On Location Boston: 10th International Conference on Gay and Lesbian Tourism

Tom Roth speaks and businesses listen

A long day ends in a cosy suite at XV Beacon, fireplace and style included

How To Market Your Product From Queer To There In Three Easy Steps

There has been much talk this year especially about the importance of the LGBT market.  Long recognised to be among consumers with the highest disposable incomes, "the LGBT market" is actually a complex subset of micromarkets, each with different aspirations, expectations, and interactions with the businesses that receive their expenditure.

If you infer a gay and lesbian conference to just another stop on the meeting circuit  for social boys and girls who have replaced the White Party with a business plan, you would be wrong.  This is serious stuff; while there is a lot of talk about moneymakers, the only two gogo boys seen are Tom Roth and David Paisley, who are on the go every waking hour to educate businesses seeking to increase their presence in the LGBT sector and do it well.  Evidently, many businesses both small and very large are aware of the vast untapped potential of LGBT consumers for their products and services, yet are unsure how to go about making an impact and bringing a desired outcome.  Those that have enacted LGBT-specific (and extremely clever) ad campaigns or sponsorships have reaped the rewards in building a customer base among the most brand-loyal of consumers.

The annual International Conference on Gay and Lesbian Tourism is the brainchild of two hardworking people who apply their meticulously researched statistics in assisting businesses reach this highly coveted market segment.  Tom and David, who run Community Marketing, have seen the popularity of their services increase with each passing year.  2009 saw their first overseas conference take place in London; the 2010 edition will take place in Zurich, placing it in a country with one of the most advanced and sophisticated marketing/advertising/media strategies in the world for bringing return on investment from the LGBT market (that would be Switzerland).  The International Conference on Gay and Lesbian Tourism will have its first-ever Asian edition in February 2010 in Nepal, where Nepal Tourism has adopted a radically positive and unprecedented strategy to actively market the country's many charms to LGBT travellers.  Who could have imagined this even five years ago?  The world is changing at a dramatic pace, which means it is more crucial than ever for companies to get with the program or be left behind as their competitors make increases in market share.

David Paisley goes over the basics for businesses new to LGBT markets

One savvy hotel certain to appeal to the tastes of lesbian and gay travellers is XV Beacon, located as its name indicates in the heart of Boston at 15 Beacon St.  XV Beacon is a small, stylish hotel with...really, truly...excellent staff, the lack of which is often the downfall of many an otherwise fine American property.  XV Beacon has no such problem; well polished and proactive, everyone from valets to front desk welcomers to managers is eager to make their guests' stays the best possible.  How do they stand out?  They ask instead of respond; there's a big difference.  As for the rooms, they are urbane and charming and—another wonderful feature—endowed with working fireplaces, an absolute luxury in a world of pretty to look at but forbidden to use hotel-room fireplaces.  XV Beacon's studios offer a comfortable, home-like ambience with a sitting area and fine furnishings more expected in a refined drawing room than a typical hotel room.  The gas fireplaces are activated by the flip of a switch, smartly located bedside so that a warm glow can be the last sensation of the night or the first of the morning.