Domestic operator Hoseasons says its commitment to diversity and inclusion is means it is attracting more luxury lodge bookings from LGBT customers.
Nearly a quarter of resorts in the self-catering specialist’s boutique Autograph Lodge Holiday Collection report a sharp increase in the number of LGBT couples at their locations over the last 12 months.
Simon Altham – revenue managing director at Hoseasons’ parent Wyndham Vacation Rentals UK – said several factors have contributed to the increase, including a recognition among the LGBT community that the company is fully committed to its diversity and inclusion agenda, and “not just chasing the pink pound”.
He said: “There’s no doubt that our LGBT-specific advertising campaigns showing couples enjoying our hot tub breaks have helped to raise awareness and drive bookings over the last 12 months, but it’s not just about tweaking our ads.
“We’ve made great strides over the last few years to embed diversity across all areas of the Hoseasons business, both internally and externally, and we want to make sure all of our customers receive the very best service.”
Hoseasons’ recent LGBT-focused marketing activity – including press ads, social media ads, a dedicated landing page on the company’s website and a strategic partnership with Gay Star News – was prompted by resort owners asking for help to attract the LGBT market and boost off-peak sales.
Last week, Hoseasons said demand from millennials had helped it achieve a seventh record summer in a row, with peak summer web bookings from customers aged between 25 and 34 rising 14% year-on-year.
A 9% increase in breaks taken by couples and groups was also recorded by Hoseasons over the peak summer period, as well as an 8% increase in breaks taken across the company’s entire portfolio of luxury lodges, parks, cottages and boating breaks. Sales through third parties, including agents, were up 20%.