Queer eye for the pink buy
Market researchers are always trying to identify the latest hot consumer markets. One niche market that has been identified is the gay and lesbian (G&L) community with its above-average disposable income and willingness to spend money on entertainment, food and wine, personal development, and travel. Quick to separate this market from others, the researchers branded this group the Pink Dollar.
The 2006 Census found that there are 50,000 Australians identifying as same-sex couples. However, this figure is flawed as many G&L respondents would not have openly identified themselves as being gay or lesbian. A conservative estimate of the spending power of the Pink Dollar in Australia is approximately $25 billion per annum. In the US it is estimated that this market is valued at more than US$641 billion per annum. Profiling the community in Australia, researchers found that the average G&L has a salary of $42,482 before tax, while 37 per cent were employed in a professional occupation. They are identified as either single or in a relationship. Those in relationships are commonly known as DINKS (Double Income No Kids).
The attractiveness of the Pink market has seen the development of a range of products catering to the Pink Dollar, with travel being one of the first. In the US three companies were quickly set up targeting the G&L population: RSVP Vacations, Atlantis Events and Olivia. RSVP Vacations and Atlantis Events appeal mainly to the male gay population while attracting about 10 to 15 per cent women and Olivia caters exclusively to the lesbian community. All three companies attract a wide range of passengers of all ages, shapes, sizes and colours; they are definitely not solely “party animals”.
The three companies charter ships from the major cruise companies such as Royal Caribbean International (RCI), Holland America Line (HAL) and Celebrity Cruises to visit destinations such as the Caribbean, the Mediterranean, the Mexican Riviera and Alaska.
Due to the popularity of these cruises the companies are constantly expanding and now include Spain, Italy and the Greek islands. RSVP Vacations and Olivia also offer a series of more adventurous cruises on smaller luxury ships carrying just 200 passengers to the Amazon.
While the ships are chartered the standard services that are offered – such as free meals, room service, gym and access to bars and lounges – are similar to mainstream cruises.
The major difference other cruisers would notice is the ‘theming’ and activities on board, which are tailored to the G&L community. Evenings may include T-dances, costume contests, ‘matchmaker’ games, leather parties, church bingo, swimsuit parties and Sailing Solo cocktail parties. These events aim to satisfy the diversity and interests of various sub-groups of the G&L passengers on board.
Onboard entertainment also reflects the group’s interests and may feature headliners such as the legendary film, television and Broadway star Debbie Reynolds and other top-line entertainers as well as enrichment lectures targeting the lifestyles of gays and lesbians.
The only negative waged at these cruises is that they are too short (usually seven days) and passengers are exhausted after trying to do too much. The G&L companies are obviously doing everything else right though, because the majority of passengers are repeat cruisers.
A major benefit often highlighted about these cruises is that they provide an ideal holiday for G&Ls who are shy or have difficulty meeting other people. All passengers are on board for the length of the cruise and one can feel comfortable knowing that you are cruising with like-minded people. Passengers interact with many passengers on a daily basis and should you be interested in meeting a ‘special someone’ then its easy to introduce yourself over cocktails, while having a meal or when attending any number of activities.
In July 2004 a new contender appeared on the G&L horizon: R Family Vacations, chartering ships from Norwegian Cruise Line (NCL). One of the founding members of this company was Kelli Carpenter, the partner of TV host, stand-up comedian, actress, singer and Broadway producer Rosie O’Donnell. Rosie and Kelli have four children and wanted a family vacation that would give them the opportunity to holiday with G&L families and supporters. They also wanted to provide an opportunity for all children of G&L parents to meet other families so that these kids will never again feel like “they are the only ones”.
R Family Vacations is unlike other G&L cruise company as it offers a family-focused cruise for all LBGT (Lesbian Bisexual Gay and Transgender) members of the community. It also provides a large range of age-specific children’s activities on all cruises. R Family cruises has also become famous for the star-studded talent they attract to perform on board. Previous performers have included Cyndi Lauper, Gloria Estefan, Sheena Easton, Gavin Creel and the original Broadway star of the musical Annie, Andrea McArdle.
Two years ago Australian company allgaycruises.com.au organised the first local G&L cruise. Pacific Sun was chartered from P&O Australia for a three-night return cruise from Sydney. Peter Oxford, spokesman for the company, deemed this cruise a success with more than 1,300 passengers on board and says the company will be exploring the possibility of organising other cruises in the future.
Atlantis Events announced earlier this year that it has chartered HAL’s MS Volendam for a G&L cruise from Auckland to Sydney in February 2010. This 11-day cruise departs Auckland on February 17 and will visit three cities on the east coast of New Zealand before crossing the Tasman. After two days in Melbourne passengers will arrive in Sydney to coincide with the culmination of the Sydney Gay and Lesbian Mardi Gras. Although there is still a waiting list, the cruise sold out as the fastest-selling cruise in the company’s history.