NEW YORK, NY – (June 7, 2021) – Thrillist, the #1 food, drink and travel brand for Gen Z and Millennials [source: Comscore Media Matrix & Plan Metrix, Q3 2020] announced today the launch of its new, LGBTQIA+ travel channel, “We’re Out Here,” just in time for Pride month. The new editorial destination, sponsored by Orbitz, creates a dedicated, optimistic space for the queer community’s travel needs that serves up useful information on how to be prepared, stay safe, and most importantly, have fun while traveling. Additionally this June, Thrillist will debut its new “Small Town Pride” editorial initiative that celebrates the queer outposts and small businesses across the U.S. going to incredible lengths to keep their communities intact. From the drag houses of the Southern Delta to the lesbian bars of the Pacific Northwest, Thrillist’s “Small Town Pride,” sponsored by American Express, tells the uniquely local stories from queer voices and small business owners across the country.
“Thrillist celebrates the LGBTQIA+ community every day of the year; however, we are excited to double down on our efforts with multiple new initiatives this Pride month, thanks to our partners at Orbitz and American Express,” said Meghan Kirsch, Chief Content Officer at Thrillist. “Our new LGBTQIA+ travel channel is unique in that it leverages our brand’s local expertise, offers consumers real utility and is inclusive of the entire queer community — not just one demographic within it. We’re also proud to launch ‘Small Town Pride’ and spotlight communities that often get overlooked by mainstream media.”
“As the world is reopening again, we all have a role to play in making travel more equitable,” said Carey Malloy, Orbitz Brand Director. “The channel’s content mission — to provide more than just a vacation and help forge community, build diverse representation, and ensure that everyone feels safe and welcome to travel as they are — is perfectly aligned with our vision for travel. We’re proud to sign on as the inaugural sponsor.”
Thrillist’s LGBTQIA+ travel channel debuts just as cities around the U.S. begin to fully reopen from the pandemic. Thrillist and Group Nine recently surveyed more than 1500 respondents to better understand consumers’ sentiments towards traveling as the COVID-19 threat begins to recede. The survey found that consumers are 65% more likely to travel domestically versus internationally in 2021. Additionally, 88% of respondents stated that they are willing to spend the same or more money on travel compared to pre-pandemic. LGBTQIA+ consumers are 5x more likely to take lifestyle friendliness into account when planning a vacation in 2021. Thrillist also found that Gen-Z consumers are 2X more likely to choose a travel destination based on eco-friendliness [source: Group Nine Future of Travel Survey, Travel Packages Survey, and Resolutions and Goals survey. Laboratory Nine and Bright-Siders audience panels, 1K+ total respondents, P13+. 3Q20-1Q21].
Leveraging Thrillist’s local culture expertise and recommendation engine and Orbitz’s trusted resources to help LGBTQIA+ travelers explore freely and safely, Thrillist’s new LGBTQIA+ travel channel will showcase stories that reflect the full spectrum of queer experiences. “We’re Out Here” content will include safe travel tips for the LGBTQIA+ community, from booking flights to finding a queer-friendly hotel; intersectional perspectives on travel experiences; identifying the best queer events, programs and spaces across the country; finding your queer family on the road; and spotlighting the best up-and-coming destinations across the world for LGBTQIA+ travelers.
Also this Pride month, Thrillist, together with American Express, will launch its new editorial program, “Small Town Pride,” which profiles LGBTQIA+ changemakers from small towns across the country who are building up their queer communities.
Thrillist is the #1 food, drink and travel brand for Gen Z and Millennials [source: Comscore Media Matrix & Plan Metrix, Q3 2020.] Thrillist serves as a guidebook for those that want new experiences and long to turn a good time into a great time. Our nonstop coverage of local culture inspires audiences to discover their world and celebrate every moment. In a serious world, we take fun seriously. In December 2016, Thrillist joined forces with NowThis, The Dodo, POPSUGAR and Seeker to form Group Nine Media -- a global top 10 publisher.