WTM - Reaching the gay market

World Travel Market, in conjunction with leading global gay marketing agency, Out Now Consulting, is launching a Gay and Lesbian Travel MasterClass with a difference.

Organisers are asking for marketing questions to be sent to specialist market agency Out Now that will help shape a targeted, interactive and internationally based session at World Travel Market, covering some of the biggest issues and challenges facing the travel and tourism industry.

“The travel and tourism industry is now beginning to recognise the importance of the gay and lesbian market and its economic potential for the future,” said Fiona Jeffery, Managing Director of World Travel Market. “We have asked Out Now Consulting to help the industry to reach out to this historically under served segment.

“Out Now is one of the most experienced market agencies of its kind, working with many travel clients, including VisitBritain, the German National Tourist Office, South African Tourism and Lufthansa.

“In a survey carried out by the Travel Industry Association (TIA), the majority of gay men (53%) and lesbians (69%) reported that a place generally identified as safe and free from intimidation and threats - is one of the top three ways they consider a destination as gay-friendly.

“Gay-friendliness is frequently mentioned as a litmus test for how gay holidaymakers view destinations, products and services.

“They are not looking for special treatment, merely the kind of consideration and equal respect that should be given to all customers.”

Jeffery added: “This is the third year that we have worked with Out Now and are delighted that the MasterClass will be able to help delegates much more comprehensively about how to tap into this lucrative market more effectively.”

Ian Johnson, CEO of Out Now said the 60-minute MasterClass will offer the latest practical advice on reaching the gay market. “We will take the most representative questions submitted to Out Now online before World Travel Market to be used as part of a presentation covering a whole range of issues”, he said.

“We also invite people to send us their brief – specifying specific requirements and budget – and Out Now will select two to present real gay travel marketing solutions to such problems at WTM. If people have ever wondered how their own brand should best approach the gay market, this is their perfect opportunity to find out.”

“The MasterClass will provide a ‘State of the Gay Travel World’ summary paper, offered free to everyone attending and setting out the essential 2007 gay travel segment data from the US, Europe and Australia.”

Out Now will also be launching the GayMarketingPro.com 2008 Gay Travel Market Workbook, two copies will be presented as prizes during the seminar (a €450 value) as well as free enrolment and five free trainings in the GayComfort training programme (worth ?244).

Questions submitted for consideration at the Gay and Lesbian MasterClass at World Travel Market should be submitted to info@outnowconsulting.com.

Out Now recently won the prestigious “Outstanding Interactive” category in the annual Commercial Closet Association Images in Advertising awards for global gay marketing excellence in New York. The winning Out Now campaign was for Lufthansa German Airlines.

WTM has consistently been at the forefront of leading industry developments - such as the increasingly important LGBT travel market.

The Out Now gay travel marketing MasterClass is being presented by WTM on 14 November 2007 at the London World Travel Market, ExCel Centre.