BA taps into gay travel market
3 September 2009
British Airways is hoping to tap into the gay travel market by agreeing a new partnership deal with the International Gay and Lesbian Travel Association (IGLTA).
The airline has become a Gold Global Partner of the IGLTA, which will give it special access to the association's 1,500 members who include hoteliers, tour operators, travel agents, media and other important players in tourism.
Richard Tams, British Airways head of UK & Ireland sales said: "The spending power of the gay and lesbian market in the UK is estimated to be around £80 billion annually. This partnership reflects an increasing recognition of the importance of gay travellers. There has always been a strong affiliation with the gay community in the travel industry and this is a great opportunity to develop this relationship further."
Research from Community Marketing Inc in the USA and Qsoft Consulting in the UK indicates that the gay consumer has a higher propensity to travel than their straight counterparts and tend to spend more money while on holiday.
Carlos Kytka, European Ambassador of the IGLTA, said: "British Airways is one of the world's leading airlines. It has a long tradition of hospitality to gay and lesbian travellers and of celebrating diversity in its workplace. This partnership is a further sign of the airline's commitment to this market."
More details of the partnership will evolve in the coming weeks and months. For more information on the airline, go to ba.com and for further details on IGLTA, log on to iglta.com.