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17Th Annual LGBT Travel Survey th 17 Annual LGBT Travel Survey LGBT Travel Survey October 2012 En#re contents © Community Marke#ng, Inc. 2012 LGBT Travel Survey US Overview Report | 17th Annual About • San Francisco-based, LGBT Owned/Operated company founded in 1992 serves clients throuGhout the USA, Canada, Europe, Australia and Japan • 20+ years of consumer research, strateGic consulMnG, markeMnG planninG, communicaons, and traininG services • Conducted research and provided strateGic consulMnG for leadinG brands, includinG PrudenMal Financial, Wells FarGo Bank, Union Bank, Gallo Wineries, ABSOLUT, Miller/Coors, Hya, Starwood, Kimpton Hotels, LA Inc., Las VeGas CVA, Fort Lauderdale, Philadelphia, Stockholm Tourist Board, Switzerland Tourism, Japan Naonal Tourism OrGanizaon, Travelocity; plus PrudenMal, TarGet Brands, American Cancer Society, Kaiser Family Foundaon, the US Census Bureau, US HUD and many more… 2 2012 LGBT Travel Survey US Overview Report | 17th Annual 17th Annual LGBT Travel Survey Who Did We Talk To? How Did We Talk To Them? • These iniMal findinGs are based on • 15 minute online survey conducted in responses from over 5,700 respondents in September - October 2012 the U.S. collected as of October 2012 • Our survey was made available throuGh an • Respondents were recruited from CMI’s email invitaon to survey panelists, as well proprietary research panel . as on the websites, email lists and social media of our partners • A chance of winninG one of five $100 cash prizes was used as an incenMve • Importantly, our sample reflects the readership/membership of this broad ranGe • This summary focuses on only some of the of LGBT focused media outlets , hiGhliGhts of this year’s survey; contact us orGanizaons and events. This means that for in-depth results and custom analysis the results summarized here are hiGhly representave of consumers who are interacMnG with the LGBT community. 3 17th Annual LGBT Travel Survey Part 1: LGBT Travel Coming Out of the Recession En#re contents © Community Marke#ng, Inc. 2012 LGBT Travel Survey US Overview Report | 17th Annual About a third of both gay men and lesbians increased their overall travel in the past year. The overall travel trend over the past 12 months was somewhat posive. Travel in Past 12 Months vs. Prior Year Overall Leisure/ Vacation/ Business Travel # of flights taken # of nights in #of local / Travel Holiday Travel hotels staycations 25% 25% 30% 29% 32% 34% 33% 33% 29% 35% 38% 38% increased 42% same 41% 38% 45% 38% 48% 40% 41% 57% 40% 36% 53% decreased 30% 33% 29% 24% 26% 23% 26% 26% 25% 22% 18% 18% Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Comparing your travel during the past 12 months to your travel in the year before that, did you travel more, about the same, or less than the previous year? Gay men n= 4,059; Lesbians n= 1,247 5 2012 LGBT Travel Survey US Overview Report | 17th Annual Comparing 2012 at 2011 results, LGBT travel seems to be slowly recovering over me since the start of the recession. Travel in Past 12 Months vs. Prior Year TOTAL Overall Leisure / Business U.S. Travel Vacation / Holiday Travel Travel 31% 28% 30% 24% 28% Travel 32% Increased 41% 44% 42% About the 39% 43% 46% Same 35% Travel 30% 25% 29% 24% 30% Decreased 2011 2012 2011 2012 2011 2012 Comparing your travel during the past 12 months to your travel in the year before that, did you travel more, about the same, or less than the previous year? Total US LGBT n=5,784 6 2012 LGBT Travel Survey US Overview Report | 17th Annual Overall, LGBT travel has increased by one trip in the past 12 months, compared to the 2011 survey results. Average # Trips, Past 12 Months LEISURE TRIPS 4.7 4.0 RT AIR FLIGHTS FOR LESIURE TRIPS 3.7 2.7 BUSINESS TRIPS 3.2 2.1 How many total trips did you take in the past 12 months, where you stayed in paid accommoda#ons at least one night? Total USA LGBT n=5,784; Gay men n= 4,059; Lesbians n= 1,247 7 17th Annual LGBT Travel Survey Part 2: Travel MoHvaHons, Trends & Frequency En#re contents © Community Marke#ng, Inc. 2012 LGBT Travel Survey US Overview Report | 17th Annual Kind of traveler? Two-thirds of LGBTs say they are warm weather travelers • ‘Urban core’ travel is more associated with gay men • More lesbians say they are into outdoor acHviHes and family travel What kind of traveler are you? 67% Warm weather 66% 54% Culture (museums, heritage, etc.) 51% 49% Beach desMnaons 53% 46% Restaurants, wine and cuisine 46% 46% Urban core acMviMes 29% 43% LGBT desMnaons 40% 42% Entertainment (concerts, theater, etc.) 42% 41% Economy / budGet 43% 32% Outdoor / acMve adventure 42% 29% Resort / spa 31% 27% Luxury 24% 21% Mainstream fesMvals/events 24% 21% LGBT parMes / events 21% 12% Winter / ski 9% 7% Family travel (with kids) 18% What kind of traveler are you? Gay men n= 4,059; Lesbians n= 1,247 9 2012 LGBT Travel Survey US Overview Report | 17th Annual When asked about their last vacaHon, most LGBTs traveled for rest and relaxaHon. A combinaon of tradional urban acvies scored well, but no specific urban acvity far out rated others. What were your main interests when traveling to your most recent desnaon? 57% Rest, relaxaon 58% 35% VisiMnG friends or relaves 30% 32% Culture, arts, heritage, reliGion 27% 32% Food and /or wine 24% 31% LGBT bars, clubs, etc. 13% 27% Sun, beach 30% 26% Entertainment, niGhtlife, GaminG, GamblinG, etc. 15% 23% Urban acMviMes 12% 21% Romance with partner 32% 19% Nature, the environment, adventure, hikinG, etc. 28% 18% Shopping 12% 13% LGBT fesMvals, fairs and other events 10% 11% MeeMnG locals 5% What were your main interests when traveling to your most recent des#na#on? Gay men n= 4,059; Lesbians n= 1,247 10 2012 LGBT Travel Survey US Overview Report | 17th Annual SummerHme is the most popular travel season for both groups. However, LGBT travel is relavely disbursed across months of the year. In the past 12 months, in which month(s) did you travel on vacaon/holiday? 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% How many total trips did you take in the past 12 months, where you stayed in paid accommoda#ons at least one night? Total USA LGBT n=5,784; Gay men n= 4,059; Lesbians n= 1,247 11 2012 LGBT Travel Survey US Overview Report | 17th Annual 79% of LGBTs in the U.S. hold a valid passport. 51% of these passport holders used their passport to travel to another country in the past year; gay men slightly higher compared to lesbians. Have and Used their Passport In Past Year 51% Of US LGBT 54% 47% passport holders used their passport in past year Did you use your passport in the last 12 months? Total USA LGBT n=5,784; Gay men n= 4,059; Lesbians n= 1,247 Passport holders n= 4,548. 12 2012 LGBT Travel Survey US Overview Report | 17th Annual Returning to a favorite place is the leading moHvator for selecHng a desnaon; but LGBT-friendly reputaon can’t be discounted What got you interested in vising your most recent travel desnaon? 43% Return to favorite desMnaon 37% 30% To aend an event 26% 26% “LGBT-friendly” reputaon 21% 17% Recommendaon from LGBT friend or family 15% 11% Recommendaon from straiGht friend or family 13% 8% Visited the desMnaon’s LGBT website 5% 7% Traveler review websites like Trip Advisor or GayCiMes 8% 6% Visited desMnaon’s mainstream website 7% 5% ArMcle in LGBT print or internet media 3% 5% LGBT print ad (magazine, newspaper, Guidebook, map) 3% What got you interested in traveling to (des#na#on)? Gay men n= 4,059; Lesbians n= 1,247 13 2012 LGBT Travel Survey US Overview Report | 17th Annual Among a variety of consumer products and services, an “LGBT friendly” reputaHon influences travel purchases in parHcular. Impact of desHnaHon’s or company’s “LGBT-friendliness” on decision-making (Past 12 months) 5 pt. scale, Top 2 box summary 44% Retail store choice 43% 40% DesMnaon(s) I visited on vacaon 39% 33% Hotel choice and purchase 31% 23% Vodka choice and purchase 14% 20% Airline choice and purchase 21% 19% Online travel agency purchase 15% 18% Cruise line choice and purchase 19% 15% Insurance choice and purchase 18% 15% New bank account 16% 12% Rental car choice and purchase 12% In the past 12 months, how much did a des#na#on’s or company’s “LGBT-friendliness” (adver#sing, sponsorships, poli#cal support, etc.) favorably influence your actual purchases? Gay men n= 4,059; Lesbians n= 1,247 14 2012 LGBT Travel Survey US Overview Report | 17th Annual LocaHon and price are prime moHvators for hotel selecHon. LGBT reputaHon ranks third. What movated you to choose your most recent hotel compared to others? 33% Locaon of hotel in desMnaon 30% 31% Found a Good rate on the internet 30% 23% “LGBT-friendly” reputaon 17% 22% Return to favorite hotel 14% 18% Visited hotel’s website 15% 11% Recommendaon from LGBT friend or family 9% Percentage that indicate that they 11% Loyalty proGram of hotel Group 7% stay in LGBT-friendly hotels for leisure 9% travel all or most of the time Traveler review websites like Trip Advisor or Gay CiMes 11% Gay Men Lesbians 8% Found a Good rate another way 8% 7% Recommendaon from straiGht friend or family 8% 46% 42% 7% The hotel has an LGBT website 4% What mo#vated you to choose this most recent hotel? Gay men n= 4,059; Lesbians n= 1,247 15 17th Annual LGBT Travel Survey Part 3: Research, Booking & Purchasing En#re contents © Community Marke#ng, Inc.
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