After years of ignoring the gay and lesbian market, Las Vegas is courting it with vigor. Major properties are offering lavish commitment ceremonies to same-sex couples (though same-sex marriage is
illegal in Nevada), as well as special packages geared specifically toward gay and lesbian travelers.
According to research from Community Marketing Inc., a gay and lesbian market-research
company, gay and lesbian travel accounts for $55 billion of the overall U.S. travel market. Harrah's research shows gay men spend an average of 30% more than their straight counterparts when
traveling.
Las Vegas began courting the gay community as part of a broader effort to target a range of minority audiences. The gay-targeted campaign intensified as casino-commissioned market
studies showed the gay and lesbian travel market to be among the most lucrative. According to research from Community Marketing Inc., a gay and lesbian market-research company, gay and lesbian travel
accounts for $55 billion of the overall U.S. travel market.
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