Embracing the LGBTQ+ Market

During Pride Month, it’s important to support the LGBTQ+ community through diversity and equity programs and by elevating your personal brand guest experience. The welcome and embrace LGBTQ+ couples feel across your platform, from social media, through the contract experience to personalized dinner service, will drive your success in this vital segment of the hospitality marketplace.

Supporting LGBTQ+ guests is the right thing to do, and it is also the profitable thing to do. The LGBTQ+ market represents 10% of leisure travel and 10% of the wedding industry.  LGBTQ+ couples spend more than heterosexual couples on leisure travel and weddings. The events industry is a $68 billion industry, which translates to $6.8 billion in LGBTQ+ revenue.

What do LGBTQ+ couples see when they find you? What do they experience when receiving your communication and interacting with your team? How are they treated when they walk in the door and receive service? These are critical issues for your organization to review as we strive to create a more inclusive world.

One of the biggest issues I hear from LGBTQ+ couples planning a wedding or arranging social travel is that they want to be welcomed and seen not as other but as part of the norm. LGBTQ+ couples don’t want a “gay” wedding; they want a wedding just like any other couple. When my wife and I travel, we don’t want to be checked into our room as a lesbian couple; we want to be acknowledged as a couple, traveling together for fun and celebration. We want to have our pronouns understood, we want to feel accepted and supported, and we want the experience to be easy.

Do LGBTQ+ couples see themselves on your website and social media, not just in a few token photos, but fully integrated into your marketing strategy? If the LGBTQ+ market represents 10% of the industry, your marketing materials should reflect that. One of our LGBTQ+ clients refused to hire any vendors who did not reflect an LGBTQ+ couple in every swipe on their Instagram page. That’s one out of 12 photos. Grab your phone and check your ratio!

Do the words in all of your materials reflect LGBTQ+ couples? Do your marketing, proposals, contracts, and social media sites use the term “the couple” instead of bride and groom? Do you say “wedding party” instead of bridesmaids and groomsmen?  Do you say “parental people”  instead of mother of the bride/groom? Do you have a “getting ready room” instead of a bridal room? Take the time to review every word in all of your materials and then review it again!

What is the contact experience LGBTQ+ guests have with your team? Does the verbiage in your emails, automated responses, questionnaires, and phone messages reflect appropriate inclusive copy, or does your auto-reply say you're sorry you missed them, but you are busy making another bride and groom happy?

When Sam & Darin show up on your BEO, they could be a bride and groom, a groom and bride, two brides, two grooms, or a non-binary couple. Teach your team never to make assumptions based on names. If you don’t know their pronouns, ask. If you make a mistake, apologize.

When couples arrive at your property or at your office, have a procedure to identify pronouns in advance or ask them upon arrival. Teach your team not to make assumptions about their relationship status or sleeping preferences. I would have a huge travel budget if I charged $100 every time my wife and I were asked at check-in if we were sisters or asked if we would prefer two beds instead of one, as originally booked.

Ensure that your catering team is aware of the diversity of your guests and plans appropriately. Don’t automatically send an amenity to my room addressed to Mr. & Mrs. O’Connell (which happened in a high-end hotel where we were well known and were the wedding planners for the weekend).

When planning the catering menu and the schedule for LGBTQ+ weddings and events, ask questions and don’t assume traditional elements will be followed. A first dance doesn't always happen; dances with parents may not be on the schedule, and parents may not even be in attendance. LGBTQ+ couples often make their own traditions and reject hetero-normative ones.

The bottom line for every hospitality organization and catering and event professional is how well your team provides caring service for your clients to ensure they become return guests. Paying graceful attention to your LGBTQ+ clients will elevate your brand. Acknowledging us as vital and important partners in your organization will drive return business and create a more inclusive world.