Q. How has marketing to gay travelers changed since Fort Lauderdale started its outreach efforts in 1996?

A. At first, it was too risky to use the word “gay,” so we used “rainbow.” We started with a budget of $35,000, which has grown to over $1 million. We now welcome 1.3 million L.G.B.T. travelers who spend approximately $1.5 billion in the area.

Image Richard Gray. Credit... Nina Lincoff

How did you decide to reach out specifically to the transgender market?

It was during a run less than two years ago that I really started to think about the T in L.G.B.T. It’s really the forgotten T. I realized I knew nothing about transgender travelers, and, as a gay man, I knew nothing about the transgender community. I researched and saw they had this conference that had been in Atlanta for 24 years, and I contacted their president, Lexi Dee. No one had ever courted them or paid them any attention before. They liked our commitment of raising the bar for trans inclusion. Around the same time, I organized a round-table discussion with some national leaders and also met with the research firm Community Marketing & Insights to put a transgender travel study together, because there had never been one.

What did you learn from the survey?

We found that 62 percent of transgender people travel alone, many because they’re “stealth” — often they have a partner who has no idea they’re transgender. The Southern Comfort Conference is mostly male to female and that’s what we’ve looked at. Female to male blend easier; male to female often don’t. By far their biggest concerns were physical and verbal violence and a lack of gender-neutral restrooms. Unlike the gay market, trans travelers are more in line with budget travelers, without a lot of disposable income.