Attitude Hotels, a new brand dedicated to gays and lesbians, has been launched to tap into a market valued at $65b (£32m) in the USA alone.
Attitude is positioning itself as "the place to stay for discerning gay and lesbian travellers" and has launched with 25 independent hotels in membership.
Member hotels, which in the UK include London's Myhotel Bloomsbury and Legends hotel in Brighton, have to meet quality standards and service levels tailored to create a "gay natural" experience.
Attitude, which has aspirations to grow membership 100 hotels and provide online reservations, has been founded by Pedro Castro.
Castro said he launched the service after finding it difficult to find good hotels and disillusionment with the "gay-friendly" approach favoured by the major hotel chains.
Attitude classes hotels as premium, comfort or value and also clarifies the clientele mix at each.
By Chris Druce
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