LGBT TravelTrends, Success Stories & Challenges for

Bloggers, DMOs and Industry Professionals

Auston Matta, @twobadtouristsTanya Churchmuch, @MuchPR/@IGLTA

Tanya Churchmuch

• Immediate Past-Chair of IGLTA• Overseen 2000+ fam trips (group and individual)• Organized 100+ LGBT fam trips (group and individual)• Participated as media in 25+ fam trips• Distributed more than 75 LGBT travel press

releases/newsletters• Led several award-winning LGBT travel marketing

campaigns (Montreal Boy, Queer of the Year, Do Your Own Thing)

• Created and curated LGBT content for destination website and blog

• Represent various clients/destinations/tour operators etc. looking to reach the LGBT market

Auston Matta• Blogging over 3 years• 1 year RTW trip• Engineer turned travel writer• Founder & Organizer of

#mygaypride campaign• Attended 15+ LGBT press trips

Overview – from a blogger perspective• LGBT Definitions

• Overview of LGBT Travel• LGBT Travel Blogging• Case Study: #mygaypride• Planning LGBT Fam trips• Choosing Bloggers• Knowing Your Product• After the Fam Trip

Definitions• LGBT

o L: Lesbian (women)o G: Gay (men)o B: Bisexualo T: Transgender

• Other termso Queer: any orientation not straighto Ally: straight member who supportso Gay ≈ LGBT ≈ Queer

Travel Story…• John & Stacy just got married• They live in Florida (USA)• They take a honeymoon to Jamaica• 1st day of their trip:

o Flying & border controlo Taxi to the hotelo Check-in to the honeymoon suiteo Nice dinnero Night out dancingo Romantic walk home to hotel

The Story Changes…• This story isn’t about John & Stacy• It’s about John & Sam

Stop and think for a moment…

How does everything change?

What’s Different?• They’re a same-sex couple• Their marriage isn’t recognized in Jamaica• Jamaica’s not gay friendly• Many people are homophobic• Safety is a genuine concern

What Happens?• Conversations with locals - uncomfortable & awkward• Violence towards LGBT people is common• Reception suggests a room with 2 separate beds• Can’t dance together• Can’t hold hands or show affection in public• They fear for their safety

Travel Challenges for LGBT People• Do you travel to places not gay friendly?• Do you come out to people during your trip?• Is our hotel gay friendly?• Are you safe in your destination?• Do you feel comfortable?• What about same-sex families with children?

LGBT Travel Overview• We have unique needs• We still travel – even more than our straight counterparts• We are a massive segment with the marketplace• We support companies who support us

LGBT Travel Statistics• Est. economic impact is over $100 billion per year

in the U.S. alone • Average of 4 trips taken each year• 30% take more than 5 trips annually• More discretionary income than any other

minority group (D.I.N.K.) • Marriage equality - now celebrated by 18+

countries!

LGBT People• We are diverse with different needs• Men & women • Couples & families• Millennials (being out is ok)• Ages 40 to 50+ (being out was NOT ok)• Which demographics do you want to attract?• Your offering and messages need to adapt

LGBT Presence in Travel Blogging• 150+ travel blogs run by LGBT people• Very few are out on their blogs (<25%?)• Even less write about LGBT topics (<10%?)• Underrepresented

LGBT Presence in Travel Blogging• Why little LGBT presence in travel blogging?

o Social pressures of being out in publico Fear of rejection from non-gay friendly DMO’so Don’t want to reach LGBT segment

• Why don’t they write about LGBT topics?o Not interested in LGBT specific venues or eventso Not interested in LGBT travel issueso Not everyone is an advocate

Tips: Working with LGBT Bloggers• Make sure they are out & write about LGBT topics• Type “LGBT” “gay” or “lesbian” into search field• Look at social media content• Great LGBT bloggers ≠ LGBT readers• Ask other LGBT bloggers or media for recommendations• Consider joint collaborations with bloggers in other fields• Big LGBT presence in other areas

o LGBT issues, Fashion & YouTubeo Ensure their audience is good for you

Case Study: #mygaypride

Case Study: #mygaypride• Overview

• 17 bloggers (Lesbian, Gay, Bi and Allied)• Featured 8 European cities during pride

• Concept• Included allies because they’re important in fight for equality• Blogger agreements (# of post + social media coverage)• Amplify reach with Gay Star News (media partner, not a blog)• 2 articles (pride + normal attractions)• Sponsors played a role (e.g. SAS)

Case Study: #mygaypride• Results

• 4.3k+ Tweets & 5k+ Instagram photos generated• 35MM+ Twitter impressions• 6MM+ Instagram impressions• 8.5MM+ people reached across social media • 80+ articles & videos on 8 destinations• 15 campaign mentions in LGBT media

Takeaways: #mygaypride• Full campaign, not just a blog trip

• Pre-promotions• Real-time social coverage• Audience participation (tattoos)• Articles after trip• Giveaway (Barcelona)• Post reporting

• Sponsor & event engagement• Advanced agreements prevent surprises• Constant Wi-Fi is critical

The LGBT market from a PR perspectiveWhy do you want coverage in LGBT blogs?

• Something special to offer• LGBT connection• Boss• Community advisory committee• Simply interested in reaching the market• Money (aka “the Pink Dollar”)

Planning an LGBTBlogger fam

(no, you don’t have to be LGBT to hostan LGBT Blogger fam)

How to Target LGBT Bloggers• Geographic markets -

challenge• Popular with the L, G, B or T• Who is already traveling to you • G, L, T or LGBT blog• Generation• Other/additional niche• LGBT/mainstream blog

How do you choose a

specific blogger?• PR reps • Research • Social media • Colleagues• Local LGBT

community• Media who have

already visited• CMI/IGLTA/TBEX• Media databases

A partner asks for help…

• Who chooses which blogger?

• Vetting• Who

determines itinerary?

• Who oversees itinerary?

• Who is present during the trip?

• Who gives what?

Know your product from an LGBT perspective!

What makes your product story-worthy?• LGBT offering• The unexpected• Politics/human rights• Local celebs/stories• Gay tour guide• LGBT events • Media library

The itinerary: Who, what, where, when, why…..• Fam trip vs. paid campaign• New to market vs. mature

to market• Already popular or not• Time of year• Time with journalists• Who pays for what• Weekends

• Free time, starting time• Beyond bars and clubs• Invite spouses?• Conflicts and expectations

with local community partners?

• Journalist input• Manpower in evenings

SOCIAL MEDIA• Monitor

accounts • Personal/

outlet• Host social

media habits

• Hashtag • Professiona

l vs. personal

• Tagging and friending

<Document Title> - <Date> 30

After the fam….keep LGBT news flowing year-round!

• Newsletters• Social media• Email• Marketing• Events• Website

Thank you!!!@twobadtourists

@MuchPR@IGLTA

Resources• IGLTA – International Gay & Lesbian Travel Association

o http://www.iglta.org/ • ManAboutWorld Guide to LGBT Press Trips

o http://www.manaboutworld.com/wp-content/uploads/2013/07/ManAboutWorld-Guide-To-Press-Trips.pdf

• Statisticso http://www.communitymarketinginc.com/gay-lesbian-marketing-tools-for-tourism-hosp

itality/gay-lesbian-tourism-demographic-profile-gay-demographics

o NWTO Global Report on LGBT Tourism: http://www2.unwto.org/en/publication/am-reports-volume-3-global-report-lgbt-tourism

o Community Marketing’s 19th annual LGBT Tourism Study (Dec. 2014)