The document summarizes the growing business of LGBT travel. As social views have become more accepting, mainstream companies have increasingly tailored their marketing to the LGBT demographic. LGBT travel has existed for a long time but is now more visible and lucrative. Many travel companies now actively court the LGBT market and are working to improve marketing strategies and diversity awareness.
What was once considered a niche market has grown in recent years to become an increasingly lucrative space for tourism brands. We're talking, of course, of LGBT travel.
Welcome to the eighth episode of Digital Trends. This document records the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
Inova Children's Hospital: A Mock Case Study for Cultural StrategySteve Gottschling
This case study is based on a real business problem I worked on during my internship at RP3 Agency, only this brand strategy takes a very different turn from the one the agency actually presented to Inova Children's Hospital.
Here, I take some of the trends and insights we uncovered at the agency, add some of my own, and take an approach loosely based on Holt and Cameron's "Cultural Strategy Model." Thanks for watching.
What was once considered a niche market has grown in recent years to become an increasingly lucrative space for tourism brands. We're talking, of course, of LGBT travel.
Welcome to the eighth episode of Digital Trends. This document records the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
Inova Children's Hospital: A Mock Case Study for Cultural StrategySteve Gottschling
This case study is based on a real business problem I worked on during my internship at RP3 Agency, only this brand strategy takes a very different turn from the one the agency actually presented to Inova Children's Hospital.
Here, I take some of the trends and insights we uncovered at the agency, add some of my own, and take an approach loosely based on Holt and Cameron's "Cultural Strategy Model." Thanks for watching.
Welcome to the seventh episode of Digital Trends.
Find out the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Brands & Twitter Meme
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
Tourism is at the edge of a massive shift in travel trends. The Millennial generation plays buy their own rules, Friday Saturday Sunday are just days to them - not the weekend. They travel when deals are best and are conservative with their spending.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
In preparation for the 2015 holiday sales season, SimilarWeb analyzed last year’s holiday Web traffic from America’s leading retailers, as well as Amazon Prime Day traffic on July 15, 2015. The data offers key insights into upcoming 2015 online holiday sales, and a deeper understanding for 2016.
PRINT 2019 - Chicago T-F-S 3rd to 5th October. www.printtechnologies.org/events/PRINT19
PRINT UNITED 2019 - Dallas W-T-F 23rd to 25th October
www.printingunited.com
Access to the largest database of distributors & dealers in North America via O’Mike Fichera. DealerCommunicator. ofichera@aol.com
Access to the largest network of distributors & dealers in North America via Danny Moloney. PrintMediaPartners. sales@printmediapartners.com
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
The 2016 State of Travel deck draws from our daily coverage of the global travel industry, from our ongoing series of Skift Trends Reports, and also incorporates expert research from throughout the travel industry.
Free Report: Airlines and Direct-Channel Booking: Cutting out the Middle ManRafat Ali
As airlines seek to reclaim profits and acquire new customers, they must face complex relationships with OTAs and metasearch engines. In this position paper, we consider how performance marketing, search-engine optimization, and renewed attention to content can drive direct-channel conversions — sparing airlines steep third-party commissions and fees while growing loyalty and market share among new and existing segments of their consumer base.
Welcome to the seventh episode of Digital Trends.
Find out the latest digital trends that both brands and consumers are currently engaging.
Here is the layout,
* Recent Christmas Ads
* Brands & Twitter Meme
* Trending Hashtags
* Topical Trends
* Tech Trends
* Marketing Trends
Tourism is at the edge of a massive shift in travel trends. The Millennial generation plays buy their own rules, Friday Saturday Sunday are just days to them - not the weekend. They travel when deals are best and are conservative with their spending.
Cataldi Public Relations Credentials & Case Studies January, 2015Sal Cataldi
A survey of recent case studies for public relations, viral and guerilla marketing stunts for major names in entertainment, media and consumer products from Cataldi Public Relations. Clever, sometimes kitschy, always effective and kind to the bottomline. Including projects for AMC, IFC, TNT, WNYC, Fuse, WEtv, Tanqueray, Dewars, 1-800 Flowers and many more.
2015 transitioning into a mobile world mpiRich Benjamin
Mobile web is evolving at an alarming rate, Businesses must adapt to the new consumers and how they search for products.
The Millennial Generation is a perfect example of the ever changing experience in web sales and marketing. There is not a one size fits all sales approach. Marketers must consider several sets of demographic behavior and develop individual strategies
This Blue Paper discusses going beyond traditional demographic segmentation to better understand the behaviors, buying patterns and desires of consumers.
In preparation for the 2015 holiday sales season, SimilarWeb analyzed last year’s holiday Web traffic from America’s leading retailers, as well as Amazon Prime Day traffic on July 15, 2015. The data offers key insights into upcoming 2015 online holiday sales, and a deeper understanding for 2016.
PRINT 2019 - Chicago T-F-S 3rd to 5th October. www.printtechnologies.org/events/PRINT19
PRINT UNITED 2019 - Dallas W-T-F 23rd to 25th October
www.printingunited.com
Access to the largest database of distributors & dealers in North America via O’Mike Fichera. DealerCommunicator. ofichera@aol.com
Access to the largest network of distributors & dealers in North America via Danny Moloney. PrintMediaPartners. sales@printmediapartners.com
Marketing to Hispanic shoppers is rapidly changing. This deck outlines key trends for reaching the Hispanic shopper on mobile and social, as well as key demographic insights.
The 2016 State of Travel deck draws from our daily coverage of the global travel industry, from our ongoing series of Skift Trends Reports, and also incorporates expert research from throughout the travel industry.
Free Report: Airlines and Direct-Channel Booking: Cutting out the Middle ManRafat Ali
As airlines seek to reclaim profits and acquire new customers, they must face complex relationships with OTAs and metasearch engines. In this position paper, we consider how performance marketing, search-engine optimization, and renewed attention to content can drive direct-channel conversions — sparing airlines steep third-party commissions and fees while growing loyalty and market share among new and existing segments of their consumer base.
Boxever report sep2015-c - slideshare tease Rafat Ali
It’s all too clear that Americans still take the allwork no-play approach to vacation as the average number of days taken by U.S. workers continues to decline. This report looks into the seasonal travel habits of Americans smart enough to take time off, from when they book to where they go.
Building a cross-device audience picture in the travel industry is tougher than it seems. Currently, the ability to create a comprehensive user picture is an uphill technical battle.
The 14 Trends that Defined Travel in 2014Rafat Ali
What will drive the world’s largest industry in 2014? We looked at 14 trends we think will drive travel industry and consumers this year and beyond: Design, user experience, data, and ease of travel.
Preview: Free Skift Trend Report: The Changing Nature of Hotel-Guest Relation...Rafat Ali
In the highly competitive hospitality space, hotels are increasingly looking to improve the guest experience pre-, during- and post-stay with data-driven communication solutions aimed at creating and sustaining meaningful relationships with customers.
Free Report | Local Everywhere: Addressing the Global Translation ChallengeRafat Ali
As global travelers and travel content continues to migrate into the digital realm, consumers are increasingly researching, planning, and booking trips on the web and via mobile devices. At the same time, travel brands are investing heavily in content marketing to reach consumers. These two forces collide when travel brands enter new, foreign markets and struggle to offer content marketing in local languages.
MWWPR VP Joe Keenan and Chief Strategy Officer Jess Seilheimer shared their expertise during the LGBT Week NYC, Tourism & Hospitality Symposium, sharing industry leading case studies, research & insights, and best practices training.
In DC — For many years, Capital Pride has ignored the concerns of queer, trans, Black, Latinx, and Two-Spirit communities in D.C. regarding its complicity with entities that harm LGBTQ2S people. Since March 2017, No Justice No Pride has been working to ensure that Capital Pride addresses our concerns.
An advertising industry first, Ogilvy & Mather’s Cross-Cultural Report: Findings provide new model to help brands build value and relevancy for “The New General Market”.
Through the development of Ogilvy & Mather’s Cross-Cultural Report, we identified a major shift in the way we perceive and market to our clients’ customers. In the report we explain this shift and the manner in which we need to respond to it. The stakes are high. It’s no exaggeration to say that this is a change-or-die moment for many players in our industry. We believe that with this blueprint we are poised to prosper rather than perish. And we believe that David Ogilvy, who had great respect for the consumer and a deeply held belief in constant adaptation, would have approved.
After reading the Cross-Cultural Report you should understand the following:
1. The business case as to why brand and marketing leaders should shift their planning and investment approach for “The New General Market.”
2. The cross-cultural disciplined approach versus the current general market and multicultural marketing approach.
3. How the application of the Ogilvy & Mather Cross-Cultural Strategic Territories helps builds brands for The New General Market.
4. How the Ogilvy & Mather Cross-Cultural Matrix helps brands assess their current cross-cultural position and our approach for building brand value.
2020 has been one of the most polarizing years in recent history. A global pandemic decimated the economy, the murders of Ahmaud Aubrey, Breonna Taylor, and George Floyd sparked a worldwide outcry for social justice, and a contentious presidential election gripped the nation while the world watched. All these events culminated in a complex display of cultural dynamics that influence contemporary consumer attitudes and behavior.
In our 2020 ThinkNow Year-End Report, we examine these events through a multicultural lens to provide actionable insights on key consumer trends to watch heading into 2021.
Technology Use of College Students: An Exploratory StudyJoseph Stabb, ABD
3/2007
“Technology Use of College Students: An Exploratory Study”
Published by the Department of Communication, Rochester Institute of Technology
Stabb, J. (2007). Technology use of college students: an
exploratory study. Converent for Undergraduate Research in Communication, 177-185.
Anderson Direct and Digital explores marketing opportunities for the LGBTQ community, and how to do them right. The LGBTQ community has a projected $884 Billion in total buying power for 2017.
Similar to 22 skift report-big-business-of-lgbt-travel (20)
As the Covid-19 pandemic has resulted in a sharp decline for both the rapidly expanding urban short-term rental market and the prospects of a busy summer vacation rental season, how can players both large and small across alternative-accommodations best balance find resilience in this time? How can platforms best balance the needs of both guests and hosts, following more consistent policy enforcement?
Join Skift editors and research analysts, along with leaders in short-term rental ecosystem to discuss how the crisis has impacted the business landscape and how to prepare for the key challenges ahead.
Skift Research: U.S. Consumer Travel Post-PandemicRafat Ali
One of the biggest questions for the stalling travel industry when much of the world remains in crisis, while certain parts being to re-open, is: When will people start to travel again? Not to mention, how will they travel and where will they go? Tracking consumer sentiment is a primary way to understand these questions, keep track of shifting behaviors and attitudes as and when they are shaped, and then consider the pathways to both short-term and long-term recovery solutions.
Join Skift Research for this Travel’s Path Forward: Consumer Sentiment webinar as we discuss findings on how COVID-19 is impacting travel at the moment and what American consumers are thinking about for their future travel when the outbreak is finally behind them.
“Design is how it works.” Steve Jobs
That is what we have set out to do: to define how a modern travel experience should work. That is what we are going to honor with our inaugural Skift Design Awards, what we hope will become the most aspirational awards in the global travel industry and help elevate the role of transformational design experiences that enhance the traveler journey.
We believe the role of design cuts across every part of travel: the physical and digital touch points, the built environments, tech-enabled services, and experiential moments during and post travel.
So we have come up with a manifesto on how to understand design’s role in the travel industry: it will help the travel and allied companies understand the broader role of design and its application to the traveler experience, and its implications on business transformation and customer loyalty.
In today’s consumer-centric world where experiences, personal fulfilment, and transformative moments are revered as the ultimate currency, the role of design – in every sense of the word – has never been more important.
Learn more about Skift Design Awards and apply here: https://skift.com/awards/
Updated: May 22, 2019
Advancements in guest intelligence technology provide hospitality professionals to harvest the full potential of customer data. By creating personalized guest experiences, brands can differentiate their offerings and bolster guest loyalty. Download this report to learn more!
Skift’s 2017 Digital Transformation Report takes the pulse of how travel marketers are evolving their digital infrastructure, both on the front and back-end of the organization.
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Download the workshop presentation presented at the Skift Global Forum 2015. This presentation dives into the world of personalization and how brands can engage with their travel customers.
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London Country Tours, the foremost travel partner offers customized Stonehenge tours from London coming with private tour guides and direct access to the inner circles. Visit: https://www.londoncountrytours.co.uk/tour/tours-to-stonehenge-oxford/
Discover Palmer, Puerto Rico, through an immersive cultural tour that unveils its rich history and vibrant traditions. Experience lively festivals, savor authentic cuisine, and explore local markets. Visit historical landmarks, museums, and stunning colonial architecture. Engage with friendly locals, enjoy live music, and hike scenic nature trails, all while participating in cultural workshops and discovering unique artisan crafts.
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1. The Big
Business
of LGBT
Travel
Lesbian, gay, bisexual, and transgender
travel has always existed, but recently main-
stream companies have been tailoring cam-
paigns to the demographic. As social and
political views in the U.S. evolve and become
more accepting of the LGBT community, we
see businesses revamping their marketing
models to become more inclusive as well.
SKIFT REPORT #22
2014
This material is protected by copyright.
Unauthorized redistribution, including email
forwarding, is a violation of federal law.
Single-use copy only.
If you require multiple copies, contact us at
trends@skift.com.
By Merryn Johns + Skift Staff
WWW.SKIFT.COM
2. Get the twice-monthly Skift Trends Report for the latest intelligence
on the travel industry.
Each edition in our new series of reports will brief you on a specific
trend, providing insight into the current state of the market, the context
around the trend, and where the industry is heading in the near future.
After you subscribe, you will receive 24 reports direct to your inbox
for an entire year. Reports are delivered as a downloadable PDF.
For any comments or questions, email us at trends@skift.com.
For more information on past reports go to Skift.com/travel-trends.
Subscribe to the Skift
Trends Report
3. The lesbian, gay, bisexual, transgender (LGBT) community has
never been more visible or powerful than now. With the steady
progress of LGBT rights coupled with global economic recovery, the
LGBT consumer is highly desirable—a “dream market” as described
by The Wall Street Journal in 1988 — due to its high discretionary
income, economic resilience, confidence, and brand loyalty.
“Gay travel” has always existed, whether in the form of gay men
partying the night away on Mykonos or lesbians making a pilgrim-
age to their namesake Lesbos. This travel market has grown visibly
in the past 20 years, reflecting advancements in LGBT rights and so-
cial acceptance, resulting in a corresponding increase in corporate
marketing, communications and responsibility aimed at the LGBT
demographic. Today, most players in the travel and tourism industry
agree that the LGBT market is lucrative and actively court it.
LGBT travel might be booming, but marketing strategies and diver-
sity awareness are still evolving at a business level. This report will
discuss the events that helped create LGBT market awareness, the
major trends in today’s market, and innovative approaches to cam-
paigns and strategies that work.
Executive summary
The Big Business of LGBT Travel SKIFT REPORT #22 2014
3
4. LGBT travel is nothing new. Bob Damron’s “Address Book” of 1964
offered a guide to the gay bars and bathhouses of Texas (Damron
went on to create the Damron LGBT Travel Guide, now in its 50th
edition, and with men’s and women’s versions), and in the 1970s
Hanns Ebensten took groups of gay men on adventure tours, rafting
in the Grand Canyon, or to Carnival in Rio de Janeiro (this concept
lives on in HE Travel).
The emergence of visible and vibrant gay communities and events
in cities and towns such as San Francisco, New York, Provincetown,
and Key West, also helped fuel LGBT travel. In 1979 the clothing op-
tional guesthouse for gay men in Key West “Island House” opened
and prompted a flood of others; in the 1980s and ’90s same-sex
cruises became popular—Atlantis for men, Olivia for women.
But while there have always been LGBT travelers, a consensus on
the importance of the LGBT market had its watershed moment in
1993. Viewed as a pioneer in LGBT marketing today, American Air-
lines’ early adoption of corporate responsibility “grew out of set-
backs that initially rocked the company,” says Bob Witeck, founder
and principal of Washington D.C.-based consulting firm Witeck
Communications Inc. AA flight crew on a flight from Washington,
D.C. to Dallas/Fort Worth requested a change of pillows and blan-
kets due to the number of “activists returning from the gay march
on Washington” on board. Leaked to the LGBT media, this message,
which hinted at panic around HIV/AIDS, inspired protests. While
American’s response included a public apology, sensitivity train-
ing, and the promise of an internal investigation, there were calls
for a boycott. Only months later, a passenger living with AIDS was
forcibly removed from an AA flight after he attempted to administer
medication via an intravenous drip. The protests against American
grew to the threat of an international boycott.
American consulted Witeck, an expert in the field of LGBT market-
ing and communications, and action was taken to prove that Amer-
ican recognized and welcomed its LGBT customers. “Word spread
within the gay community that American was serious about making
changes to be a better company for customers and employees who
Introduction
The Big Business of LGBT Travel SKIFT REPORT #22 2014
4
5. are LGBT as well as people living with HIV/AIDS,” recalls Witeck.
These actions included the creation of a gay-identified sales and
marketing team to handle incoming gay travel requests and to
promote American Airlines at LGBT community events; the inclu-
sion of sexual orientation and gender identity in American’s non-
discrimination policies; domestic partner and transgender health
benefits; joining IGLTA; reaching out to top LGBT organizations to
serve as exclusive airline sponsor. American is the only airline to
have earned a 100% score every year since 2002 on the HRC Cor-
porate Equality Index, and today, many other corporations aim to
reach this standard of LGBT corporate responsibility.
The Big Business of LGBT Travel SKIFT REPORT #22 2014
5
6. Table of contents
About Skift
Skift is a travel intel-
ligence company that
offers news, data, and
services to professionals
in travel and professional
travelers, to help them
make smart decisions
about travel.
Skift is the business of
travel.
Executive Summary 3
Introduction 4
Economic value of LGBT consumers 7
The LGBT traveler today 8
Gay men 8
Gay women 10
Bi-Sexual and Transgendered Travel 11
Why Age Matters 12
Baby Boomers 12
X, Y and Millennials 12
Current Travel Trends 13
Weddings & Honeymoons 13
Family Travel 13
National & International Event Travel 14
Voluntourism 14
Pets 14
Brand Preference 15
Case Study: Marriott “Love Travels” 15
Trusted Media 16
Case Study: Man About World 16
Marketing to LGBT travelers 17
Case Study #1: Visit Sweden/Gay & Lesbian Stockholm 17
Case Study #2: Montreal, Canada 18
Case Study #3: Olivia Cruises & Resorts 18
Best practices for travel brands 20
About Skift 21
The Big Business of LGBT Travel SKIFT REPORT #22 2014
6