As more and more states legalize gay marriage, marketers have taken a closer look at the LGBT consumer. Especially travel marketers who have begun to target gay families and couples. One of the most prominent of these campaigns right now is #LoveTravels, a huge push by Marriott International. Spending three times more than previous diversity campaigns, Marriott has immersed itself in the LGBT world by bringing in prominent figures like Jason Collins and Geena Rocero, and supporting The Gay Games and other Pride events. This multimedia campaign includes targeted outreach like online display and print, as well as mass media, like out-of-home.

Marriott is one of the world’s largest hospitality companies with over 3,900 locations in 72 countries and while the company’s Executive Chairman, Bill Marriott, is a devout Mormon, he keeps the views of the religion separate from the business activities of Marriott. In fact, Mr. Marriott actively opposed DOMA. Because of this, Marriott International is poised to tap into the estimated $70 billion economic impact of the LGBT traveler. In a recent New York Times article that examined this economic impact, they highlighted other travel brands like Hilton, Las Vegas CVA, and Kimpton boutique hotels to show the importance of a ground-up strategy for marketers targeting the gay community that included training staff members to be respectful, creating an atmosphere of safety, and dedicated CRM programs. Authenticity in advertising is also important.

Sophisticated brands and locations are evolving beyond images of rainbow flags and shirtless men… creating ads that, while showing same-sex couples, look like the rest of the brand’s advertising.

Marketing gay tourism can be a great opportunity for brands who do it right. If your travel brand plans to market itself specifically to the LGBT community, remember:

• Stay True to Your Brand – The point of difference for your brand should be the same, no matter if you’re specifically targeting LGBT or not. Gay people are not selecting travel destinations solely on the fact that they are “gay friendly.”
• Family Friendly is Important – New York City and Provincetown are not the only thing in the consideration set. LGBT families still want the same quintessential family experiences that heterosexual families want.
• Find Balance in Your Media – There are a plethora of media options targeting by sexual preference, but they are not the only media consumed by the LGBT community, who also have a gender (or gender identity), age, and live in a DMA, listen to the radio, and watch cable TV. So don’t forgo other demographic targeting, and again, keep your message consistent.