A new hotel travel brand catering for the lucrative gay and lesbian market has been launched in a bid to tap into the multi-billion pound sector.
World Rainbow Hotels](http://www.worldrainbowhotels.com) is an initiative led by marketing and reservation company booker HotelRez, which aims to bring together the global community of "gay-welcoming hotels" to hit a market estimated to be worth $835b (£521b) in the US alone by 2011.
It will allow travel agents to search specifically for GLBT (gay, lesbian, bisexual and transgender) -friendly hotels on the global distribution system for the first time, unifying a currently disparate segment of the travel sector.
Membership of the brand will also see hotels included on a monthly newsletter going out to 20,000 travel agents, as well as distribution through the World Rainbow Hotels website and other GLBT partners.
By Chris Druce
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