Latest Gay Market Research Data Reveals Gay Travel Market Now Valued at Almost £5 Billion Pounds Annually
The latest UK market research data on gay and lesbian travel has been revealed at London's WTM World Travel Market. The Mark Travel Corporation strengthens its targeting of the gay market by joining Out Now's GayComfort travel marketing accreditation program.
London, United Kingdom, November 16, 2008 --(PR.com)-- Gay and lesbian people living in the UK last year spent a total of £4.7 billion pounds on leisure travel.
This market also spent a total of £47.2 million pounds last year on gay honeymoons, with more than 8,700 couples entering into UK Civil Partnerships during 2007, and each couple spending, on average, more than £5,000 pounds on their honeymoon.
These figures are being revealed this week at London's trade show for the global tourism industry - World Travel Market - during the 'Out Now Gay Marketing Masterclass' presented to visitors to WTM by Ian Johnson, CEO of Out Now.
The new gay travel market data is sourced from the most comprehensive gay market research study ever undertaken of the UK market - the 'Out Now 2008 Millivres Gay Market Study' - and analyses the travel and spending habits of gays and lesbians across the UK.
"Gays and lesbians are a lucrative market, that is now well understood," Johnson says. "But what the travel industry needs to get a better grasp on is the fact that there is immense diversity within the gay consumer market for travel. Many operators are missing significant opportunities to maximise their profits by mistakenly attempting a 'one-size-fits-all' approach to their gay tourism marketing activities."
Johnson said that communications was not the only area of concern when selling travel to gay consumers.
"Operators need to look at all elements of their marketing mix - including product differentiation, when targeting gay customers. Many gays and lesbians remain worried about how welcoming travel staff will be when they are on their vacations."
In terms of product differentiation, Johnson unveiled Out Now's latest gay consumer travel information site - GayComfort - letting consumers discover where they can stay with staff specially trained on meeting lesbian and gay travel concerns.
"GayComfort is all about training staff to deliver the best in customer service for gay customers, then letting consumers select those locations and properties with accredited GayComfort trained staff," said Johnson. "The consumer gets to 'know before they go' that when they travel they can enjoy what mainstream consumers usually take for granted - being able to relax and be themselves."
One of the biggest names in tourism - The Mark Travel Corporation - through their Fabugo.com gay travel brand, announced at WTM that they have entered into a partnership with GayComfort.
Fabugo.com is to deliver GayComfort accredited hotels to the gay consumer market via their extensive network of accommodation around the world. Fabugo is a leading supplier of accommodations to the lesbian and gay travel market and is owned by The Mark Travel Corporation. Fabugo.com features secure online booking of more than 25,000 hotels in hundreds of destinations worldwide.
Jason M Rhen, Managing Director of Fabugo, said his company's partnering with the GayComfort program makes a lot of sense. "Fabugo listens to our customers and constantly strives to improve our product quality for gay and lesbian travelers," says Mr Rhen. "By helping the industry train their staff to improve their service delivery on gay travel issues, GayComfort fits perfectly with what our customers are looking for from us in terms of well tailored product. This partnership delivers a great synergy for our business, and most importantly for our gay and lesbian customers."
The 'Out Now WTM 2008 Gay Marketing Masterclass' is presented by Out Now founder and CEO, Ian Johnson, at London WTM on November 12.
About Out Now
Established in 1992, Out Now is relied upon by the world's leading brands to understand and meet the consumer needs of gay and lesbian people worldwide. Travel clients include Lufthansa, German National Tourist Office, Switzerland Tourism, South Africa Tourism, Qantas, KLM, DFS Galleria and Hilton. Other Out Now clients include IBM, Toyota, Orange and Barclays. Out Now services include communications, market research, strategy and staff training.
The research data in this release must be referenced as the 'Out Now 2008 Millivres Gay Market Study'. Data was collected from 1231 respondents from across the UK. Users of www.gaytimes.co.uk , www.divamag.co.uk , www.pinkpaper.com , Gay Times (GT), DIVA and Pink Paper formed the data sample analysed.
Out Now and UK Home Office data assess the total number of gays and lesbians as being 6% of the adult population, a total measured by Out Now as 2.95 million people living right across the UK.
For more information:
Ian Johnson
Founder and CEO
Out Now
Cell/mobile: +44-(0)7906 553 990
info(at)outnowconsulting.com
http://www.outnowconsulting.com
http://www.GayComfort.com
http://www.GayMarketNews.com
###
This market also spent a total of £47.2 million pounds last year on gay honeymoons, with more than 8,700 couples entering into UK Civil Partnerships during 2007, and each couple spending, on average, more than £5,000 pounds on their honeymoon.
These figures are being revealed this week at London's trade show for the global tourism industry - World Travel Market - during the 'Out Now Gay Marketing Masterclass' presented to visitors to WTM by Ian Johnson, CEO of Out Now.
The new gay travel market data is sourced from the most comprehensive gay market research study ever undertaken of the UK market - the 'Out Now 2008 Millivres Gay Market Study' - and analyses the travel and spending habits of gays and lesbians across the UK.
"Gays and lesbians are a lucrative market, that is now well understood," Johnson says. "But what the travel industry needs to get a better grasp on is the fact that there is immense diversity within the gay consumer market for travel. Many operators are missing significant opportunities to maximise their profits by mistakenly attempting a 'one-size-fits-all' approach to their gay tourism marketing activities."
Johnson said that communications was not the only area of concern when selling travel to gay consumers.
"Operators need to look at all elements of their marketing mix - including product differentiation, when targeting gay customers. Many gays and lesbians remain worried about how welcoming travel staff will be when they are on their vacations."
In terms of product differentiation, Johnson unveiled Out Now's latest gay consumer travel information site - GayComfort - letting consumers discover where they can stay with staff specially trained on meeting lesbian and gay travel concerns.
"GayComfort is all about training staff to deliver the best in customer service for gay customers, then letting consumers select those locations and properties with accredited GayComfort trained staff," said Johnson. "The consumer gets to 'know before they go' that when they travel they can enjoy what mainstream consumers usually take for granted - being able to relax and be themselves."
One of the biggest names in tourism - The Mark Travel Corporation - through their Fabugo.com gay travel brand, announced at WTM that they have entered into a partnership with GayComfort.
Fabugo.com is to deliver GayComfort accredited hotels to the gay consumer market via their extensive network of accommodation around the world. Fabugo is a leading supplier of accommodations to the lesbian and gay travel market and is owned by The Mark Travel Corporation. Fabugo.com features secure online booking of more than 25,000 hotels in hundreds of destinations worldwide.
Jason M Rhen, Managing Director of Fabugo, said his company's partnering with the GayComfort program makes a lot of sense. "Fabugo listens to our customers and constantly strives to improve our product quality for gay and lesbian travelers," says Mr Rhen. "By helping the industry train their staff to improve their service delivery on gay travel issues, GayComfort fits perfectly with what our customers are looking for from us in terms of well tailored product. This partnership delivers a great synergy for our business, and most importantly for our gay and lesbian customers."
The 'Out Now WTM 2008 Gay Marketing Masterclass' is presented by Out Now founder and CEO, Ian Johnson, at London WTM on November 12.
About Out Now
Established in 1992, Out Now is relied upon by the world's leading brands to understand and meet the consumer needs of gay and lesbian people worldwide. Travel clients include Lufthansa, German National Tourist Office, Switzerland Tourism, South Africa Tourism, Qantas, KLM, DFS Galleria and Hilton. Other Out Now clients include IBM, Toyota, Orange and Barclays. Out Now services include communications, market research, strategy and staff training.
The research data in this release must be referenced as the 'Out Now 2008 Millivres Gay Market Study'. Data was collected from 1231 respondents from across the UK. Users of www.gaytimes.co.uk , www.divamag.co.uk , www.pinkpaper.com , Gay Times (GT), DIVA and Pink Paper formed the data sample analysed.
Out Now and UK Home Office data assess the total number of gays and lesbians as being 6% of the adult population, a total measured by Out Now as 2.95 million people living right across the UK.
For more information:
Ian Johnson
Founder and CEO
Out Now
Cell/mobile: +44-(0)7906 553 990
info(at)outnowconsulting.com
http://www.outnowconsulting.com
http://www.GayComfort.com
http://www.GayMarketNews.com
###
Contact
Out Now
Ian Johnson
+44-(0)20-8123 5288
http://www.OutNowConsulting.com
Out Now US: +1-310-878 4878
Out Now BE: +32-(0)4-7376 0886
Out Now AU: +61-(0)2-8003 5253
Ian Johnson
+44-(0)20-8123 5288
http://www.OutNowConsulting.com
Out Now US: +1-310-878 4878
Out Now BE: +32-(0)4-7376 0886
Out Now AU: +61-(0)2-8003 5253
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