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Want to effectively use social media to reach out to LGBT travellers?

Ben Owen from Venture Travel shows how Facebook can give agents the edge in marketing to potential customers?

With the focus of this week?s publication of Travel Bulletin being on LGBT travel, I am not best placed to speak about this as a straight male. However, I do think that LGBT travel can cross over to mine and Hugh's success in another field ? 18-30 holidays.

At Venture Travel we have seen fantastic growth in this area of our business since launching 16 months ago. The main reason for this? We are relatable and share many common interests with this target market.

As soon as someone enquires about this type of holiday with us, the customer straight away sees that me and Hugh are of the same age as them and we have been on similar type holidays in the last few years. Being of a similar age to this demographic helps us understand the trends of this market, such as music and fashion, so we can more easily create a rapport with the customer and match their music taste to popular holiday destinations.

Relating this back to LGBT travel, in order to see a growth in sales in this market, it's important to not only understand the popular destinations and hotels but also understand the customers themselves and what trends are popular in this community at the given time.

How to reach LGBT markets? As you'll notice with many articles I write, I am a massive advocate of social media, it?s where everyone spends their time which means it?s the perfect place to market to potential customers.

Facebook ads are definitely a great option to reach the LGBT market; targeting a LGBT audience on Facebook and running ads of popular hotels and destinations is a winner in order to generate enquiries which you can turn into sales.

Another popular avenue is becoming a valued member in LGBT Facebook groups. If you answer peoples? holiday questions in these types of groups (expecting nothing back in return) then you can bet that people will start directly using your services to book their holidays.

Demonstrating knowledge and becoming a valued member of any Facebook group is a great way to generate enquiries.



Travel Bulletin

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