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If you happen to be a much coveted gay traveler, or a soon-to-be gay spouse in search of accommodations for out of town guests, the Toronto hotel industry has made room enough for everyone. Finding a gay Toronto hotel room is as simple as casting an eye towards sponsors of the many gay events throughout the city. Many of the Toronto hotels have been active in our community over many years through a number of different associations and affiliations. From benefits and fundraisers including the recent Re-Invention Ball benefit for Casey House, featuring not one, but two hotel sponsors; to Toronto Pride, with four accommodation sponsors this year; not to mention the Gay and Lesbian Inside Out Film Festival; or the myriad gay wedding shows cropping up around Toronto, a gay Toronto hotel room is well within reach. And while appropriate gay media channels may be lacking, Toronto hotels have started to create advertising messages that speak directly to the gay community. Print and online ads actively court gay consumers in need of Toronto hotel accommodation. It comes as little surprise, however, that most print advertising is showing up in niche or narrow media channels such as magazines, festival guides or same-sex publications pertaining to marriage, or that most gay Toronto hotel marketing is currently done vis-a-vis event sponsorship. As multi-billion dollar, multi-national businesses hotels must first and foremost protect their existing revenue base which more often than not comes down to the business traveler and the business room night. However, even hotels know that it's all a matter of common cents, and a dollar is a dollar, whether it's pink or green. The economics of the gay consumer market make it attractive. When it comes to the gay hotel dollar, whether in Toronto or abroad, it is growing ever more attractive. And it stands to reason. Research has demonstrated that gay men and women travel more than our general population counterparts. This has been substantiated not only by self-reporting on travel, but also on such things as passport ownership where gay men and women have also reported statistically higher incidents. Recent research originating out of the U.S. has also demonstrated a higher incidence of business travel for the gay population over our straight business peers. This stands to reason as with less marriage and children in the household in the gay community, there are fewer homefront responsibilities facilitatiting the ability to travel whether for business or pleasure more often. Finally, the pockets springing up around North America permitting same-sex marriage are a boon to the gay travel industry and any metropolitan tourism board involved. And this includes tourism dollar starved Toronto, SARS ravaged and where it seems the lights are beginning to dim on Broadway North with mega-musicals closing as fast as they open, and not gaining the lure of the tourist bus set. So a gay Toronto hotel room is revenue from a different stream, but revenue nonetheless. The Toronto hotel industry has tossed its welcome mat in the direction of the gay community, proving it has room enough for everyone . About Wilde Marketing Wilde Marketing is a strategic consulting agency focused on gay marketing and advertising. The company offers comprehensive advertising, marketing communications, strategic and public relation services to companies who understand the value of engaging gay consumers in this country. Wilde Marketing is located at 102 Pickering Street, Suite 3, Toronto, Ontario, Canada, M4E 3J7, 416.821.3074 phone, 416.483.3513 fax. For more information, email Wilde Marketing. |
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© 2004 Wilde Marketing - Gay Toronto Hotel |