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Taking the LGBTI market seriously pays off for leading holiday firm Hoseasons

Taking the LGBTI market seriously pays off for leading holiday firm Hoseasons

Same-sex couple in a Hoseasons lodge hot tub.

Leading UK holiday firm Hoseasons says its work to appeal to LGBTIs is paying off as same-sex couples snap up its luxury lodge holidays.

Hoseasons has committed to diversity and inclusion and treated this as central to the business, rather than just ‘the right thing to do’.

In fact, it was Hoseasons resort owners who prompted the firm’s efforts, as they wanted to attract the LGBTI market and boost off-peak sales.

And now the company is seeing success in its boutique Autograph Lodge Holiday Collection. Nearly a quarter of its Autograph resorts have seen a sharp increase in the number of LGBTI couples checking in over the last 12 months.

How they’ve made the LGBTI market work

Simon Altham from Hoseasons says the LGBTI community has recognized the company is committed to diversity and inclusion. It’s not just chasing the pink pound.

He believes that is one of the reasons for their success.

He said: ‘There’s no doubt 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’ LGBTI-focused marketing activity has included newspaper advertising, sponsored social media ads and a strategic partnership with Gay Star News.

The company has also created a dedicated landing page for LGBTI visitors on its website.

Now the firm is up for two Best LGBT Holiday Company awards. They will find out if they’ve won at the Travel Trade Gazette Travel Awards on Monday (18 September). The British Travel Awards are on 29 November.

Changing demographic at Hoseasons

Hoseasons is one of the UK’s biggest self-catering holiday specialists. It has over 28,000 lodges, boats, cottages and apartments to choose from. Each year, 1.4 million holidaymakers and 73,000 pets stay with Hoseasons.

Extra LGBTI visitors are just a part of a changing demographic for Hoseasons. Millennials helped it achieve a seventh record summer in a row. Peak summer web bookings from customers aged between 25 and 34 rising 14% compared to the same period last year.