Marriot Hotels are breaking into the lucrative gay travel market, launching a new campaign to celebrate pride season.

The 'Be You, With Us' campaign is being rolled out in cities across the world that hold pride parades and parties, welcoming LGBT guests to simply be themselves while staying at one of the global chain's hotels.

The marketing drive will feature travel packages, hotel experiences and sweepstakes, with the top prize being a trip for two people, valued at $5,000, to the New York, San Francisco or Berlin gay pride festivals in 2013.