For the first time, a global survey is to measure the tourism
industry's attitudes and strategic approaches to the lesbian, gay,
bisexual and transgender (LGBT) travel market.
The LGBT market is known to be a lucrative one - with latest LGBT2020 research data from specialist LGBT consulting firm Out Now tracking annual LGBT consumer tourism spend of more than USD$200billion (2014: USD$202billion).
However there has never before been an industry-wide study measuring the engagement of the global tourism industry with the LGBT tourism market.
The first 'Global LGBT Travel Industry Survey' http://www.Welcome.LGBT is being undertaken by Out Now in collaboration with long-term strategic partner World Travel Market.
World Travel Market, Senior Director, Simon Press, said: "World Travel Market has been a long-term supporter of the global development of LGBT tourism in partnership with Out Now.
"2015 is our tenth year of collaborating together and we are delighted to work on this new industry-wide initiative with Out Now to shine light onto this important part of the global travel business."
Ian Johnson, CEO of Out Now, said the new tourism industry research is both important and timely.
"We have known for more than two decades what the metrics of LGBT travel are from the consumer side, but not from the industry's perspective," Johnson says. "The tourism industry has evolved dramatically in recent years with more destinations, hotels, airlines, agents, and other industry players wanting to engage with LGBT travel. What is needed though is a better understanding of how the industry views this market and what is needed by the industry to better engage with this group of travellers. We will be measuring a range of factors to gain insight as to what is driving the development of the LGBT travel segment such as key success factors, staff training, media usage, total spend, barriers to entry and future trends. We also want to learn from those businesses that have not engaged with - or choose not to target - this segment. This research will be an important asset for the travel industry and we are delighted to work with WTM to bring this new study to market."
Data collection for the research is being undertaken by Out Now from May 26, 2015 and respondents working in the tourism industry are invited to complete the survey by visiting http://www.Welcome.LGBT during those dates.
Findings from this first 'Global LGBT Travel Industry Survey' will be analysed and presented in the seminar programme during World Travel Market in London this November as part of the 'Welcome.LGBT Tourism Marketing Masterclass' by Out Now.
WTM Portfolio, Press & PR Manager Paul Nelson paul.nelson (@) reedexpo.co.uk
Susann Jerry, Out Now press (@) outnowconsulting.com
About World Travel Market
World Travel Market, the leading global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.
Almost 51,500 senior travel industry professionals, government ministers and international press, embark on ExCeL - London every November to network, negotiate and discover the latest industry opinion and trends at WTM.
WTM, now in its 36th year, is the event where the travel industry conducts and concludes its deals. WTM 2014 will facilitate £2.5 billion of travel industry contracts.
World Travel Market is part of Reed Travel Exhibition's WTM portfolio, which also includes Arabian Travel Market, World Travel Market Latin America and World Travel Market Africa. www.wtmlondon.com
About Out Now
The world's premier LGBT marketing organization is Out Now. Established in 1992 in Australia, Out Now has grown to reach more than 20 markets worldwide. Its work covers strategy, communications and training http://www.Learn.LGBT as well as managing the world's largest and most extensive LGBT market research program LGBT2020 www.LGBT2020.com . Many of the world's leading brands including VisitMexico, Hilton Hotels and German National Tourist Office, Lufthansa, visitBerlin, Stockholm Visitors Board, VisitHelsinki, VisitBritain, IBM, Volvo, Toyota, Citibank, Barclays Bank, Time Inc Magazines, Doubleday Books and Merck rely upon Out Now Global. The agency also provides the world's best LGBT tourism business networking program: Out Now Business Class www.OutNowBusinessClass.com . More information? Visit http://www.OutNow.LGBT