The event, for which TTG Media is media partner, has taken place in New York in recent years. However this summer it will move to LA for the first time, and UK travel agents are being encouraged to apply for a place to learn more about selling to and supporting their LGBT+ customers.
The three-day event features a mixture of educational sessions as well as pre-scheduled 1-2-1 appointments, with suppliers attending from across the globe.
Agents will be given the opportunity to meet with a variety of hotels, destinations and suppliers to learn about their specific LGBT+ offering.
“The key thing is that this is not a ‘gay show’,” insisted Proud Experiences event director Simon Mayle. “Agents are already selling to LGBT clients whether they know it or not.
“This is about understanding the difference about the nuances of the LGBT+ market and helping people to understand their clients. How do you make sure that your customers feel they do belong everywhere?”
Mayle pointed out LGBT+ people travel on average around four to six times a year. “They also spend a third more than the heteronormative community and have a big social network – and they generally influence that social network,” he added.
“And the language of Generation Z has changed compared with other generations. For instance just 8% of baby boomers identify as as LGBTQ, compared with 31% of Generation Z. That means LGBT+ people will comprise a third of your future audience – you don’t want to be ignoring that.”
Mayle stressed that everyone was welcome at Proud Experiences, with only 50% of attendees typically identifying as LGBT.
“Agents also shouldn’t worry about being an exclusively gay travel agency. You just have to really want to understand the needs of these travellers and cater towards them. “It’s about attendees achieving busines ROI,” Mayle added. “You can choose who you want to meet with and ensure it’s only with suppliers who are relevant.”
Travel agents will be hosted by Proud Experiences for a three-night stay at Fairmont Century Plaza, on the Avenue of the Stars in LA. They will also be offered a $500 contribution towards their flights.
For more information visit the Proud Experiences website.
To apply for a place email event director Simon Mayle at simon.mayle@rxglobal.com
