Agents Play Key Role in Steering LGBTQ Clients Right

Luxury travel agents can steer their LGBTQ clients to destinations and hotels that are likely to be open and accepting while helping them to avoid those that may be unwelcoming or even hostile, according to an industry panel on LGBTQ travel at Virtuoso Travel Week in Las Vegas last month. 

That’s particularly important with the choice of destination, since some parts of the world, including much of the Caribbean, have a history of anti-gay attitudes and discrimination and, in some cases, anti-gay laws. “Certain countries really do have a stigma about LGBT. There is a destination component that, if you’re selling LGBT travel, you need to be aware of,” said Peter Lloyd, regional director – south for Travel Edge.

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Agents should familiarize themselves with local laws and prevailing attitudes toward the LGBTQ community before booking a destination for gay or lesbian clients. “I would Google that country and see if gay marriage is allowed – not that that’s definitive, but it gives you an indication,” Lloyd said.

He noted that non-LGBTQ travel advisors may not know that many gay and lesbian travelers prefer to steer clear of much of the Caribbean, even though individual resorts there and some islands may be quite welcoming. “The reason isn’t that the Caribbean isn’t a wonderful destination, because it is. But, there’s a very strong religious strain on some of the islands, and there have been [anti-gay] protests. It can be uncomfortable.”

Panelist Jeff Sirota said he was planning a recent trip to a Caribbean island for himself and his partner when a Google search opened his eyes to the fact that homosexuality was illegal on the island. That changed the tone of the trip, said Sirota, senior director, industry partnerships, for Protravel International.

“We had a great time. The hotel was very accommodating. But, there was also this underlying sense of being a little uncomfortable, like are they judging us? You just don’t want to feel that way on vacation. So, how you’re picking a destination for your clients is crucial,” he said.

Know your clients
Not all LGBTQ clients will be deterred by a destination’s anti-gay laws and attitudes or history of persecution, Lloyd commented. For instance, he said, although Russia is “really bad on gay rights,” he and his husband have visited many times, and he loves the destination. If the client has a strong desire to see Russia, they should go, he said, adding, “I think it’s safe.”

But, he cautioned, “If your client is averse to going someplace that’s not supportive [of LGBTQ rights], then you should not send them to Russia. It’s a client’s individual tolerance or desire.”

Similarly, Lloyd said, “Some people are more demonstrative about their affection. They’re younger, and they want to hold hands [in public]. You just can’t do that in some countries. Other people don’t do that at all, so it doesn’t matter. You have to know your clients.”

Panel moderator Simon Mayle observed that the LGBTQ community is not monolithic, and there are diverse needs and priorities within the market. For instance, “When I speak to gay fathers traveling with their children, their primary thing is wanting to feel safe and secure as a family,” said Mayle, event director for Reed Travel Exhibitions, whose portfolio includes the new PROUD Experiences LGBTQ+ trade show, scheduled next year for June 18-20 in New York City.

Choosing hotels for LGBTQ clients
Another area where travel agents can and should play an important advisory role with LGBTQ clients is in recommending accommodations.

While preferred luxury hotel partners are likely to be open and accepting of LGBTQ guests, it’s not always easy to discern how hotels will treat LGBTQ clients. “The challenge is with independent hotels, particularly small, family-run hotels – knowing that your clients are going to be very comfortable within that. How do you gain that confidence?” Mayle asked panelists.

A Google search is a good place to start, Sirota replied. If a hotel’s website indicates it is a member of organizations such as the International Gay & Lesbian Travel Association (IGLTA), “that’s at least indicative of the fact that this hotel is making an extra effort to be welcoming to LGBTQ travelers.”

Strong supplier relationships are important, said Dennis Grunden, global luxury and lifestyle sales director for the Intercontinental Hotel Group. “Especially with the luxury segment, it’s more important that you get your relationships with the brand or with the owners of the properties right,” he said.

That will allow agents to feel comfortable addressing the issue head-on with suppliers, Grunden suggested. “Nobody on property will be offended if you ask, ‘Are you OK if I send you a gay couple? I need to be certain they can arrive to the property without having to worry about it.’”