The Chicago Convention & Tourism Bureau ( CCTB ) and the International Gay and Lesbian Travel Association ( IGLTA ) held an educational seminar, entitled "All Welcome" at the Gene Siskel Film Center, 164 N. State, on June 16.
The event featured a panel of IGLTA partners and members, all of who spoke about the growing LGBT tourism market. Their message, aimed at businesses that cater to the visitor market, was twofold: a ) Showcase some of the proactive initiatives the CCTB has spearheaded to attract LGBT visitors, and b ) learn how to improve and maintain your businesses' attractability and gay friendliness in one of the nation's biggest tourism markets.
You might be asking yourself, in this economic downturn, who can afford to travel? Consider this: In 2008 Out Traveler Magazine estimated that the size of the U.S. LGBT travel market was $4.1 billion and growing. That means, despite a strapped global pocketbook, LGBT travelers are spending more, while also being mindful of companies who cater to their unique interests.
"Chicago has taken a more active and progressive role in the LGBT community in the last 18 months," said Mark Theis, executive vice president of CCTB. "The LGBT market, once considered a niche market, is certainly not that anymore, especially in Chicago. It makes sense on so many levels to want to sincerely welcome that lucrative market. It benefits everyone."
When it comes to travel, the Pink Dollar talks because LGBT people are spending more. According to Harris Interactive, a leading LGBT market research firm, the LGBT population in the U.S. has an estimated $712 billion in buying power. Furthermore, the LGBT community spends approximately $70 billion of that buying power, according to the Department of Commerce, on tourism.
"The gay visitor is no different from other visitors, unless you look at the numbers" said Tom Nibbo, IGLTA Manager of Global Partnerships. "Our research consistently shows that, when traveling, the LGBT market spends more in most categories than do heterosexuals."
While much of the day focused on cost effective marketing and advertising strategies targeting the LGBT community, there was also an archetypal message that seemed to resonate with the audience. That message: Executing equitable business practices within your company before marketing them outside your company ( to consumers ) is the most effective and honest way to attract LGBT consumers.
"For a business to be truly gay friendly," said Bryan Herb, chief marketing officer of Zoom Vacations and IGLTA Chair, "a company has to grow organically from within." Herb cited the Human Rights Campaign's ( HRC ) corporate equality index as a baseline barometer of what companies should be doing, inside and out, to support a truly diverse and open-minded workplace. "It's more than the bottom line. A company's success begins and ends with people. If you're taking care of your people, you stand a better chance of taking care of your customers."
For more information on CCTB and IGLTA visit them on the web at www.choosechicago.com and www.iglta.org .