Here’s What You Need to Know About Selling LGBTQ+ Travel
根据现在的说法,LGBTQ+旅行者的年度旅行支出超过2180亿美元(流行前)。这是一个大市场,目前服务不足。但是销售LGBTQ+旅游需要精致。这是一个开始了解这个专业市场的好地方…
LGBTQ+旅行者想要什么?
At the most common denominator, LGBTQ+ travelers want the same thing that all travelers want: To feel safe and welcomed while exploring the world.
Jonathan Alder, CEO and travel planner at Jonathan's Travels, and a specialist in LGBTQ+ tourism, explained: “The most important experience for LGBTQ+ travelers is the ability to be themselves while feeling safe and secure. We want to have fun and experience the world just as everyone does. There is always the added bit of exploring the local LGBTQ+ community as well. Having the right guides and locals to show them their countries is the key to a successful trip.”
It is important for travel advisors to be able to connect with locals in established LGBTQ+ communities to gain valuable insights on local queer history and cultural attitudes, as well as recommendations for all the best restaurants, nightlife, and entertainment options.
But here’s where it can be a bit tricky. “Within this niche, there is a lot of diversity. We want to be acknowledged, but we don’t want to be singled out. Not everyone wants to put their gay foot forward,” noted Aurelio Giordano, of Ace World Travel. “And not everyone wants to go to the gay bars. But they still want to engage in something that feels familiar, like the LGBTQ-themed Oscar Wilde Tours in Italy, Greece, Dublin, New York, or Boston.
佐丹奴补充说:“在为这个社区服务时,需要发挥许多意识和意识。”“旅行行业认为LGBTQ+,主要是通过其性取向或性别认同的角度进行的。但这是导致他们旅行的原因,而不是同性恋或跨性别。旅游委员会需要重塑,并了解这个社区就像其他所有人一样,因为他们希望拥有最真实的旅行体验。”
Where to send LGBTQ+ travelers
What makes a destination LGBTQ+ friendly?这bottom line is “being treated with respect and consideration,” said Annette Nero Stellhorn, VTA, CTIE, ACC, president & founder, Accent on Travel, and a specialist in this niche.
But again, it’s not that simple. The hard truth is that LGBTQ+ travel safety varies a great deal among destinations around the world. LGBTQ+ travelers may encounter challenges in certain destinations where sexual orientation, and gender identity and expression, are criminalized or marginalized. These issues can affect everything from the travelers’ ability to show public displays of affection, to being able to share a hotel room bed, to whether they can legally use dating apps in-destination.
A destination's attitude toward its own LGBTQ+ citizens is a good place to start in understanding its degree of acceptance. South Africa, for example, was the first country in the world to include a sexual orientation protection clause in its constitution (and the fifth country in the world to legalize same-sex marriage) ensuring that its LGBTQ+ citizens are full and equal members of society. This sets the stage for LGBTQ+ travelers to also enjoy the destination to the fullest.
我们采访的专家命名以下粘性d choices to recommend to LGBTQ+ clients:
南非开普敦- Especially popular with LGBTQ+ clients, because of its reputation as the gay capital of Africa, its proximity to the gorgeous wine region, iconic tourist attractions like Table Mountain and Robben Island, and vibrant nightlife. Mix this with a safari and Victoria Falls for a well-rounded trip.
Reykjavik, Iceland- LGBTQ权利在冰岛是非常进步的,它被认为是世界上最适合LGBTQ的国家之一。雷克雅未克(Reykjavik)是一个充满活力又古怪的城市,加上游客可以探索冰洞,用蓝色泻湖沐浴,参观狂暴的瀑布,凝视北极光,看鲸鱼,看着鲸鱼,然后在冰川上行走。
法国和意大利– Always popular, especially in summer for the beach scene and parties. Many LGBTQ+ travelers are also into wine, making these perfectly suited, multi-faceted destinations.
Rio De Janeiro, Brazil– Voted the best gay destination in the world, thanks to the city's many gay-friendly attractions, which include beautiful beaches, bars, nightclubs, and trendy parties.
Barcelona, Spain– Spain, as a whole, has been at the forefront of the LGBTQ movement, and the colorful neighborhoods of Barcelona are known for their sizzling passion, vibrant art, cobblestone streets, fantastic wine, and an epic gay scene.
Bangkok, Thailand- 一个非常自由的城市,曼谷正在接受非二元身份。它还拥有令人难以置信的街头食品,金色的寺庙和浮动市场;以及充满活力的夜生活,包括滑稽俱乐部,拖拉表演和其他成人活动。
柏林,德国- 一个大城市,有一个悠久的过去和夜总会和酒吧,这是一个可以在窗外走出窗外的地方,对于那些希望在旅行中的人来说。
Japan– Pre-Covid, Japan was an in-demand destination for LGBTQ+ travelers. While it is not quite a typical destination for LGBTQ+, it is very safe.
LGBTQ+旅游趋势
当您围绕如何最好地为该旅行部门服务时,请考虑以下趋势:
1) LGBTQ+ travel is going multigenerational. Especially in the wake of the pandemic, more LGBTQ+ travel groups are expanding to include siblings, parents, and children.
2) This market segment is becoming more adventurous in their trips of choice.
3)这些旅行者正在寻求高端体验,专注于预算上的奢侈品,而在更典型的旅行中进行了桶装清单。
4)自定义和个性化是关键。例如,要在罗马看到罗马斗兽场,而是更多关于在某人的家中上烹饪班,去市场购买食材,并沉浸在当地文化的口味和景象中。
5)LGBTQ+旅行者对可持续和负责任的旅行感兴趣,不仅强调保护自然环境,而且要支持他们所访问的当地社区。
Resources to research the market
Travel advisors can learn more about how to reach and serve LGBTQ+ travelers by checking into resources like these:
IGLTA(国际LGBTQ+旅行协会)提供了一个奇怪的物业,旅游运营商,旅游委员会和旅行组织的网络,以协助旅行顾问为LGBTQ+客户提供计划行程。
这社区营销和见解(CMI), the world’s leading LGBTQ market research firm, offers a myriad of free research downloads.
Blogs - such asTravels of Adam,,,,Globetrotter Girls,,,,andDopes on the Road- provide firsthand experiences with travel suppliers and destinations.
Websites dedicated to LGBTQ+ travel - includingOut Traveler,,,,AfterEllen,,,,Travelgay,,,,and等值- 发布详细和最新指南。
这LGBTQ+ Travel Safety Indexis a comprehensive, global study detailing the safest and the least safe countries for LGBTQ+ tourism.
几句建议
对于想要预订LGBTQ+ Travel的旅行顾问,Alder提供了此建议:“保持开放的心态,不要将LGBTQ+束成一件事。如此多的人想这样做,而不是在可能存在一些差异的情况下思考,而是想体验各种旅行,而不仅仅是海滩或聚会之旅。”
Stellhorn added: “Be yourself, treat everyone with respect, be open and honest with your questions and concerns for them. Market products that you know and feel confident about. Always check out the political stand of a country regarding their LGBTQ+ policies, and if you are recommending that country, add in the political climate to the conversation so they can make an educated decision to move forward on the trip.”
任何认真地出售这种利基市场的旅行顾问都应考虑LGBTQ+旅行者希望看到自己在营销材料中的代表。
为该市场服务的服务的回报是与拥有可支配收入相当大的客户以及带来重复业务的广泛推荐网络的客户合作。正如斯特尔霍恩(Stellhorn)所说:“它们通常是丁克(Double Double Income),因此预算要高得多。他们还向朋友们介绍了积极的经历(以及负面的经历),因为该网络已经建立了多年。”
来自赞助商:
South African Tourism is the national tourism agency responsible for the marketing of South Africa as a preferred leisure and business events destination. From breathtaking beauty to sun-soaked coasts; from wildlife to active adventure; from vibrant urban energy to the incredible warmth and cultural diversity of its people – South Africa is a traveler’s dream. Now, after two years of restricted travel movements, South Africa invites the world to come experience this country filled with rich, authentic, unfiltered experiences and to “Live Again!” South Africa has been reopened for tourism since November 2020 with globally benchmarked health and safety protocols in place, including requiring travelers to have a negative COVID-19 PCR test 72 hours prior to arrival, as well as visitors and locals alike wearing face masks in public. For further information on South African Tourism, visitwww.southafrica.net/trade。For the latest travel trade updates, follow @SAtraveltrade on Twitterwww.twitter.com/satraveltrade。