Never before have agencies and corporate bookers been able to search for GLBT-friendly hotels on the GDS. They have had to rely solely on travel guides and internet sites to fulfill their GLBT client's needs.

World Rainbow hotels is introducing the first ever GLBT-specific rate-codes that will be bookable on the GDS as well as a selection of websites. The World Rainbow Hotels team will be promoting the new rate plans to travel agents and corporate bookers, so that they will be better equipped to offer their clients GLBT-welcoming accommodation, carefully selected through a strict set of criteria.

Mark Lewis, Managing Director at HotelREZ, who is launching the World Rainbow Hotels program says "It is not enough just to say an establishment is "Gay-welcoming". GLBT consumers should be able to have reassurance that hotel staff understands their travel concerns and how to meet them."

Staff at the hotels accepted into World Rainbow Hotels rate program will need to undertake "GayComfort" training online to increase awareness and levels of confidence with requests and situations that they may not be familiar with. GLBT guests will sense this natural confidence and will therefore feel more welcome at the hotels.

Ian Johnson, Founder and CEO of Out Now Consulting, who will be facilitating the online training said "As a global leader in LGBT marketing for two decades, Out Now has witnessed the increasing importance of strategic partnerships in effective marketing outreach to the LGBT communities. We are delighted to work with HotelREZ to provide our industry-leading training software GayComfort to their World Rainbow Hotels audience. This partnership is another way that the global LGBT tourism industry is learning how to deliver on its promise to LGBT customers by implementing customer service that meets - and increasingly exceeds - the LGBT consumer's travel needs and expectations."

World Rainbow Hotels is forging strategic alliances and partnerships with GLBT travel industry associations, media and bookers.

"We're excited about our new partnership with World Rainbow Hotels, which perfectly complements IGLTA's efforts to work with businesses around the globe that truly welcome gay travelers," says IGLTA President/CEO John Tanzella. "Creating a hotel booking process that is more in tune with our community's needs can only lead to a better LGBT travel experience overall."

Tobias Holfelt, CEO MBMarket Makers joined others in the industry at welcoming this initiative "Finally! A solution that benefits the travel industry as well as the consumer. GLBT-travellers can be more confident than ever before to get the good welcome they deserve. Travel-agents and hotels can provide their clients with reliable updated information through the GDS. MB Market Makers are happy to support HotelREZ in their commitment to the GLBT-traveller all over the world, and the industry that welcomes them."