Reaching LGBTQ+ Travelers in the Moments That Matter
LGBTQ+ consumers are putting their money where their values are.
LGBTQ+ consumers are ready to travel, and they’re putting their money where their values are. Now more than ever, travelers across all types of backgrounds want a diverse experience, and they are choosing brands that prioritize diversity, equity, and inclusion (DEI).
Fifty-six percent of travelers want to book with airlines, lodging, or cruises that are committed to DEI practices and 60% want to book with companies that exhibit DEI values within the business. In the LGBTQ+ market, that number increases exponentially: Three out of four LGBTQ+ travelers say it’s important that their preferred travel provider demonstrates DEI values similar to their own. Before the pandemic, the LGBTQ+ tourism and travel market was worth a whopping $218 billion. Given their purchasing power—and their passion for brands that share their beliefs—destination marketers must pay attention and deliver an experience these travelers will enjoy if they want to increase visitation and build loyalty.
After decades without a name, the purchasing power of the LGBTQ+ community is finally recognized. The “pink economy” or “pink dollar” represents the total purchasing power of the LQBTQ+ community, and travel is a huge priority. In the U.S. alone, the LGBTQ+ community:
What brings all of these travelers together is they all want customized, personalized, and welcoming experiences. They want to visit inclusive, accessible destinations that ensure travelers from all backgrounds feel safe and accepted.
Just like any traveler, it’s important to reach the LGBTQ+ market at the right time with the right message. At Sojern, we use our data and data partnerships to see where travelers are searching and planning their next trip. Once we identify intent, we help our clients target their desired audience at the right time to inspire them and influence their purchasing decisions.
We curate content relevant to LGBTQ+ travelers to meet them where they are most engaged online. We create a custom list of sites whose content is generated for the LGBTQ+ community, such as Out, OutThere Travel, and ProudParenting, and use keyword contextual targeting to ensure ads are placed alongside page content that is contextually relevant.
It’s important to show your ads in a way that’s consistent with your human-centric policies, and truly embraces the LGBTQ+ travelers you’re trying to reach. When you work with the Sojern Travel Marketing Platform, we ensure your ads are shown in a way that’s consistent with your brand values, through digital content labels, viewability, and sensitive content.
Digital content labels allow you to opt out of showing your ads on content that doesn’t match your brand values. This helps you establish trust with your audience and ensure your ads aren’t placed alongside offensive content. You can proactively block inventory sources, categories, and keywords based on the subject matter or use third-party verification technology. These options give you more control over where your content is displayed and increase both brand trust and brand safety. You can also gain control over how often your ad is viewed using viewability technology.
These tools help you find your ideal travelers online and our destination experts are available to help you get started today. Reach out to learn more.
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“With any product and service, you have to spend time and resources to grow your customer base. Sojern provides us with an extremely effective way to increase our direct bookings and maximize guest lifetime value. The platform delivers impressive results, achieved with minimal time and resources invested by the team. It's a great product and service that I never have to sell to ownership–the results speak for themselves. Sojern seamlessly integrates into our marketing distribution, freeing us up to focus on other initiatives. When a program performs this well, I know we're making the right marketing investments.”
“Sojern is the top performing conversion partner that we've run for travel specific activities. I would definitely recommend investigating how to work with Sojern to my agency peers with travel clients. Their team is really proactive, and very quick on everything we need. We value the great quality in terms of reports and support the team provides, and on top of that, we also see activities perform incredibly well. So clearly, there's a lot going on in the back end to make sure we're hitting and meeting all of Sandals’ KPIs.”
“We were seeking a partner that could help us increase our direct booking share and reach, as well as overcome seasonality challenges. We looked at Sojern, which was very well recommended, and I can definitely say we made the right choice. Working with Sojern is so easy and reliable and the entire process is incredibly smooth and straightforward. Since joining Sojern we consistently convert new guests looking to visit the Caribbean, regardless of seasonality.”
“Working with Sojern, it’s not just a cookie-cutter solution, as Sojern listens to our needs and recommends what’s best for our hotel. We have someone to bounce ideas off of, and Sojern gives us a higher-level perspective on how we can get the best value for our investment.”
“We love the simplicity of the solution and how clearly we can see results. The technology works so well that it leaves us to do our other day-to-day jobs. We are seeing increased interest in our superior and deluxe rooms as a result, which is improving the overall average booking value. I think we will be long-time customers for as long as Sojern continues to perform the way it does today!”
We’re ready to help you take the guesswork out of your digital marketing. Contact us to tap into the travel industry’s most intelligent marketing platform.