Tourism for the Gay and Lesbian Population

Paper Summary:

In this article, the writer focuses on the effect the gay and lesbian population has had on hotel management and marketing. By reviewing and analyzing various articles and reports on this topic, the writer demonstrates why the gay and lesbian population is a heavily marketed group within the travel industry. Likewise, the writer reviews why a hotel manager should market to the gay and lesbian traveling population. Finally, the paper also touches briefly on how effective marketing to this population can occur.

Outline:
Introduction
What Gay and Lesbian Travelers Want in a Hotel
Why Market to Gay and Lesbian Travelers?
How to Market to the Gay and Lesbian Population
What Others are Doing

From the Paper:

"One of the most significant developments in the travel industry, particularly as it applies to hotel management and marketing, is the recent trend aimed at attracting gay and lesbian clients. This trend developed as marketing research showed that gay and lesbian people are more likely to travel, and have more disposable income to spend when traveling, than the general population does. Thus, this group of individuals, who for decades was regarded as a niche travel population that only gay or lesbian-only travel marketing niche catered to, is now a mainstream market within the travel industry as a whole."

Sample of Sources Used:

• Hughes, Howard L. Pink Tourism: Holidays of Gay Men and Lesbians. New York: CAB International, 2006.
• Iwata, Edward. "More Marketing Aimed at Gay Consumers." USA Today. 2 November 2006.
• Parets, Robyn Taylor. "Marketing to Gay Community Can Pay Dividends to Hotels." Hotel & Motel Management. 7 May 2005.
• Poria, Yaniv. "Assessing Gay Men and Lesbian Women's Hotel Experiences: An Exploratory Study of Sexual Orientation in the Travel Industry." Journal of Travel Research, Vol 44, No. 3, 327-334 (2006).

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