Nearly a quarter of resorts in the self-catering specialist’s Autograph Lodge Holiday Collection reported a sharp increase in the number of LGBT couples at their locations over the last 12 months.
Hoseasons’ Stay at Home campaign features both male and female couples and centres on its luxury log cabin properties with private hot tubs.
Hoseasons managing director Simon Altham said LGBT clients appeared to be getting behind the brand after a concerted effort, with a recognition among the LGBT community that the company was fully committed to its diversity and inclusion agenda, and not just chasing the “pink pound”.
He said: “There’s no doubt that our LGBT-specific advertising campaigns showing couples enjoying our hot tub breaks have helped to raise awareness and drive bookings over the last 12 months, but it’s not just about tweaking our ads.
“We’ve made great strides over the last few years to embed diversity across all areas of the Hoseasons business, both internally and externally, and we want to make sure all of our customers receive the very best service.”
Hoseasons’ recent LGBT-focused marketing activity, including press ads, sponsored social media ads, a dedicated landing page on the company’s website and a strategic partnership with Gay Star News, was prompted by resort owners asking for help to attract the LGBT market and boost off-peak sales.
Debbie Skinn from Faweather Grange Lodges in West Yorkshire, one of the Autograph Lodge Holidays location, said: “We fully support Hoseasons in welcoming all guests regardless of race, creed, colour or sexual preference. We have many loyal LGBT visitors and have the most perfect secluded location for them to feel totally at ease.”
Hoseasons is one of eight companies shortlisted for TTG’s LGBT-friendly Travel Company of the Year award, with the winner announced on September 18 at the TTG Travel Awards.