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7/30/2019 LGBT Travel Survey
1/42
En#recontentsCommunityMarke#ng,Inc
October2012
17thAnnualLGBTTravelSurvey LGBTTravel
Survey
7/30/2019 LGBT Travel Survey
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2
2012LGBTTravelSurvey USOverviewReport|17thAnnua
About
SanFrancisco-based,LGBTOwned/Operatedcompanyfoundedin1992servesclientsthroughouttheUSA,Canada,Europe,AustraliaandJapan
20+yearsofconsumerresearch,strategicconsulMng,markeMngplanning,communicaMons,andtrainingservices
ConductedresearchandprovidedstrategicconsulMngforleadingbrands,includingPrudenMalFinancial,WellsFargoBank,UnionBank,GalloWineries,ABSOLUT,iller/Coors,
Hya,Starwood,KimptonHotels,LAInc.,LasVegasCVA,FortLauderdale,Philadelphia,
StockholmTouristBoard,SwitzerlandTourism,JapanNaMonalTourismOrganizaMon,
Travelocity;plusPrudenMal,TargetBrands,AmericanCancerSociety,KaiserFamily
FoundaMon,theUSCensusBureau,USHUDandmanymore
7/30/2019 LGBT Travel Survey
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
17thAnnualLGBTTravelSurvey
TheseiniMalfindingsarebasedonresponsesfromover5,700respondentsin
theU.S.collectedasofOctober2012
RespondentswererecruitedfromCIsproprietaryresearchpanel.
Achanceofwinningoneoffive$100cashprizeswasusedasanincenMve
Thissummaryfocusesononlysomeofthehighlightsofthisyearssurvey;contactusforin-depthresultsandcustomanalysis
Who Did We Talk To?
15minuteonlinesurveyconductedinSeptember-October2012
OursurveywasmadeavailablethroughanemailinvitaMontosurveypanelists,aswell
asonthewebsites,emaillistsandsocial
mediaofourpartners
Importantly,oursamplereflectsthereadership/membershipofthisbroadrange
ofLGBTfocusedmediaoutlets,organizaMonsandevents.Thismeansthat
theresultssummarizedherearehighly
representaMveofconsumerswhoare
interacMngwiththeLGBTcommunity.
How Did We Talk To Them?
7/30/2019 LGBT Travel Survey
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En#recontentsCommunityMarke#ng,Inc
17thAnnualLGBTTravelSurvey
Part1:LGBTTravelComingOutoftheRecession
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Comparingyourtravelduringthepast12monthstoyourtravelintheyearbeforethat,didyoutravelmore,aboutthesame,orlessthanthepreviousyear?
Gaymenn=4,059;Lesbiansn=1,247
Aboutathirdofbothgaymenandlesbiansincreasedtheiroveralltravelinthepastyear.
Theoveralltraveltrendoverthepast12monthswassomewhatposiHve.
Overall
Travel
Leisure/ Vacation/
Holiday Travel
Business Travel # of flights taken # of nights in
hotels
#of local /
staycations
TravelinPast12Monthsvs.PriorYear
24% 26% 23% 26%30% 33%
26% 29% 22% 25%18% 18%
45% 38% 48% 40%41%
42%
41% 38%
40% 36%57%
53%
32% 35%30%
34%29%
25%33% 33%
38% 38%
25%29%
GayenLesbians GayenLesbians GayenLesbians GayenLesbians GayenLesbians GayenLesbians
increased
same
decreased
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Comparingyourtravelduringthepast12monthstoyourtravelintheyearbeforethat,didyoutravelmore,aboutthesame,orlessthanthepreviousyear?
TotalUSLGBTn=5,784
Comparing2012at2011results,LGBTtravelseemstobeslowlyrecoveringoverHme
sincethestartoftherecession.
OverallTravel
Leisure /Vacation / Holiday Travel
BusinessTravel
TravelinPast12Monthsvs.PriorYear TOTAL
U.S.
30% 25% 29% 24%35% 30%
39% 43%44%
46%41%
42%
31% 32% 28% 30%24% 28%
2011 2012 2011 2012 2011 2012
Travel
Increased
Aboutthe
Same
TravelDecreased
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Overall,LGBTtravelhasincreasedbyonetripinthepast12months,comparedtothe
2011surveyresults.
Average#Trips,Past12Months
Howmanytotaltripsdidyoutakeinthepast12months,whereyoustayedinpaidaccommoda#onsatleastonenight?
TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247
4.7 4.0
BUSINESS
TRIPS
LEISURE
TRIPS
3.2 2.1
3.7 2.7RT AIR FLIGHTS
FOR LESIURE TRIPS
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17thAnnualLGBTTravelSurvey
Part2:TravelMoHvaHons,Trends&Frequency
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Whatkindoftravelerareyou? Gaymenn=4,059;Lesbiansn=1,247
Kindoftraveler?Two-thirdsofLGBTssaytheyarewarmweathertravelers
Urbancoretravelismoreassociatedwithgaymen MorelesbianssaytheyareintooutdooracHviHesandfamilytravel
Whatkindoftravelerareyou?
67%
54%
49%
46%
46%
43%
42%
41%
32%
29%
27%
21%
21%
12%
7%
66%
51%
53%
46%
29%
40%
42%
43%
42%
31%
24%
24%
21%
9%
18%
Warmweather
Culture(museums,heritage,etc.)
BeachdesMnaMons
Restaurants,wineandcuisine
UrbancoreacMviMes
LGBTdesMnaMons
Entertainment(concerts,theater,etc.)
Economy/budget
Outdoor/acMveadventure
Resort/spa
Luxury
ainstreamfesMvals/events
LGBTparMes/events
Winter/ski
Familytravel(withkids)
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Whatwereyourmaininterestswhentravelingto
yourmostrecentdesHnaHon?
WhenaskedabouttheirlastvacaHon,mostLGBTstraveledforrestandrelaxaHon.A
combinaHonoftradiHonalurbanacHviHesscoredwell,butnospecificurbanacHvityfar
outratedothers.
Whatwereyourmaininterestswhentravelingtoyourmostrecentdes#na#on? Gaymenn=4,059;Lesbiansn=1,247
57%
35%
32%
32%
31%
27%
26%
23%
21%
19%
18%
13%
11%
58%
30%
27%
24%
13%
30%
15%
12%
32%
28%
12%
10%
5%
Rest,relaxaMon
VisiMngfriendsorrelaMves
Culture,arts,heritage,religion
Foodand/orwine
LGBTbars,clubs,etc.
Sun,beach
Entertainment,nightlife,gaming,gambling,etc.
UrbanacMviMes
Romancewithpartner
Nature,theenvironment,adventure,hiking,etc.
Shopping
LGBTfesMvals,fairsandotherevents
eeMnglocals
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SummerHmeisthemostpopulartravelseasonforbothgroups.owever,LGBTtravelis
relaHvelydisbursedacrossmonthsoftheyear.
Inthepast12months,inwhichmonth(s)didyoutravelonvacaHon/holiday?
Howmanytotaltripsdidyoutakeinthepast12months,whereyoustayedinpaidaccommoda#onsatleastonenight?
TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247
January February March April May June July August September October November December
27% 25% 28% 27% 33% 37% 37% 39% 35% 26% 24% 29%
20% 23% 27% 25% 29% 36% 35% 38% 36% 25% 21% 24%
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79%ofLGBTsintheU.S.holdavalidpassport.51%ofthesepassportholdersusedtheirpassport
totraveltoanothercountryinthepastyear;gaymenslightlyhighercomparedtolesbians.
Didyouuseyourpassportinthelast12months?TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247Passportholdersn=4,548.
aveandUsedtheirPassportInPastYear
OfUSLGBTpassport
holdersused
their
passportin
pastyear
51%
54% 47%
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ReturningtoafavoriteplaceistheleadingmoHvatorforselecHng
adesHnaHon;butLGBT-friendlyreputaHoncantbediscounted
WhatgotyouinterestedinvisiHngyourmost
recenttraveldesHnaHon?
Whatgotyouinterestedintravelingto(des#na#on)? Gaymenn=4,059;Lesbiansn=1,247
43%
30%
26%
17%
11%
8%
7%
6%
5%
5%
37%
26%
21%
15%
13%
5%
8%
7%
3%
3%
ReturntofavoritedesMnaMon
Toaendanevent
LGBT-friendlyreputaMon
RecommendaMonfromLGBTfriendorfamily
RecommendaMonfromstraightfriendorfamily
VisitedthedesMnaMonsLGBTwebsite
TravelerreviewwebsiteslikeTripAdvisororGayCiMes
VisiteddesMnaMonsmainstreamwebsite
ArMcleinLGBTprintorinternetmedia
LGBTprintad(magazine,newspaper,guidebook,map)
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Amongavarietyofconsumerproductsandservices,anLGBTfriendlyreputaHon
influencestravelpurchasesinparHcular.
ImpactofdesHnaHonsorcompanysLGBT-friendlinessondecision-making(Past12months)5pt.scale,Top2boxsummary
Inthepast12months,howmuchdidades#na#onsorcompanysLGBT-friendliness(adver#sing,sponsorships,poli#calsupport,etc.)favorablyinfluence
youractualpurchases?Gaymenn=4,059;Lesbiansn=1,247
44%
40%
33%
23%
20%
19%
18%
15%
15%
12%
43%
39%
31%
14%
21%
15%
19%
18%
16%
12%
Retailstorechoice
DesMnaMon(s)IvisitedonvacaMon
Hotelchoiceandpurchase
Vodkachoiceandpurchase
Airlinechoiceandpurchase
Onlinetravelagencypurchase
Cruiselinechoiceandpurchase
Insurancechoiceandpurchase
Newbankaccount
Rentalcarchoiceandpurchase
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LocaHonandpriceareprimemoHvatorsforhotelselecHon.LGBTreputaHonranks
third.
WhatmoHvatedyoutochooseyourmostrecent
hotelcomparedtoothers?
Whatmo#vatedyoutochoosethismostrecenthotel? Gaymenn=4,059;Lesbiansn=1,247
33%
31%
23%
22%
18%
11%
11%
9%
8%
7%
7%
30%
30%
17%
14%
15%
9%
7%
11%
8%
8%
4%
LocaMonofhotelindesMnaMon
Foundagoodrateontheinternet
LGBT-friendlyreputaMon
Returntofavoritehotel
Visitedhotelswebsite
RecommendaMonfromLGBTfriendorfamily
Loyaltyprogramofhotelgroup
TravelerreviewwebsiteslikeTripAdvisororGayCiMes
Foundagoodrateanotherway
RecommendaMonfromstraightfriendorfamily
ThehotelhasanLGBTwebsite
Percentage that indicate that they
stay in LGBT-friendly hotels for leisure
travel all or most of the time
46% 42%
GayMen Lesbians
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17thAnnualLGBTTravelSurvey
Part3:Research,Booking&Purchasing
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LGBTmediaadsareimportantsourcesoftravelinformaHonforgaymenandlesbians,
rightbehindword-of-mouthandtravelwebsites.
54%
49%
41%
37% 36%
25% 24%21% 20% 20% 19% 19%
16%
59%
53%
36% 36%38%
23%20% 20%
17%
13%
20%17%
10%
Referrals(friends/
family)
Onlinetravel
sites
LGBTmediaads
Travelservice
provider
website
(hotel/carrental)
Travelerreviewsites
Mainstreamtravel
guidebooks
Travelmagazine
ads
Mobilewebsitesor
apps
LGBTtravelguidebooks
Mainstreamnewspaper
ads
Facebook,Twier,
othersocial
media
Des#na#onpromo#onal
websites
Televisionshows
Whichofthefollowingdidyouuseinthepast12monthsto
obtaininformaHonabouttravelservicesorcompanies?
Whichofthefollowingdidyouuseinthepast12monthstoobtaininforma#onabouttravelservicesorcompanies? Gaymenn=4,059;Lesbiansn=1,247
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Whenmakingtraveldecisions,about1in4LGBTshavebeeninfluencedbyinformaHon
andfeedbackfoundinsocialmedia.
Inthepast12months,haveyoumadeanyleisuretraveldecisionsbasedprimarilyonresearchorfeedbackreceivedonasocialmedia/networking
website?Gaymenn=4,059;Lesbiansn=1,247
MadeTravelDecisionsBasedon
SocialMedia(last12months)
24% 26%
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Howdidyoupurchaseyourmostrecentvaca#on? Gaymenn=4,059;Lesbiansn=1,247 *Mostrecenttrip
Bookingonlinedirectlywithahotelorairlineisbyfarthemostcommonbooking
method.LGBTsviewonaveragethreewebsitesbeforemakingapurchasingdecision.
owdidyoupurchaseyourmostrecentvacaHon?
Avg. # sites compared before
booking*
57%
25%
9%
6%
4%
1%
52%
21%
9%
4%
3%
2%
Websitedirectlywithairline/hotel
Onlinetravelagency
Callingairline/hotel
Used'miles'orpoints
Calling/visiMnglocalretailtravelagency
Calling/visiMnggrouptourorcruiseoperator
3.0 3.5
Gayen Lesbians
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LGBTsbelongtoairline,hotelrewardsprogramsinlargenumbers.Gaymenare
somewhatmorelikelytobelong.
Loyalty&RewardsPrograms
Belong to a hotel guest loyalty program(s)
71% 66%Belong to an airline frequent flyer program
(s)
62% 56%
Howmanyairlinefrequentflyerprogram(s)orhotelguestloyaltyprogram(s)doyoubelongto?
TotalGaymenn=4,059;Lesbiansn=1,247
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MostLGBTsbelongtomulHpleairlineandhotelloyaltyprograms.
Ofthoseenrolledinloyaltyprograms,numberof
differentairlines/hotelswithmembership
Howmanyairlinefrequentflyerprogram(s)orhotelguestloyaltyprogram(s)doyoubelongto?
TotalUSALGBTn=3,928forairlinesand3,402forhotels.
Belong to a hotel
guest loyalty
program(s)
One 32% Two 26% Three 19% Four+ 23%
Belong to an airline
frequent flyer
program(s)
One 32% Two 30% Three 17% Four+ 21%
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GaymenaresomewhatmorelikelythanlesbianstoredeemairlinemilesforfreeHckets
Howmanytotaltripsdidyoutakeinthepast12months,whereyoustayedinpaidaccommoda#onsatleastonenight?
TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247
26%
14%
11%
7%
7%
5%
4%
20%
11%
7%
5%
7%
6%
4%
AfreeMcketonanairline
Afreehotel/resortstay
Anupgradeonanairline
Anupgradeinahotel/resort
Amerchandisereward
Anupgradeonarentalcar
Afreerentalcar
Inthepastyear,haveyouredeemedanymilesorpointsfor
anyofthefollowing?
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17thAnnualLGBTTravelSurvey
Part4:DesHnaHonRanking&otelBrandRecall
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
2012Leisure+BusinessU.S.TravelerDesHnaHonRankings
LGBTUSAPar#cipantsn=5,784
AllLGBT
Rank DesHnaHon %Visited
1 NewYorkCity,NY 29%
2 Chicago,IL 23-24%
2 SanFrancisco,CA 23-24%
4 LasVegas,NV 20-21%
4 LosAngeles/WestHollywood,CA 20-21%
4 Washington,DC 20-21%
7 Boston,A 14-15%
8 Ft.Lauderdale/Wiltonanors,FL 12-13%
8 SanDiego,CA 12-13%
Rank DesHnaHon %Visited
10 Atlanta,GA 10-11%
10 Dallas,TX 10-11%
10 iami/SouthBeach,FL 10-11%
10 NewOrleans,LA 10-11%
10 Orlando,FL 10-11%
10 PalmSprings,CA 10-11%
10 Philadelphia,PA 10-11%
10 Seale,WA 10-11%
18 Denver,CO 8-9%
18 Hawaii 8-9%
18 Phoenix,AZ 8-9%
18 Portland,OR 8-9%
18 Tampa/St.Petersburg,FL 8-9%
Notemany
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
TopBusinessTravelDesHnaHonsU.S.LGBTs
TotalUSALGBTn=5,784
Rank DesHnaHon %Visited
1stTier Chicago,NewYorkCity,Washington,DC
7+%
2ndTierDallas,LasVegas,LosAngeles,SanFrancisco,
Washington,DC
5-6%
3rdTier
Atlanta,Boston,Denver,
Houston,Orlando,Philadelphia,Phoenix,
Seale
3-4%
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
GayMen:2012LeisureOnlyU.S.DesHnaHonRankings
Gaymenn=4,059
AMONGGAYMENINTHEU.S
Rank DesHnaHon %Visited
1 NewYorkCity,NY 24%
2 SanFrancisco,CA 19%
3 Chicago,IL 17%
3 LasVegas,NV 17%
5 LosAngeles/WestHollywood,CA 15%
6 Washington,DC 14%
7 Ft.Lauderdale/Wiltonanors,FL 13%
8 PalmSprings,CA 11%
9 Orlando,FL 10%
9 SanDiego,CA 10%
9 Boston,A 10%
9 iami/SouthBeach,FL 10%
13 NewOrleans,LA 9%
Rank DesHnaHon %Visited
14 Atlanta,GA 7%
14 Denver,CO 7%
14 Philadelphia,PA 7%
14 Seale,WA 7%
14 KeyWest/FloridaKeys,FL 7%
14 Hawaii 7%
20 Dallas,TX 6%
20 Portland,OR 6%
20 Tampa/St.Petersburg,FL 6%
20 NapaCounty,CA 6%
20 Provincetown,A 6%
20 Sonoma,CA 6%
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Lesbians:2012LeisureOnlyU.S.DesHnaHonRankings
AMONGLESBIANSINTHEU.S
Rank DesHnaHon %Visited
1 NewYorkCity,NY 16%
2 SanFrancisco,CA 15%
3 LasVegas,NV 13%
4 Chicago,IL 12%
5 Washington,DC 11%
6 LosAngeles/WestHollywood,CA 10%
7 Boston,A 9%
8 SanDiego,CA 9%
9 Orlando,FL 8%
10 Atlanta,GA 7%
10 Seale,WA 7%
10 Hawaii 7%
Rank DesHnaHon %Visited
10 Provincetown,A 7%
10 Portland,OR 7%
15 PalmSprings,CA 6%
15 Philadelphia,PA 6%
15 Tampa/St.Petersburg,FL 6%
15 NapaCounty,CA 6%
15 KeyWest/FloridaKeys,FL 6%
15 Tampa/St.Petersburg,FL 6%
15 NapaCounty,CA 6%
15 Sonoma,CA 6%
15 iami/SouthBeach,FL 6%
Lesbiansn=1,247
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LeisureOnlyTopDesHnaHonsbyGeneraHon
GenY GenX Boomer GenY GenX Boomer
NewYorkCity,NY 1 1 1 1 2 2
SanFrancisco,CA 2 2 2 5 3 1
LasVegas,NV 3 4 4 4 1 3
Chicago,IL 4 3 3 3 4 5
LosAngeles/WestHollywood,CA 5 5 6 6 7 4
Washington,DC 6 6 8 2 5 7
Boston,A 7 7 8 6
SanDiego,CA 8 9 8 8 9
iami/SouthBeach,FL 9 9
Orlando,FL 10 8 10 9 6
Ft.Lauderdale/Wiltonanors,FL 7 5
PalmSprings,CA 10 7
Seale,WA 10 8
Atlanta,GA 9
Provincetown,A 10
Philadelphia,PA 10
n=1021n=1079n=1748n=301n=345n=546
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
TopInternaHonalTravelLeisureDesHnaHonsU.S.LGBTs
DesHnaHon %Visited
Canada 13%
England 9%
France 8%
exico 8%
Spain 7%
Germany 6%
Italy 6%
ontreal,Canada 5%
Toronto,Canada 5%
Vancouver,Canada 5%
Australia 4%
Netherlands 4%
PuertoVallarta,exico 4%
Cancun,exico 3%
Greece 3%
DesHnaHon %Visited
Thailand 3%
Austria 2%
Belgium 2%
CostaRica 2%
CzechRepublic 2%
Denmark 2%
HongKong 2%
PuertoRico 2%
Singapore 2%
Sweden 2%
Switzerland 2%
Turkey 2%
Victoria,Canada 2%
USVirginIslands 2%
TotalUSALGBTn=5,784
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TopTravelLeisureDesHnaHonsCanadianLGBTs
TotalCanadianLGBTsn=515
Rank DesHnaHon %Visited
1 ontreal 25%
1 Toronto 25%
3 Vancouver 17%
4 NewYorkCity,NY 16%
5 Seale 12%
5 Calgary 12%
7 LasVegas,NV 11%
7 Oawa 11%
7 SanFrancisco,CA 11%
10 Banff 9%
11 England 8%
11 QuebecCity 8%
Rank DesHnaHon %Visited
11 Victoria 8%
11 Whistler 8%
15 LosAngeles/WestHollywood,CA 7%
15 Halifax 7%
17 Ft.Lauderdale/Wiltonanors,FL 6%
17 iami/SouthBeach,FL 6%
17 PuertoVallarta,exico 6%
21 Hawaii 5%
21 Orlando,FL 5%
21 Spain 5%
21 Washington,DC 5%
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BusinessTravel
LGBTsarefrequentbusinesstravelers Gaymenaresomewhatmorelikelytobooktheirowntravelandbeloyal
toLGBT-friendlyhotels
BusinessTravelSummary
Businesstravel;Gaymenn=4,059;Lesbiansn=1,247
Do you travel for business?
47% 40%
Booksomeorallofmyownbusinesstravel 73% 65%
StayinLGBT-friendlyhotelsmostoftheMme
forbusiness 43% 37%10+nightsawayonbusinessinpastyear 42% 30%
Aendeda'mainstream'convenMon,past12
months 66% 68%
AendedaLGBTconvenMon,past12months 15% 17%
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LGBTsmenHonedseveralhotelbrandsasbeingespeciallyLGBT-friendly.Whilenosinglebrand
wasmenHonedbymorethan18%ofrespondents,thetopfiverepresent66%oftheresponses.
Ofallthehotelbrandsorchainsintheworld,whichchain/branddoesthebestjob
outreachingtotheLGBTcommunity?(open-endedwriteinresponses)
#118% #215% #314% #412% #57%
TotalUSALGBTn=3,115
RankbyTotalResponse
60hotels 60hotels 500hotels 500hotels 450hotels
RankbyResponse/NumberofotelProperHes
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Byfar,SanFranciscoismenHonedmostoenastheLGBT-friendlydesHnaHon.
Whenyouthinkabout"LGBT-friendly"desHnaHonsinthe
world,whatarethethreethatfirstcometomind?
(open-endedwriteinresponses)
TotalUSALGBTn=5,131
73%
38%
20%
15%14% 13%
9%7% 7% 7%
SanFrancisco NewYork Chicago Provincetown Amsterdam KeyWest London Toronto Berlin PalmSprings
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Provincetown,KeyWestandPalmSpringshavebigreputaHonsforthesizeoftheir
communiHes.
LGBTUSAPar#cipantsn=5,784
Rank DesHnaHon PopulaHon
1 Provincetown(15%) 5,000
2 KeyWest(13%) 25,000
3 PalmSprings(7%) 50,000
4 SanFrancisco(73%) 800,000
5 Amsterdam(14%) 800,000
6 Chicago(20%) 2,700,000
7 NewYork(38%) 8,200,000
8 Toronto(7%) 2,600,000
Whenyouthinkabout"LGBT-friendly"desHnaHonsintheworld,whatarethethreethatfirstcometomind?
(open-endedwriteinresponses)
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En#recontentsCommunityMarke#ng,Inc
17thAnnualLGBTTravelSurvey
Part5:FeaturedInternaHonalLGBTTravel:SouthAmerica
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Approximately3%ofNorthAmericanLGBTsvisitedSouthAmericandesHnaHonsin
thepastyear,whichismorethandoublethenumberofgeneralpopulaHon
visitorsfromNorthAmerica.
SouthAmericaTravel
AmongthosewhotraveledtoSouthAmericaamongUSandCanadarespondentsn=186
3%of total U.S. & Canada LGBTs traveled to South America over thepast 12 months for leisure or business (often for both purposes).
LeisureTravel
BusinessTravel
ECUADOR11%
PERU21%
CHILE10%
ARGENTINA
30%
BRAZIL
26%
ECUADOR5%
PERU5%
CHILE8%
ARGENTINA
11%
BRAZIL
18%
Ofthe3%
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
WhatKindofTravelerAreYou?
MostSouthAmericaLGBTtravelerscamefromCAandFL;mostsaytheyare
aractedbywarmweather,culture,food&wineandbeaches.
WhereAreTheyFrom?
AmongthosewhotraveledtoSouthAmericaamongUSandCanadarespondentsn=171
California 24%
Florida 11%
NewYork 9%
Texas 9%
Illinois 6%
66%
66%
58%
57%
56%
50%
43%
41%
38%
34%
31%
25%
20%
17%
Warmweather
Culture
UrbancoreacMviMes
Restaurants,food/wine
BeachdesMnaMons
LGBTdesMnaMons
Entertainment
Outdoor/acMveadventure
Luxury
Economy/budget
Resort/spa
ainstreamfesMvals/events
Winter/ski
LGBTparMes/events
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2012LGBTTravelSurvey USOverviewReport|17thAnnua
Connectwithustolearnevenmore
ThomasRoth,President
CommunityMarkeHng,Inc.
584CastroSt.#834,SanFrancisco,CA94114USA
Tel+1415/437-3800Fax+1415/[email protected]
CommunityMarke#ng,Inc.isanNGLCCCer#fied
LGBTOwnedBusinessEnterprise.
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Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA +1 415/437-3800 www.CommunityMarketingInc.com
About Community Marketing &Insights: The facts are plain: As a niche market segment, gay menand lesbians have a significant amount of disposable income. Most critically, their dollars go to productand service suppliers that recognize their unique buying motivations and preferences, and offer them
differentiated value.
Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master thesubtleties of this market since 1992. Our unique and specialized services are based on 20+ years of
experience and case studies, and include market research (online surveys, focus groups, intercepts,interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic
consulting; marketing planning, and marketing plan implementation/management. We produce custom,on-site training sessions, develop conferences, symposia and webinars, and speak at industry events.
Whether your organization is just learning about the market, or is updating its strategy, CommunityMarketing &Insights can accelerate your plans, reduce your risks and delivermeasurable results.Because the LGBT community comprises a slice of the worlds population, there is no singular gay
market. Youll find singles, couples and families in every age and ethnicity. And youll find a world ofdiverse interests. CMIs proven, powerful portfolio of services helps deliver your targeted markets.
Community Marketing &Insights has earned its position as the global leader in LGBT market researchand development. Through the companys tireless efforts, doors have opened around the world for gay
and lesbian consumers. We have helped grow LGBT market recognition through research, media relationsand education; and have brought opportunities to many of the worlds leading marketers.
CMICommunity Marketing &Insights projects and training include: ABSOLUT (Pernod Ricard)
American Cancer Society
Blue Cross/Blue Shield
Chicago History Museum
E. & J. Gallo Winery / Barefoot Wines
Farmers Insurance
Greater Philadelphia Tourism Marketing Corporation
Hyatt Hotels & Resorts
Japan Air Lines
Japan National Tourism Organization
Kaiser Family Foundation (> Than AIDS campaign)
Kimpton Hotels & Restaurants
MetLife
MillerCoors Brewing Company
NYC & Co.
Prudential Financial
Switzerland Tourism
Target Brands
Travelocity
Wyndham Vacation Ownership
U.S. Government: Census Bureau, and HUD (Housing & Urban Development)
Wells Fargo Bank
And many others
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SAMPLE DEMOGRAPHICS OF USA LGBT PA
44 MEDIAN AGE
41% LIVE WITH PARTNER
62% COLLEGE GRADUATES
91% IN WORK FORCE ARE EMPLOYED
74% HHI >$50K
6% PURCHASED A HOME IN THE PAST
12 MONTHS
8% PLAN TO PURCHASE A HOME IN THE N
12 MONTHS
37% PURCHASED A SMARTPHONE IN THE
12 MONTHS
23% PLAN TO PURCHASE A SMARTPHONE
NEXT 12 MONTHS
40% DRINK WINE WEEKLY46% DRINK BEER WEEKLY
48% DRINK SPIRITS OR COCKTAILS WEEKL
PAST 12 MO. PURCHASES
29% MAJOR VACATION
14% AUTOMOBILE
37% SMARTPHONE
20% LAPTOP COMPUTER
21% HDTV
21% FURNITURE
18% TABLET COMPUTER
26% SPENT $1000 OR MORE ON CLOTHIN32% GYM MEMBERSHIP
29% SPA TREATMENTS
14% LGBT FUNDRAISING EVENT
COSTING $100+
78% ARE INFLUENCED BY COMPANIES THA
ADVERTISE IN LGBT MEDIA
32% LIKED A BUSINESS ON FACEBOOK
25% READ LGBT BLOGS
22% CLICKED ON A FACEBOOK AD
14% CLICKED ON A MOBILE APP AD
AND MORE!
CMIS LGBTCONSUMER RESEARCH PANEL 2012-13
DID YOU KNOW?Gay men and lesbians own more homes and cars, travel more, spend more
on electronics, and have the largest amount o disposable income o any
niche market. And its a sizeable niche: LGBT consumers make up 5% or
more o the U.S. consumer market. Community Marketing will help you
connect with this inuential demographic.
CMIS LGBT CONSUMER PANEL: WHAT MAKES IT UNIQUE?
Accurate, targeted market intelligence
Utilizing quantitative and qualitative market research methodologies,
Community Marketing helps companies better understand and more
eectively reach the LGBT community. Our consumer panel provides
insights through online surveys, ocus groups, intercepts and more.
The largest, most representative panel
With over 20 years in business, Community Marketing has developed a
research panel o more than 70,000 LGBT consumers. Weve partnered with
media outlets and LGBT-oriented organizations and events throughout the
country and around the world to recruit a qualifed panel that is geographi-
cally representative o the LGBT population.
Candid responses, honest feedback
As an LGBT-owned and operated frm, weve established trust with our
panelists. We speak their language and know how to communicate eec-
tively with them. As a result, our panelists are willing to talk with us rankly
and requently, even about sensitive issues.
Community Marketing, Inc. Experience & Expertise
Since 1992, Community Marketing has provided market research, strate-
gic consulting and marketing planning services to a wide variety o clients.
Weve provided LGBT consumer intelligence to numerous market leaders
like Wells Fargo Bank, Target Brands, Prudential, ABSOLUT Vodka,Travelocity, MillerCoors Brewing Co., Japan National Tourism Organization,
E&J Gallo Wineries, OraSure Technologies, Chicago History Museum,
Tourism Toronto, MetLie, Hyatt Hotels & Resorts, and many companies,
as well as the American Cancer Society, Kaiser Family Foundation and the
U.S. Government (Census Bureau and H.U.D.).
We also present public and custom onsite educational seminars and
workshops. Last year, Community Marketing produced or presented at
LGBT marketing symposia on our continents.
Learn more on our website, www.communitymarketinginc.com
Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA 415/437-3800
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LGBT Market Research:There is a difference!
Market research studies and resulting statistics are meant to help marketers understand the LGBTcommunities, and influence educated decisions about their strategies and tactics. However, not all
research is the same. Community Marketing & Insights methodologies and experience are distinct from
those of others when considering approaches, respondent panelsand ultimatelythe validity and
utility of sought-after results.
WHO ARE YOU TALKING TO?Community Marketing & Insights (CMI) has developed our proprietary consumer panel over the past 20+ years by cir
culating field surveys at leading LGBT events, and by partnering with LGBT organizations and media across the USA,Canada, the UK, and around the world. These partners distribute our survey invitations via print ads, web banners, emai
broadcasts and social networks to their memberships and/or readers. The resulting panels are highly representative o
LGBT consumers who interact with the LGBT community and media. This is important: If your communications channelsare via the LGBT media, youll want to depend on research that represents these consumers interests, preferences, sensi-tivities and motivations. CMI research is trusted byand frequently quoted inthe New York Times, USA Today, the WalStreet Journal, Forbes, Chicago Tribune, Los Angeles Times, Miami Herald, Ad Week, NPR, CBS News, Associated Press, etc.
Other providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust theresearcher enough to indicate that they are gay or lesbian in the context of a survey. This approach, attempting to represent the gaycommunity at large, may be appropriate for direction in sociological or academic studies, but not for developing clear, representativeadvertising or marketing related strategies. Other researchers use lists from one or two LGBT publishers, which may skew results. Formarketers desiring valid LGBT consumer insights about products, services, advertising creative and marketing strategies, these panedevelopment approaches are not likely to yield LGBT community members who are interacting with the media where you are placing ads
IN RESEARCH, SIZE DOESMATTER.
CMI has conducted over a hundred LGBT-dedicated research studies since the early 90s, covering a wide varietyof topics, industries and interests. Through our work, we both observe and influence the trends of this market. Size doesmatter in the case of research. Our research panel has grown to over 70,000 qualified LGBT consumers, the largest of itskind, by far. Our 6th Annual LGBT Community Survey study attracted over 45,000 survey participants, representing 148countries, making it the largest such study in history. We leverage our long history/experience/expertise for your benefitand fine-tune our portfolio of research panels, methodologies and approaches to best match your market intelligence goals
Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on thequality and demographic representation of the panel, or reinvent the wheel at your expense. One cannot fathom the diversity andcomplexities within LGBT (see below) on a small sample. And with small samples, you loose the opportunity to derive statistically-significant cross tabs on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumptionthat a 28 year old lesbian in Seattle has the same purchasing motivations and behaviors as a 67 year old gay man in Atlanta?Generalities and sweeping statements about the gay market based on comparatively small samples can distort the results of research
findings, potentially wasting your investment of time and resources.
DIVERSITY: THERE IS NO LGBT MARKETCommunity Marketing & Insights emphasizes that there is no gay market, just as there is no singular Asian mar-
ket. The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and prioritiesThose, plus variations in geographical location, age, income, relationship status, gender identity and more, make it evenmore important to discover which opportunities within LGBTwill help you achieve your goals. Fine tuning your approaches based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient andcost-effective, and will significantly improve your marketing ROI.
General surveys on the gay market are likely to only scratch the surface of the diversity and varieties of opportunities marketers can enjoy if properly explored and understood.
continues...
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TWO SIDES OF THE COIN: QUANTITATIVE AND QUALITATIVESince 1994, CMI has taken pride in operating the most consistent, longest-running series of LGBT community sur
veys in the world. But we dont stop there. Quantitative (data) research is one important side of a coin, but only tells half ofthe story. The other side of a comprehensive research initiative involves qualitative research, most notably derived fromfocus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candi-dates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the clients products or services. We maintain sufficient numbers of panelists to conduct groups in most majormetro areas across the USA, Canada, UK, Germany and Australia, as well as many secondary markets. Weve found thatthe same creative, tested in different regions, often yields substantially differing results. Isnt it wise to know thatand
adjust your plansbefore investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that pro-duces and facilitates LGBT focus group studies and other qualitative research options. We have developed and reported onfocus groups covering a wide variety of topics, plus we have operated telephone interviews, field surveys, advisory boardseries and multi-year customer satisfaction survey projects which can round out a comprehensive market intelligence plan
Producing only online surveys, other research companies are telling half of the story (at best). Without actual consumer inter-action, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts, nor can they adequately advise you on thesensitivities and complexities that are only uncovered in qualitative research... extremely important considerations that averages andextrapolated assumptions based only on survey statistics are likely to miss.
WE DONT OUTSOURCE!Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research
software. We do all of our research in-house, because nobody knows this market segment as well as we do. We never sel
or rep another companys services, nor will we outsource your project to a 3rd party.
Some firms work as reps of research companies, or outsource clients projects, and report on the results of the 3rd partys workBut without being intimately involved in every aspect of the project, from discussing the clients goals and designing the study, to building the survey, implementing it and writing the report, and without engaging directly with consumers in focus groups, it is difficultto gain the insights that can only come from CMIs hands-on LGBT research specialization spanning nearly two decades.
TRUSTEDCommunity Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because we are LGBT-owned
and -operated and well known in the community, we have earned the recognition and trust of our survey panelists. LGBTconsumers recognize that we use research data to build corporate relationships, which ultimately lead to better conditionsfor LGBT employees, social progress, and sensitive communications.
PROUDLY LGBT-OWNED AND -OPERATEDOne of the questions in HRCs Corporate Equality Index application is whether the applicant company includes
LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing, you notonly gain the benefit of our long-standing leadership in this field, you are working with one of the only LGBT-owned market research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.
COMMUNITY CITIZENSHIPCMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous com
munity-based organizations. We also participate in the communitys leading business and advocacy organizations, eventsand conferences, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLRInternational Gay & Lesbian Travel Association, National Lesbian & Gay Journalists Association, etc. This community con
nection is not only the right thing to do, it is essential for initiating appropriate relationships for our clients.
VALUEYoud think that with this kind of specialization and experience, youd be investing considerably more for
Community Marketing & Insights services than for research from other companies. But it is due to our specific focus on LGBTmarket intelligence, and the cumulative 60+ years of dedicated LGBT research among the CMI team, that we can actuallykeep your costs low. We are not spending your money to locate qualified survey or focus group participants, nor are we