KEY WEST, Fla. -- Key West is working the numbers.
In a telephone poll of people who requested the destination's
gay visitor information packet, the Monroe County Tourist
Development Council learned, among other things, that gay and
lesbian visitors to Key West are likely to stay between three and
seven nights and spend an average of $1,652 per trip.
The survey polled 1,336 U.S. residents who contacted the Key
West Business Guild via the Internet or the organizations'
toll-free number.
"This study has helped us learn about the demographics of our
gay and lesbian visitors, what they do in Key West and what they're
looking for," said Steve Smith, the tourism council's sales manager
for the gay market.
"In today's world, most major destinations are courting the gay
and lesbian traveler, but none of them offer the product [Key West]
offers or the all-welcome climate our visitors enjoy," he
added.
The survey also showed 32% of respondents stayed in mainstream
lodging properties.
"There's a perception that gay travelers tend to stay in
gay-oriented lodgings, but as this study indicated, that's not
always the case," reported Harold Wheeler, director of the tourism
council.
Looking at the economic impact of this market will determine how
the tourism council develops its marketing efforts.
According to Wheeler, the council's gay marketing program is
directed toward a mature, upscale audience, and it includes
advertisements in leading gay and lesbian publications as well as
assisting travel writers.
The tourism council maintains a gay travel section on its Web
site at www.fla-keys.com
A link leads to the business guild site, which provides further
information on gay and gay-friendly businesses and attractions in
the area.
Poll results can be obtained by contacting the tourism council
at (305) 296-1552 or e-mailing [email protected].