-Executive Affairs is a progressive. innovative, fun and unique program offering: (Executive Affairs InTouch, Women InTouch, Wines of the World, Style Catalogue, Executive Affairs Cares, etc.)
– Opportunity to reach out to the GLBT market and become the hospitality leader in this segment, which represent $52 billion in annual spending dollars
• Largely made up of DINKs (Dual Income – No Kids)
• Higher Discretionary Income (not higher income)
• 62% are in relationships
The Task:
– Continue innovation by becoming the concierge leader for the GLBT market
– Tap into the GLBT community and gain loyalty without impacting other market segments in a negative way
The Approach:
– Learn It. Identify and understand the targeted demographics
– Live It. Prepare for the launch both internally and externally
– Work It! Direct GLBT specific solicitation campaign (Social FUNction—We’re Out To Get To Know You Better)
The Activities: Learn It.
– Hired experts in the field to develop outreach strategy and to attract and understand
– Why GLBT is a good fit
• DINKS are more likely to use
• GLBT is more design aware – and Executive Affairs are on the forefront of design
• High percentage in professional and creative careers
• Tends to favor urban destinations and upscale resort towns, which tend to be gay-friendly
The Activities: Live It.
– Get executives on Board
– Gay-friendly environment
• Diversity embraced at Executive Affairs
• Welcoming policies and procedures
• Sensitivity training (from managerial to front line)
– Create Executive Affairs’ Gay Lesbian Employee Network (K-GLEN) to promote GLBT initiative
efforts internally
– Prepare for any backlash
The Activities: Work It!
– Launch of GLBT travel program with a nationwide PR campaign
– Targeted advertising in national gay publications (The Advocate, Passport, Girlfriends, etc.)
– Charitable contributions (Nationwide Red Ribbon campaign, partnerships with the National AIDS
Fund and Foundation)
– Sponsorships: Human Rights Campaign (HRC), Parents, Families, and Friends of Lesbians and Gays (PFLAG), National Gay and Lesbian Journalist Association (NGLJA), Richmond Ermet AIDS Foundation (REAF), National Gay and Lesbian Chamber of Commerce (NGLCC), Out and Equal
The Results:
– Executive Affairs program plans to run a successful loyalty program with a goal of 6,000 new members in the first year.