6. DESTINATION CASE STUDY: NICE, FRANCE
• IGLTA Global Partner since 2011
• Actively marketing to LGBTQ+ travelers
• Involved local LGBTQ+ organizations
• Training program
• Included local LGBTQ+ welcoming businesses
• Publish annual LGBTQ+ guide
• Website & Social Media
• LGBTQ+ Events Calendar
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23. HOTEL CASE STUDY: BELMOND
• IGLTA Global Partner since 2014
• Dedicated LGBTQ+ Sales Director
• Created LGBTQ+ Advisory Board
• Actively marketing to LGBTQ+ travelers
• Involved 50+ properties globally in LGBTQ+ marketing efforts
• Amenities, products adapted for LGBTQ+ travelers
• Orient-Express: Special Departure for LGBTQ+ travelers
• IGLTA Travel Advisors & Consultants
32. LGBTQ+ Population
3 million people
LGBTQ+ Tourism Market
€ 2,7 Billion
Top LGBTQ+ Destinations
Milan, Florence, Torre del Lago
Rome, Gallipoli, Noto and Taormina
LGBTQ+ Friendly City of 2019
Milan
MARKET OVERVIEW
33. CONSUMER PROFILE
+38% ANNUAL INCOME
COMPARED TO OTHERS
39% GRADUATES
20% ENTREPRENEURS
9% TOP MANAGER
36% OFFICE WORKER
41% INCOME OVER € 1,500
DINK = DOUBLE INCOMES NO KIDS
34. CONSUMER PROFILE
91% HAS A SOCIAL
MEDIA PROFILE
26% HAS USED A
CAR SHARING
87% USES WHATSAPP
28% HAS USED AN
HOST SHARING
56% DECLARES HIMSELF GAY (48% LESBIANS)
OUTSIDE ITALY IS THE 78%
35. TRAVEL PROFILE 63% DO EVERY YEAR:
- 2 TRIPS (9 DAYS EACH)
- 3 TRIPS (4 DAYS EACH)
- 1 BUSINESS TRIP (2 DAYS EAC
67% BOOKS ONLINE
64% BOOKS 1 MONTH IN ADVANC
67% TAKES INFORMATION ONLIN
80% CONSIDERS SPAIN THE
BEST LGBTQ+ DESTINATION
52% CONSIDERS VERY IMPORTANT
THAT AN HOTEL IS GAY FRIENDLY
39. LGBTQ+ ONLINE TRAVEL MARKET
• THEY COMPARE 3-4 TRAVEL
WEBSITES BEFORE TO BOOKING
• BOOKING A TRIP IS THE FIRST ONE IN THE
TOP10 LGBTQ+ ONLINE ACTIVITIES
• (2X) THEY READ TRAVEL BLOGS MORE
THAN MAINSTREAM TRAVELERS
40. HOW TO REACH LGBTQ+ TRAVELERS: GOOGLE
SEO OPTIMIZATION ON
LONG KEYWORDS
(SPECIFIC NEEDS)
GOOGLE ADS
CAMAPIGNS ON SPECIFIC
KEYWORDS
DISPLAY CAMPAIGNS ON
GOOGLE PARTNER
WEBSITES (LGBTQ AND
MAINSTREAM)
78% LOOK FOR INFORMATION BEFORE BOOKING THEIR TRIP ONLINE
43. HOW TO REACH LGBTQ+ TRAVELERS: SOCIAL MEDIA
• COLLECT AWARNESS FROM LGBTQ+ COMMUNITY
• SUPPORT LGBTQ+ ANNIVERSARIES
• SUPPORT LGBTQ+ ISTANCES
• REACH LGBTQ+ AUDIANCE WITH FACEBOOK ADS
44. MICRO WEBSITES DEDICATED TO LGBTQ+ TRAVELERS
E IMAGES (THEY WANTS TO BE RECONIZED) - SPECIFIC INFORMATION – DEDICATED PRODUCTS/SERVICES A