Hospitality must not ignore the pink pound
Hospitality operators have been urged not to ignore the lucrative pink pound, especially as the credit crunch bites.
There has "never been a better time" to target to the UK's three million gays and lesbians, who earn an estimated £81b per annum, according to research from publisher Millivres Prowler and consultancy Out Now.
Three in four of the 1,200 lesbians and gay men surveyed said finding "gay friendly" accommodation determined where they visited and stayed, while three quarters admitted that advertising in gay media influenced their decision on where to visit.
The top gay destination worldwide remains the UK with 58% of respondents planning a trip to or within the kingdom during the next couple of years.
Kim Watson, media director of Millivres Prowler, said: "Despite the current credit crunch, from theses figures it appears there has never been a better time to be targeting this audience."
Ian Johnson, founder and chief executive of Out Now, said those that engaged in target gay marketing programme would win strong brand loyalty.
"For brands that get their communications and marketing strategy right, the rewards from the gay market are potentially very large," said Johnson.
In March, Attitude Hotels was launched as a brand specifically designed to tap into and provide services for the gay traveller.
Gay-friendly Attitude Hotels signs four new properties >>
Gay and lesbian brand Attitude Hotels launched >>
Marriott to increase company spend on gay suppliers >>
By Chris Druce
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