Finally, this population tends to travel more than other traveling populations because, according to Parets, they have a "generally higher discretionary income(s) and more flexibility (in their) schedules." With these numbers, the potential for profit is substantial, thus making marketing to gay and lesbians "big business." (Parets, 2005).
IV. How to Market to the Gay and Lesbian Population
In his book Pink Tourism: Holidays for Gay Men and Lesbians, author Howard L. Hughes reviews specific strategies for marketing to the gay and lesbian population. For example, in the chapter regarding marketing a hotel, Hughes focuses on how hotel managers can market and provide desired services to the gay and lesbian traveling niche. In it, he provides the hotel manager a step-by-step guide to how to run a successful marketing campaign aimed at attracting the gay and lesbian population, including sound advice on how to operate a hotel that caters to the needs of gay and lesbian travelers. (Hughes, 2006).
Hughes also focuses on how politics and other issues effect the gay and lesbian travel market and what a hotel manager can do to successful market to and serve all populations at the same time. Here Hughes' point is that all too often marketing to the gay and lesbian population seems like a Catch-22. On one hand you may gain a paying client, but on the other you run the risk of loosing a heterosexual client who has moral issues with gay and lesbian people. In this book, Hughes does a thorough job at discussing...
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