By Mark Baratelli
Owner
Staff Page
Speakers:
Mya Lake Reyes, Las Vegas Convention & Visitors Authority
Stephen Murray-Smith, Florida Keys-Key West Inc.
George Carrancho, American Airlines AA.com/rainbow
Moderated by Josh Rosenzweig, Here Media
Orlando is the number one tourist destination in the world but "does not have a reputation a gay friendly city," says George Carrancho of American Airlines. He advised the audience at Wednesday's "Gay and Lesbian Destination Marketing: Big Business Beyond Mainstream Orlando" to "start now" and change that perception. He said competing cities are taking this market.
The panel shared that GLBT spend 70 billion into the economy on travel alone, and that only 15% of GLBT travelers perceive Orlando to be a gay-friendly city.
Mya Lake Reyes says this market wants to know your business is working with and in the community. She suggested trying both local and national gay-focused publications. "The gay customer wants to feel appreciated. It takes very little."
Carrancho advised learning about HRC and its buying guide, IGLTA and Tag Approved. "Community support and visibility" are important to the market says Josh Rosenzweig, Here Media.
Stephen Murray-Smith, Florida Keys-Key West Inc., says word of mouth, regardless of audience, is a strong deciding factor for where to vacation. Rosenzweig agreed: "Gays talk. It can work for you and work against you." Murray-Smith also suggested getting into regional magazines, like those found in gay clubs. He told a story about one of the Indigo Girls' trip to Jamaica with her girlfriend. The hotel refused to give them a room with one bed. They checked out the next day and flew to Key West. He added "Good news travels fast, bad news travels faster."
Addressing the topic of "the niche within the niche," all the panelists agreed diversity of image (race, body type and sex) within advertising needs to be considered. Murray-Smith specifically said "Bears" spend a lot on food and top shelf liquor.
"There's not one type of gay. There's not one type of lesbian." said Rosenzweig. There are publications addressing each niche.
"The lesbian market is huge," says Reyes. "There's a perception lesbians don't have money or don't spend money. They do. The average household is $80k. The average gay household is $83k." She went on to tell the audience that while on vacation, gay men like to "hang out in the bars" and "sleep till noon." Addressing age, older gay men describe themselves as gay first and then age second. Younger gays do the reverse. "11.5% of the gay community has an affinity with leather."
When asked what the most successful promotion directed at the gay market is that they could think of, Murray Smith tooted his own horn by mentioning his Return to Key West project. Rosenzweig brought up the American Airlines campaign "His & His and Hers & Hers" phone kiosk campaign in New York City. Wells Fargo, the Gay travel Guru, Kimpton Hotels and the Hyatt ads.
Before the panel concluded and break out sessions began, the President of the Metropolitan Business Association, Dr. David Baker Hargrove, announced the upcoming "Converge Orlando" business venture, an effort to bring LGBT conventions to Orlando.
Owner
Staff Page
Speakers:
Mya Lake Reyes, Las Vegas Convention & Visitors Authority
Stephen Murray-Smith, Florida Keys-Key West Inc.
George Carrancho, American Airlines AA.com/rainbow
Moderated by Josh Rosenzweig, Here Media
Orlando is the number one tourist destination in the world but "does not have a reputation a gay friendly city," says George Carrancho of American Airlines. He advised the audience at Wednesday's "Gay and Lesbian Destination Marketing: Big Business Beyond Mainstream Orlando" to "start now" and change that perception. He said competing cities are taking this market.
The panel shared that GLBT spend 70 billion into the economy on travel alone, and that only 15% of GLBT travelers perceive Orlando to be a gay-friendly city.
Mya Lake Reyes says this market wants to know your business is working with and in the community. She suggested trying both local and national gay-focused publications. "The gay customer wants to feel appreciated. It takes very little."
Carrancho advised learning about HRC and its buying guide, IGLTA and Tag Approved. "Community support and visibility" are important to the market says Josh Rosenzweig, Here Media.
Stephen Murray-Smith, Florida Keys-Key West Inc., says word of mouth, regardless of audience, is a strong deciding factor for where to vacation. Rosenzweig agreed: "Gays talk. It can work for you and work against you." Murray-Smith also suggested getting into regional magazines, like those found in gay clubs. He told a story about one of the Indigo Girls' trip to Jamaica with her girlfriend. The hotel refused to give them a room with one bed. They checked out the next day and flew to Key West. He added "Good news travels fast, bad news travels faster."
Addressing the topic of "the niche within the niche," all the panelists agreed diversity of image (race, body type and sex) within advertising needs to be considered. Murray-Smith specifically said "Bears" spend a lot on food and top shelf liquor.
"There's not one type of gay. There's not one type of lesbian." said Rosenzweig. There are publications addressing each niche.
"The lesbian market is huge," says Reyes. "There's a perception lesbians don't have money or don't spend money. They do. The average household is $80k. The average gay household is $83k." She went on to tell the audience that while on vacation, gay men like to "hang out in the bars" and "sleep till noon." Addressing age, older gay men describe themselves as gay first and then age second. Younger gays do the reverse. "11.5% of the gay community has an affinity with leather."
When asked what the most successful promotion directed at the gay market is that they could think of, Murray Smith tooted his own horn by mentioning his Return to Key West project. Rosenzweig brought up the American Airlines campaign "His & His and Hers & Hers" phone kiosk campaign in New York City. Wells Fargo, the Gay travel Guru, Kimpton Hotels and the Hyatt ads.
Before the panel concluded and break out sessions began, the President of the Metropolitan Business Association, Dr. David Baker Hargrove, announced the upcoming "Converge Orlando" business venture, an effort to bring LGBT conventions to Orlando.