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Largest Ever Gay Travel Marketing Survey Launches - LGBT Research To Be Released at WTM


London, UK. (OUTNOW) March 3, 2010 - Surveying travel and leisure habits of gays and lesbians living in fourteen countries, the largest ever gay market tourism research study of the LGBT community is now underway.

Undertaken by specialist gay marketing agency Out Now, the ’2010 Out Now Global LGBT Market Study’ will research the tourism and leisure patterns of lesbian, gay, bisexual and transgender (LGBT) people living in fourteen countries across Latin America and Europe.

With an overall population of three quarters of a billion, these regions are home to more than 35 million lesbian and gay people.

This is the first time a gay travel market study has been conducted across so many countries at one time - talking to so many lesbian and gay travelers.

The countries being surveyed in the ’2010 Out Now Global LGBT Market Study’ are: in Latin America - Argentina, Brazil, Chile, Ecuador, Mexico, Peru, Uruguay; and, in Europe - France, Germany, Israel, Italy, Spain, Sweden and the UK.

Detailed information on travel habits including preferred destinations, annual tourism spending, lifestyle leisure preferences, frequency of air travel, overall tourism expenditures, income and gay honeymoons will all be researched in the new Out Now LGBT marketing research study.

In Europe the study is being sponsored by Berlin Tourism Marketing (BTM). Sales Director of BTM, Ralf Ostendorf said his organisation was pleased to be involved in the new research.

“Berlin Tourism Marketing and Out Now have worked together very successfully for over five years to enhance our product’s unique advantages in the LGBT market, so sponsoring this new study makes a lot of strategic sense for Berlin,” Ostendorf said. “Berlin is a city that is always wanting to be on the leading-edge and working with Out Now on this new project ensures that we will continue to occupy this premium position on the gay tourism landscape into this new decade.” Berlin is a Foundation Partner in the travel industry certification and training program GayComfort - also developed by Out Now.

The research findings are to be presented at leading travel trade show London World Travel Market, the premier global event for the travel industry, in November 2010, where Out Now will present their findings at their annual ’LGBT Marketing Masterclass’ for WTM.

“WTM is the logical place to release the findings of Out Now’s new LGBT market research study,” said Fiona Jeffery, Chairman of WTM. “Out Now and WTM share a history of five years of leading the industry in the understanding and development of lesbian and gay tourism market strategies. Those delegates attending our event in November will gain access to the latest and most comprehensive market insight into LGBT marketing in the world.”

Out Now’s CEO, Ian Johnson, said his company’s new research into the LGBT market is breaking new ground in the understanding of lesbian and gay travel.

“We are seeing a lot of interest in this study due to its groundbreaking nature - and its emphasis on understanding the travel and tourism habits of LGBT people living and traveling all across this vast region,” 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. Most importantly, increasing acceptance and understanding of lesbian and gay people - through tourism - is of great and lasting benefit to all.”

In Latin America, the study is being sponsored by Delta Air Lines and partners with the region’s leading LGBT community, gay media and business organisations.

According to Johnson of Out Now, the new research has generated a lot of interest from companies and other organisations all across Latin America wanting to learn more to better understand gay and lesbian consumers.

“There has been past gay market research done in other places like the USA,” Mr Johnson said. “But never before in Latin America - and Out Now is really pleased that we can bring this largest ever LGBT market study into Latin America. We will all learn so much about the lives of LGBT people living all across Latin America.”

Out Now is relied upon by the travel industry’s leading brands to understand and reach the gay and lesbian tourism market. Clients include Lufthansa, KLM, Qantas Airways, Hilton Hotels, German National Tourist Office, VisitSweden, Austrian National Tourist Office, Vienna Tourist Board, Helsinki City Tourist & Convention Bureau, Tel Aviv Tourist Association, South Africa Tourism, Air Canada Vacations and TUI.

The entire project is called the ’2010 Out Now Global LGBT Market Study’, comprised of 7 countries across Europe, and 7 in Latin America - where the research is called ’Out Now Estudio de Mercado LGBT 2010’.

Results will be released at the Out Now ’LGBT Marketing Masterclass’ at London World Travel Market in November 2010.

Out Now has been involved in lesbian and gay marketing research, corporate strategy and LGBT community marketing development since 1992 - when the company was first established in Australia. The agency has grown to now include specialist LGBT consultants working in markets across the world.


Ian Johnson, CEO, Out Now Global
US: +1-310-878 4878
UK: +44-20-8123 5288
Latin America: +55-11-3020 3429


Out Now Global is a leading lesbian and gay marketing specialist agency, founded in 1992. Clients include leading brands such as Barclays, Citibank, IBM, Toyota, Volvo, Time Inc. Magazines, VisitSweden, Tel Aviv Tourist Association and German National Tourist Office. Services include research, strategy, communications and training.




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