TORONTO — With the month of June and its Pride celebrations in the rearview mirror, many companies will put their rainbow collateral into storage and move on to the next marketing season.
On the other hand, for Total Advantage Travel, serving the 2SLGBTQ+ community is a year-round mission – and a core part of the business.
Robert Townshend, President, Total Advantage Travel
Travelweek connected with Robert Townshend, President of Total Advantage Travel, to find out more. The Toronto-based company is a full-service travel agency, with 2SLGBTQ+ travel / destination weddings one of many specialties for the team.
Travelweek: Total Advantage Travel is on the cusp of its 30 year anniversary, an incredible accomplishment. Have 2SLGBTQ+ bookings been foundational to the agency’s success?
Townshend: “We are indeed celebrating our 30th year in business next year! I can’t believe how quickly time has gone by.
“We started out as a small travel agency with a few hundred clients. Over the years our clientele grew and so did our niche markets.
“We have several niche markets which include
2SLGBT+ travellers. We started to develop that niche in 2015 when we hired Liz Divine, the former owner of Rainbow High Vacations, as our Vice President of Marketing.
“Liz collaborated with many community organizations to develop our presence with LGBT travellers. We also worked with Proud FM, local media and influencers to establish a strong LGBT following.”
Travelweek: Love is love, and travel is travel, but 2SLGBTQ+ bookings may need some special considerations, like safe destinations. Can you tell us more about that?
Townshend: “With worldwide attitudes changing towards members of the 2SLGBTQ+ community we have found that many people are uncertain where it is safe to travel to. Our agents can assist the traveller to ensure they are welcomed where they are traveling to.
“We watch the changing of worldwide laws and steer travellers away from countries that denounce, discriminate or prosecute members of the community.
“The hard right wing attitudes of many U.S. politicians, especially those of Florida Governor Ron DeSantis, have driven many LGBT travellers to spend their hard-earned money to travel to places where they feel more welcome. Gay travel to Florida is off by over 80% over the past five years.
“Many of the exclusive LGBT hotels in the Fort Lauderdale area have closed. There is a general boycott feeling amongst gay travellers to go to Florida. There is also worry that they may be attacked verbally or physically.
Travelweek: What are some of your favourite 2SLGBTQ+-friendly destinations?
Townshend: “We have supported destinations that have supported that community. Our LGBT business to Mexico has increased substantially.
“Puerto Vallarta, which has always been a friendly destination, has reaped the rewards of strong increases in gay tourism since DeSantis’ discriminatory policies were implemented. The ship has now sailed on that one and it’s going to take a change in leadership and attitude to get the gay traveller to head back to Florida anytime soon, the wounds are just too deep.”
Travelweek: What are your favourite tour operators to work with for 2SLGBTQ+ bookings and why?
Townshend: “When we book LGBTQ travellers we usually use Canadian tours operators that offer hotels that make them feel at home.
“Air Canada Vacations offers specific hotels that cater to the LGBTQ market.
“For cruises we recommend RSVP cruises as well as Atlantis Events, both of which charter mainstream cruise ships for one-week all gay cruises. In the U.S. we work with Brand g Vacations.
“Many politicians fail to realize that today’s gay traveller is affluent and, in many cases, has a larger-than-normal budget for travel. Those countries that welcome them will benefit from the profits an inclusive society can provide.”
