Largest ever gay marketing survey unveiled at WTM 2010


World Travel Market, the premier global event for the travel industry, will unveil results from the largest ever international survey into the travel and leisure patterns of the lesbian, gay, bisexual, and transgender (LGBT) community at WTM 2010.

Analysis of the findings, by gay marketing specialists Out Now, will form the backbone of the WTM lesbian, gay, bisexual, and transgender seminar, organized and moderated by Out Now chief executive Ian Johnson.

European and Latin American countries will feature in the “2010 Out Now Global LGBT Market Study.” France, Germany, Israel, Italy, Spain, Sweden, and the UK make up the European sample, with the Latin American component featuring Argentina, Brazil, Chile, Ecuador, Mexico, Peru, and Uruguay.

The survey will reveal information on LGBT travel habits including preferred destinations, annual tourism spending, lifestyle leisure preferences, frequency of air travel, overall tourism expenditures, income, and gay honeymoons.

TUI Travel – which this year launched its first gay holidays program, Freedom Collection – senior innovation manager Paul Clark will be on the panel to comment on research’s findings.

“WTM is the logical place to release the findings of this new Out Now LGBT market research study,” said World Travel Market chairman Fiona Jeffery. “Out Now and WTM have worked together for five years promoting an understanding of the lesbian and gay tourism market development.”

“We are seeing a lot of interest in this study due to its groundbreaking nature,” Johnson said. “We are pleased to bring a previously unattainable level of market insight into the varied and diverse consumer needs of one of the world’s most important travel and tourism market segments at WTM 2010.”

The European section of the research is sponsored by Berlin Tourism Marketing. In Latin America, Out Now is partnering with LGBT business networking, organizing GNETWORK 360 for the research, with this section sponsored by Delta Air Lines.