Orbitz.com launched a microsite yesterday aimed at gay and lesbian travelers.
A significant print campaign in the gay lifestyle publications such as Out, Curve, And Baby and Passport will promote the new site, reported The Chicago Tribune. “See the world on your terms” will the tagline of the campaign, which will feature rainbow colors and play off Orbitz’s “Visit Planet Earth” promotion.
The site will be identified on a tab on Orbitz’s home page. Features will include information about cities with major gay populations, travel deals and tips for gay and lesbian parents traveling with children.
The market is a lucrative one for Orbitz. Mike Sands, chief marketing officer, told the Tribune that 41% of gays and lesbians have booked travel online, compared to 28% of other travelers.