With the Supreme Court and a growing number of states giving the OK to same-sex marriages, the hospitality industry is quickly realizing there is money to be made from a segment of the population that had long been underserved. Not to be outdone by smaller hotel chains that openly welcome business from the LGBT community, the folks at Marriott are spending a lot of money to try to win over these consumers.
Marriott’s “Love Travels” campaign launched today, and not in a small way. The huge hotel operator is wrapping several of its hotels with marketing for the campaign, taking out print ads featuring people like openly gay NBA player Jason Collins and transgender model Geena Rocero.
The company has added a “Gay Travel” section to its website, which includes information on wedding-planning. Hilton offers similar information and packages on its site, but the company has never made the advertising push expected from Marriott in the coming months.
“Our goal is really to educate and engage and shift perception of our portfolio brand,” a rep for Marriott International tells USA Today. “We’ve decided to kick off a holistic campaign that really helps celebrate inclusiveness and beautifully illustrates our desire to make people feel at home at our hotels.”