At a conference on promoting to the Gay, Lesbian, Bisexual and Transgender (GLBT) market for tourism held in Hudson Valley, New York, attendees learned the value of social media; speaking to gays and lesbians in “their language”; and, perhaps most importantly of all, promoting to GLBT community could draw in a whole new market, their straight allies. From The Poughkeepsie Journal:
Josiah Brown, CEO of the marketing company New York Welcomes You, echoed concerns that some of his clients have voiced over whether promoting to gay and lesbian communities could alienate some customers.
“…the Supreme Court is debating this and there are people protesting on both sides,” he said. “It’s obviously an issue. So it creates this tension with people that is something, I think, we are probably working our way out of. But it is still a reality.”
Much depends on a business’s core values, said Justin Lafontaine, program development manager for Travel Gay Canada, a nonprofit industry association.
“If you value diversity, then there shouldn’t be a question,” Lafontaine said. “If you are welcoming to GLBT, then you are welcoming to other diverse communities.”
Lafontaine said businesses that market to gays and lesbians also have the potential to draw in allied “straight” communities, which he estimated at two or three times the size.
“At the end of the day, the population that supports diversity and equal rights is growing,” Lafontaine said.
“So from a business standpoint, it’s a growth market.”