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Gay travel focus for WTM
Wednesday, 14 Aug, 2009
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Gay and lesbian holidaymakers are to be asked how they want the travel industry to market to them.
A gay and lesbian customer panel forms part of a gay marketing masterclass seminar to be held at World Travel Market in November in London.
Organised and hosted by specialist marketing consultancy Out Now, it is claimed to be the first time the industry has sought the views of gay and lesbian customers at a trade event.
The sector is seen as growing in importance during the current worldwide financial downturn, as it is more resilient during tough economic times.
Out Now Founder and chief executive Ian Johnson, who is to chair the 90-minute masterclass, said: “The travel industry can struggle when it comes to marketing to the G&L community.
“The G&L market is even more important to the travel industry than it ever was before as it has a more resilient appetite for travel, meaning the industry cannot afford to get its G&L marketing strategy wrong.
“Gay customers really are the greatest experts of all when it comes to designing gay marketing strategies that work. That’s why this year Out Now is bringing the opinions of gay travellers themselves into the discussion at WTM.
"In hearing their opinions, discovering relevant motivators and unlocking the key travel concerns of gay and lesbians customers themselves during this innovative seminar, those attending will discover a wealth of practical information able to be profitably applied to the development of their own lesbian and gay marketing strategies during 2010 and beyond.”
by Phil Davies
Phil Davies
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