How to Reach LGBTQ+ Travelers through Marketing
Written by: Guest on June 22, 2020
Written by Ashley Newton, Lead Video Specialist
June is LGBTQ+ Pride month in the United States. Within the country and around the world, June is typically filled with Pride parades and festivals, but due to the COVID-19 pandemic, Pride looks a little different this year. But that doesn’t mean there are no travel opportunities for those in the LBGTQ+ community.
In fact, a recent study by The Harris Poll showed that 38% of LGBT adults are planning to take their next leisure trip by August, and 51% expect to travel in 2020 despite uncertainties caused by the coronavirus. Like all travelers, public health is still a concern and trips are planned with caution, but the desire to travel is clear!
Get to Know the Needs of the LGBTQ+ Community
To craft the perfect trip for your LGBTQ+ clients, you’ll want to understand the needs of the community. IGLTA, International LGBTQ+ Travel Association, is a go-to resource for travel agents serving this group. The U.S Department of State website also provides information they need for a safe and memorable vacation to international countries. Glaad and The Trevor Project are additional resources to stay up to date on the community, see what events are coming up, and learn how you can get involved outside of travel.
Marketing to LGBTQ+ Travelers
Representation is important to all travelers, but it can make a huge impact on your LGBTQ+ clients. Many marketing sources omit these travelers, so your efforts will stand out. As a travel agent with KHM Travel, you have access to social media graphics specifically for Pride month and general graphics to promote LGBTQ-inclusive travel. You can find these by logging into MyTravelAgentPortal, visiting the Diversity & Inclusion page, and accessing the media archive.
You can also create your own marketing resources using free stock images. Make sure to understand the copyright laws associated with an image before using or altering it. Both Unsplash and Pexels offer free stock images that do not require you to provide attribution to the original creator and can be modified. This means you can edit them, add your logo, and truly make them yours! To create your own custom graphics, you’ll need a graphic editor. BeFunky is a free, easy-to-use solution that also partners with Unsplash and Pexels, so you have access to great stock images directly within the platform.
Using Inclusive Language
Even when not marketing to this group directly, inclusive language can go a long way. For instance, if you’re promoting romance travel, try using words like “couples” and “partners” instead of husband and wife exclusively. When selling family travel, use words like “parents,” “family,” instead of just mom and dad. Small changes like these are easy to make. They show that you and your travel business recognize and embrace diversity!
Taking a few steps to understand and acknowledge the LGBTQ+ community allows you to help your clients travel with pride, not just this month, but all year long!
Want to know more about selling travel to the LGBTQ+ Community?
Check out our post on 6 Travel Suppliers for the LGBTQ Travelers.