In
the 1970s gay tours took men rafting in the Grand Canyon and to Rio de
Janeiro for Carnival. Gay hotels began opening in Key West, Fla. And
destinations like Provincetown, Mass., were creating some of the first
marketing to gay and lesbian travelers.
Today,
there are tours spanning the globe not only for gay men, but also for
lesbian, bisexual and transgender travelers and their children. Major
hotel chains like Hilton and Marriott have dedicated L.G.B.T. microsites
and vacation packages. And same-sex marriage laws are transforming
cities into travel destinations, with tourism boards and hotels
sponsoring L.G.B.T. events and funding advertising campaigns with
taglines like Las Vegas’s “Everyone’s welcome. Even straight people.”
“Having
gay marriage passed in so many states has made a big difference,” said
Robert Adams, editorial director of Passport magazine, which has an
audience of mostly affluent gay male travelers. “People feel they can go
someplace and be themselves.”
The
number of places where L.G.B.T. travelers can be themselves has grown
exponentially from the pre-Stonewall refuges. Sure, there are plenty of
cruises and tours that specifically cater to gay travelers. But the gay
vacation that once existed out of necessity is now often simply a
vacation — be it a routine family getaway, a destination wedding or a
romantic weekend.
[M]edium-size cities like St. Louis, Rochester and, in Florida, St.
Petersburg are emerging as regional destinations. Countries in Latin
America such as Argentina and Uruguay are opening up thanks to new
gay-rights laws.
“Now
you’re seeing competition from all-size destinations and hotel groups
wanting a piece of the pie. L.G.B.T. travelers have more options now
than just the big urban centers.”Certainly,
to define any traveler by his or her sexuality is to view that person
through a narrow lens. Countless factors shape travel interests
including, but hardly limited to, age, gender, race, socioeconomic
status and, of course, personal taste.
[T]he
quest for the so-called “pink dollar” has accelerated — pleasing some
industry veterans and putting off others — amid reports about how
potentially lucrative gay travel is and could be.
Just
how lucrative is difficult to quantify. Community Marketing has
estimated that the annual economic impact of L.G.B.T. travelers is
already about $70 billion a year in the United States.
“This
is such a high-traveling, high-spending population,” said Andrew Flack,
vice president for product marketing and customer insights
of Hilton Worldwide, adding that in the United States a higher
percentage of L.G.B.T. travelers have passports than the general travel
population.
One
boost to gay tourism, travel industry experts say, is same-sex
marriage. In New York City alone, the economic impact of the first year
of gay marriage was $259.5 million plus $16.5 million in local tax and
fee revenues, according to NYC & Company, the city’s marketing and
tourism organization.
And the marriage and honeymoon business is still in its infancy. . . . Nonetheless, hotels are preparing for an influx of same-sex ceremonies.
When it comes to hotels, some boutique brands, like Kimpton, have
already established themselves in the L.G.B.T. market. Now major hotel
groups are working to do the same. Over the last few years Marriott and
Hilton have created advertisements with gay and lesbian travelers in
mind. . . . . Sophisticated brands and locations are evolving beyond images of rainbow
flags and shirtless men, Mr. Adams said, creating ads that, while
showing same-sex couples, look like the rest of the brand’s advertising.
“It’s great to see a couple together or a family together,” he said.
“Don’t throw in every logo.”
Hilton . . . is expanding its “Stay Hilton. Go Out” L.G.B.T. vacation campaign,
which it introduced in 2012. The campaign includes a vacation package
(with high-speed Internet and a one-year digital subscription to Out
magazine) at more than 460 Hilton Hotels & Resorts and Hilton Grand
Vacations properties around the world. The Go Out program also has a
landing page on Hilton.com with information about travel and promotions.
[I]ndustry
professionals say there continues to be interest in gay-related tours
and events, particularly among older travelers who grew up in a time of
widespread discrimination.
“I
think there’s always going to be a demand for that,” said Ms. Johns,
“even though we are seeing progress in equal rights legislation.” That
is especially true for people who take only one or two big trips a year
or who live in places that are not welcoming.
To be considered L.G.B.T.-friendly, a destination usually has a local
gay community with which visitors can connect, businesses with
nondiscrimination polices and diversity training, and an overall
welcoming feel.