We’ve all seen corporate America doing their pink-washing for the “June Gush.” Paraphrasing, it goes something like this: “We love gay people because it’s Pride Month,” and they hope for our pink dollars. Cruise lines are more and more a part of this.
Pride Month regalia was everywhere last month, including many of the cruise lines. Companies gayed-up things like logos with rainbow colors, or developed celebratory posts for social media. But once July 1st arrived, the marketing mostly vanished and corporate logos reverted back to their standard brand colors and guidelines…until next year when they’ll chase our dollars again.
The cruise industry as a whole needs to do much better at actively, consistently reaching out to the LGBTQ community. It’s great that we become visible during Pride Month but we also need to be visible the other eleven months of the year.
I believe many cruise lines don’t yet realize the dollar amount our community pays to enjoy vacations on their ships. Until a few years ago when MeetMeOnBoard began surveying the LGBTQ cruise community, there was no quantitative data for cruise lines to draw from, and the only place they could really see our dollars was when a company like RSVP did an all-gay charter. We love when the industry opens their ships to an all-gay charter, but that is just a very small portion of LGBTQ who cruise and are on ships every day of the year.
The post The Cruise Industry After Pride Month appeared first on Gay Cruise Travel.
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