ITB Berlin has been at the forefront of the travel industry for acknowledging the importance of LGBT (Lesbian, Gay, Bisexual and Transgender) in tourism. Since 2010 Gay & Lesbian Travel has been an established, successful segment of ITB Berlin. Characterized by openness, creativity and vibrant interaction, this is one of the most diverse areas of the trade show.
The LGBT community in the United States is estimated to represent between 22 and 30 million individuals, with potential buying power of more than US$50 billion (according to data from Out Now Global in 2012). The US has been leading the way in many aspects of LGBT travel, with tourism authorities putting in place dedicated teams to better serve those markets. Branding, revamping website to include LGBT pages and specific advertising campaigns have become normal marketing elements today.
Twenty seven local tourism authorities have joined the Gay & Lesbian Convention and Visitors Bureau (GLCVB), a group of some of the most progressive and gay-friendly destinations in the world. Within the US, obvious LGTB destinations such as Key West or San Francisco are being augmented by more surprising locations such as Dallas, Pittsburgh or St Louis.
Large US travel corporations such as American Airlines, or the Hilton or Marriott hotel chains, are also joining the LGTB bandwagon. For example, Marriott is sponsoring pride events in Washington, D.C., New York City and San Francisco, while Hilton Hotels & Resorts has been involved in events sponsoring in Washington D.C. as well as in Canada. Being gay-friendly brings these organisations closer to the LGBT community. According to the 19th Annual LGBT Tourism Survey of US consultancy, Community Marketing & Insights, top hotel brands for LGBT travellers in 2014 were Hilton and Marriott, proof of the significant resources being spent on the LGBT market by the two brands in the past three years.
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