Out Scuba was founded with a three-part mission, the second part being about advocating for LGBTQIA+ consumers with dive companies and connecting those organizations who want our business with our members. It has been both easier and harder than we ever expected.
Easier because the LGBTQIA+ community represents a significant and influential demographic in the consumer market, with substantial disposable income and a strong presence in various sectors, including travel and leisure. Harder because many businesses don’t know how to market to us or understand what our needs as a community are.
Dive businesses, both nationally and locally, can greatly benefit from understanding and catering to our community. By recognizing the unique needs and preferences of LGBTQIA+ consumers, dive businesses can enhance their appeal, foster loyalty, and contribute to a more inclusive and diverse industry.
Economic Power of LGBTQIA+ Consumers
The purchasing power of the LGBTQIA+ community in the United States is estimated to be over $1 trillion. This substantial economic influence is driven by higher disposable incomes and a tendency to spend that money on travel, leisure, and experiences. LGBTQIA+ consumers prioritize businesses that are inclusive and supportive of their identities, making them a valuable target market for dive businesses.
At the national level, dive businesses can implement several strategies to attract LGBTQIA+ clients:
Inclusive Marketing Campaigns: Use inclusive language and imagery in marketing materials to reflect diversity and acceptance. Highlight LGBTQIA+ friendly policies and practices, such as non-discrimination policies and staff training on inclusivity.
Partnerships with LGBTQIA+ Organizations: Collaborate with groups like Out Scuba as well as LGBTQIA+ travel agencies, advocacy groups, and community organizations to promote dive trips and events. Sponsor LGBTQIA+ events and Pride celebrations to increase visibility and demonstrate support.
Tailored Travel Packages: Offer travel packages specifically designed for LGBTQIA+ travelers, including destinations known for their LGBTQIA+ friendliness. Provide options for group travel, which can be appealing to LGBTQIA+ individuals seeking community and safety.
Safe and Welcoming Environment: Ensure that all staff are trained to create a welcoming and safe environment for LGBTQIA+ clients. Implement policies that protect against discrimination and harassment.
At the local level, dive businesses can take additional steps to engage the LGBTQIA+ community:
Community Involvement: Participate in local LGBTQIA+ events and festivals, such as Pride parades and community fundraisers. Host events that cater to the LGBTQIA+ community, such as themed dive trips or social gatherings.
Local Partnerships: Collaborate with local LGBTQIA+ businesses and organizations to create joint promotions and events. Support local LGBTQIA+ causes and charities, demonstrating a commitment to the community.
Visibility and Representation: Feature LGBTQIA+ individuals in promotional materials and social media campaigns. Share stories and testimonials from LGBTQIA+ clients to build trust and authenticity.
Features to Advertise
To attract LGBTQIA+ clients, dive businesses should emphasize the following features:
Inclusivity and Safety: Highlight inclusive policies and practices that ensure a safe and welcoming environment for all clients. Promote staff training on LGBTQIA+ issues and non-discrimination policies.
Community and Connection: Emphasize opportunities for LGBTQIA+ clients to connect with others, such as group dive trips and social events. Offer packages that cater to LGBTQIA+ couples, families, and solo travelers.
Unique Experiences: Advertise unique and memorable dive experiences, such as underwater weddings or themed dive trips. Provide options for adventure and relaxation, catering to diverse interests within the LGBTQIA+ community.
Support for LGBTQIA+ Causes: Promote involvement in LGBTQIA+ advocacy and conservation efforts, such as supporting marine conservation projects that benefit the community. Highlight partnerships with LGBTQIA+ organizations and contributions to local causes.
Things to Avoid
When targeting LGBTQIA+ clients, dive businesses should be mindful of the following:
Tokenism: Avoid superficial gestures that may be perceived as tokenism, such as using rainbow imagery without genuine support for the community. Ensure that inclusivity is integrated into all aspects of the business, rather than being a marketing gimmick.
Stereotyping: Avoid stereotypes and assumptions about LGBTQIA+ individuals, recognizing the diversity within the community. Use respectful and inclusive language that reflects the varied identities and experiences of LGBTQIA+ clients.
Inconsistency: Ensure that all staff are trained and committed to creating an inclusive environment, avoiding inconsistencies in client experiences. Maintain consistent support for LGBTQIA+ causes and policies, rather than only during Pride Month or specific events.
Ignoring Feedback: Listen to feedback from LGBTQIA+ clients and make necessary adjustments to improve inclusivity and service. Engage with the community to understand their needs and preferences, rather than making assumptions.
A Call to Action
The LGBTQIA+ community represents a powerful and influential consumer base for dive businesses, both nationally and locally. But they have to know we are out here. One of the most important things you can do is to come out to a business you are working with, and let them know what you need from them. That is followed closely by connecting those businesses with Out Scuba, where we can introduce them to more LGBTQIA+ consumers.
By understanding and catering to the unique needs and preferences of LGBTQIA+ clients, dive businesses can enhance their appeal, foster loyalty, and contribute to a more inclusive and diverse industry. Emphasizing inclusivity, safety, community, and support for LGBTQIA+ causes will attract and retain LGBTQIA+ clients, ensuring a positive and memorable experience for all.
Dive businesses that genuinely support and engage with the LGBTQIA+ community will not only benefit economically but also contribute to a more inclusive and accepting world. By avoiding tokenism, stereotyping, inconsistency, and ignoring feedback, dive businesses can build trust and authenticity, creating lasting relationships with LGBTQIA+ clients. By connecting with Out Scuba, they can increase their bottom line and work with us toward a better tomorrow.
Image is stock photography. Some content is generated with AI.