Today's WSJ online (sub. req'd.) has an interesting article about Las Vegas's new outreach to gay and lesbian travelers. At left is a recent example of Harrah's G/L advertising.
The story begins in a typical way - marketer discovers segment spends 30% more than average, marketer decides to target segment - but also includes some interesting hospitality industry nuances. For example, a check-in. A travel industry expert explains: "For a lot of gay travelers the moment of checking in is a bit of a moment of truth. It is one of the key moments when you realize, 'Oh, will I be accepted or will I be actually welcome?' "
Clerks can no longer assume that 2 men checking in together on a reservation for a room with one bed (not two) have made a booking error.
Interestingly, the casinos' research shows typical G/L visitors are traveling as couples not singles - so the communication emphasizes things you can do as a couple rather than opportunities to meet new people.
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