Travel & Vacations

Robust lesbian and gay travel market makes staff training “imperative“ to marketing success

Out Now, a global gay marketing agency, stresses the importance of staff training to leading travel industry brands. The agency has created new a online training, accreditation and marketing system called GayComfort™.

Ian Johnson, CEO of Out Now explains that gay travelers often experience travel differently than other consumers.

“Gays and lesbians want what everyone wants on vacation – to relax and feel comfortable” Johnson said. “But gay and lesbian travelers are often unsure about how individual staff members will treat them during their vacation”.

One of the world’s leading tour operators – Air Canada Vacations – has announced that it has formed a new partnership with the GayComfort program. Armando Mendonca, Director, Product Development, said his company is to promote GayComfort™ training to hundreds of its partner hotels.

“Air Canada Vacations is very pleased we can enhance the high quality offerings of our partner hotels by working with Out Now’s GayComfort training” Mendonca said. “Better service makes for better business, and we are confident that this is a win-win for all concerned with this program. Most importantly, by improving the consumer’s experience through GayComfort, we believe our properties will be rewarded with improved gay market business and consumer loyalty over time”.

According to its website, Out Now works globally and was established in 1992. They are a gay market agency developing specialized strategic programs and services to help businesses more effectively understand and reach the gay and lesbian market. One of their core philosophies is stressing that gay and lesbian people are extremely diverse and should be marketed to as such, not in a homogenous way.

Article adapted by ProudParenting.com from original press release.
Image: GayComfort.com