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Gay Travel Market - Staff Training “Imperative“ to Gay Marketing Success


Las Vegas, NV -- May 7, 2008 -- Out Now, a global gay marketing agency established in 1992, has presented a detailed workshop on the importance of staff training to leading travel industry brands at the International Gay and Lesbian Travel Association (IGLTA) annual convention in Las Vegas.

The seminar discussed the new online training, accreditation and marketing system called GayComfort™. Information on the program was also presented to local hoteliers at a Diversity Luncheon seminar hosted by the Las Vegas Convention and Visitors Authority.

Ian Johnson, CEO of Out Now explained to delegates that gay travelers often experience travel differently than other consumers.

“Gays and lesbians want what everyone wants on vacation - to relax and feel comfortable,” Johnson said. “But gay and lesbian travelers are often unsure about how individual staff members will treat them during their vacation”.

One of the world’s leading tour operators -- Air Canada Vacations -- announced during the IGLTA convention that it has formed a new partnership with the GayComfort program. Armando Mendonca, Director, Product Development, said his company is to promote GayComfort™ training to hundreds of its partner hotels.

“Air Canada Vacations is very pleased we can enhance the high quality offerings of our partner hotels by working with Out Now’s GayComfort training,” Mendonca said. “Better service makes for better business, and we are confident that this is a win-win for all concerned with this program. Most importantly, by improving the consumer’s experience through GayComfort, we believe our properties will be rewarded with improved gay market business and consumer loyalty over time”.

The new training program addresses the concerns of gay travelers, and the need for staff to better understand those concerns, to build improved gay travel vacation experiences -- increasing gay travel market profits for the tourism industry as a result.

Tom Nibbio, Global Ambassador of IGLTA, responsible for the association’s worldwide membership and sponsorship growth, said the new GayComfort™ training program meets a strong market need.

“With literally billions in gay tourism dollars, euro and pounds up for grabs each year, it seems likely this product should find an industry ready and willing to learn how to improve the ways it delivers customer service to the gay travel segment,” Nibbio said. “This is history-in-the-making for our gay tourism industry”.

Leading gay media products globally are involved in the rollout of this initiative - media brands such as GT, DIVA, PInk Paper, AXM (UK); GCN (Ireland);, LOTL (Australia); Wrapped (South Africa) and Tetu (France) are amongst the global network of gay media partners which inform gay travelers where they can stay at GayComfort accredited properties.

“It can take only one staff member to appear uncomfortable around a gay person for the vacation to be diminished for that guest,” Johnson said. “With gay travel now worth hundreds of billions in spend each year globally, staff training is a critical market success factor for the hotels, travel agents and tour operators now actively trying to target the gay travel market”.

Examples presented by Out Now included how staff best handle bookings for double beds by same-sex couples, how to react when a customer reveals they are gay, and how to avoid stereotypes when serving gay consumers.

“GayComfort delivers the information the industry needs to help staff members do their jobs better when serving gay guests,” Johnson told the IGLTA convention delegates.

475 delegates attended the IGLTA convention last week in Las Vegas, with many of the world’s largest brands represented there such as Accor Hotels, Hilton Hotels, Marriott, Southwest Airlines, American Airlines and the Intercontinental Hotels Group. Tourism offices and a range of other travel related businesses also attended the convention from April 30 - May 4.

Berlin Tourism Marketing was also announced as a Platinum Partner in the GayComfort™ program.

Clark Massad, Advertising Director, Têtu, Paris, France said his publication thought GayComfort was an important development in the continuing growth of the gay travel market.

“Têtu is the leading publication for the francophone community worldwide and has helped pave the way for a greater acceptance and understanding of gays and lesbians throughout France,” Massad said. “We are pleased to be partnering with GayComfort, paving the way in the development of a positive gay travel experience, enabling lesbian and gay travelers to enjoy the freedom to relax and just be themselves when on vacation”.


Out Now works globally and was established in 1992. They are a gay market agency developing specialized strategic programs and services to help businesses more effectively understand and reach the gay and lesbian market. One of their core philosophies is stressing that gay and lesbian people are extremely diverse and should be marketed to as such, not in a homogenous way. More information is at

IGLTA is the world’s leading authority, resource and representative of gay and lesbian travel. Membership is in 55 countries around the world and consists of accommodations, airlines, tour operators, travel agents, tourism offices and other key players in the tourism industry. IGLTA works to help the tourism industry attract gay and lesbian consumers and learn more about the gay and lesbian market. For more information visit


Ian Johnson, CEO, Out Now
Tel: +1-310-878 4878 or +61-(0)2-8003 5253 or +44-(0)20-8123 5288

Tom Nibbio, IGLTA Global Ambassador
Tel: +1 (815) 621-6464

GayComfort™ is a trademark of Out Now.


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 gay marketing

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