WTM 2012 Expands LGBT offering


World Travel Market, the leading global event for the travel industry and Out Now, the leading marketing organisation to reach LGBT (lesbian, gay, bisexual and transgender) consumers are expanding their partnership including the unveiling of the world’s largest LGBT research programme.

In 2012, there will be a combination of options for those seeking to reach the LGBT tourism consumer market – and to network with other businesses globally in a new B2B initiative to be showcased by Out Now at WTM.

Out Now will once again present its industry-leading LGBT Marketing Masterclass, releasing the latest tourism findings from the world’s largest LGBT market research program – LGBT2020 – at the WTM education workshop, including the first ever LGBT tourism research data for a number of new markets – including Israel, South Korea and Turkey. 

One of the confirmed panel members is Ruben Sandoval the CEO of LGBT Confex – Latin America’s leading conference and events organizer. LGBT Confex are convenors of the 2nd International Expo & Business LGBT event in Cancun Mexico. Sandoval said he is pleased to bring regional expert insights into the WTM workshop. 

"Latin America is home to several of the fastest growing economies in the world," Mr Sandoval said. "As we track the immense LGBT market growth in the region, we are looking forward to sharing with delegates at London WTM what trends we are seeing right across Latin America.”

Out Now CEO, Ian Johnson, added: "Out Now and WTM have grown a strong relationship with a single focus – delivering best-in-class marketing insights to the global tourism industry, and I am delighted we are partnering for the sixth year in 2012.” 

As 2012 marks the 20th anniversary of the founding of Out Now, Johnson said part of this year’s education workshop is dedicated to highlighting some of the greatest success stories of LGBT marketing over that time.

Johnson also took the opportunity to announce the launch of a new B2B membership-based initiative, which is specifically designed to help the tourism industry network more effectively throughout the entire year – and around the world.

Out Now Business Class is a new online marketing platform that allows members to network, educate to increase their understanding about meeting the consumer needs of LGBT people worldwide. Membership applications are open to those who meet a specific set of criteria focused upon LGBT marketing development.

Johnson said. "The LGBT travel market has advanced in major ways during the past 20 years, but the organisational structures that serve the industry have advanced little,” Johnson said.

Furthermore, Out Now Business Class is also planning to host a dedicated LGBT floor space at WTM 2012 branded ‘Out Now Business Class at WTM’.

Visit Berlin as well as Helsinki City Tourist & Convention Bureau have confirmed participation.

Marketing Manager Hanna Muoniovaara said:  "In a competitive and challenging economic environment it has been critical to Helsinki’s continuing success in tourism market development that we build smart strategic partnerships.”

 "Out Now Business Class is a well-designed and highly effective way for us to strengthen our trade relationships to continue expanding our sales in the LGBT market."

WTM Chairman Fiona Jeffery welcomed the new LGBT market initiatives at WTM 2012.

"World Travel Market and Out Now enjoy a strong partnership that is singly focused upon helping the tourism industry develop the many opportunities presented by the global LGBT market," Jeffery said. "With the new Out Now Business Class initiatives we are confident of strengthening the leadership role that we have been able to deliver to the industry for more than half a decade now. LGBT tourism remains one of the key growth sectors for travel and with the help of Out Now we are looking forward very much to continuing to deliver world-class LGBT marketing solutions to meet the B2B needs of the global tourism industry."

Out Now Business Class at WTM in 2012 will include a high-profile education workshop to take place at 11am on Wednesday November 7.

Source = WTM
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