Advantage Travel Partnership is launching a campaign to raise awareness among members about the value of the LGBT+ travel market.
In partnership with the Malta Tourism Authority the consortium said it wanted to help members tap into the sector “and understand how conscious and aware members are when serving the market”.
David Forder, head of marketing at Advantage Travel Partnership said the opportunity in the sector was “obvious”, with the LGBT+ travel market worth an estimated £9 billion in the UK.
As part of the campaign the consortium is asking members to complete a survey to help it “understand the general awareness, needs required and appetite around better serving the LGBT+ travel market”.
David Forder, head of marketing at Advantage Travel Partnership said: “Advantage Travel Partnership is continually looking at new ways to support members and help them grow their businesses.
“Our goals for the campaign then are simple – raise awareness, canvass our members’ views and needs and respond to them through tailored solutions that will help them capitalise on the opportunity.
"We’re delighted to be working with Malta Tourism Authority on this campaign who, when you consider their notable achievements in embracing LGBT+ travellers, are the perfect partner for the project.
“Offering a highly personalised service is one of the main attributes independent agents have that sets them apart from OTAs and the like. As with many other segments of the market, if our agents understand the specific considerations some LGBT+ travellers have when booking, they can tap into this market to creae a win-win situation for the client and themselves.”