If you are in the hotel business you want to make money. Being an extremely competitive market, you always need to market towards new clients. Today, nothing makes more financial sense than marketing to the gay and lesbian population.
Hughes, Howard L. Pink Tourism: Holidays of Gay Men and Lesbians. New York: CAB International, 2006.
This book focuses on the world of gay and lesbian tourism from a business and marketing perspective. Its main purpose is to show how marketing can best be used in this field. It begins with an overview of the nature of homosexuality and how these issues effect tourism and hotel marketing. The chapter on accommodation provisions specifically focuses on how hotel managers can market and provide desired services to this traveling niche.
This book, and this chapter particularly, is beneficial to the travel professional involved in the hotel industry because it serves as a step-by-step guide to how to run a successful marketing campaign aimed at attracting the gay and lesbian population. Further, it provides sound advice on how to operate a hotel that caters to the needs of gay and lesbian travelers. Finally, the chapter also provides an in-depth discussion of 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.
A found this chapter to be an interesting overview of niche marketing within the hotel industry. Although I felt many of...
Further, this population has and spent over fifty-four million dollars on travel alone. 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
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