If you’re looking for some travel inspiration, is Hungary in the mix? The city of Budapest is making its case as to why it should be at the top of your wish-list.
I caught up with Zsolt Erdei, President of the Humen Travel Touristic Association, for a behind-the-scenes look at the Pink Budapest campaign.
What was the inspiration for this campaign?
Budapest is a really wonderful city in the heart of Europe. The cultural scene, the gastronomy, the thermal baths, the nightlife are all amazing facets of our capital. Budapest is a sexy city for everyone, and we’d really like to share our city with the LGBT community of the world. Come to Budapest and enjoy your time here, because Budapest loves you!
Which geographies are you targeting with this campaign?
In this first year, we’re focusing on European countries like the UK, Germany, France, the Netherlands, Belgium, Luxembourg, Spain, and Italy, as well as the United States.
Next year we’ll start the next phase of the project, focusing on the Asian market — China, Singapore, Taiwan, Thailand, Indonesia, and Japan.
What’s the reaction to the campaign been like from tourism providers in Hungary?
The overall response has been positive, both from tourism professionals and the broader public.
The Hungarian Tourism Board and the Budapest Tourist Office have both congratulated us on the video.
How will you measure the success of the campaign?
In the first six days, more than 13,000 people have watched our video on YouTube and our website has also received a higher number of visitors. Our Instagram and Facebook pages have also had a noticeable increase in followers.
Are there plans for more campaigns and marketing focused on the LGBTQ travel segment?
We’ll start the social media campaign soon, and other activities will follow this summer and autumn. We have a lot of ideas, but we’re still testing the waters and contemplating the possibilities.
We want to hear your opinion
Which are the gay travel hot spots?
Need some inspiration for your travel plans?
We ran a survey of Mainly Male readers to ask gay men about their expeditions and adventures.
108 guys responded to our survey.
Here’s what they told us.
When you go on vacation, who do you generally travel with?
- By myself: 23%
- With a partner: 49%
- With friends: 14%
- With family: 11%
- I don’t travel: 3%
Which is your favourite type of vacation?
- Beach: 23%
- Somewhere warm: 15%
- Winter sports: 3%
- City-break: 12%
- Something active or outdoorsy: 9%
- Something cultural: 16%
- Something relaxing: 22%
“Some holidays that have been the best of times start with staying at a B&B and being able to go sky diving, canoeing, and a range of outdoor activities, then relaxing at night in a warm house and great dinner and bed.” — anonymous survey respondent
“Combination of someplace warm where we can explore and then have a few down days to relax on the beach.” — anonymous survey respondent
“Tend to do a mix — city to party, relax, somewhere warm, cultural, and active. Our trip this year is San Francisco to party, relax on boat travelling up the west coast, Napa, hike in the red wood forest, and Palm Springs.” — anonymous survey respondent
“Cruise!” — anonymous survey respondent
When you’re on vacation, are you interested in checking out gay bars, venues, or events?
- Yes: 62%
- No: 14%
- It depends who I’m with: 24%
When you’re on vacation, are you interested in staying in a gay-friendly hotel or accommodation?
- Yes: 58%
- No: 19%
- It depends who I’m with: 23%
Which destinations are at the top of your travel wish-list?
- Responses to this question weren’t particularly cut and dried, as people listed both countries and specific cities in their answers — in some cases respondents listed entire continents. We’ve manually reviewed the answers to draw together the common themes.
- Spain featured prominently on the wish-list of a lot of our respondents. When we include beach-side destinations such as Sitges, Ibiza, and Gran Canaria, 8% of respondents had Spain on their wish-list
- Italy polled strongly, with 4% of respondents reporting that Italy was on their wish-list. As did Australia, and Germany — both of these destinations also appeared on the travel wish-list of 4% of respondents.
- An additional 4% of respondents simply nominated Europe as being on their wish-list, which would translate to further interest in destinations such as Spain, Italy, and Germany.
- Iceland polled strongly — featuring on the travel wish-list of 3% of survey respondents.
- Other destinations that respondents had high on their wish-list included New York City, Greece, Mexico, London, South America, France, Chicago, Japan, New Zealand, and San Francisco.
- Key take-out: Australia, Iceland, and European destinations are at the top of mind for gay travellers. When it comes to the US, gay travellers tend to focus on the specific cities that they want to visit, such as New York City and San Francisco.
Which destination will you be going to for your next vacation?
- Looking at the specific destinations that respondents reported, the big winner was Paris — however it’s clear that this was influenced by the timing of the survey. Respondents were completing the survey just ahead of the Gay Games hosted by Paris.
- When we look at the results at a country level, somewhere in the United States was where a large proportion (21%) of respondents were spending their next vacation — most of this seemed to be fuelled by domestic travel. Australia (9%)is a popular destination for gay travellers, as is Spain (12%) and Italy (8%).
- Key take-out: Like all travel, there are seasonal factors that influence the choices of gay travellers — for example, the beach resorts of Spain are popular in Summer. What we’d perhaps underestimated is how event-driven travel is a big factor in the choices being made by gay men.
Where do you get your travel inspirations?
- Friends and family: 29%
- Personal research: 49%
- Travel articles or features: 19%
- Advertising: 3%
“A lot of it depends on price as well, I use Skyscanner and see what cheap flights are available so if there’s a cheap flight to be taken advantage of, then why not?” — anonymous survey respondent
“I also love to read about history, so that too give me ideas about travelling.” — anonymous survey respondent
- Gay travellers are influenced by seasonal and event-driven considerations when planning their vacation destinations. Although winter sports options seem to be fairly low on the priority list.
- European destinations are popular with gay travellers, as well as destinations such as Australia, Iceland, and North American cities such as San Francisco and New York City.
- We were surprised by the number of gay men who reported that they generally travel by themselves — 23% of respondents.
- Gay travellers are interested in staying in accommodation that demonstrates that it is gay-friendly.
- On vacation, gay travellers are interested in experiencing the local gay nightlife of bars, clubs, and venues.
- The most effective way to draw a gay traveller’s attention to a specific destination is to help them feel that it’s their idea. In sci-fi terms, it’s inception — supporting the initial ‘discovery’ with positive reinforcement from friends and family, travel articles, and advertising.
Every Tuesday we take a look at a destination or experience that you might want to consider adding to your travel wish-list. Here’s some of our recent Travel Tuesday features:
- The survey was conducted across a four-week period in July 2018.
- Respondents were recruited via Twitter, Facebook, and LinkedIn. No incentives were offered for respondents to complete the survey.
- We used Survey Monkey to collect the survey responses, and then analysed the results manually
- Comments from respondents were captured during the survey process.
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