Fort Lauderdale Pioneers LGBTQ Travel Summit

The Greater Fort Lauderdale Convention & Visitors Bureau (GFLCVB) held its inaugural Global LGBTQ Think Tank on Sept. 17-18 at The Riverside Hotel in Fort Lauderdale, Florida.

Fourteen leaders from corporate and leisure travel companies came together for the first time to discuss the next steps to improve the LGBTQ travel experience.

According to the GFLCVB, the Think Tank leaders identified where LGBTQ travelers are going in the next five to 10 years, how best to reach them and how to identify their needs.

They also acknowledged the importance of identifying the diversity of the audience and how to address them.

I had the opportunity to interview Richard Gray, VP for the LGBTQ market at the Greater Fort Lauderdale CVB, about the think tank and what was accomplished when the experts all came together.

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TravelPulse: Why do you feel something like a Think Tank was needed and what were the goals when putting it together?

Richard Gray: Greater Fort Lauderdale is seen as one of the global leaders in welcoming LGBTQ travelers. Many destinations look to us and try to emulate what we do.

Last year we were proud to welcome 1.5 million LGBTQ travelers here who spent $1.5 billion. We worked closely with the United Nation’s World Tourism Organization on a case study to understand the approaches that could be taken by destination marketers towards the transgender travelers, and we carried out the first national transgender Travel Study.

Greater Fort Lauderdale has implemented those findings in our marketing campaigns. We really want to understand the various audiences in the LGBTQ market. Diversity and inclusion are an integral part of the pulse and personality of this destination. It is who we are.

There are brilliant thought leaders around the world who want to change and improve the LGBTQ travel experience, and I knew that Greater Fort Lauderdale was the best place to bring them together to bring these ideas to fruition.

We can really have a positive impact on the future of global LGBTQ travel. It is so important for us to use our professional and personal platforms to make a difference and even more so under the current administration.

TP: You said that you wanted to improve the LGBTQ travel experience. What is the biggest concern that you had about the LGBTQ experience?

RG: Safety has certainly always been a concern, and it clearly is the biggest concern as expressed by all of the Think Tank experts for LGBTQ leisure and business travelers.

Some businesses reward their employees with incentive trips, but may not fully understand that the destination may not be LGBTQ-friendly. I think ERG’s (employee resource groups) need to get a better understanding of their LGBTQ employees’ needs. They also need to better understand what destinations are really LGBT supportive. I think that giving employees options for various destinations and showing sensitivity to their safety needs is essential.

READ MORE: Has the World Changed for Gay Travelers?

TP: What ideas were uncovered in the Think Tank that would improve the LGBTQ experience?

RG: ERG’s need to better understand their LGBTQ employees. We discussed how the LGBTQ market is very diverse and how every audience is different.

For example, almost three years ago we launched a case study for transgender travelers. This was a historic first.

As a destination, we have different marketing campaigns for our different audiences. Destinations, marketers and corporations should not treat LGBTQ people as one. There are different needs, wants, and sensitivities within LGBTQ.

At the end of the day, we want all travelers to feel welcome and safe. And I’m really proud that Greater Fort Lauderdale is welcoming, inclusive, and authentic. Traveler—no matter their gender, race, sexual preference or how they identify—they are welcome here, and they are free to be who they are.

TP: When can we expect these ideas that you uncovered to be implemented?

RG: We brought together leaders from corporate and leisure travel companies to identify the needs, concerns and what we can do moving forward for the global LGBTQ travel market. This is the first time that they have come together to discuss this.

I’m so excited at how quickly we identified issues and are already taking proactive steps to find solutions. I’m confident that all of the participants will leverage the insights from the Think Tank and use them to proactively target and welcome LGBTQ travelers.

We have to take the right approach and work together for these sustainable and attainable goals, so it will take time—some quicker than others. We’ll keep you posted. We intend this to be an annual event that we host here in Greater Fort Lauderdale.

READ MORE: Meet an LGBTQ Tech and Journalism Pioneer

TP: What do travel agents need to know to improve the LGTBQ experience and what can they get from this think tank that could help them?

RG: Travel is a way of life, regardless of sexuality. But the LGBTQ travel market is still seeking to gain global understanding and acceptance.

Travel agents should identify destinations that embrace and welcome the LGBTQ community. They can stay informed on local legislation and be knowledgeable about the local culture and LGBTQ scene.

LGBTQ travelers want to enjoy their vacation just like everyone else, but there are certain local customs where unfortunately they cannot be free to be who they are when they visit some destinations. It is up to the individual traveler where they want to go, but the travel agent can help them make an educated decision and set them up for success by sharing information on the local culture.