What can destinations and businesses that are looking to attract the LGBT market learn from wider Millennial travel trends?
Last week’s IGLTA Convention in Cape Town brought together delegates from several continents and many different corners of the travel industry. Many of the speakers who weren’t lesbian, gay, bisexual or transgender themselves, or hadn’t worked much with LGBT specific businesses remarked how innovative and forward-thinking they find this particular market segment to be.
I would largely agree with that. While it’s important not to generalise, it’s true that many, many LGBT travellers -especially those from mature outbound markets- are early adopters of technology, adventurous and keen to place travel as a priority in their life.
That is not to say, however, that destinations and travel brands seeking to cater to LGBT travellers don’t face their own challenges, or won’t in the future. Following my successful workshop at the IGLTA Convention in Los Angeles last year, IGLTA asked me to return and this time explore this question more deeply: If LGBT Millennials around the world are increasingly happy to identify themselves with their peers (who in-turn see their sexuality as more of a non-issue today), what does that mean for travel companies and destinations who develop and market gay-relevant vacations?
The big questions:
- Is the LGBT travel industry keeping up with the pace of change in Millennial attitudes?
- Will established LGBT destinations remain attractive to emerging market Millennials?
- In the future, to what extent will sexuality really define vacation choice?
- What travel criteria will LGBT travellers always have when selecting destinations and travel services?
Just as with the wider group of Millennial consumers, I believe that it is essential for the LGBT travel industry to take lessons learned from youth consumer psychology and the way Millennials travel in general, if they want to tap into the interests of this diverse, niche (but often lucrative) market of travellers. In the presentation below I’ve set out some of these wider lessons to be learned in Millennial traveller behaviour and invite you to think about how they apply to your business.
JUMP TO THE PRESENTATION:
The big answers:
There’s no quick answer to helping such a broad, diverse industry to adapt to a generational shift in consumer attitudes. However, I’d like to outline here, three major courses of action which should help destinations of all kinds adapt to this profound change:
- Make travel matter to Millennials. As I outlined in my recent posts ‘Millennial Marketing: going beyond the schmaltz’ and ‘Helping a generation under pressure’, it’s vital to put forward products and experiences that are well adapted to Millennials’ spending behaviour. Selective spending (mixing budget and luxury experiences) is increasingly common, and of course there are so many other constraints on the modern Millennial’s budget. So before you worry about making LGBT travel experiences matter to your Millennial audience, consider how they view what you’re offering in terms of their priorities in life.
- Innovation – Just like everyone else, LGBT Millennials are becoming more adventurous and seeking authentic experiences that help to connect them with the real soul of the destination. How can you provide such experiences, ensuring that they are open, understanding and welcoming to all?Use the wider lessons in ‘what matter to Millennials’ (the rise in self-improvement, health awareness and the desire to acquire life skills is just one example) to craft your LGBT travel product into something useful and meaningful.
- Personalisation – Fortunately, all types of gay culture are becoming more mainstream (and vice versa) and the increasing visibility of ‘tribes’ within the LGBT community certainly provides powerful opportunities for the personalization of travel products and marketing that Millennials crave.However don’t forget the essentials: How’s your digital strategy in general? Are you really reaching your target consumers through the channels that they use? Where does your product sit on their path to purchase?
Looking for more resources? Check out the rest of my blog here on Genctraveller.com as well as my bibliography.
If you’d like tailored support on adapting your business to reach LGBT Millennials, or are looking for more insights and ideas you can reach me anytime via @genctraveller