From national news to Facebook feeds everywhere, the feel good story of the week has been the Supreme Court’s “decision-not-to-decide” regarding same-sex marriage, effectively ensuring that a number of states will quickly legalize same-sex unions. It’s a civil rights bonanza, of course, and there are a LOT of happy LGBT couples with whom we can’t wait to celebrate.
But there’s another reason for tourism offices, specifically, to rejoice: not only do destination weddings account for 24% of all weddings (and the average wedding price tag in 2013 was a record-breaking $30,000, according to TheKnot), but even non-marital LGBT tourists quite often choose to spend their dollars in socially-supportive economies. And that’s significant; LGBT spending globally on tourism was projected at more than $200 billion in 2014.
For Utah (full disclosure: a Turner PR client), Virginia, Indiana, Oklahoma and Wisconsin, this means that the marketing and promotion of tourism to their states has just opened up a bigger opportunity for market share with a lucrative audience. And there’s ample precedent that wedding spending alone will have a significant impact in the coming year. Let’s look at New York State, which legalized gay marriage in 2011, as a case study:
- By 2012, the state cited an economic boon of more than $259 million to New York City alone.
- The state issued more than 8,200 same-sex licenses in the first year, accounting for more than 10% of the overall licenses.
- Same-sex couples spent an average $9,039 on their weddings, while 31% spent $10,000 or more.
- More than 200,000 guests flocked to New York City from other parts of the state or country to partake in the celebrations.
- Hotels booked nearly 236,000 nights at an average rate of $275 per night.
Other states are benefiting, or looking to benefit. Massachusetts, which first legalized same-sex marriage in 2004, gained $111 million from 2004 to 2009, according to a study from the Williams Institute at the UCLA School of Law released this summer. A working paper from the University of Hawaii Economic Research Organization predicted that the Aloha State, which legalized same-sex unions roughly a year ago, could bring in an additional $69 million a year from 2014 to 2017. So, what should tourism offices be doing to capitalize on the new rulings?
- Update your website’s LGBT wedding content immediately, including clear information about how and where to obtain licenses. There will be a lot of searching going on, and building credibility and history online is key for online authority.
- Check out how Hawaii hotels and resorts have embraced specific offers and marketing; they’ve been creative without patronizing.
- Consider joining the IGLTA, The International Gay & Lesbian Travel Association, “the world's leading global travel network dedicated to connecting and educating LGBT travelers and the businesses that welcome and support them along the way.”
- Before you start any major campaigns, do your homework. There are a number of great sources and media with deep expertise; I’d recommend following Andrew Collins (he has a great recurring column); Out Traveler has been a leading editorial voice for decades.
