Segmented Marketing to the LGBTI Community

The market segment of LGBTI travellers are considered one of the highest yielding niche segments in tourism with regards to spend per night. The gay leisure travel market in Australia represents approximately $965 million a year. This demographic has been identified as an area of opportunity for caravanning and camping given the segment generally has disposable income and enjoys spending on leisure activities.

Caravan Industry Association of Australia are implementing several strategies to reach and attract this market. In terms of marketing, a gay couple have been included in the Let’s Go Happy Camper video series and support was provided for a cooperative motorhome float in the Sydney Gay and Lesbian Mardi Gras. The community group – Australia’s Gay Nomads – marched proudly alongside the motorhome, which sported the new Let’s Go Caravan and Camping “rainbow” logo and was fancied up with some funky lights. The Let’s Go float was one of only 20 floats featured in the special SBS television broadcast of the 2017 Mardi Gras.

Co-founder of Australia’s Gay Nomads Lynne Hocking said, “LGBTI+ people, often perceived by the wider community as inner-city urban creatures, are in fact very much drawn to the beauty and freedom of Australia’s great outdoors”.

Most marketing initiatives that are being considered will use external media channels that already reach this market demographic and can help promote our industry to this market. Another planned initiative is a Rainbow Accreditation Program, which will enable industry businesses to advertise LGBTI inclusive practice and service delivery by displaying our new rainbow logo. This initiative will be launched at the National Conference in May.