Out Now Gay Marketing Masterclass Brings Gay Travel Market Consumers to WTM

Out Now - the world’s leading global gay marketing agency, and World Travel Market - the premier global event for the travel industry, are to ask gay and lesbian holidaymakers how they want the travel industry to market to them.

The gay and lesbian customer panel forms part of the Gay Marketing Masterclass seminar, organised and hosted by lesbian and gay marketing consultancy Out Now, and is the first time the industry has sought the views of gay and lesbian customers at a trade event.

The gay and lesbian market is growing in importance during the current worldwide financial downturn, as it is more resilient during these tough economic times than the heterosexual market.

US research shows that while many heterosexual travellers are planning to cut back on their travel spend, more than half of gay consumers (55%) plan to spend as much on travel this year as they did in 2008*, while 7% are looking to spend more in 2009 than last year*.

Out Now Founder and Chief Executive Ian Johnson, who is chairing the 90 minute masterclass, said: “The travel industry can struggle when it comes to marketing to the gay and lesbian community.

“The lesbian and gay market is even more important to the travel industry than it ever was before as it has a more resilient appetite for travel, meaning the industry cannot afford to get its gay and lesbian marketing strategy wrong.

“Gay customers really are the greatest experts of all when it comes to designing gay marketing strategies that work. That’s why this year Out Now is bringing the opinions of gay travellers themselves into the discussion at WTM,” Johnson added.

"In hearing their opinions, discovering relevant motivators and unlocking the key travel concerns of gay and lesbians customers themselves during this innovative seminar, those attending will discover a wealth of practical information able to be profitably applied to the development of their own lesbian and gay marketing strategies during 2010 and beyond.”

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* Source: Witeck Combs/Harris Interactive

For further information contact:

Ian Johnson
Out Now
info(at)outnowconsulting.com
http://www.OutNowConsulting.com
UK Phone: +44-(0)20-8123 5288
US Phone: +1-310-878 4878

About Out Now

Out Now is a specialized global gay marketing agency with high levels of experience in understanding gay and lesbian customers. Established in Australia in 1992, Out Now helps companies achieve better results in the gay and lesbian market. In 2001 the firm opened its first European office in Amsterdam servicing clients in Britain and Europe.

Out Now’s work is now undertaken globally. Our work in this highly specialised area for more than a decade means that we are now the world’s most experienced specialists in marketing to lesbian and gay customers.

Out Now works with the world’s leading brands including IBM, Toyota, Citibank, Barclays and Hilton Hotels. 2009 gay marketing campaigns are being managed by Out Now for German National Tourist Office, VisitSweden, Lufthansa, Vienna Tourist Board and Tourist Association of Tel Aviv-Jaffa.

Out Now believe that there is no such thing as a “typical” gay or lesbian person. Diversity is the key to understanding this market. ’Homosexual’ does not equate with ’homogenous’.

Out Now maintains at all times the highest standards of professionalism, ethics and respect in all operations and dealings with the lesbian and gay communities.

About World Travel Market

World Travel Market, the premier global event for the travel industry, is the must-attend four-day business-to-business exhibition for the worldwide travel and tourism industry.

Almost 50,000 senior travel industry professionals, government ministers and international press, embark on ExCeL - London every November to network, negotiate and discover the latest industry opinion and trends at WTM.

WTM, which is celebrating its 30th anniversary in 2009, is the event where the travel industry conducts and concludes its deals.

Contact Information

Ian Johnson

Founder and CEO

Out Now

Contact via E-mail