Hotels approach gay travel market in different ways

Executives at Marriott International believe it’s important to target the LGBT market separately from others. It recently refreshed its website for the LGBT traveler because its research shows that a gay consumer “embraces companies that openly and progressively market to (it),” said Randy Griffin, VP of global sales for Marriott. Travelers booking through Marriott’s LGBT site, launched in ’09 and refreshed in January, get the best available rate, he said, adding this market will only grow as more states pass same-sex marriage legislation. Citing the U.S. Department of Commerce, travel and tourism in the U.S. generated more than $1.3 trillion during 2010, according to the 16th Annual Gay & Lesbian Tourism Report issued by Community Marketing. Based on CMI’s own poll of self-identified gay and lesbian travelers, conducted from 20 September to 31 October ’11, the “annual economic impact of LGBT travelers is over $65 billion in the U.S. alone.”

[via hotelier.com]