First-Ever Industry-Wide Global LGBT Travel Survey Launched by WTM and Out Now
For the first time, a global survey is to measure the tourism
industry's attitudes and strategic approaches to the lesbian, gay,
bisexual and transgender (LGBT) travel market.
The LGBT market is known to be a lucrative one - with latest
LGBT2020 research data from specialist LGBT consulting firm Out Now
tracking annual LGBT consumer tourism spend of more than
USD$200billion (2014: USD$202billion).
However there has never before been an industry-wide study
measuring the engagement of the global tourism industry with the
LGBT tourism market.
The first 'Global LGBT Travel Industry Survey' http://www.Welcome.LGBT is being
undertaken by Out Now in collaboration with long-term strategic
partner World Travel Market.
World Travel Market, Senior Director, Simon Press, said: "World
Travel Market has been a long-term supporter of the global
development of LGBT tourism in partnership with Out Now.
"2015 is our tenth year of collaborating together and we are
delighted to work on this new industry-wide initiative with Out Now
to shine light onto this important part of the global travel
business."
Ian Johnson, CEO of Out Now, said the new tourism industry
research is both important and timely.
"We have known for more than two decades what the metrics of LGBT
travel are from the consumer side, but not from the industry's
perspective," Johnson says. "The tourism industry has evolved
dramatically in recent years with more destinations, hotels,
airlines, agents, and other industry players wanting to engage with
LGBT travel. What is needed though is a better understanding of how
the industry views this market and what is needed by the industry
to better engage with this group of travellers. We will be
measuring a range of factors to gain insight as to what is driving
the development of the LGBT travel segment such as key success
factors, staff training, media usage, total spend, barriers to
entry and future trends. We also want to learn from those
businesses that have not engaged with - or choose not to target -
this segment. This research will be an important asset for the
travel industry and we are delighted to work with WTM to bring this
new study to market."
Data collection for the research is being undertaken by Out Now
from May 26, 2015 and respondents working in the tourism industry
are invited to complete the survey by visiting http://www.Welcome.LGBT during those
dates.
Findings from this first 'Global LGBT Travel Industry Survey' will
be analysed and presented in the seminar programme during World
Travel Market in London this November as part of the 'Welcome.LGBT
Tourism Marketing Masterclass' by Out Now.
-ends-
MORE INFORMATION:
WTM Portfolio, Press & PR Manager Paul Nelson paul.nelson (@)
reedexpo.co.uk
Susann Jerry, Out Now press (@) outnowconsulting.com
About World Travel Market
World Travel Market, the leading global event for the travel
industry, is the must-attend four-day business-to-business
exhibition for the worldwide travel and tourism industry.
Almost 51,500 senior travel industry professionals, government
ministers and international press, embark on ExCeL - London every
November to network, negotiate and discover the latest industry
opinion and trends at WTM.
WTM, now in its 36th year, is the event where the travel industry
conducts and concludes its deals. WTM 2014 will facilitate £2.5
billion of travel industry contracts.
World Travel Market is part of Reed Travel Exhibition's WTM
portfolio, which also includes Arabian Travel Market, World Travel
Market Latin America and World Travel Market
Africa. www.wtmlondon.com
About Out Now
The world's premier LGBT marketing organization is Out Now.
Established in 1992 in Australia, Out Now has grown to reach
more than 20 markets worldwide. Its work covers strategy,
communications and training http://www.Learn.LGBT as well
as managing the world's largest and most extensive LGBT market
research program LGBT2020 www.LGBT2020.com . Many of the
world's leading brands including VisitMexico, Hilton Hotels and
German National Tourist Office, Lufthansa, visitBerlin, Stockholm
Visitors Board, VisitHelsinki, VisitBritain, IBM, Volvo, Toyota,
Citibank, Barclays Bank, Time Inc Magazines, Doubleday Books
and Merck rely upon Out Now Global. The agency also provides
the world's best LGBT tourism business networking program: Out Now
Business Class www.OutNowBusinessClass.com . More
information? Visit http://www.OutNow.LGBT