Friday Freebie: Market Specifically to This Affluent Niche: LGBT Travelers

June 2, 2017


Welcome to the Friday Freebie!

Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.

This Week’s Freebie (in honor of LGBT Pride Month): Attract LGBT travelers, a lucrative market segment, with specific hotel marketing tactics. 

Over the past few years, LGBT travelers have entered the mainstream for progressive hotel marketers everywhere. According to a survey by Community Marketing, Inc., which researches LGBT travelers and helps travel brands understand and reach out to this market, having a LGBT-friendly reputation is one of the top three factors gay or lesbian travelers consider when choosing a hotel.

Marketing to a gay and lesbian audience doesn’t require a separate micro-site or obnoxiously proclaiming “We’re gay friendly! Book here!”

Instead, the key is to be sophisticated and subtle. Include this market seamlessly into current marketing campaigns with these easy moves:

  • Include relevant images of same-sex couples in marketing materials.
  • Include same-sex couples images in your wedding section.
  • Include social proof: relevant testimonials or awards from relevant publications.
  • Create packages incorporating experiences from your destination’s LGBT neighborhoods like Seattle’s Capitol Hill, New York’s Chelsea, Miami’s South Beach, and San Diego’s Hillcrest.
  • Create June packages for LGBT Pride Month.
  • Partner with gay-friendly bars, restaurants and other establishments.

Get more: Hotels Rolling Out the Rainbow Carpet for LGBT Travelers

About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: