The Gay European Tourism Association (GETA) has launched a new communications system aimed at helping travel agents to connect with gay tourists. Now worth €50bn per year, this section of the market is, they argue, one that operators cannot afford to ignore.
“LGBT people are the perfect tourists. We travel more, spend more and are not restricted to school holidays. GETA provides a suite of tools to help any business in the tourism sector build their internal and external LGBT credentials by enhancing their appeal and Gaywelcomms is a great new addition to our member services. It isn’t about painting your hotel pink and waving a few rainbow flags; it’s about making small changes to established processes and services to make gay people feel truly welcome,” said GETA’s Executive Director, Carlos Kytka.
The communications package, which includes social media, advertising and PR, is being run in partnership with marketing agency, which has previously promoted brands like Nestlé, Diageo and Energizer.
GETA works with travel agents and other businesses operating in the tourism sector to help them understand the gay travel market ad provide better services.