Silvia Moggia - Potenziale del mercato LGBT nel turismo. Formazione, marketing e realtà di successo…

1. LGBTQ+ TRAVEL MARKET
An opportunity.
Clark Massad
@cmassad
Alessio Virgili
@alessiovirgili
Silvia Moggia
@silviastrips

2. LGBTQ+ TRAVEL, ONE OF THE
FASTEST GROWING SECTORS
The annual spend by LGBTQ+ travelers:
USD 218.07 billion = +2,2% annual growth
* Out Now’s global LGBT2030 research program
Usa 63.1 USD$bn +1.9
Brazil 26.8 USD$bn +0.8
Japan 20.7 USD$bn +0.9
Germany 13.8 USD$bn +2.0
UK 11.7 USD$bn +1.6
France 11.4 USD$bn +1.0
Mexico 11.4 USD$bn +3.3
Italy 9 USD$bn +0.1
Canada 7.1 USD$bn +1.7
Spain 7 USD$bn +1.4
Australia 6.9 USD$bn +2.8
Turkey 6.6 USD$bn +3.0
Colombia 5.1 USD$bn +2.4
Poland 4.7 USD$bn +3.3
India 4.7 USD$bn +7.2
Argentina 4.3 USD$bn +1.6
Netherlands 3 USD$bn +1.4
Israel 1.4 USD$bn +3.0

3. 180 MILLION LGBTQ+
TRAVELERS BY 2030
* UNWTO research
THE EUROPEAN
COMMUNITY SPEND
AROUND 50BILLION €
PER YEAR ON TRAVELS

4. LGBTQ+ TRAVELERS AREN’T
A MONOLITH
LESBIAN
GAY
BISEXUAL
TRANSGENDER
QUESTIONING
QUEER
INTERSEX
ASEXUAL
PANSEXUAL
DEMISEXUAL

6. DESTINATION CASE STUDY: NICE, FRANCE
• IGLTA Global Partner since 2011
• Actively marketing to LGBTQ+ travelers
• Involved local LGBTQ+ organizations
• Training program
• Included local LGBTQ+ welcoming businesses
• Publish annual LGBTQ+ guide
• Website & Social Media
• LGBTQ+ Events Calendar

23. HOTEL CASE STUDY: BELMOND
• IGLTA Global Partner since 2014
• Dedicated LGBTQ+ Sales Director
• Created LGBTQ+ Advisory Board
• Actively marketing to LGBTQ+ travelers
• Involved 50+ properties globally in LGBTQ+ marketing efforts
• Amenities, products adapted for LGBTQ+ travelers
• Orient-Express: Special Departure for LGBTQ+ travelers
• IGLTA Travel Advisors & Consultants

28. CONSUMER
E-BLAST

29. WEB
BANNERS

30. TRAVEL
BLOGS

31. SOCIAL
MEDIA

32. LGBTQ+ Population
3 million people
LGBTQ+ Tourism Market
€ 2,7 Billion
Top LGBTQ+ Destinations
Milan, Florence, Torre del Lago
Rome, Gallipoli, Noto and Taormina
LGBTQ+ Friendly City of 2019
Milan
MARKET OVERVIEW

33. CONSUMER PROFILE
+38% ANNUAL INCOME
COMPARED TO OTHERS
39% GRADUATES
20% ENTREPRENEURS
9% TOP MANAGER
36% OFFICE WORKER
41% INCOME OVER € 1,500
DINK = DOUBLE INCOMES NO KIDS

34. CONSUMER PROFILE
91% HAS A SOCIAL
MEDIA PROFILE
26% HAS USED A
CAR SHARING
87% USES WHATSAPP
28% HAS USED AN
HOST SHARING
56% DECLARES HIMSELF GAY (48% LESBIANS)
OUTSIDE ITALY IS THE 78%

35. TRAVEL PROFILE 63% DO EVERY YEAR:
- 2 TRIPS (9 DAYS EACH)
- 3 TRIPS (4 DAYS EACH)
- 1 BUSINESS TRIP (2 DAYS EAC
67% BOOKS ONLINE
64% BOOKS 1 MONTH IN ADVANC
67% TAKES INFORMATION ONLIN
80% CONSIDERS SPAIN THE
BEST LGBTQ+ DESTINATION
52% CONSIDERS VERY IMPORTANT
THAT AN HOTEL IS GAY FRIENDLY

36. GENERATION X
37 – 54 YEARS OLD
INCOME AND VACATION TIME

37. WHAT HAPPENED IN THE ITALIAN MARKET ?
2007 2009 2010 2011

38. WHAT HAPPENED IN THE ITALIAN MARKET ?
2017 2017 2017 2020

39. LGBTQ+ ONLINE TRAVEL MARKET
• THEY COMPARE 3-4 TRAVEL
WEBSITES BEFORE TO BOOKING
• BOOKING A TRIP IS THE FIRST ONE IN THE
TOP10 LGBTQ+ ONLINE ACTIVITIES
• (2X) THEY READ TRAVEL BLOGS MORE
THAN MAINSTREAM TRAVELERS

40. HOW TO REACH LGBTQ+ TRAVELERS: GOOGLE
SEO OPTIMIZATION ON
LONG KEYWORDS
(SPECIFIC NEEDS)
GOOGLE ADS
CAMAPIGNS ON SPECIFIC
KEYWORDS
DISPLAY CAMPAIGNS ON
GOOGLE PARTNER
WEBSITES (LGBTQ AND
MAINSTREAM)
78% LOOK FOR INFORMATION BEFORE BOOKING THEIR TRIP ONLINE

41. HOW TO REACH LGBTQ+ TRAVELERS: LGBTQ+ BLOGS

42. HOW TO REACH LGBTQ+ TRAVELERS: SOCIAL MEDIA

43. HOW TO REACH LGBTQ+ TRAVELERS: SOCIAL MEDIA
• COLLECT AWARNESS FROM LGBTQ+ COMMUNITY
• SUPPORT LGBTQ+ ANNIVERSARIES
• SUPPORT LGBTQ+ ISTANCES
• REACH LGBTQ+ AUDIANCE WITH FACEBOOK ADS

44. MICRO WEBSITES DEDICATED TO LGBTQ+ TRAVELERS
E IMAGES (THEY WANTS TO BE RECONIZED) - SPECIFIC INFORMATION – DEDICATED PRODUCTS/SERVICES A

45. ONLINE PROMOTIONAL CAMPAIGNS
https://vimeo.com/50920811
Expedia 'Find Your Understanding'

46. IGLTA 37th ANNUAL GLOBAL CONVENTION
igltaconvention.org