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Hoseasons reports increase in LGBT customers
Hoseasons says its commitment to diversity and inclusion is translating into more luxury lodge bookings from LGBT customers.
Nearly a quarter of resorts in the self-catering specialist’s boutique Autograph Lodge Holiday Collection have seen a sharp increase in the number of LGBT couples at their locations over the last 12 months.
Hoseasons managing director Simon Altham said a number of factors have contributed to the uplift, including a recognition among the LGBT community that the company is fully committed to its diversity and inclusion agenda, and not just chasing the pink pound.
He said: "There’s no doubt that our LGBT-specific advertising campaigns showing couples enjoying our hot tub breaks have helped to raise awareness and drive bookings over the last 12 months, but it’s not just about tweaking our ads.
"We’ve made great strides over the last few years to embed diversity across all areas of the Hoseasons business, both internally and externally, and we want to make sure all of our customers receive the very best service."
Hoseasons’ recent LGBT-focused marketing activity, which included a strategic partnership with Gay Star News, was prompted by resort owners asking for help to attract the LGBT market and boost off-peak sales.
Debbie Skinn from Autograph Lodge Holidays location, Faweather Grange Lodges, West Yorkshire, said: "We fully support Hoseasons in welcoming all guests regardless of race, creed, colour or sexual preference. We have many loyal LGBT visitors and have the most perfect secluded location for them to feel totally at ease."
Hoseasons is one of seven companies shortlisted for Best LGBT Holiday Company at the 2017 British Travel Awards.
Last week Hoseasons said demand from millennials had helped it achieve a seventh record summer in a row, with peak summer web bookings from customers aged between 25 and 34 rising 14% compared to the same period last year.
A 9% increase in breaks taken by couples and groups was also recorded by Hoseasons over the peak summer period, as well as an 8% increase in breaks taken across the company’s entire portfolio of luxury lodges, parks, cottages and boating breaks.
Sales through third parties, including agents, were up 20%.
Lisa
Lisa joined Travel Weekly nearly 25 years ago as technology reporter and then sailed around the world for a couple of years as cruise correspondent, before becoming deputy editor. Now freelance, Lisa writes for various print and web publications, edits Corporate Traveller’s client magazine, Gateway, and works on the acclaimed Remembering Wildlife series of photography books, which raise awareness of nature’s most at-risk species and helps to fund their protection.
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