www.CommunityMarketingInc.com 11 th Annual LGBT Travel Survey Exploring opportunities in the gay & lesbian market.

Thomas E. Roth, MBA, CTIE President 11th Annual LGBT Travel Survey September 2006 N = 6,721 USA Respondents Profile

For further information or custom research, contact: Thomas Roth Community Marketing, Inc. 584 Castro Street #834 San Francisco, CA 94114 (415) 437-3800 [email protected]

Introduction

About Community Marketing, Inc.: Community Marketing, Inc. (CMI) has been conducting gay and lesbian market research since 1994. In the last twelve months alone, CMI has analyzed over 27,000 gay and lesbian survey responses through our research initiatives. Our custom market research clients include the visitors bureaus of Dallas, Las Vegas, Fort Lauderdale, Provincetown and Philadelphia among others; government tourism offices such as Canadian Tourism Commission and Switzerland Tourism; vacation operators such as RSVP Vacations, and a variety of clients in other industries. Additionally, CMI conducts focus groups in North America and Europe, exit surveys, field surveys, customer service surveys, and advisory boards.

Annual LGBT Community Survey: This year’s 75 page “11th Annual LGBT Travel Survey” brought a record-breaking 7,613 completed responses from around the world, and includes 6,721 responses received from self-identified gay, lesbian, bisexual and transgender residents of the United States. The goal for this study was to survey gay and lesbian consumers regarding their travel habits and motivators, and to provide data and analysis that will assist tourism destinations and suppliers to better serve the gay and lesbian community. Combined with trend analysis from the past eleven years, and numerous comparisons to mainstream consumers, the 11th Annual LGBT Travel Survey report is the most comprehensive presentation of the preferences of LGBT travelers ever published. Community Marketing’s international survey is the most comprehensive and most quoted gay market research in the tourism industry. Tourism industry leaders around the world use CMI’s research and analysis as a basis for feasibility evaluations, positioning, economic impact, and informed forecasting and marketing planning. Key findings have

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 1 of 76 11th Annual LGBT Travel Survey Profile  September 2006 been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, USA Today, Diversity, Inc. and most other national and regional media covering the LGBT tourism industry. The focus of CMI’s 11th Annual LGBT Travel Survey report is to deeply explore LGBT travel preferences, attitudes, spending patterns and behaviors regarding destination and recreational choices, including: domestic and international destinations, hotel and lodging preferences, flights, car rentals and cruises; trends and patterns in leisure, personal and business travel. In addition, comparisons to findings for mainstream (heterosexual) adults are included throughout. The study identifies the unique preferences and motivations not only by gender (i.e. gay or lesbian), but also by age cohorts. The report is rich with market data, insights, historical and trend perspectives.

Methodology During August 2006, Community Marketing, Inc. conducted an online survey of openly-identified lesbian, gay, bisexual and transgender adults. The goal for this study was to survey LGBT consumers regarding their travel habits and motivators, and to provide data and insight to the gay and lesbian tourism industry. With a sample size of 6,721, the margin of error is 1.2% at a 95% confidence interval. Respondents to this survey are subscribers to various Internet and print media, and therefore represent lesbians and gay men who can be reached using the media. Community Marketing has developed its survey pool over the last eleven years by partnering with leading media companies including Gay.com, PlanetOut.com, GayWired.com, LesbiaNation.com, Gay Travel News, Passport, Curve, Instinct, HX, Genre, and others. Subscribers to various email lists received an invitation to take a gay/lesbian travel survey; however, no attempt was made to pre-qualify the invitations to survey only people who travel. The incentive offered to respondents to complete the survey was one chance out of all respondents to win a $500 gift card. This methodology polls LGBT consumers who represent the target audience of gays and lesbians who can be reached using print and the Internet. We make no attempt in this survey to define the size of the LGBT population, nor to invade the privacy of our respondents by asking them to “out” themselves in a random survey, which as demonstrated in the 2000 U.S. Census, grossly underestimates the size of the gay population. It should be kept in mind that the findings derive from those who identify openly as gay and subscribe lesbian and gay publications and websites. These results should not necessarily be extrapolated to the entire gay and lesbian population; however, these findings do provide guidance regarding the perceptions and opinions of "out" gay travelers who can be reached through gay websites and publications. Some survey questions invite multiple responses and in these cases, percentages total more than 100. In addition, the term “gay” refers to gay, lesbian, bisexual and transgender, unless otherwise noted.

Conditions for Use Permission to use data is granted on the condition that all references to this research credit “Community Marketing, Inc., San Francisco, CA, 11th Annual LGBT Travel Survey, September 2006.”

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 2 of 76 11th Annual LGBT Travel Survey Profile  September 2006 Table of Contents Summary and Key Points ...... 5 Our Median Gay Traveler, “Michael” ...... 7 Travel Frequency ...... 8 Number of Overnight Trips ...... 8 Length of Trips ...... 9 Travel Spending...... 10 Changes in Spending Habits...... 11 Air Travel ...... 12 Propensity to Purchase Airline Tickets Online...... 13 Hotel Usage...... 14 Propensity to Purchase Accommodations Online...... 15 Important Hotel Features ...... 16 Eco-Friendly Hotels ...... 17 Car Rentals...... 18 Propensity to Make Car Rental Reservations Online ...... 19 Cruise Vacations...... 20 Types of Cruises Taken ...... 21 Motivations for Taking a Cruise...... 23 Gay Cruises ...... 24 Propensity to Purchase Cruises Online ...... 25 Destinations...... 26 Passport...... 26 Most Visited Destinations...... 27 Top US Destinations...... 28 Preferences by Age and Sexual Orientation for Leisure Travel...... 30 Trends for Leisure Travel in US Destinations ...... 32 Comparative Rankings for Top US Destinations...... 33 Preferences by Age and Sexual Orientation for Planned Leisure Travel...... 34 Canadian Destinations...... 35 Trends for Leisure Travel in Canadian Destinations...... 36 European Destinations...... 37 Mexico, the Caribbean, Central & South America...... 40 Trends for Leisure Travel Among Latin American Destinations...... 41 Africa, Asia and Oceania...... 42 Trends for Leisure Travel In Africa, Asia and Oceania ...... 43 Top International Destinations by Age Group...... 45 Planned International Travel by Age Group ...... 46

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Attendance at LGBT Events...... 47 Motivations and Psychographics...... 48 Preferred “Crowd”...... 48 Preferred Vacation Interests...... 49 Vacation Preferences...... 50 Importance of a Gay Environment to Travelers...... 51 Influence of Tourism Office Marketing...... 52 Vacation Travel Months...... 53 Effect of International Politics...... 54 Online Purchases ...... 56 Demographics ...... 57 Sexual Orientation...... 57 Age...... 58 Geographical Distribution...... 59 Education...... 60 Household Income ...... 61 Ethnicity...... 64 Employment Status ...... 65 Relationship Status...... 66 Duration of Relationship...... 67 State Sanction of Relationship...... 69 Children in Household...... 71 Appendix ...... 73 6,700 US Gays and Lesbians Select Top Travel Destinations ...... 73 American Policies Impact International Gay and Lesbian Travel to the U.S...... 74 Gays and Lesbians Want More Than Just a “Gay-Friendly” Hotel ...... 75 One Page Abstract Summary...... 76

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SUMMARY AND KEY POINTS

Gay men and lesbians travel more than the mainstream. 98% of gay and lesbian survey respondents indicated they had taken at least one overnight trip in the last twelve months compared to 72% of mainstream Americans1. Lesbians and gay men took a median of five overnight trips in the last twelve months, with 23% of respondents reporting an overnight trip to attend a gay pride celebration.

US lesbian and gay respondents traveled by plane on 60% of their overnight trips, nearly four times that of mainstream travelers. US respondents spent a median of 15 nights in hotels in the last year, compared to 3.2 nights for the average US traveler2. 67% of respondents reported renting a car in the last twelve months.

Lesbians and gay men travel for longer periods than mainstream travelers. The median length of overnight trips taken by lesbians and gay is six, and they are optimistic about future travel, and expect to spend significantly more (travel more) for leisure travel in the next year. The median US respondent spent $6,273 on direct travel expenses in the last twelve months – 8% of their median household income, averaging $216 per day or $1,255 pre trip.

Gays and lesbians are prepared to travel internationally, with 71% of respondents holding a valid passport, compared to approximately 24% of all adult US citizens2. With changes in US policies, which will require a passport to reenter the United States, gays and lesbians will be more readily able to travel to Canada, Mexico and the Caribbean.

84% of US Respondents took at least one trip to one of the US destinations surveyed. 25% visited Europe at least once, 23% Canada, and 18% Mexico. The top US travel destinations are New York, Los Angeles, San Francisco, Las Vegas, Chicago, and Washington DC. Younger gay men and younger lesbians are most interested in visiting top urban destinations. Lesbian baby boomers prefer Provincetown, whereas gay male baby boomers prefer Palm Springs. Gay men travel more often internationally than lesbians. Older respondents were more likely to visit international destinations than younger ones. Gay men were more likely to visit European destinations, Montreal and Toronto, and lesbians were more likely to visit Mexico.

16% of gays and lesbians took a cruise vacation in the last twelve months. This compares with mainstream data indicating that only 16% of Americans have ever taken a cruise3. In the last three years, 21% of LGBT respondents took a mainstream cruise, 10% took a gay charter cruise and 4% traveled with a gay group aboard a mainstream cruise. Of those who had taken

1 Source: Ipsos Public Affairs study conducted for Orbitz. 2 Based on calculations of number of passports issued in the last ten years by US Passport Office compared to adult population of the United States from US Census Bureau. 3 Source: Cruise Lines International Association (CLIA).

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 5 of 76 11th Annual LGBT Travel Survey Profile  September 2006 a cruise in the last twelve months, 66% had taken at least one mainstream cruise in the last three years, and 39% had taken at least one gay charter cruise in the last three years. Recent cruisers were most likely to choose a particular cruise because of the itinerary. Price, reputation of the cruise company and gay-friendly reputation of the operator were also important in their considerations.

While a gay-friendly environment was important to 76% respondents, gay men, especially younger gay men showed a higher degree of acceptance for gay-friendly mainstream groups.

At least 81% of US respondents purchased travel components on the Internet in the last twelve months. 92% of US respondents who flew indicated they had purchased airline tickets online in the last twelve months. 84% of those who stayed in a hotel purchased accommodations online in the last year. 86% of US respondents who rented a car in the last year reported using the Internet to make car rental reservations.

Gay men and lesbians are influenced by different factors than mainstream travelers. Compared to a study done of mainstream travelers4, lesbians and gay men are more interested in international travel, more willing to do business with a company they are unfamiliar with, and less likely find value in organized packages where activities are prearranged.

Advertising and marketing directly to LGBT travelers also makes a strong impact, with 71% of respondents agreeing with the statement, “I am aware of cities and countries that are actively courting LGBT visitors, and that has a favorable influence on my travel decisions.” Furthermore, 66% of respondents agreed that, “I am influenced in my travel choices by advertising in the gay media.”

One of the goals of gay and lesbian travelers is often to meet other gays and lesbians. 64% agreed with the statement, “I am more likely to visit a destination with a larger percentage of LGBT residents and visitors.” 57% said it is important to meet other gays and lesbians when they travel.

75% of respondents indicated that a government tourist office's direct marketing influenced their decisions a tourist. 69% said it would influence their decision to visit and 37% indicated government tourism marketing affected the amount they spent or the length of time that they stayed.

4 Source: Simmons Market Research, Fall 2004 National Consumer Study.

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Our Median Gay Traveler, “Michael”

Meet our median gay traveler, “Michael.” Michael is Comparisons representative of gay male travelers and his name is the most common of all the names in our 2006 survey. Michael is 45 years old (p. 58) and lives with his • The median age of survey partner (p. 65) of 8 years (p. 67). Michael and his respondents is 45 for gay men partner have a household income of $115,000 per year and 44 for lesbians. (p. 61), and don’t have any children (p. 71). Michael • 46% of respondents are has a bachelor’s degree and works full time. single, which decreases the median household income for Michael likes to travel. He took three vacations last the full field to $79,000. year, plus two trips to see family and friends, and one business trip (p. 8). Michael has a passport and has used • Lesbians are four times more it for travel in the last twelve months (p. 26). He spent likely to have children than $6,575 on travel in the last twelve months (p. 10), and gay men. expects to travel about the same amount next year (p. • Respondents took a median of 11). five trips in the last twelve months. Respondents with Michael was on an airplane seven days (p. 12) and partners took one more leisure spent 20 nights in hotels (p. 14) in the last year. Internet trip than singles. services and property location are most important in his selection of a hotel (p. 16). He also likes having a pool • 76% of gay men and 60% of or gym, and a quality restaurant onsite. Michael feels lesbians hold a valid passport, that a good concierge has gay-relevant information at and more than half of those hand. who have a passport traveled with it in the last year. Michael visits destinations and resorts that are gay • The median amount spent on friendly or gay exclusive, and is very aware of cities travel by all US respondents is and countries that are actively courting LGBT tourism $6,273. (p. 51). In fact, he is more likely to visit a destination when its government tourism office markets directly to • The median respondent spent lesbians and gay men (p. 52). He also likes to visit 6 days flying and 15 nights in places that are restful, and enjoys meeting people from hotels in the last year. other cultures. He prefers to vacation somewhere • 49% of respondents from a different every time, and does not like group tours comparative mainstream where everything has been pre-organized for him (p. survey prefer domestic travel, 50). compared to just 23% of gays and lesbians. Michael and his friends almost always use the Internet to plan and book travel (p. 56).

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 7 of 76 TRAVEL FREQUENCY Number of Overnight Trips

Leisure / vacation or holiday 11% 19% 21% 16% 10% 23%

Personal / see family or 14% 17% 21% 15% 9% 23% friends

Business / work 45% 14% 11% 8% 4% 19%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Personal / see family or Leisure / vacation or Business / work friends holiday 5 or more 19.00% 23.40% 23.10% 4 4.10% 9.00% 10.00% 3 7.50% 14.70% 15.90% 2 11.10% 21.10% 20.90% 1 13.80% 17.40% 19.20% 0 (none) 44.60% 14.40% 10.90%

How many overnight trips did you take in the last twelve months where the primary purpose was business, personal or leisure? "Personal" travel includes trips that were neither for work or vacation such as visiting family.

Lesbians and gay men are frequent travelers. 98% of respondents took at least one overnight trip in the last twelve months.5

The median number of overnight trips taken by respondents in the last twelve months is: • Leisure: 2. 49% took three or more leisure trips in the last year. • Personal: 2. 47% took three or more personal trips in the last year. • Business: 1. 42% took two or more business trips in the last year.

Lesbians and gay men took a median of five overnight trips in the last twelve months.

5 In a study conducted by Ipsos Public Affairs for Orbitz, 72% of Americans report that they have traveled at least once in the past year.

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Length of Trips

Leisure / vacation or holiday 0%9% 14% 21% 30% 19% 5% (n=5990)

Personal / see family or friends 1% 15% 21% 25% 23% 10% 3% (n=5758)

Business / work (n=3728) 1% 19% 20% 15% 15% 11% 13%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Business / work Personal / see family or Leisure / vacation or (n=3728) friends (n=5758) holiday (n=5990) More than 40 13.20% 2.80% 5.20% 21 to 40 11.30% 10.20% 19.00% 11 to 20 15.10% 22.80% 29.80% 7 to 10 15.10% 24.60% 21.00% 4 to 6 19.50% 20.70% 14.00% 2 or 3 19.30% 15.10% 8.70% 1 5.50% 3.00% 1.90% 0 (none) 0.90% 0.70% 0.40%

About how many nights were you away from home in the last year for the travel above (previous question)?

6,564 (97%) US respondents spent at least one night away from home in the last twelve months.

Respondents who took trips during the last twelve months reported spending a median of 29 nights away from home, with a median of six nights each during the last twelve months. • Leisure: 12 nights (median of 6 nights per trip) • Personal: 9 nights (median of 4 nights per trip) • Business: 8 nights (median of 8 nights per trip) • TOTAL: 29 nights (median of 6 nights per trip)

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Travel Spending

Leisure / vacation or holiday 2% 16% 26% 26% 19% 9% 2% (n=5990) Personal / see family or friends 5% 42% 33% 14% 5% (n=5758)

Business / work 7% 25% 24% 16% 12% 9% 6% (n=3728)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Personal / see family or Leisure / vacation or Business / work (n=3728) friends (n=5758) holiday (n=5990) $25,000 or more 6.30% 0.20% 1.80% $10.000-24,999 8.90% 1.30% 9.30% $5000-9999 11.90% 4.60% 19.00% $2500-4999 16.00% 13.70% 25.70% $1000-2499 24.20% 33.30% 26.40% $100-999 25.40% 41.60% 15.90% less than $100 7.30% 5.30% 1.90%

How much did you spend on travel in the last twelve months including airfare, car rental, hotels, cruise travel, etc.? Please break out your total travel expenses into business, personal and leisure/vacation categories.

Respondents who took at least one trip in the last twelve months, reported spending a median of: • Leisure: $3,063 (median of $1,532 per trip, $255 per day) • Personal: $1,139 (median of $570 per trip, $127 per day) • Business: $2,071 (median of $2,071 per trip, $259 per day) • TOTAL: $6,273 (median of $1,255 per trip, $216 per day)

The median US respondent spent $6,273 on direct travel expenses in the last twelve months – averaging $216 per day or $1,255 per trip6.

6 The US Bureau of Economic Analysis estimates the aggregate spending on travel and tourism, as a component of the US economy. Travel and tourism cuts across many industries and is difficult to measure. Nonetheless, the BEA tries. For the last half of '05 and first half of '06, the aggregate direct spending by people, businesses, and government on travel & tourism was $661.4 billion. Divided by the 223.8 Million people in the US over 18, equals $2,955 per person for "mainstream" spending on travel.

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Changes in Spending Habits

50%

40%

30%

20% More than this year 10%

Less than this year 0% -10%

-20%

-30% Business / work Personal / see Leisure / family or friends vacation or holiday

How much do you expect to travel in the next twelve months compared to travel in the last twelve months?

Less than More than Net (Percentages) this year this year Change Leisure / vacation or holiday -11.1% 40.2% 29.1% Personal / see family or friends -12.6% 20.9% 8.3% Business / work -27.6% 18.4% -9.2%

Respondents are optimistic about future travel, and expect to spend significantly more (travel more) for leisure travel in the next year. They also expect to travel somewhat more for personal reasons, but somewhat less for business purposes. The trend toward decreased business travel is consistent with forecasts for mainstream business travel7.

7 Consistent with mainstream trends, Domestic Travel Market Report, 2004 Edition; Business and Convention Travelers, 2004 Edition reported that business travel fell by 2% in 2003.

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Air Travel

About how many days did you fly on a commercial airplane in the last twelve months? Please count a "red eye" as one day.

Respondents flew a median of 6 days in the last 12 months. • 84% of respondents took at least one trip by air in the last twelve months. • 70% took four or more flights • 56% took 6 or more • 20% took 15 or more • 11% took 30 or more

With a median of five “trips” in the last twelve months, US lesbian and gay respondents flew 60% of the time.

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Propensity to Purchase Airline Tickets Online

92% of US respondents who flew indicated they had purchased airline tickets online in the last twelve months. Respondents who had flown at least once in the last year were most likely to have purchased tickets online through an online agency/portal (such as Travelocity, Expedia or Orbitz) or through a supplier website (such as AA.com).

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Hotel Usage

How many nights did you stay in a hotel during the past year, including trips for business and for pleasure?

US respondents spent a median of 15 nights in hotels in the last year. 94% of respondents spent at least one night in a hotel in the last year. • 72% spent 8 or more nights • 46% spent 16 or more nights • 25% spent 30 or more nights • 13% spent 50 or more nights

Respondents spent a median of 15 nights in hotels during the last year and 29 nights away from home. They stayed in paid accommodations 52% of the time.

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Propensity to Purchase Accommodations Online

During the last twelve months, did you purchase any of the following ONLINE? If so, please mark where you purchased that item. Check "agency/portal" if you used a site like Travelocity, Priceline.com, or a travel agent’s online website. Check "supplier" if you used a car, hotel, airline, etc. site such as Westin.com or AA.com. Check "destination" if you used online reservation service provided by a destination's tourism office or CVB.

93% of US respondents spent one or more nights in a hotel during the last year [n=6314], and 84% of those who stayed in hotels in the last year purchased accommodations online8: • 48% used an online agency or travel portal • 41% used the supplier’s website • 13% used a destination’s website to purchase accommodations online.

8 Percentages total to more than 100% as some used multiple means of purchasing their accommodations.

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Important Hotel Features

Lesbians and gay men are big Internet users. They use the Web to book vacations, keep in touch, and plan activities. 44% said Internet access at their hotel was one of the influences that aided in their hotel selection.

Location is also key to gay and lesbian travelers. 36% indicated that they prefer accommodations near the gay neighborhood and 35% said it was important that their hotel be located near their business activities. Lesbians and gay men may choose to stay near the gay neighborhood or near work depending on the purpose of the particular trip.

Food, fitness and relaxation are also important attributes to many lesbians and gay men when they stay in a hotel. A pool (35%), restaurant (28%), gym (25%), and room service (26%) are considered somewhat important.

A “gay-knowledgeable” concierge was important to 22%, gay-marketed packages to 20%, and “TAG Approved” to 20% – all pointing toward a hotel’s commitment to the LGBT market. Gay in-room entertainment was important to less than 10% of respondents.

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Eco-Friendly Hotels

I haven’t seen this yet. 14%

I’ve noticed this, but have not participated. 19%

I like having this option, and make use of it when I travel. 67%

Some hotel chains have started offering you the option to not have sheets changed and towels washed daily, in an effort to reduce their environmental impact. What is your view on this?

Two-thirds of lesbian and gay travelers are conscious of ways hotels can reduce their impact on the environment and don’t expect daily linen service.

• 67% of those respondents who stayed at least one night in a hotel in the last year make use of green, eco-friendly options at hotels. • 19% report that they have noticed hotels offering this service, but have not participated. • 14% have not seen this service offered at hotels they stay at.

The majority (53%) of respondents who did not stay in a hotel in the last year (n=412) were unfamiliar with this service. 34% said they liked the option and would take advantage of it and, 12% said they have noticed the service but have not participated.

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Car Rentals

Leisure / vacation or holiday 45% 18% 14% 13% 5% 3% (n=5990)

Personal / family or friends 52% 18% 13% 10% 4% (n=5758)

Business / work 39%17% 13% 12% 7% 3% 9% (n=3728)

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Personal / family or friends Leisure / vacation or holiday Business / work (n=3728) (n=5758) (n=5990) More than 10 8.90% 1.80% 2.80% 8 to 10 3.20% 1.40% 2.20% 5 to 7 7.00% 3.70% 5.40% 3 or 4 11.80% 9.70% 12.60% 2 13.40% 13.20% 14.40% 1 17.00% 18.30% 18.20% None 38.70% 52.00% 44.50%

How many times did you rent a car in the last twelve months?

67% (n=4480) of respondents reported renting a car in the last twelve months.

Renting a car is most common for business or leisure travel. • 61% of respondents who traveled for business purposes rented a car (median = 1 rental). One out of three business trips included a car rental. • 55% of leisure travelers (median = 1 rental) rented cars. Half of leisure trips include a car rental. • 48% of those who traveled for personal reasons (visiting friends or family) rented a car.

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Propensity to Make Car Rental Reservations Online

86% of US respondents who rented a car in the last year reported using the Internet to make car rental reservations at least one time. Online purchases are split between supplier sites like Hertz.com and agency/portals such as Travelocity.com.

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Cruise Vacations

How many cruise vacations did you take in the last twelve months?

18% of gays and lesbians took a cruise vacation in the last twelve months9. This compares with mainstream data indicating that only 16% of Americans have ever taken a cruise according to a national study by Cruise Lines International Association (CLIA)10.

In addition, 27% of lesbians and gay men who took a cruise vacation in the last year took more than one cruise during the year.

9 In CMI’s 10th Annual LGBT Survey, 20% of respondents had taken a cruise in the previous twelve months. The consistent numbers indicate that interest in cruise travel among lesbians and gay men is relatively stable. 10 34% of CLIA’s “target market” has ever taken a cruise, 17% of which took a cruise in the last three years. CLIA defines its target market as being 25 years or older with a household income of $40,000 or more, per CLIA’s Cruise Industry Overview, Spring 2005. Independent Research conducted by Simmons Research in the Fall 2005 National Consumer Study indicates that only 10% of Americans had taken a cruise in the last three years.

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Types of Cruises Taken

Independent/mainstream 13% 4% 2% 1% 79%

LGBT group on 3% 1% 96% mainstream cruise

LGBT charter cruises 6% 2% 1% 90%

0% 5% 10% 15% 20% 25% 30%

1 2 3 4 5 or more None How many cruise vacations have you taken in the past three years in each category below? LGBT charter cruises include all-gay or lesbian groups chartered by companies like Atlantis, Olivia and RSVP. “LGBT groups” are gay and lesbian groups organized by a travel agency or tour operator, on a mainstream cruise. Independent/mainstream cruises include all others.

In the last three years 21% of this survey’s US respondents took a mainstream cruise, 10% took a gay charter cruise and 4% traveled with a gay group aboard a mainstream cruise.

Cruised in the last 12 months (n=1212)

Independent/mainstream 34% 15% 7% 5% 34%

LGBT group on 10% 3% 86% mainstream cruise

LGBT charter cruises 21% 8% 6% 61%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%

1 2 3 4 5 or more None Of those who had taken a cruise in the last twelve months, 66% had taken at least one mainstream cruise in the last three years, and 39% had taken at least one gay charter cruise in the last three years.

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LGBT Charter Cruise in Last 3 Years (n=691)

LGBT charter cruises 59% 22% 11% 4%4%

Independent/mainstream 17% 5% 71%

LGBT group on 9% 3% 86% mainstream cruise

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1 2 3 4 5 or more None

Lesbians and gay men who took at least one gay charter cruise in the last three years, took a median of one such cruise. 41% took more than one gay charter cruise in the last three years and 8% took four or more (more than one gay charter cruise per year).

29% of lesbians and gay men who took a gay charter cruise, also took at least one mainstream cruise in the last three years, and 14% took at least one gay group cruise.

Mainstream Cruise in Last 3 Years (n=1414)

Independent/mainstream 62% 21% 8% 4%5%

LGBT group on 7% 91% mainstream cruise

LGBT charter cruises 10% 4% 84%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1 2 3 4 5 or more None

Lesbians and gay men who took at least one mainstream cruise in the last three years, took a median of one mainstream cruise. 38% took two or more mainstream cruises. 16% also took a gay charter cruise.

The relatively small crossover between lesbians and gay men who have taken a gay charter cruise in the last three years and those who took a mainstream cruise in the last three years clearly indicates the unique motivations of these two groups.

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Motivations for Taking a Cruise

90% 80% 70% 60% 50% 40%

30% 20% 10% 0%

Other Price Safety Itinerary

Entertainment Particular ship

Gay-friendly reputation Reputation of company

Cruised in last 12 months (n=1212) Gay charter (n=691) Mainstream (n=1414) Did not cruise in last 3 years (n=4697)

What influences you most when choosing a cruise? If you have never taken a cruise, what might influence you most in choosing to take your first cruise?

Recent cruisers were most likely to choose a particular cruise because of the itinerary. Price, reputation of the cruise company and gay-friendly reputation of the operator were also important considerations. Those who took a mainstream cruise in the last three years responded very similarly to those who took any cruise in the last twelve months.

Those who took a gay charter cruise in the last three years were most concerned with the itinerary, followed by the gay-friendly reputation of the operator. Price and reputation of the cruise line were also important. Gay charter cruisers also placed more importance on the entertainment than mainstream cruisers.

Those who had not taken a cruise in the last three years were most concerned with price and the gay-friendly reputation of the cruise operator, followed by the itinerary.

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Gay Cruises

2% 6% 5%

45% Lesbians 53%

88% Gay Men

R Family Atlantis RSVP Olivia

Not surprisingly, lesbians and gay men tend to take gay charter cruises on departures that are filled primarily with other people of the same gender.

48% of the gay men who had taken a gay cruise in the last three years (n=691) sailed with primarily gay cruise charters Atlantis Events and 41% with RSVP Vacations. (Outside ring.)

76% of lesbians who had taken a gay cruise in the last three years (n=148) sailed with lesbian-only Olivia, with less than 6% sailing on male-dominated Atlantis or RSVP. (Inside ring.)

The strongest mix of lesbians and gay men is on newcomer R Family Vacations where 23% of respondents who cruised with that company are gay men and 77% are lesbian.

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Propensity to Purchase Cruises Online

Lesbians and gay men use the Internet to research and purchase cruises. 76% of those who took a cruise in the last 12 months (n=1212) indicated that they purchased cruises online.

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DESTINATIONS

Passport

US Respondents

Lesbians

Gay men

0% 20% 40% 60% 80% 100% Yes, and I have used it in the last twelve months Yes, but I have not used it in the last twelve months No, don’t have

Gay men and lesbians are prepared to travel internationally. 71% of US survey respondents hold a valid passport, compared to 24% to 30% of all adult US citizens11. 47% of respondents report that they have a valid passport and have used it in the last twelve months.

Gay men are more likely to hold a valid passport and to have used it in the last twelve months than lesbians. There is more information about which destinations are preferred by gay men and by lesbians in following pages.

Starting January 8, 2007, tighter immigration laws require a valid passport for entry into the US by air or boat from any foreign land, including Canada, Mexico and the Caribbean, whereas prior to this time, a valid passport was not required. In 2008, these regulations will apply to anyone the United States by any mode of transportation. Because gay men and lesbians already have a valid passport, their travels will not be deterred by these changes.

11 Based on calculations of number of passports issued in the last ten years by US Passport Office compared to adult population of the United States from US Census Bureau. 30% of US adults hold a passport according to the fall 2005 National Consumer Study conducted by Simmons Research.

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Most Visited Destinations

United States 15% 16%

Europe 8% 6%

Canada 14% 5%

Mexico 13% 4%

Caribbean 6% 2%

South & Central America 5% 2%

Oceania 7%

Asia 4%

Africa

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

1destination 2 3 4 5 6 7 8 9 10 11 12 13+destinations

84% of US respondents took at least one trip to one of the 22 US destinations listed in the 11th Annual LGBT Travel Survey. 15% visited one of the destinations, 16% visited two, 14% three, and 2% visited 13 or more.

• 25% visited Europe at least once • 23% Canada • 18% Mexico • 11% Caribbean Islands • 8% South or Central America • 9% Oceania • 7% Asia • 2% Africa

Even though Canada fell slightly below the European continent as the top international destination for lesbians and gay men, tourism to Canada is still quite strong. Canada is the #1 international destination for lesbians and gay men from the United States.

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Top US Destinations

New York City, NY 18% 10% 9% Los Angeles/West Hollywood, CA 15% 10% 9% San Francisco, CA 16% 9% 8% Las Vegas, NV 17% 7% 4% Chicago, IL 12% 9% 6% Washington DC 9% 10% 7% San Diego, CA 10% 6% 5% Ft. Lauderdale/Wilton Manors, FL 13% 3% 4% Palm Springs, CA 14% 2% 3% Orlando, FL 10% 5% 3% Miami/ South Beach, FL 11% 4% 3% Phoenix/Tempe/Scottsdale, AZ 6% 6% 6% Boston, MA 7% 6% 5% Napa, Sonoma, Russian River, CA 10% 2% 3% Seattle, WA 6% 4% 4% Philadelphia, PA 6% 5% 4% Dallas, TX 4% 6% 3% Hawaii 9% 2%2% Key West, FL 10% 1%1% Tampa/St Petersburg, FL 5% 3% 4% Provincetown, MA 9% 1%1% New Orleans, LA 4% 3% 2%

0% 5% 10% 15% 20% 25% 30% 35% 40% Leisure / vacation or holiday Business / work Personal / visit family etc.

84% of US respondents said they traveled to domestic destinations in the last year12. Top travel (for all three purposes) destinations are New York City, Los Angeles, San Francisco, Las Vegas, Chicago, and Washington DC. Top destinations by reason for travel follows.

12 70% of American adults traveled domestically in the last year. Source: Simmons Market Research National Consumer Study

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Top leisure travel destinations are New York, Las Vegas, San Francisco, Las Angeles/West Hollywood, Palm Springs, and Fort Lauderdale, demonstrating the strength of gay resort cities in the LGBT leisure market. Chicago, Miami, Napa/Sonoma, San Diego, Orlando, and Key West round out the top ten leisure travel destinations.

Top business travel destinations for lesbians and gay men are New York, Los Angeles, Washington DC, San Francisco, and Chicago.

The top cities visited by gays and lesbians for personal travel reasons are Los Angeles/West Hollywood, New York, San Francisco, Washington DC, Chicago, and Phoenix.

Top destinations in CMI’s 10th Annual LGBT Survey in 2005 were similar, with New York, Las Vegas, San Francisco, Los Angeles/West Hollywood and Fort Lauderdale as leading destinations.

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Preferences by Age and Sexual Orientation for Leisure Travel

25%

20%

15%

10%

5%

0%

Hawaii

Boston, MA Seattle, WA Orlando, FL Chicago, IL Key West, FL San Diego, CA Las Vegas, NV Palm Springs, CA New York City, NY Provincetown, MA San Francisco, CA

Miami/ South Beach, FL

Phoenix/Tempe/Scottsdale, AZ

Napa, Sonoma, Russian River, CA Ft. Lauderdale/Wilton Manors,Los Angeles/West FL Hollywood, CA 465 US GayMen <=30 4023 US Gay Men 31-60 430 US Gay Men > 60 200 US Lesbians <=30 1155 US Lesbians 31-60 76 US Lesbians >60

Gay men and lesbians don’t always visit the same destinations. • Gay men over age sixty prefer New York, Palm Springs and Fort Lauderdale, • Lesbians over age 60 like San Francisco, Napa/Sonoma and New York. • Gay men 31-60 traveled most to New York, Las Vegas, San Francisco, Los Angeles/West Hollywood, Palm Springs and Fort Lauderdale. • Lesbians 31-60, went to Napa, Las Vegas, San Francisco, Provincetown and New York • Gay men 30 and under prefer New York, Las Vegas, San Francisco, Los Angeles/West Hollywood and Chicago. • Lesbians 30 and under chose Las Vegas, New York and San Francisco.

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US US Hot and Cool Preferences US Gay US Gay US US GayMen Lesbians by Age and Sexual Men 31- Men Lesbians Lesbians 30 and 30 and Orientation for Leisure 60 Over 60 31-60 Over 60 under Under Travel (n=4023) (n=430 ) (n=1155) (n=76) (n=465) (n=200) Provincetown, MA 59.8% 104.6% 58.6% 40.2% 139.1% 120.7% Key West, FL 65.3% 105.3% 129.5% 68.4% 88.4% 55.8% Hawaii 54.7% 107.0% 114.0% 5.8% 102.3% 153.5% Seattle, WA 76.6% 100.0% 120.3% 109.4% 103.1% 123.4% Napa, Sonoma, Russian 59.6% 94.2% 89.4% 33.7% 147.1% 202.9% River, CA Boston, MA 101.5% 103.0% 95.5% 90.9% 92.4% 119.7% Phoenix/Tempe/Scottsdale 96.6% 98.3% 124.1% 69.0% 105.2% 136.2% Miami/ South Beach, FL 115.2% 117.9% 84.8% 44.6% 50.9% 70.5% Orlando, FL 108.2% 106.2% 90.7% 92.8% 83.5% 81.4% Palm Springs, CA 70.8% 117.5% 139.4% 40.1% 67.9% 96.4% Fort Lauderdale/Wilton 75.8% 120.3% 134.4% 27.3% 46.9% 41.4% Manors, FL San Diego, CA 117.2% 109.1% 106.1% 65.7% 74.7% 106.1% Chicago, IL 138.8% 109.5% 104.3% 56.0% 62.9% 68.1% Las Vegas, NV 106.6% 105.4% 83.8% 92.8% 86.8% 86.8% San Francisco, CA 108.0% 104.3% 98.2% 82.8% 87.7% 129.4% Los Angeles/West 118.4% 110.9% 91.8% 61.2% 70.7% 36.1% Hollywood, CA New York City, NY 114.8% 111.5% 111.0% 82.4% 63.2% 94.0%

The table above compares the percentage of visitors to each destination by age and sexual orientation to the full-field of US respondents. Red “hot” destinations are those visited by at least 25% more of cross-tab respondents than the percentage of full-field respondents, where “cool” blue destinations were visited by at least 25% fewer cross-tab respondents than the full-field percentage. Because the majority of respondents are gay men between the ages of 31 and 60, there are no “hot” or “cold” destinations in that column.

Younger lesbians and gay men travel less frequently than respondents over thirty. Even so, gay men thirty and under are more likely to have visited Chicago in the last twelve months than the full field.

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Trends for Leisure Travel in US Destinations

20%

15%

10%

5%

0%

Hawaii

Dallas, TX Boston, MA Orlando, FLSeattle, WA Chicago, IL Key West, FL San Diego, CA Las Vegas, NV Philadelphia, PA Washington DC New Orleans, LA Palm Springs, CA New York City, NY Provincetown, MA San Francisco, CA

Miami/ South Beach, FL Tampa/St Petersburg, FL

Phoenix/Tempe/Scottsdale, AZ

Napa, Sonoma,Ft. Lauderdale/Wilton Russian River, CA Manors, FL Los Angeles/West Hollywood, CA Leisure travel in 05-06 Planned Leisure travel for06-07

The destinations showing highest number of expected visitors for leisure travel in the next year are: 1) San Francisco, 2) New York, 3) Las Vegas, 4) Los Angeles, and 5) Palm Springs.

Most significant percentage changes: • New Orleans up 86% for next year. Though still not at pre-Katrina levels13, gays and lesbians are ready to return. • Phoenix/Tempe up 79% – recent outreach is working. • Hawaii, up 40% • Seattle, up 31%

13 CMI’s 10th Annual LGBT Travel Profile put LGBT travel to New Orleans at 13%, up one percent from the 9th Annual study.

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Comparative Rankings for Top US Destinations

New York

San Francisco

Las Vegas

Los Angeles/WeHo

Ft. Lauderdale

Chicago

Washington DC

Palm Springs

Miami

San Diego

Key West

Hawaii

Orlando

0 5 10 15 20 25 30 35 40 9th Annual 10th Annual 11th Annual Planned for 06-07

Top ranked destinations have remained consistent in the last three annual surveys conducted by CMI. The graph above charts the relative ranking of US destinations in CMI’s annual surveys over the last four years and includes the projected visitors for 2006-07. The graph shows the weighted strength of each of the top ten destinations for each period.

New York, Las Vegas, San Francisco and Los Angeles/West Hollywood consistently rank at the top of the list, followed by Fort Lauderdale, Washington DC, Chicago, Palm Springs, Miami and San Diego.

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Preferences by Age and Sexual Orientation for Planned Leisure Travel

25%

20%

15%

10%

5%

0%

Boston, MA Chicago, IL

Las Vegas, NV New Orleans, LA Palm Springs, CA Provincetown, MA San Francisco, CA New York City, NY

Miami/ South Beach, FL

Ft. Lauderdale/Wilton Manors, FL Los Angeles/West Hollywood, CA 465 US GayMen <=30 4023 US Gay Men 31-60 430 US Gay Men > 60 200 US Lesbians <=30 1155 US Lesbians 31-60 76 US Lesbians >60

Places that gays and lesbians plan to visit in the future vary widely by age and gender. • Younger gay men and younger lesbians are most interested in visiting top urban destinations: New York, Las Vegas, San Francisco, Los Angeles/West Hollywood and Chicago; and less interested in Palm Springs. • Gay men 31-60 prefer New York, San Francisco, Palm Springs, Las Vegas and Los Angeles/West Hollywood. Lesbians in the same age bracket like the same cities except they opt for Provincetown instead of Palm Springs. • Gay men under age 60 are somewhat more interested in visiting New Orleans than older gay men or lesbians. • Lesbians are less interested in Fort Lauderdale than gay men.

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Canadian Destinations

Toronto 6% 3% 1% Toronto 9% Vancouver 7% 2% 1% Vancouver 8% Montreal 6% 2% 1% Montreal 8% Victoria/Vancouver Island 4% 1% Victoria/Vancouver Island 4% Quebec City 2% Quebec City 2% Calgary 1% 1% Calgary 2% Whistler 1% Whistler 2% Halifax 1% Halifax 1% Banff 1% Banff 1% Ottawa 1% Ottawa 1% Whitehorse/Dawson City

0% 2% 4% 6% 8% 10% 12% Leisure / vacation or holiday Business / work Personal / visit family etc. 2005 Comparison 23% of respondents visited Canada in the last twelve months. Similar to findings in the 2005 report, Toronto, Vancouver and Montreal dominate the LGBT travel scene for US respondents. Vancouver was the top leisure travel destination, but increased business travel to Toronto made it the top destination overall.

While 2006 figures are slightly higher than those for 2005, the changes are negligible, with no destination changing more than 1%.

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Trends for Leisure Travel in Canadian Destinations

15%

10%

5%

0%

Banff Ottawa Halifax Calgary Toronto Whistler Montreal Vancouver Quebec City

Whitehorse/Dawson City Victoria/Vancouver Island Planned Leisure travel for06-07 Leisure / vacation or holiday

Each of the Canadian destinations surveyed shows growing interest among gays and lesbians. Toronto and Montreal each show a 4% increase in the number of gays and lesbians who plan to visit in the next twelve months compared to the number who visited in the last twelve months.

Most significant percentage changes: • Ottawa, up 200% • Banff, up 143% • Halifax, up 117% • Quebec City, up 100% • Whitehorse/Dawson City, up 100%

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European Destinations

England, Scotland or Wales 9% 3% 2% London 12% Manchester 1% Brighton 1% France 8% 2% 1% Paris 8% Nice 2% Italy 7% 1% 1% Rome 6% Florence 4% Venice 3% Milan 2% Germany 5% 2% 1% Frankfurt 3% Berlin 3% Munich 2% Cologne 1% Netherlands (Holland) 5% 1% 1% Amsterdam 6% Spain 4% 1%0% Barcelona 4% Madrid 2% Greece 3% 0%0% Athens 2% Mykonos 2% Switzerland 2% 1%0% Zurich 2% Geneva 1% Austria 2% 0%0% Vienna 1%

0% 2% 4% 6% 8% 10% 12% 14%

Leisure / vacation or holiday Business / work Personal / visit family etc. City Visit

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Ireland 2% Belgium 2% Czech Republic 2% Denmark 1% Turkey 2% Sweden 1% Russia 1% Portugal 1% Norway 1% Finland 1% Croatia 1% Iceland 0%

0% 2% 4% 6% 8% 10% 12% 14% Leisure / vacation or holiday Business / work Personal / visit family etc.

25% of respondents visited the continent of Europe in the last twelve months. The top European destinations for US respondents in 2006 are Great Britain (14%), France (10%) Italy (9%), Germany (7%), the Netherlands (6%), and Spain (5%).

The most visited cities are London, Paris, Rome, Amsterdam, Florence and Barcelona.

• The primary destination visited in Great Britain is London (12%). • In France it is Paris (8%) • In Italy: Rome (6%), Florence (4%), and Venice (3%) • In Germany: Frankfurt (3%), Berlin (3%), and Munich (2%) • The Netherlands: Amsterdam (6%) • In Spain: Barcelona (4%) and Madrid (2%)

While 2006 figures are slightly higher than those for 2005, the changes are negligible, with no destination changing more than 1%.

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Trends for Leisure Travel Among European Destinations

15%

10%

5%

0%

Italy Spain Russia Austria Turkey Ireland France Finland Norway Iceland Belgium Sweden Croatia Greece Portugal Denmark Germany Switzerland

Czech Republic

Netherlands (Holland)

England, Scotland or Wales PLAN to visit for leisure in the next 12 months 2006 Leisure / vacation or holiday

Each of the European destinations surveyed shows growing interest among gays and lesbians, except Belgium, which is holding even.

The United Kingdom, Italy and Spain show the largest number of expected increases by gays and lesbians who plan to visit in the next twelve months, compared to the number who visited in the last twelve months.

Most significant percentage changes: • Iceland, up 433% • Croatia, up 186% • Portugal, up 133% • Russia, up 122% • Ireland, up 100%

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Mexico, the Caribbean, Central & South America Mexico - other 8% Puerto Vallarta, Mexico 7% Cancun, Mexico 5% Mexico City, Mexico 2% Puerto Rico 5% US Virgin Islands 5% St Barts, St Martin, Martinique 4% British Virgin Islands 2% Aruba 2% Anguilla, Montserrat, and the Turks and Caicos 1% Curacao 1% Trinidad / Tobago Cuba Costa Rica 3% Argentina 2% Brazil Panama 2% Peru 1% Venezuela 1% Chile 0% 2% 4% 6% 8% 10% Leisure / vacation or holiday Business / work Personal / visit family etc. Mexico is a popular destination for lesbians and gay men. “Mexico-other” (including all Mexico destinations except Puerto Vallarta, Cancun and Mexico City; such as Cabo San Lucas, Oaxaca, Cozumel, Merida, etc.) was the top destination, indicating that lesbians and gay men are visiting many areas in Mexico.

Puerto Vallarta, Puerto Rico, Cancun, the US Virgin Islands, the French Caribbean Islands (St. Barts, St Martin, Martinique), and Costa Rica rounded out the top seven destinations in this part of the world.

While 2006 figures are slightly higher than those for 2005, the changes are negligible, with no destination changing more than 1%.

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Trends for Leisure Travel Among Latin American Destinations

10%

8%

6%

4%

2%

0%

Peru Chile Brazil Cuba Aruba Panama Curacao Argentina Venezuela Costa Rica Puerto Rico

Cancun, Mexico US Virgin Islands Trinidad / Tobago Mexico - other city British Virgin Islands Mexico City, Mexico Puerto Vallarta, Mexico

Anguilla, Montserrat, and the Tur.. French Caribbean (St Barts, St M... Leisure / vacation or holiday PLAN to visit for leisure in the next 12 months

US Respondents indicated increased interest of at least 2% in Mexico City, Cuba and Argentina for the coming year. They also indicate somewhat decreasing future travel interest to Puerto Vallarta and the French Caribbean islands.

Most significant percentage changes based on planned leisure travel for the next year, compared to actual travel for the last year: • Cuba increases 39 times. Without a sudden change in US foreign policy these visits will not be realized in 2007, however it does demonstrate interest. • Chile increases 175% • Venezuela increases 133% • Mexico City increases 123% • Trinidad/Tobago increases 100% • French Caribbean decreases 53% • Cancun decreases 46% • Brazil decreases 41%

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Africa, Asia and Oceania

South Africa 1% 0% Egypt 1% 0% Morocco 1% 0% China 2% 1% Thailand 2% 1% Japan 1% 1% Singapore 1% 1% India 1% Philippines 0% 0% Vietnam 1% 0% Taiwan (ROC) 0% 0% Indonesia 0% 0% Malaysia 0% 0% Israel 0% South Korea 0% 0% Jordon 0%0% Australia 2% 1% New Zealand 0% Tahiti Fiji

0% 1% 2% 3% 4% 5% Leisure / vacation or holiday Business / work Personal / visit family etc.

US respondents were less likely to have visited destinations in Africa, Asia or Oceania (Australia/New Zealand/South Pacific). The most visited destinations in these areas are China, Australia, Thailand and Japan. New Zealand, Singapore, South Africa and India were also each visited by at least one percent of respondents.

While 2006 figures are slightly higher than those for 2005, the changes are negligible, with no destination changing more than 1%.

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Trends for Leisure Travel In Africa, Asia and Oceania

10%

5%

0%

Fiji Tahiti India Nepal Israel Japan China Jordon Vietnam Malaysia Thailand Australia Indonesia Philippines Singapore South Korea Taiwan (ROC) New Zealand

PLAN to visit for leisure in the next 12 months Leisure / vacation or holiday

Respondents indicated increased interest in visiting Australia of at least 4% in the coming year compared to the last year, and a 3% increase in interest for visiting New Zealand.

Most significant percentage changes based on planned leisure travel for the next year compared to actual travel for the last year: • Nepal, up from zero visitors to 0.4% • Vietnam, up 133% • Tahiti, up 83% • China, up 56%

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Top International Destinations

Mexico - other city 8% 9% England, Scotland or Wales 10% 4% Puerto Vallarta, Mexico 8% 5% France 9% 4% Italy 8% 4% Vancouver 7% 5% Montreal 8% 2% Toronto 7% 3% Cancun, Mexico 5% 5% Puerto Rico 5% 3% US Virgin Islands 5% 3% Germany 6% 2% Netherlands (Holland) 6% 2% Victoria/Vancouver Island 4% 3% Spain 5% 2% French Caribbean (St Barts, St Martin, Martinique) 4% 2% Costa Rica 4% 2% Greece 4% 2%

Gay Men Lesbians

Gay men travel more often internationally than lesbians. The top international destinations for both are shown above. The largest percentage of gay male respondents visited the United Kingdom, whereas the largest percentage of lesbian respondents visited Mexico (other than Puerto Vallarta, Cancun or Mexico City).

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Top International Destinations by Age Group 16% 14% 12% 10% 8% 6% 4% 2% 0%

Italy Spain Toronto France Germany Montreal Costa Rica Vancouver

Cancun, Mexico US Virgin Islands Mexico - other city

Netherlands (Holland) Puerto Vallarta, Mexico Victoria/Vancouver Island England, Scotland or Wales

465 US GayMen <=30 4023 US Gay Men 31-60 430 US Gay Men > 60

French Caribbean (St Barts, St Martin, Mart...200 US Lesbians <=30 1155 US Lesbians 31-60 76 US Lesbians >60

• Top planned international destinations for lesbians over 60: Mexico, France, and Puerto Vallarta. • Top planned international destinations for gay men over 60: England, France, Italy, and Vancouver. • Top planned international destinations for lesbians 31-60: Mexico (non specific destinations, plus Puerto Vallarta and Cancun), and Vancouver. • Top planned international destinations for gay men 31-60: England, France, Puerto Vallarta, and Italy. • Top planned international destinations for lesbians 30 and under: Mexico, Vancouver, and the US Virgin Islands. • Top planned international destinations for gay men 30 and under: England, France and Montreal.

Older respondents were more likely to visit international destinations than younger ones. Gay men were more likely to visit European destinations, Montreal and Toronto, and lesbians were more likely to visit Mexico.

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Planned International Travel by Age Group

18%

16%

14%

12%

10%

8%

6%

4%

2%

0%

Italy Spain Greece France Toronto Australia Germany Montreal Argentina Vancouver Puerto Rico New Zealand Cancun, Mexico Mexico - other city

Netherlands (Holland) Puerto Vallarta, Mexico Victoria/Vancouver Island England, Scotland or Wales 465 US GayMen <=30 4023 US Gay Men 31-60 430 US Gay Men > 60 200 US Lesbians <=30 1155 US Lesbians 31-60 76 US Lesbians >60

• Italy is on the hot list for all but younger gay men. • The United Kingdom ranks well for all gay men and lesbians except older lesbians. • France ranks well for all gay men and for older lesbians • Vancouver ranks highly for all lesbians and older gay men • Montreal is on the hot list for all gay men and younger lesbians • Toronto ranks highly except for older lesbians and older gay men

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Attendance at LGBT Events

Did you travel (where you spent at least one night away from home) to attend any of the following? Mark all that apply.

Lesbians and gay men often travel because of a gay event. • 23% reported that they had traveled for a gay pride celebration. • 9% for a gay niche personal organizational gathering such as Women’s Fest or Bear Weekend. • 5% for a gay film festival • 5% for a circuit party • 5% to Gay Games VII in Chicago • 5% to Gay Days in Orlando • 4% for a gay professional organization meeting such as GLMA • 2% for a gay ski week • 1% to Out Games I in Montreal • 1% to Carnival in Rio • 1% to Mardi Gras in Sydney • 1% to EuroPride in London

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MOTIVATIONS AND PSYCHOGRAPHICS Preferred “Crowd”

Gay-friendly, mostly LGBT 37% 34% 32% 34% 32% 33%

Exclusively Same Sex 28% 30% 35% 22% 32% 31%

Mixed LGBT 20% 19% 15% 12% 12% 11%

Gay-friendly, mostly straight 7%9% 9% 16% 13% 14%

Mainstream 8%8%9% 16% 12% 11%

US LES <30 US LES 31-60 US LES >60 US GAY <30 US GAY 31-60 US GAY >60

• Lesbians and gay men feel a gay friendly environment is very important. • Older lesbians and gay men show a higher preference for exclusively gay (or lesbian) environments. • Lesbians are more open to a mixed LGBT environment than gay men. • Gay men, especially younger gay men, are more accepting of mainstream or mostly straight environments than lesbians.

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Preferred Vacation Interests

Places that are restful 32% 33% 27% 29% 28% 18%

Meet people from other cultures 11% 12% 18% 16% 17% 19%

Meet people with similar values 11% 13% 16% 14% 15% 19%

Places where I learn 14% 10% 11% 11% 12% 14%

Adult-only environments 6%8% 9% 9% 11% 11%

Places where I can be active 6%9% 11% 6%6%

Lower priced budget products 13% 7%6%8% 6%8%

Higher priced luxury products 8% 6%

Kid-friendly environments

US LES <30 US LES 31-60 US LES >60 US GAY <30 US GAY 31-60 US GAY >60 • The largest share of lesbians and gay men prefer places that are restful. • Gay men over age 60 show somewhat more interest in meeting people of other cultures or meeting people with similar values. • Lesbians age 30 and younger are more concerned with lower-priced vacations than other groups. • Older lesbians were more likely to be interested in places where they could feel active. • Older gay men were more interested in adult-only environments.

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Vacation Preferences

I prefer to vacation somewhere different every time 12% 33%

I prefer to vacation somewhere different every time 43%

I prefer domestic travel over foreign travel 10% 13%

I prefer domestic travel over foreign travel 49%

I would be willing to make travel arrangements through 4% 23% a company I have never heard of I would be willing to make travel arrangements through 14% a company I have never heard of

I like vacations where activities are organized for me 1%16%

I like vacations where activities are organized for me 21%

-60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Strongly disagree Disagree somewhat Strongly agree Agree somewhat Mainstream Disagree* Mainstream Agree*

Gay men and lesbians are influenced by different factors than mainstream travelers. Compared to a study done of mainstream travelers,* lesbians and gay men are more interested in international travel, more willing to do business with a company they are unfamiliar with and less likely find value in organized packages where activities are prearranged.

The lesbian and gay response to visiting new destinations was similar to that found in the mainstream study with about 45% of respondents agreeing with the statement.

* Simmons Market Research, Fall 2004 National Consumer Study.

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Importance of a Gay Environment to Travelers

I am more likely to choose destinations known for being gay friendly than those that do not have that 32% 44% reputation I am aware of cities and countries that are actively courting LGBT visitors, and that has a favorable 27% 44% influence on my travel decisions

I am more likely to visit a destination with a larger 21% 43% percentage of LGBT residents and visitors

I am influenced in my travel choices by advertising in the gay media (LGBT magazines, newspapers, 18% 48% websites, etc.)

It is important to me to meet other lesbians and/or 15% 42% gay men when I travel

-60% -50% -40% -30% -20% -10% 0% 10% 20% 30% 40% 50% 60% 70% 80%

Strongly disagree Disagree somewhat Strongly agree Agree somewhat

It is important to lesbians and gay men that a destination is known for being gay friendly as shown by the response from 76% of US respondents.

Advertising and marketing directly to LGBT travelers also makes a strong impact, with 71% of respondents agreeing with the statement, “I am aware of cities and countries that are actively courting LGBT visitors, and that has a favorable influence on my travel decisions.” Furthermore, 66% of respondents agreed that, “I am influenced in my travel choices by advertising in the gay media.”

One of the goals of gay and lesbian travelers is often to meet other gays and lesbians. 64% agreed with the statement, “I am more likely to visit a destination with a larger percentage of LGBT residents and visitors.” 57% said it is important to meet other gays and lesbians when they travel.

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Influence of Tourism Office Marketing

70%

60%

50%

40%

30%

20%

10%

0%

-10% To visit To spend To stay longer more

Less likely More likely

How does a government tourist office’s direct marketing to lesbians and gay men influence your decision making as a tourist?

75% of respondents indicated that a government tourist office's direct marketing influenced their decisions a tourist. 69% said it would influence their decision to visit, and 38% indicated government tourism marketing affected the amount they spent or the length of time that they stayed.

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Vacation Travel Months

40% 35% 30% 25% 20% 15% 10% 5% 0%

April May June July March August January February October September November December US LES <30 US LES 31-60 US LES >60 US GAY <30 US GAY 31-60 US Gay >60 During the last year, in which months did you take a vacation or holiday of four or more nights? Select all that apply.

Overall, US Respondents were most likely to take long vacations of four or more nights during July, September and May. They were also more likely to take a long trip during August and June. Top Month Low Month Lesbians, 30 and under August October Lesbians, 31-60 July January, February Lesbians, over 60 June November Gay men, 30 and under December, June September, October Gay men, 31-60 July April Gay men, over 60 July, September December, March Younger respondents, both lesbian and gay, show a propensity to travel during the same Summer and holiday periods as mainstream travelers, whereas those over age 60 are more likely to travel during shoulder seasons (spring and autumn), given the flexibility they often have in their schedules.

Gay men traveled more evenly throughout the year than lesbians. Only ten percentage points separate the most frequent travel period from the least traveled period for gay men over 60 and only 12 percentage points for gay men 31-60. For younger gay men and younger lesbians, this range increases to 22-24 percentage points.

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Effect of International Politics

Safety 66% 26% 8%

Progressive politics 30% 44% 26%

Gay marriage allowed 16% 32% 52%

Changes in immigration policies 13% 33% 55%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100 Changes in Gay marriage Progressive % immigration Safety allowed politics policies Little or no impact 54.90% 52.20% 25.70% 7.50% Moderate impact 32.60% 32.20% 44.00% 26.30% Significant impact 12.50% 15.50% 30.30% 66.10%

Do the following impact your decision to visit other countries (specifically Canada and European destinations)?

Safety, especially as it pertains to gay issues, is a big concern of lesbians and gay men when considering leaving the United States. The impact of issues such as gay bashing, especially when not taken seriously by government agencies, is detrimental to building gay tourism. Jamaica’s anti-gay record, especially when compared to Dutch, French and US islands in the Caribbean, is a red light warning for LGBT travelers to stay out of Jamaica.

Progressive politics have a moderate impact on tourism as indicated by the 44% response; however, lesbians and gay men may be strongly deterred by severely conservative politics.

Few destinations legally permit gay marriage. However, an example of gay marriage’s impact on LGBT tourism can be made from Canada, which was visited by more US respondents in CMI’s 10th Annual LGBT Travel Study than all of Europe. Even in this report, Canada is a strong second to Europe, where only Belgium, the Netherlands and Spain allow gay marriage. Those in a committed relationship answered this question similarly to the full- field.

Changes in immigration policies are, comparatively, not that important to gay travelers. Gays and lesbians already have a passport, and are already experienced international travelers.

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Awareness of Tourism’s Impact on Global Warming

Global warming has become a concern for many, and the travel and tourism industry does contribute to the problem. How has global warming impacted your travel habits?

Lesbians and gay men are concerned with the environment and believe the costs of tourism’s impact on the environment should be passed on to consumers.

• Only 6% disagreed with the premise that human behavior affects climate change. • 30% are counting on technology to solve the problem, and therefore don’t intend to alter their travel behavior. • 50% don't plan to limit their travel, but are willing to pay to offset emissions. • 14% plan to reduce discretionary travel to combat global warming.

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Online Purchases During the last twelve months, did you purchase any of the following ONLINE? If so, please mark where you purchased that item. Check “agency/portal” if you used a site like Travelocity, Priceline.com, or a travel agents online website. Check “supplier” if you used a car, hotel, airline, etc. site such as Westin.com or AA.com. Check “destination” if you used online reservation service provided by a destination's tourism office or CVB.

At least 81% of US respondents purchased travel components on the Internet in the last twelve months.

• 81% of all US respondents purchased airline tickets online, including 92% of those who took at least one flight purchased an airline ticket online. • 80% purchased accommodations online, with 84% of those who purchased accommodations in the last twelve months using the Internet. • 65% rented a car using the Internet. 86% of US respondents who rented a car in the last year reported using the Internet to make car rental reservations at least one time. • 76% of those who took a cruise in the last 12 months indicated that they purchased at least one cruise online.

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DEMOGRAPHICS

Sexual Orientation

• 73% of US respondents are gay men, but 78% of singles are gay men • 21% are lesbian, but 16% of singles are lesbian • 5% bisexual • 1% transgender

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Age

The median age of respondents is 45.

Gay Men Lesbians Median age 45 44 Age 30 and under 9.4% (n=465) 14.0% (n=200) Age 31 to 60 81.8% (n=4023) 80.7% (n=1155) Age 61 and over 8.7% (n=430) 5.3% (n=76)

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Geographical Distribution All US Gay % Total US % Male % Female Survey Lesbians 14 15 14 Men Population Couples Couples State Respondents 1. California 21.5% 18.8% 30.4% 12.0% 13.3% 12.5% 2. New York 9.9% 10.7% 7.8% 6.7% 7.3% 5.1% 3. Florida 7.6% 8.3% 6.0% 5.7% 7.6% 6.4% 4. Texas 5.0% 5.4% 3.8% 7.4% 6.3% 4.9% 5. Illinois 3.6% 4.1% 2.3% 4.4% 4.2% 4.3% 6. Pennsylvania 3.6% 3.7% 2.9% 4.4% 4.0% 5.3% 7. Massachusetts 3.2% 3.0% 4.1% 2.3% 2.1% 3.2% 8. New Jersey 2.9% 2.9% 2.9% 3.0% 3.1% 3.0% 9. Washington 2.8% 3.0% 2.1% 2.1% 3.1% 3.0% 10. Ohio 2.5% 2.6% 2.2% 4.0% 2.8% 3.2% 11. Virginia 2.3% 2.4% 1.7% 2.5% 2.1% 2.6% 12. Arizona 2.2% 2.4% 1.8% 1.8% 2.1% 2.2% 13. Colorado 2.1% 2.0% 2.2% 1.5% 1.6% 2.3% 14. Georgia 1.9% 1.9% 2.0% 2.9% 2.6% 2.7% 15. Michigan 1.9% 1.8% 2.0% 3.5% 3.4% 3.7% 16. North Carolina 1.9% 1.9% 1.8% 2.9% 2.8% 2.9% 17. Maryland 1.7% 1.6% 2.0% 1.9% 1.9% 2.3% 18. Minnesota 1.6% 1.6% 1.1% 1.7% 1.6% 1.8% 19. Connecticut 1.5% 1.4% 1.8% 1.2% 1.2% 1.2% 20. District of 1.4% 1.7% 0.3% 0.2% 0.6% 0.2% Columbia Other States 18.9% 18.8% 18.8% 26.2% 27.2% 27.8%

Over 50% of survey respondents reside in six states: California, New York, Florida, Texas, Illinois and Pennsylvania.

14 US Census 2000 PHC-T-2. Ranking Tables for States: 1990 and 2000 15 Source: GayDemographics.org from The American Community Survey, which is a sampled survey of United States Population, which the Census Bureau will make every year in order to update the figures of the Decennial Census.

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Education

Total US 6% 27% 35% 22% 9%

Gay Men < 30 8% 40% 36% 12% 5%

Gay Men 30-60 6% 25% 37% 23% 9%

Gay Men > 60 4% 16% 29% 30% 20%

Lesbians < 30 10% 39% 36% 15% 2%

Lesbians 30-60 6% 31% 31% 25% 8%

Lesbians > 60 5% 19% 27% 24% 25% Single Gay Men Single Lesbians

0% 20% 40% 60% 80% 100% High school graduate or less Attending/attended college 1 - 3 years Graduated from 4 year college Graduate degree (Masters) Postgraduate degree (Doctorate)

Survey participants are well educated.

• 66% of all survey respondents graduated from a four-year college. • 31% went on for masters or doctorate degrees.

Gay men have had slightly more education than lesbian respondents. For the survey’s largest age cohort, 30 – 60 year olds, 69% of gay men are college graduates, versus 63% of lesbians.

Age has a much stronger influence on education levels than gender. The under-30 cohort has the lowest percentage having graduated from college (53% of gay men and 51% of lesbian respondents) and the over 60 cohort has the highest percentage having graduated from college (80% of gay men, 76% of lesbians).

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Household Income

Total US 7% 19% 22% 17% 19% 11% 5%

LTR, living together 2% 9% 16% 19% 27% 19% 9%

LTR, not living together 9% 23% 27% 14% 18% 6% 3%

Single 11% 28% 26% 16% 12% 6% 2%

0% 25% 50% 75% 100% < $25k $25-50k $50-75k $75-100k $100-150k $150-250k $250k +

• Median income of all US respondents is approximately $79,000, however the median for those in relationships and living together is significantly higher at $115,000. • 35% of all respondents and 54% of those in dual income households earned over $100,000,

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Income By Sex and Age Cohort

Gay Men < 30 20% 28% 22% 10% 12% 5% 3%

Gay Men 30-60 4% 16% 20% 18% 21% 13% 7%

Gay Men > 60 5% 19% 20% 20% 21% 13% 3%

Lesbians < 30 29% 30% 20% 13% 7% 2%

Lesbians 30-60 5% 20% 25% 18% 20% 9% 3%

Lesbians > 60 6% 22% 27% 13% 19% 9% 3%

0% 20% 40% 60% 80% 100% Less than $25,000 $25,000 to 49,999 $50,000 to 74,999 $75,000 to 99,999 $100,000 to 149,999 $150,000 to 249,999 $250,000 or more

In line with their higher college graduation rate, gay men have a 17% higher median income than lesbian respondents. For the survey’s largest age cohort, 30 to 60 year olds, the median income of gay men is $87,600, compared to $74,400 for lesbian respondents.

The under-30 cohorts have significantly lower incomes than the other two age cohorts, for both gay men and lesbians. The median income for gay men under 30 is $52,200, versus $32,500 for lesbians under 30.

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Income by Age

30 and Under 82 76 47 20 26 7 9

31-35 26 96 57 42 46 21 7

36-40 26 106 117 80 91 49 18

41-46 33 113 148 115 155 88 43

46-50 48 138 169 149 163 122 60

51-55 37 119 145 132 159 105 54

56-60 20 91 114 102 129 96 33

61-66 17 57 74 70 85 47 28

Over 66 21 66 72 69 56 38 13

0% 50% 100%

Less than $25,000 $25,000 to 49,999 $50,000 to 74,999 $75,000 to 99,999 $100,000 to 149,999 $150,000 to 249,999 $250,000 or more

Average LGBT Average US % LGBT Income Income16 Higher Over 66 $92,910 $34,243 171% 61-66 $106,151 $44,614 138% 56-60 $108,184 $54,766 98% 51-55 $106,408 $61,086 74% 46-50 $105,006 $61,133 72% 41-46 $103,147 $58,900 75% 36-40 $90,939 $55,273 65% 31-35 $77,500 $48,896 58% 30 and Under $57,912 $41,722 39%

16 U.S. Census Bureau, Current Population Survey, 2005 Annual Social and Economic Supplement

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Ethnicity

Total US 83% 6% 5%

Gay Men < 30 73% 10% 5% 5% 4%

Gay Men 30-60 85% 6% 3%

Gay Men > 60 94%

Lesbians < 30 75% 9% 3%6% 4% 3%

Lesbians 30-60 81% 6% 4% 5% 3%

Lesbians > 60 92% 4%

0% 20% 40% 60% 80% 100% White / Caucasian Hispanic / Latino Asian Mixed Race Black Other

• 83% of respondents are of white / Caucasian ethnicity. • 6% Hispanic / Latino • The remaining 11% widely distributed among various ethnicities.

The survey pool is less ethnically diverse than the US population as a whole. The U.S. Census Bureau reported in the 2005 American Community Survey that 14% of US residents are Hispanic / Latino, 12% are black, 4% Asian and 1% Native American. While we do not believe that ethnicity has any correlation with being gay, white respondents may be more comfortable taking an online survey and easier to identify as gay through LGBT media.

People of color are most represented in the 30 and under age cohort, for both gay men and lesbians. Gay men under 30 have four times the proportion of people of color (27%) as those over 60 (6%). Lesbians under 30 have three times the proportion (25% vs. 8%) as those over 60.

Younger lesbians and gay men that are Hispanic, black, or Asian may be more trusting of the internet, more likely to read and subscribe to gay media, and more likely to be out.

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Employment Status

Total US 67% 5% 13% 11% 4%

Gay Men < 30 68% 9% 5% 12% 6%

Gay Men 30-60 74% 4% 13% 6% 4%

Gay Men > 60 25% 8% 13% 53% 1%

Lesbians < 30 67% 11% 6% 14% 3%

Lesbians 30-60 68% 5% 16% 5% 6%

Lesbians > 60 30% 11% 8% 47% 4%

0% 20% 40% 60% 80% 100%

Employed Full Time Employed Part Time Self Employed Retired / Student Not Employed

• 67% of all those surveyed said they are employed at full-time jobs. • 5% are employed part-time. • 13% self-employed. • 11% are retired or students.

Employment is similar to that of the mainstream where 80% of Household Heads are employed full or part time and 14% are retired.

There is no significant difference in the employment status of gay men and lesbians.

There was a marked difference in the employment status of those over 60, as one would expect. Approximately half of gay men and lesbians over 60 are retired, and far fewer are working full time. Part time work is least visible in the 30-60 cohort, with approximately one-half the rate of part timers as in the other two age cohorts.

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Relationship Status

US Total 46% 44% 10%

Gay Men < 30 63% 23% 14%

Gay Men 30-60 48% 44% 9%

Gay Men > 60 51% 41% 7%

Lesbians < 30 40% 46% 15%

Lesbians 30-60 32% 55% 13%

Lesbians > 60 51% 41% 8%

0% 20% 40% 60% 80% 100%

Single Relationship/Live Together Relationship/Live Apart

• 54% of respondents reported being in a committed relationship. • 46% said they are single. • Of those in relationships, about one in five do not live with their partners.

For gay men, there was a significant difference in the relationship status of those under 30, as compared to the other two age cohorts. 63% of gay men under 30 are single, versus only 48% of those 30-60. Gay men under 30 who are in a relationship are much less likely to live together. 38% of them do not live with their partners, as compared to 18% of gay men 30-60 and 16% of gay men over 60.

Lesbians age 30-60 are less likely to be single than gay men 30-60. Younger lesbians are not as likely to live apart from their partners as younger gay men. Only 25% do so.

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Duration of Relationship

• Consistent with 2005 findings, respondents who indicated that they are in a committed relationship have been in that relationship for a median of seven years. • 13% had been in the relationship for less than two years. • One respondent had been with his/her partner for 56 years!

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Length of Relationship by Sex and Age Cohort

Gay Men < 30 39% 33% 13% 8% 6%

Gay Men 30-60 9% 13% 12% 11% 8% 46%

Gay Men > 60 8% 5% 7% 6% 72%

Lesbians < 30 35% 33% 19% 9% 4%

Lesbians 30-60 15% 19% 17% 10% 9% 30%

Lesbians > 60 5% 11% 11% 5% 8% 59%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Less Than 2 Years 2-3 Years 4-5 Years 6-7 Years 8-9 Years 10+ Years

As one would expect, older lesbians and gay men are more likely you have been with their partner longer. Many older gays and lesbians are in stable, long term relationships, as evidenced by 72% of gay men over 60 and 59% of lesbians over 60 (who are in relationships) having been together for ten or more years.

For gay men 30-60, the median length of their relationship is eight years, versus five years for lesbians 30-60. Lesbians and gay men 30 and under were in their relationships for a median of two years.

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State Sanction of Relationship

Total US 7% 19% 41% 31%

Gay Men < 30 8% 61% 24%

Gay Men 30-60 5% 19% 39% 36%

Gay Men > 60 10% 25% 25% 39%

Lesbians < 30 6% 7% 63% 23%

Lesbians 30-60 7% 24% 47% 22%

Lesbians > 60 6% 42% 22% 31%

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Married Registered Partners Partnered/Plan Marriage Partnered/Not Interested

Are you married or registered domestic partners? If not, do you plan to marry or register your domestic partnership? (n=2956)

Gay marriage is an important issue for lesbians and gay men. One in four respondents are already married (7%) or have registered their partnerships (19%). Although marriage is only legal in Massachusetts, many US respondents answering that they are married may have traveled to Canada or had an unsanctioned “gay wedding.” Both Vermont and Connecticut offer civil unions, and California offers domestic partnership.

• 7% are married • 19% are registered partners • 41% of those in a committed relationship say they plan to marry or register. • 31% have a partner, but are not interested in government recognition of the relationship

Older respondents are much more likely to have either married or registered their partnerships. They have been together longer, and obtaining legal recognition of their relationship confers varying degrees of legal and financial benefits, which may be deemed very important parts of estate planning.

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However, respondents under 60 were most likely to say they planned to marry or register their partnership, and were somewhat less likely to indicate that they were not interested in making their relationships legal.

Of those who are in relationships but have yet “tied the knot,” younger respondents show much more interest in marriage than older respondents. 72% of younger gay men and 73% of younger lesbians who are not yet married or registered want to pursue marriage with their partners. However, only 39% of older gay men and 42% of older lesbians (again, among only those partnered but not yet married or registered) want to pursue marriage.

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Children in Household

Relationships Status Percent with children In relationships & living together (n=2956) 9.5% In relationships but not living together (n=666) 9.2% Single (n=3104) 4.3%

7% of US respondents reported having children under the age of 18 living at home with them. Those in relationships were more likely to have children than those who reported being single.

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By Sex and Age Cohort

20% 17%

15% 14%

10%

5% 5% 4% 2%

0% Lesbians > Lesbians 30- Lesbians < Gay Men > 60 Gay Men 30- Gay Men < 30 60 60 30 60 Have Children at Home

Younger lesbians and lesbians age 31 to 60 are the most likely to have children at home. 14% of lesbians under 30 have kids at home, and almost one in six (17%) of lesbians 30-60 have kids at home.

For gay men, 5% of younger gay men have kids at home, and 4% of gay men 30-60 have kids at home.

Homes of lesbians and gay men over 60 see very few children (2%).

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APPENDIX

6,700 US Gays and Lesbians Select Top Travel Destinations New York City continues to rank as the #1 destination for US gay men, followed by Las Vegas, San Francisco and Los Angeles, according to a recently released research study by Community Marketing, Inc. (CMI). New York City came out on top in all three categories: leisure/vacation, business and personal (visits to family/friends) travel in this study. Community Marketing’s LGBT tourism research report, the largest of its kind, based on more than 6,700 US survey responses, also revealed that 98% of survey respondents took at least one overnight trip in the last year, with 84% visiting at least one of the 22 US destinations polled.

The study found that gay and lesbian travel preferences vary greatly by gender and age. “New York has consistently ranked as the #1 destination over the last eleven years,” according to Thomas Roth, president of Community Marketing, Inc. New York is ranked #1 by gay men, yet it ranks #3 among lesbian respondents, who ranked Las Vegas #1, followed by San Francisco, New York and Provincetown. “We’ve doubled the number of lesbians who completed the survey in each of the last two years, giving us far more information about this increasingly important market segment,” Roth said.

Age differences are equally striking. Gen X/Y gay men tend to visit traditional urban areas, including New York, San Francisco, Los Angeles and Chicago, whereas senior gay men opt for gay resort areas like Palm Springs and Fort Lauderdale. Older lesbians are more likely to visit Palm Springs and Provincetown, while younger lesbians visit Orlando or one of the major urban destinations.

It is significant that 71% of lesbians and gay men have a valid passport, and that 68% of the gay men and 57% of the lesbians surveyed used their passport to travel internationally in the last year. Canada, Mexico, the United Kingdom, France, and Italy (in that order) are the most visited countries. Gay men are more likely to have visited Europe, while lesbian respondents favor Mexico.

The survey also asked what destinations respondents would be likely to visit in the coming year. New Orleans, though still not up to pre-Katrina levels, shows an expected increase of 86% for the next year (over actual travel during the last 12 months), the highest increase for domestic destinations, and the Greater Phoenix area shows a 79% expected increase, indicating that recent marketing outreach to the LGBT community by Phoenix, Tempe and Scottsdale is working.

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 73 of 76 11th Annual LGBT Travel Survey Profile  September 2006

American Policies Impact International Gay and Lesbian Travel to the U.S.

Conservative politics in the United States is viewed as a deterrent for travel to the US by the majority (68%) of gays and lesbians from outside the United States, according to a recently released research study by Community Marketing, Inc. (CMI). The study, the largest of its kind, is based on more than 7,500 worldwide survey responses. Lesbians and gay men from Canada were more deterred by US politics than respondents from other parts of the world. In a parallel question, 74% of lesbians and gay men who reside in the US reported they are more likely to visit a country with a progressive political profile. The war in Iraq was seen as a deterrent to 58% of respondents, and pending legislation that would place a ban on gay marriage in the United States was a deterrent to 59%. Regardless, the United States remains as a highly desirable vacation destination for many. 61% of gay and lesbian respondents from countries other than the United States are drawn to visit because of the US’s thriving gay urban communities and resort towns. Progressive LGBT community leadership also helped to encourage 43% of non-US respondents to visit the US. Residents of some parts of the world responded differently than others to some questions. Respondents from Australia were most encouraged to visit the US because of progressive LGBT leadership. Residents of Asia, Europe and Latin America were also somewhat encouraged by LGBT leadership. Australian respondents also were most likely to visit the United States because of its thriving gay urban communities and resort towns, while these gay hot spots were less of a motivator for those from Asia and Latin America. The war in Iraq was of most concern to respondents who reside in Canada and Australia, whereas respondents from Latin America were less likely to feel that the war would impact their decision to visit the United States. And the proposed ban on gay marriage under consideration in the US Congress is more of a deterrent for respondents from Canada, where gay marriage is legal, and less of a concern for respondents from Latin America and Europe. Non-US respondents were split on safety issues in the US, with 21% indicating they would feel safe traveling in the United States and 43% indicating safety concerns might inhibit their visit. Respondents from Latin America, Canada and Europe showed the most concern about safety in the United States, where respondents from Asia were the most likely to feel safe traveling to the US. The majority felt that the forthcoming changes in immigration policy, which will require a passport to enter the United States starting January 8, 2007, would have no impact on their decision to visit the US; however, 44% reported that these changes would deter them from visiting. Changes to US immigration are most important to respondents who reside in Latin America and Canada, the countries most affected by these changes. The impact is least for respondents from Australia where a visa and passport are already required.

Community Marketing, Inc. • 584 Castro St. #834 • San Francisco CA 94114 USA • 415/437-3800 www.CommunityMarketingInc.com Page 74 of 76 11th Annual LGBT Travel Survey Profile  September 2006

Gays and Lesbians Want More Than Just a “Gay-Friendly” Hotel A few years ago, virtually no hotel chain advertised in the gay media. Individual hotel properties were advertising, but not the brands or collections. All that has changed dramatically over the past two years. Now, nearly every major hotel brand promotes itself as “gay-friendly.” Being viewed as gay-friendly is still an important factor in selecting a destination. 76% of gays and lesbians choose vacation destinations based on their gay-friendly reputation, according to Community Marketing’s 11th Annual LGBT Travel Survey, the largest of its kind, with more than 7,500 worldwide survey responses. Gays and lesbians are now aware that they have a wide choice of gay-friendly hotels and brands in most vacation and business destinations, and gay and lesbian travelers now expect accommodations to be welcoming. “Lesbians and gay men report that the general ‘gay-friendliness’ of accommodations staff is exceptional in North America and Europe,” said Thomas Roth, president of Community Marketing, Inc., “so they are turning their attention back toward practicalities such as location and amenities when choosing a hotel. These feelings have been confirmed in dozens of focus groups that Community Marketing has facilitated in the last year.” The trend now focuses on the quality of the hotel, amenities offered by the hotel, and the location of the property. Hotel brands and individual properties need to balance their advertising between demonstrating gay-friendly qualifications and showing the more “mainstream” features of their properties. When asked, “What are your primary influences when deciding to book one hotel over another?,” the number one response (44%) is the availability of Internet service. Other top influences include: location near the gay neighborhood (36%), location for business purposes (35%), quality on-site restaurant (28%), and an on-site gym (26%). Traditional gay-friendly determiners such as a concierge who is knowledgeable about gay venues and events (22%), and gay-marketed hotel packages (21%) are also important. As indicated in the recently released research study by Community Marketing, Inc. (CMI), gays and lesbians stay in hotels far more often than their mainstream counterparts. 94% of respondents spent at least one night in a hotel during the last year, with a median spending 15 nights in hotels. The report also found that 84% of gay and lesbian respondents indicated that they purchased at least some of their hotel stays online during the last year. In addition, CMI’s 2005 survey found that loyalty programs and price were strong motivators for gays and lesbians when choosing a hotel property. 71% of survey respondents said they are aware of destinations and companies that are actively outreaching to the gay and lesbian community. “There are currently over 750 hotels in the TAG Approved® program which recognizes hotels that have gay-friendly employment policies and services, and support the gay community. Nearly every hotel brand is represented. However,” Roth added, “advertising messages and imagery based primarily on ‘gay-friendly’ do not perform as well as advertising that communicates both gay-friendly and the practical advantages of staying at the hotel.”

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Connecting our Clients with the Gay & Lesbian Community Since 1992 Thomas E. Roth, MBA, CTIE, President CMI’s Gay & Lesbian Tourism Profile 2006 Key findings from CMI’s “11th Annual LGBT Travel Survey,” have been compiled into a summary profile of over 7,500 self-identified gay and lesbian consumers who belong to gay mailing lists, subscribe to gay publications, visit gay websites, etc., making it the largest LGBT tourism survey in history. It offers valuable insights about consumers who may be reached through dedicated marketing initiatives. In the year 2006 alone, CMI collected and analyzed over 27,000 gay and lesbian survey responses, and we have produced and published custom online survey, exit survey, focus group, field research and customer satisfaction reports for a wide variety of clients including CVBs, DMOs and tourism offices, tour operators, hospitality groups, developers, etc. The American gay and lesbian community represents a US $55 billion travel industry (assuming that gays and lesbians make up a con- servative 5% of the travel industry figure presented by the US Dept. of Commerce). But considering the results of CMI surveys, gay and lesbian travel and tourism represents a much larger percentage of the overall travel market based on frequency and spending. Through our cross-tabs of 7,500 surveys, we identified many “gay markets.” Travel preferences are distinct among sub-segments such as age, gender, ethnicity, income, etc. Some comparisons of these segments are found in our report. Travel professionals, journalists and students: Call Community Marketing at 415-437-3800 or email [email protected] to request a complimentary copy of the full report. Survey data collected from US respondents and analyzed by CMI’s Gay Market Research + Development LabSM indicate the following: Gay & lesbian American destination ranking based on visits in the past year... Top 7 US leisure destinations Top 7 US business Top 7 international Top 7 Canadian cities Top 7 European cities New York City New York City Canada Vancouver London Las Vegas Los Angeles Mexico Montréal Paris San Francisco Washington DC United Kingdom Toronto Rome Los Angeles-West Hollywood Chicago France Victoria Amsterdam Palm Springs San Francisco Italy Québec City Barcelona Fort Lauderdale Phoenix Germany Whistler Florence Chicago San Diego/Dallas (tie) Netherlands Calgary/Halifax (tie) Venice/Berlin (tie) Gay & lesbian travel trends... ■ Gay and lesbian travelers took a median of five overnight trips in the last twelve months, comprised of two leisure, two personal and one business trip. 23% of respondents took more than five leisure trips, 23% took more than five personal trips, and 19% took more than five business trips. ■ Respondents who traveled last year spent an average of 29 nights away from home (average six nights per trip). ■ 76% of respondents said that they were more likely to choose to travel to destinations that are known for being gay-friendly. ■ Leisure travel should see a gain in spending over the next year, as 40% indicate they will increase spending on leisure travel, versus only 11% that expect to reduce spending. ■ 84% took at least one flight in the last year, and the median respondent took six flights. ■ 92% of lesbians and gay men purchased an airline ticket on the Internet last year. ■ Respondents spent a median of 15 nights in a hotel during the last year. ■ 44% said that having internet service available was important to their choice of a hotel. It was their #1 motivator. ■ 67% rented a car at least once in the last year. ■ 18% took a cruise in the last year. Additional data, plus analysis, trends and interpretation may be found in the full report. Gay & lesbian traveler demographics... ■ Median household income of US respondents is $79,000. ■ 35% of US respondents live in households earning over $100,000. ■ Median age of US respondents is 45 years. ■ 71% of US respondents hold a valid passport. 47% used it in the past year. ■ The median respondent spent approximately $6,300 (8% of household income) on travel last year, about $1,250 per trip. ■ 66% are college graduates, and 31% hold a Master’s or Doctorate degree. ■ 67% are employed full time and 13% are self-employed. ■ 73% of those who took the survey are gay men, 21% are lesbian, and 5% are bisexual. ■ 83% are white and the remaining 16% are distributed widely among other ethnicities. ■ 54% are in relationships with the median duration being eight years. 26% of those in relationships have some form of official state sanction (e.g., marriage, domestic partnership or civil union) bestowed on the relationship. Of those whose relationships do not have any official recognition, a majority (57%) plan to pursue one. ■ Of the US respondents, 17% of lesbians and 4% of gay men between 30 and 60 have one or more children under 18 years old living with them. Permission to use this data is granted on the condition that all gay research references credit “Community Marketing, Inc., San Francisco, CA”

584 Castro St. #834 • San Francisco, CA 94114 • Tel 415/437-3800 • Fax 415/552-5104 • [email protected] • www.CommunityMarketingInc.com ABOUT COMMUNITY MARKETING, INC. The facts are plain: gay men and lesbians travel more, spend more and have the largest amount of disposable income. Undaunted by events in the news, gay and lesbian travelers make up 10% of the travel industry—or more. Most critically, their travel dollars go to suppliers and destinations that recognize their unique buying preferences and offer them differentiated value.

Community Marketing, Inc. has been helping tourism industry leaders master the subtleties of this market since 1992. Whether your organization is just learning about the market or is updating its strategy, Community Marketing can accelerate your plans, reduce your risks and deliver measurable results. Because gays and lesbians comprise a “slice” of the world’s population, you’ll find markets for singles, couples and families in every ethnicity. And you’ll find a world of diverse interests, from rodeo to golf to snowboarding, from outdoor adventure to mega-parties to theatre. Community Marketing’s proven, powerful portfolio of services helps deliver your targeted markets.

Community Marketing, Inc. has earned its position as the global leader in gay tourism marketing. Through the company’s tireless efforts since 1992, “doors have opened” around the world for gay and lesbian travelers. We have helped grow gay market recognition through research, media relations and education; and have brought marketing opportunities to the world’s leading gay-welcoming destinations, suppliers and travel agents. Besides its rapidly growing Gay Market Research + Development Lab® practice, Community Marketing founded the “International Gay & Lesbian World Travel Expo” series in 1992 (now operated by HX Media). We produce the “International Conference on Gay & Lesbian Tourism,” now in its 7th year, and regional “Best Practices in Gay & Lesbian Tourism” seminars. We also operate the TAG Approved® Accommodations program, and publish the Annual Gay & Lesbian Travel Industry Directory. As we look forward, we see our partnership with suppliers, hospitality leaders, government Tourism Offices, Convention & Visitors Bureaus and Destination Marketing Organizations continuing to grow, ultimately helping to create a more welcoming “gay-friendly” environment for gay and lesbian travelers worldwide.

CMI’s Gay Market Research + Development Lab® clients include: Greater Philadelphia Tourism Marketing Corporation Las Vegas Convention & Visitors Authority Dallas Convention & Visitors Bureau Ft. Lauderdale Convention & Visitors Bureau Tempe Convention & Visitors Bureau St. Petersburg/Clearwater Convention & Visitors Bureau Provincetown Business Guild Palm Springs Bureau of Tourism Switzerland Tourism Canadian Tourism Commission RSVP Vacations Kimpton Hotels & Restaurants Starwood Hotels & Resorts Delaware North Companies (DNC) Hotels & Resorts

Besides those listed above, Community Marketing’s other 500+ tourism clients worldwide include: West Hollywood, Palm Springs, Seattle, Portland, Boston, Washington DC, Miami, Key West, etc. American Airlines, Air Canada, Lufthansa, jetBlue, Alaska Airlines, SAS, Delta Air Lines, etc. German National Tourist Office, Tourist Office of Spain, Curacao, Tahiti Tourism, etc. Wyndham Hotels & Resorts, Hilton Hotels, Millennium Hotels, Concorde Hotels, etc. Hertz Rental Car, Avis Rental Car, Renault Eurodrive, etc. Travelocity, Rail Europe, Tahiti Bound, SunTrips, Intrav, Homeric Tours, Qantas Vacations, etc.

Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA • +1 415/437-3800 • www.CommunityMarketingInc.com