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LGBTQ+ Travel Market: an opportunity

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LGBTQ+ Travel Market: an opportunity.
Data, numbers, guidelines, tips and useful info regarding this important travel segment.

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LGBTQ+ Travel Market: an opportunity

  1. 1. LGBTQ+ TRAVEL MARKET An opportunity. Clark Massad @cmassad Alessio Virgili @alessiovirgili Silvia Moggia @silviastrips
  2. 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. 3. 180 MILLION LGBTQ+ TRAVELERS BY 2030 * UNWTO research THE EUROPEAN COMMUNITY SPEND AROUND 50BILLION € PER YEAR ON TRAVELS
  4. 4. LGBTQ+ TRAVELERS AREN’T A MONOLITH LESBIAN GAY BISEXUAL TRANSGENDER QUESTIONING QUEER INTERSEX ASEXUAL PANSEXUAL DEMISEXUAL
  5. 5. 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
  6. 6. 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
  7. 7. CONSUMER E-BLAST
  8. 8. WEB BANNERS
  9. 9. TRAVEL BLOGS
  10. 10. SOCIAL MEDIA
  11. 11. 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
  12. 12. 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
  13. 13. 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%
  14. 14. 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
  15. 15. GENERATION X 37 – 54 YEARS OLD INCOME AND VACATION TIME
  16. 16. WHAT HAPPENED IN THE ITALIAN MARKET ? 2007 2009 2010 2011
  17. 17. WHAT HAPPENED IN THE ITALIAN MARKET ? 2017 2017 2017 2020
  18. 18. 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
  19. 19. 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
  20. 20. HOW TO REACH LGBTQ+ TRAVELERS: LGBTQ+ BLOGS
  21. 21. HOW TO REACH LGBTQ+ TRAVELERS: SOCIAL MEDIA
  22. 22. HOW TO REACH LGBTQ+ TRAVELERS: SOCIAL MEDIA • COLLECT AWARNESS FROM LGBTQ+ COMMUNITY • SUPPORT LGBTQ+ ANNIVERSARIES • SUPPORT LGBTQ+ ISTANCES • REACH LGBTQ+ AUDIANCE WITH FACEBOOK ADS
  23. 23. MICRO WEBSITES DEDICATED TO LGBTQ+ TRAVELERS E IMAGES (THEY WANTS TO BE RECONIZED) - SPECIFIC INFORMATION – DEDICATED PRODUCTS/SERVICES A
  24. 24. ONLINE PROMOTIONAL CAMPAIGNS https://vimeo.com/50920811 Expedia 'Find Your Understanding'
  25. 25. IGLTA 37th ANNUAL GLOBAL CONVENTION igltaconvention.org

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