stay is enough to give you an edge.

List your property in some gay-friendly directories, such as www.purpleroofs.com, www.gayguide.net, and travel.gaycrawler.com. Periodically, search the internet for GLBT tradeshows or conferences; determine the possibility of attending some to promote your business. Consider hanging a pink or rainbow flag in a window of your hotel or inn. Research your region for GLBT friendly groups, businesses, and activities, and put their details together in a small brochure or pamphlet to keep at your front desk. Sometimes, just a few adjustments can make a world of difference.

Recognizing opportunities and determining how to utilize them for promotion is a big part of what marketing is all about. As more businesses in more parts of the country embrace the GLBT travel niche, there will be fewer dollars left for you. Establish your property now and enjoy the benefits now and in the future.

Matt Creer - Blizzard Internet Marketing, Inc.

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