Gaydar enters the travel industry

London-based Qsoft Consulting has taken an unusual step for a media owner and expanded its Gaydar brand from the radio and internet dating to the online travel industry.

The new travel service, Gaydartravel.com, offers customised packages to a range of worldwide destinations including Europe, South Africa, the US and Australia.

It is also liasing with American gay travel companies, to introduce their products into the UK market.

A major £1m marketing and promotional campaign has been injected into the new website, including packages across Gaydar’s internet site – which has 2.1m subscribers - and radio station, Gaydar Radio.

The campaign’s targets include Visitbritain.com, press advertising in AXM and Gay Times, and in promotional material such as whistles and beachballs for European and UK Prides.

Gaydartravel.com was launched after recent consumer research by Gaydar Radio revealed that 25 per cent of Gaydar listeners and internet users were interested in buying travel packages online, with gays and lesbians taking an average of 2.5 holidays abroad last year.

Gaydartravel Travel Manager Darren Cooper believes that gay and lesbian customers shouldn’t miss out on good deals from mainstream tourism operators.

“Our intention is to offer gay consumers quality, gay-friendly holidays,” he said.

“With many mainstream tour operators and travel companies now actively chasing the gay and lesbian market, we are in a great position to negotiate better deals for our customers.

“Gay travel has changed considerably over the last few years, so we aim to offer more choice, a greater number of destinations and flexibility for our customers.”

By Alice de Picarda

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