HANDBOOK OF LGBT TOURISM AND HOSPITALITY
A Guide for Business Practice
22 color illustrations
Hardcover, $90.00 ISBN: 978-1-939594-18-1
Softcover, $45.00 ISBN: 978-1-939594-17-4
E-book, $39.99 ISBN: 978-1-939594-19-8
To research this book, the authors traveled to six continents, interviewed nearly a hundred industry experts, and analyzed multiple emerging trends among LGBT travelers. The Handbook of LGBT Tourism and Hospitality
is an easy-to-read, practical, and relevant guidebook with a simple goal: to help marketing professionals, business owners, and allied professionals compete in the increasingly
competitive global LGBT travel and hospitality industry.read more
TABLE OF CONTENTS
LIST OF FIGURES
MILESTONES IN LGBT HISTORY, TOURISM, AND MARKETING
This chapter covers the following foundations of LGBT tourism and hospitality: your “elevator pitch”:the importance of developing a speciﬁc program for LGBT tourism;sizing the LGBT segment: buying power; the importance of the LGBT segment in the travel industry;tips before launching your LGBT marketing campaign; success in the LGBT travel market: and top ten tips from Jeff and Ed.
2. Business Essentials
This chapter covers the following essential information about the LGBT travel market: understanding key segments and focusing your resources; lesbian travel; bisexual travel; putting the T in LGBT travel;LGBT family travel trends; the top ten trends in LGBT travel; and training, staff, business policies, and employee resource groups.
3. Business Opportunities
This chapter covers the following business opportunities in the LGBT travel segment: LGBT tourism and hospitality businesses; LGBT events, festivals, and sporting events; LGBT sports to drive revenue and visitation; Pride festivals; tailoring your mainstream product with an LGBT twist; welcome signs and symbols; the cruise industry; LGBT tour operators; gays and the motor coach; airlines; hotels and lodging;meetings, conventions, and business groups; milestone celebration travel;and navigating controversies and turning them to your advantage.
4. Marketing Your Business
This chapter includes the following sections on marketing your business:setting your marketing goals, budget, and staff; getting your advertising history straight; strategies for building an effective marketing campaign;the changing media landscape; great content in context is your foundation; communications, public relations, and media relations; smart press trips; LGBT print advertising and gay- inclusive creative; online and digital marketing; marketing through mobile phone apps; ten tips to keep your LGBT campaign and your destination competitive; and ten classic principles of successful LGBT marketing.
5. The Global View: Opportunities and Challenges
This chapter includes the following sections on domestic and international LGBT destinations and opportunities: Asia; Argentina; Brazil; Canada; China; Colombia;Europe; India; Israel; Japan; Mexico; United Kingdom; and the United States beyond New York and San Francisco.
6. Trends and Industry Resources
This part offers a wealth of resources for those in the hospitality and tourism business—market research: companies, data, surveys, and reports; associations and conventions; advocacy organizations; conferences and expositions; further reading; and an annotated bibliography.