It’s easy to be worried about getting things wrong when marketing LGBT+ holidays, but that's no excuse to dodge the topic. First, learn about the mistakes you could make when selling LGBT+ holidays and how to avoid them, then consider how best to approach and communicate with this growing community. 

That’s what five TTG LGBT+ Ambassadors in Training are doing with the support of Intrepid and Virgin Atlantic during two educational workshops this autumn. The second session took place online in September and focused on nailing the marketing and communication – here are nine top takeaways so you too can confidently promote and sell inclusive holidays.

1. Don’t segregate the LGBT+ community in one area of your website

While it is important to dedicate a webpage to LGBT+ travel, it’s equally important that this isn’t the only place the community is represented.

“Don’t push marginalised people to specific sections of your website”, said Jon Hilton, Virgin Atlantic’s senior global account manager (corporate sales) and vice chair of the Pride@VirginAtlantic network. “Yes, have a separate LGBTQ+ page but ensure everybody is represented within the main body of your website.”

“Diversity of imagery is the most important factor,” added Carrie Grant, Intrepid’s head of industry partnerships for the UK and Ireland. “Weave these images into your everyday advertising.” 

This means featuring male couples, female couples, trans people and LGBT+ families alongside cis gender (a person whose gender identity is the same as the sex registered for them at birth) and heterosexual couples and families is the way forward – the more variety, the better.

2. Do use authentic language – and don’t be afraid to ask ChatGPT for help

“Any marketing has got to be authentic,” said Hilton. “Give thought to the language that’s being used to make sure that it is truly inclusive; you can run copy through tools like ChatGPT to ensure it is.”

Ask yourself: are the words and phrases you’re using encouraging self-expression? Are you playing it safe? Will customers connect with this authentically?

“Customers are looking for brands that do celebrate individuality,” Hilton added, while Grant highlighted Intrepid’s ethical marketing guidelines, which provide tips on incorporating DEI, fostering openness and transparency, and creating a sense of belonging.

3. Do embrace storytelling on social media, newsletters and your website

Storytelling is a great way to beat the algorithm. Grant advised: “Even if it’s [telling the story of] your personal trip – get people engaged, get people wanting to see more [on social media platforms] then link to a blog.”

Look out for signs of inclusive experiences and places on your travels and share them online, as long as they’re selling points your customers will relate to. Plus, choose bright, colourful images and videos to grab clients’ attention.

If marketing needs to be sales-led, “pop an offer on that speaks to something that an LGBTQ+ person is going to be interested in, whether that’s Pride celebrations, or trekking, or places like Miami,” added Grant.

Why is Intrepid an LGBT+ travel champion?

“Our customers are united,” said Carrie Grant, head of industry partnerships for the UK and Ireland. “They care about the places they visit and they care about understanding each other. That’s why [travelling with us is] a great opportunity for LGBT+ travellers; and they can travel to any of our [more than 100] destinations – we make it safe.” Here’s how:

• Leader training: all local guides are required to take diversity, equity and inclusion training to ensure they’re considerate and kind to all types of traveller, and are able to effectively deal with discrimination.

• Destination information: advice specifically relevant to LGBT+ travellers is available on Intrepid’s website, covering everything from public displays of affection to local laws and customs.

• Supporting local LGBT+ communities: Intrepid invests in projects and social enterprises that support DE&I and gender equality in its destinations around the world.

 

4. Do think outside of the box

Explore creative ways to drive clients to the content you want them to consume. Virgin Atlantic, for example, purchased five full-length mirrors and printed slogans across the glass such as “you are runway ready” or “yes queen, slay”. At the bottom of the mirrors, there was a QR code directing traffic to relevant online content.

 

5. Don’t be afraid to harness the 'power of your partners'

Reposting content from inclusive supplier partners can be an excellent way to introduce LGBT+ marketing to your channels, and show clients that you’re choosing to work with inclusive brands.

“Don’t think that you have to think about and create the content,” said Hilton. “Make sure you’re reposting what others have posted to drive people to book with you – you’re using the power of your partners.”

6. Do call out the haters – and be cheeky about it

Unfortunately, dealing with discrimination is a challenge agents could face when marketing to the LGBT+ community in a public domain, and there are a number of ways to go about it. 

“It depends on your brand identity but I think you do have to call it out,” said Grant. “You can’t just let it rumble, but do think about your voice – it’s your business at the end of the day.”

You could consider replying with a quip, expressing sympathy for the offender because of their views, or you could say something cheeky to diffuse any discussions that might be developing.

Hilton recalled the launch of Virgin Atlantic’s I Am What I Am campaign, which proudly celebrated individuality: “We received comments like ‘I don’t want to be served by a drag queen on a flight’ and our CEO replied with ‘thanks for your business in the past, we all have a choice of airlines and good luck moving forward’ – it was just about having that cheekiness.” 

“If you’ve created a truly inclusive brand, then you could be in a position where your followers will deal with any comments for you,” he added.

Why is Virgin Atlantic an LGBT+ travel champion?

“One of our missions is to empower everybody to take on the world, no matter who they are and no matter where they come from,” said Jon Hilton, Virgin Atlantic’s senior global account manager (corporate sales) and vice chair of the Pride@VirginAtlantic network. “If our people feel like they belong then our customers, our passengers, our guests will feel they belong as well.” Here’s how Virgin Atlantic is prioritising diversity, equity and inclusion:

• Free To Be Me: This initiative encompasses a flexible uniform policy, pronoun badges for both staff and customers, a gender-neutral ticketing system and extensive inclusivity training for staff.

• Belonging Collective: This is a group of employee networks launched 12 years ago that raise awareness of diversity, equity and inclusion to ensure people can connect, celebrate and support each other.

• Destination guides: Four new destination guides address concerns about safety and highlight travel recommendations in Boston, Cape Town, Toronto and Washington, DC.

• Hotel accreditation: Virgin Atlantic is developing an LGBT+ friendly hotel accreditation scheme

 

7. Do use the right flag, in the right way

How best to use the Pride Flag is a much-debated topic. Which flag is the correct version? Should you display the flag during Pride Month or is it tokenism? Should you have a permanent presence of the flag if you’re not a dedicated LGBT+ business?

Pride flag trans inclusive – Unsplash – Sophie Popplewell

Hilton and Grant advise using a range of flags on your outlets but primarily the Progress Pride Flag, which now incorporates those who are transgender, gender non-conforming or intersex, as well as LGBT+ people of colour.

Meanwhile, Grant explained backlash “comes when people do nothing [to support DEI] all year; when they’ve got [no policies] that support people who work for them, let alone their consumers, and then they put a rainbow on something”.

If you’re using the flag and supporting DEI events, movements and campaigns year-round, and making it known you’re doing so, then you’re on the right track.

“As long as [the usage of the flag] is coming from the right place, I think it’s great,” shared Grant.

8. Don’t miss out on connecting with your local LGBT+ community

Sponsoring Pride celebrations, implementing leaflet drops into LGBT+ owned businesses such as restaurants and cafes, and speaking to LGBT+ groups that might focus on sports or fitness are all great ways to build up an LGBT+ client base.

“Plus, we’ve all got friends and family who are from the LGBT+ community so there is that opportunity to lean into the customers you’ve already got and have open conversations with them too,” said Grant.

“[These efforts] might work, they might not work, but if it doesn’t, try something else,” added Hilton.

 

9. Do make your agency as welcoming as possible

If you have a high-street store, consider declaring staff members’ pronouns on badges or business cards, installing gender-neutral toilets, and displaying a Pride flag. Train team members to never assume who a person is travelling with or that a companion is a husband, wife or partner – just ask the question.

Grant elaborated: “People feel energy, so if you walk in somewhere and you feel judged, you immediately shrink up and want to leave; you need to make sure every member of your team is good to people.”