Preferred Hotel Chain Launches Gay Pride Program

Published Date Author: , May 30th, 2011

A MARKETING initiative aimed at the gay travel market has been launched for gay-friendly hotels in the 600-plus worldwide Preferred hotel chain.

All those participating in the “Preferred Pride” cooperative must offer personalised experiences for gay travellers and promote equality in employment policies and services. The initiative is the brainchild of former Calvin Klein model Rick Stiffler, who says the gay hotel market will be worth [euro]800bn by 2011. The lesbian, gay, bisexual and transgender (LGBT) segment is worth 10 per cent of the US market. Studies also suggest that almost half of all gay travellers return to the same destination within a year, making the LGBT market a loyal one for hotels.

The first hotel in Ireland included in Preferred Pride is the Fitzwilliam Hotel in Dublin. This means the hotel will aim to target and retain LGBT travellers, and offer tailored packages at certain times of the year, including during Dublin Pride from June 17th to 26th.

Full Story from The Irish Times

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