Companies such as Hilton, Kimpton and American Airlines have long marketed to the gay community. This month in a most public display of affection, Marriott International, a company with conservative Mormon roots, is wrapping three of its Washington, D.C., hotels in photo banners, including Jason Collins, the N.B.A.'s first openly gay basketball player, and Geena Rocero, a transgender model. The campaign urges travelers to share photos on Instagram under #LoveTravels @MarriottIntl.
In an email, Karin Timpone, global marketing officer for Marriott, described the campaign as "a universal, multicultural theme that appeals to communities throughout the world, resonating with consumers around the globe and especially with millennials and next-generation travelers who value inclusiveness."
The campaign comes during what President Obama has recently declared as L.G.B.T. pride month, which is now observed not just with parades and parties, but also with travel promotions aimed at the growing gay travel market.
Philadelphia newly advertises to the community with the social media slogan, "Brotherly, or sisterly, love is love."
With the recent passage of same-sex marriage laws in a number of states, destinations and hoteliers are increasingly welcoming gay and lesbian couples, honeymooners and celebrants.
In Chicago, the Hotel Allegro, across the street from City Hall, says it has seen an increase in post-ceremony restaurant business and plans to offer reception packages. Across town, the Hotel Lincoln offers marriage services by the assistant manager, also an ordained minister.
This month, Travel Portland in Oregon is updating its L.G.B.T. resources web page with information on wedding sites, photographers and florists.
"We have found that gay travelers do want to support gay-friendly destinations," said John Tanzella, president of the International Gay and Lesbian Travel Association, based in Florida.
The impact could be sizable. NYC & Company, New York City's marketing and tourism organization, kicked off its "NYC I Do" campaign immediately following the passage of the Marriage Equality Act in 2011, and traced $259 million in spending to it in the next year.
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