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LGBT Travel
Trends, Success Stories & Challenges for
Bloggers, DMOs and Industry Professionals
Auston Matta, @twobadtouris...
Tanya Churchmuch
• Immediate Past-Chair of IGLTA
• Overseen 2000+ fam trips (group and individual)
• Organized 100+ LGBT f...
Auston Matta
• Blogging over 3 years
• 1 year RTW trip
• Engineer turned travel writer
• Founder & Organizer of
#mygayprid...
Overview – from a blogger perspective
• LGBT Definitions
• Overview of LGBT Travel
• LGBT Travel Blogging
• Case Study: #m...
Definitions
• LGBT
o L: Lesbian (women)
o G: Gay (men)
o B: Bisexual
o T: Transgender
• Other terms
o Queer: any orientati...
Travel Story…
• John & Stacy just got married
• They live in Florida (USA)
• They take a honeymoon to Jamaica
• 1st day of...
The Story Changes…
• This story isn’t about John & Stacy
• It’s about John & Sam
Stop and think for a moment…
How does eve...
What’s Different?
• They’re a same-sex couple
• Their marriage isn’t recognized in Jamaica
• Jamaica’s not gay friendly
• ...
What Happens?
• Conversations with locals - uncomfortable & awkward
• Violence towards LGBT people is common
• Reception s...
Travel Challenges for LGBT People
• Do you travel to places not gay friendly?
• Do you come out to people during your trip...
LGBT Travel Overview
• We have unique needs
• We still travel – even more than our straight counterparts
• We are a massiv...
LGBT Travel Statistics
• Est. economic impact is over $100 billion per year
in the U.S. alone
• Average of 4 trips taken e...
LGBT People
• We are diverse with different needs
• Men & women
• Couples & families
• Millennials (being out is ok)
• Age...
LGBT Presence in Travel Blogging
• 150+ travel blogs run by LGBT people
• Very few are out on their blogs (<25%?)
• Even l...
LGBT Presence in Travel Blogging
• Why little LGBT presence in travel blogging?
o Social pressures of being out in public
...
Tips: Working with LGBT Bloggers
• Make sure they are out & write about LGBT topics
• Type “LGBT” “gay” or “lesbian” into ...
Case Study: #mygaypride
Case Study: #mygaypride
• Overview
• 17 bloggers (Lesbian, Gay, Bi and Allied)
• Featured 8 European cities during pride
•...
Case Study: #mygaypride
• Results
• 4.3k+ Tweets & 5k+ Instagram photos generated
• 35MM+ Twitter impressions
• 6MM+ Insta...
Takeaways: #mygaypride
• Full campaign, not just a blog trip
• Pre-promotions
• Real-time social coverage
• Audience parti...
The LGBT market from a PR perspective
Why do you want coverage in LGBT blogs?
• Something special to offer
• LGBT connecti...
Planning an
LGBT
Blogger fam
(no, you don’t
have to be
LGBT to host
an LGBT
Blogger fam)
How to Target LGBT Bloggers
• Geographic markets - challenge
• Popular with the L, G, B or T
• Who is already traveling to...
How do you
choose a specific
blogger?
• PR reps
• Research
• Social media
• Colleagues
• Local LGBT
community
• Media who ...
A partner asks for
help…
• Who chooses
which blogger?
• Vetting
• Who determines
itinerary?
• Who oversees
itinerary?
• Wh...
Know your
product from
an LGBT
perspective!
What makes your product story-worthy?
• LGBT offering
• The unexpected
• Politics/human rights
• Local celebs/stories
• Ga...
The itinerary: Who, what, where, when, why…..
• Fam trip vs. paid
campaign
• New to market vs.
mature to market
• Already ...
SOCIAL MEDIA
• Monitor
accounts
• Personal/outle
t
• Host social
media habits
• Hashtag
• Professional
vs. personal
• Tagg...
After the fam….keep LGBT news flowing year-round!
• Newsletters
• Social media
• Email
• Marketing
• Events
• Website
Thank you!!!
@twobadtourists
@MuchPR
@IGLTA
Resources
• IGLTA – International Gay & Lesbian Travel Association
o http://www.iglta.org/
• ManAboutWorld Guide to LGBT P...
TBEX15 North America Fort Lauderdale LGBT Tanya Churchmuch Auston Matta
TBEX15 North America Fort Lauderdale LGBT Tanya Churchmuch Auston Matta
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TBEX15 North America Fort Lauderdale LGBT Tanya Churchmuch Auston Matta

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TBEX Business: LGBT Travel: Trends, Success Stories & Challenges for Bloggers, DMOs and Industry Professionals

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TBEX15 North America Fort Lauderdale LGBT Tanya Churchmuch Auston Matta

  1. 1. LGBT Travel Trends, Success Stories & Challenges for Bloggers, DMOs and Industry Professionals Auston Matta, @twobadtourists Tanya Churchmuch, @MuchPR/@IGLTA
  2. 2. Tanya Churchmuch • Immediate Past-Chair of IGLTA • Overseen 2000+ fam trips (group and individual) • Organized 100+ LGBT fam trips (group and individual) • Participated as media in 25+ fam trips • Distributed more than 75 LGBT travel press releases/newsletters • Led several award-winning LGBT travel marketing campaigns (Montreal Boy, Queer of the Year, Do Your Own Thing) • Created and curated LGBT content for destination website and blog • Represent various clients/destinations/tour operators etc. looking to reach the LGBT market
  3. 3. Auston Matta • Blogging over 3 years • 1 year RTW trip • Engineer turned travel writer • Founder & Organizer of #mygaypride campaign • Attended 15+ LGBT press trips
  4. 4. Overview – from a blogger perspective • LGBT Definitions • Overview of LGBT Travel • LGBT Travel Blogging • Case Study: #mygaypride • Planning LGBT Fam trips • Choosing Bloggers • Knowing Your Product • After the Fam Trip
  5. 5. Definitions • LGBT o L: Lesbian (women) o G: Gay (men) o B: Bisexual o T: Transgender • Other terms o Queer: any orientation not straight o Ally: straight member who supports o Gay ≈ LGBT ≈ Queer
  6. 6. Travel Story… • John & Stacy just got married • They live in Florida (USA) • They take a honeymoon to Jamaica • 1st day of their trip: o Flying & border control o Taxi to the hotel o Check-in to the honeymoon suite o Nice dinner o Night out dancing o Romantic walk home to hotel
  7. 7. The Story Changes… • This story isn’t about John & Stacy • It’s about John & Sam Stop and think for a moment… How does everything change?
  8. 8. What’s Different? • They’re a same-sex couple • Their marriage isn’t recognized in Jamaica • Jamaica’s not gay friendly • Many people are homophobic • Safety is a genuine concern
  9. 9. What Happens? • Conversations with locals - uncomfortable & awkward • Violence towards LGBT people is common • Reception suggests a room with 2 separate beds • Can’t dance together • Can’t hold hands or show affection in public • They fear for their safety
  10. 10. Travel Challenges for LGBT People • Do you travel to places not gay friendly? • Do you come out to people during your trip? • Is our hotel gay friendly? • Are you safe in your destination? • Do you feel comfortable? • What about same-sex families with children?
  11. 11. LGBT Travel Overview • We have unique needs • We still travel – even more than our straight counterparts • We are a massive segment with the marketplace • We support companies who support us
  12. 12. LGBT Travel Statistics • Est. economic impact is over $100 billion per year in the U.S. alone • Average of 4 trips taken each year • 30% take more than 5 trips annually • More discretionary income than any other minority group (D.I.N.K.) • Marriage equality - now celebrated by 18+ countries!
  13. 13. LGBT People • We are diverse with different needs • Men & women • Couples & families • Millennials (being out is ok) • Ages 40 to 50+ (being out was NOT ok) • Which demographics do you want to attract? • Your offering and messages need to adapt
  14. 14. LGBT Presence in Travel Blogging • 150+ travel blogs run by LGBT people • Very few are out on their blogs (<25%?) • Even less write about LGBT topics (<10%?) • Underrepresented
  15. 15. LGBT Presence in Travel Blogging • Why little LGBT presence in travel blogging? o Social pressures of being out in public o Fear of rejection from non-gay friendly DMO’s o Don’t want to reach LGBT segment • Why don’t they write about LGBT topics? o Not interested in LGBT specific venues or events o Not interested in LGBT travel issues o Not everyone is an advocate
  16. 16. Tips: Working with LGBT Bloggers • Make sure they are out & write about LGBT topics • Type “LGBT” “gay” or “lesbian” into search field • Look at social media content • Great LGBT bloggers ≠ LGBT readers • Ask other LGBT bloggers or media for recommendations • Consider joint collaborations with bloggers in other fields • Big LGBT presence in other areas o LGBT issues, Fashion & YouTube o Ensure their audience is good for you
  17. 17. Case Study: #mygaypride
  18. 18. Case Study: #mygaypride • Overview • 17 bloggers (Lesbian, Gay, Bi and Allied) • Featured 8 European cities during pride • Concept • Included allies because they’re important in fight for equality • Blogger agreements (# of post + social media coverage) • Amplify reach with Gay Star News (media partner, not a blog) • 2 articles (pride + normal attractions) • Sponsors played a role (e.g. SAS)
  19. 19. Case Study: #mygaypride • Results • 4.3k+ Tweets & 5k+ Instagram photos generated • 35MM+ Twitter impressions • 6MM+ Instagram impressions • 8.5MM+ people reached across social media • 80+ articles & videos on 8 destinations • 15 campaign mentions in LGBT media
  20. 20. Takeaways: #mygaypride • Full campaign, not just a blog trip • Pre-promotions • Real-time social coverage • Audience participation (tattoos) • Articles after trip • Giveaway (Barcelona) • Post reporting • Sponsor & event engagement • Advanced agreements prevent surprises • Constant Wi-Fi is critical
  21. 21. The LGBT market from a PR perspective Why do you want coverage in LGBT blogs? • Something special to offer • LGBT connection • Boss • Community advisory committee • Simply interested in reaching the market • Money (aka “the Pink Dollar”)
  22. 22. Planning an LGBT Blogger fam (no, you don’t have to be LGBT to host an LGBT Blogger fam)
  23. 23. How to Target LGBT Bloggers • Geographic markets - challenge • Popular with the L, G, B or T • Who is already traveling to you • G, L, T or LGBT blog • Generation • Other/additional niche • LGBT/mainstream blog
  24. 24. How do you choose a specific blogger? • PR reps • Research • Social media • Colleagues • Local LGBT community • Media who have already visited • CMI/IGLTA/TBEX • Media databases
  25. 25. A partner asks for help… • Who chooses which blogger? • Vetting • Who determines itinerary? • Who oversees itinerary? • Who is present during the trip? • Who gives what?
  26. 26. Know your product from an LGBT perspective!
  27. 27. What makes your product story-worthy? • LGBT offering • The unexpected • Politics/human rights • Local celebs/stories • Gay tour guide • LGBT events • Media library
  28. 28. The itinerary: Who, what, where, when, why….. • Fam trip vs. paid campaign • New to market vs. mature to market • Already popular or not • Time of year • Time with journalists • Who pays for what • Weekends • Free time, starting time • Beyond bars and clubs • Invite spouses? • Conflicts and expectations with local community partners? • Journalist input • Manpower in evenings
  29. 29. SOCIAL MEDIA • Monitor accounts • Personal/outle t • Host social media habits • Hashtag • Professional vs. personal • Tagging and friending <Document Title> - <Date>30
  30. 30. After the fam….keep LGBT news flowing year-round! • Newsletters • Social media • Email • Marketing • Events • Website
  31. 31. Thank you!!! @twobadtourists @MuchPR @IGLTA
  32. 32. Resources • IGLTA – International Gay & Lesbian Travel Association o http://www.iglta.org/ • ManAboutWorld Guide to LGBT Press Trips o http://www.manaboutworld.com/wp-content/uploads/2013/07/ManAboutWorld- Guide-To-Press-Trips.pdf • Statistics o http://www.communitymarketinginc.com/gay-lesbian-marketing-tools-for-tourism- hospitality/gay-lesbian-tourism-demographic-profile-gay-demographics o NWTO Global Report on LGBT Tourism: http://www2.unwto.org/en/publication/am- reports-volume-3-global-report-lgbt-tourism o Community Marketing’s 19th annual LGBT Tourism Study (Dec. 2014)

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