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CMI's 19ths LGBT Tourism & Hospitality Survey Community Marketing Insights

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Entire contents © Community Marketing, Inc. 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

ABOUT US OVER 20 YEARS OF LGBT INSIGHTS

› Community Marketing & Insights (CMI) has been conducting LGBT consumer research for over 20 years. Our practice includes online surveys, telephone interviews, intercepts, focus groups (on-site and online), and advisory boards in North America and Europe. Industry leaders around the world depend on CMI’s research and analysis as a basis for feasibility evaluations, positioning, economic impact, creative testing, informed forecasting, measurable marketing planning and assessment of return on investment.

› Key findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Herald, CBS News, NPR, Associated Press and many other international, national and regional media.

› CMI’s research clients include leaders from a wide range of industries. In the past few years, studies have been produced for these and many other clients: Travel, Visit Philadelphia, Palm Springs Bureau of Tourism, Travel Portland, Greater Fort Lauderdale CVB, NYC & Co., Empire State Development Corp., Visit Baltimore, Tourism Toronto, Japan National Tourism Organization, Prudential, Wells Fargo Bank, Aetna, Target Brands, Johnson & Johnson, WNBA, United States Census Bureau, American Cancer Society, Kaiser Family Foundation and numerous other corporations and organizations across North America and around the world.

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RESEARCH DESIGN OVER 20 YEARS OF LGBT INSIGHTS

Who Did We Survey? What Was the Methodology?

› 4,108 total respondents completed the survey. › 15 minute online survey conducted in This report focuses on United States data for November 2014. 3,503 self-identified members of the LGBT community. › Respondents were entered into a drawing for one of five $100 prizes (in cash, or donated to › The CMI panel reflects the the charity of their choice) in recognition of readership/membership of this broad range of their time to participate in the study. LGBT focused media outlets, organizations and events. This means that the results › The report separates results by generation, and summarized here are highly representative of gender where significant differences were interacting with LGBT media and observed. Generation results reported as organizations in the United States. midpoint of male and results by generation.

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Respondent Profile

Age Identity

Multiple responses were permitted. 11% 65+ man 59% 20% 55-64 or Gay Woman 30% 8% 45-54 25% Bisexual woman 6% 35-44 Bisexual man 4% 20% 25-34 3% 2% 20% 18-24 4% Genderqueer 2% Gender Fluid 1% Questioning my 1%

Ethnicity

Multiple responses were permitted. Household Income White / Caucasian 81% Latino or Hispanic 7% Black / of African descent 6% 19% 16% 17% 11% 14% 12% Mixed ethnicity 4% 5% 7% Asian / of Asian descent 3% Native American 2% Under 25K - 50K - 75K - 100K - 150K - 250K+ Prefer Other 1% 25K 49.9K 74.9K 99.9K 149.9K 249.9K not to answer Base: All LGBT USA n=3,503

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Respondent Profile

Top States Represented Relationship Status

Multiple responses were permitted. Men Women 8% Single 42% 21% Married / / domestic partner 24% 37% In a relationship (living with partner) 20% 27% 5% In a relationship (not living with partner) 9% 12% 17% Engaged 2% 5% Widow / Widower 2% 1% Divorced 1% 2% 7% 6% Other 1% 1% All 50 States Represented • Percentages for Top 5 States

Children Under 18 Employment

Work full-time 61% Retired 11% Yes Work part-time 7% Own business 7%

Women 15% Unemployed 4% Student 4% Men 4% On disability 3% Other 2% Base: All LGBT USA n=3,503

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2014 LGBT Travel

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Travel Personality: As a write-in question, participants entered the three words that best described their travel personality. The top three words (relax, fun and culture), can be used in adverting, when authentic, to establish a more emotional connection to the potential customer. Of note, while “food-related” words did score well in the exercise, words like “spa” and “shopping” scored less than 1%. These activities might be important to some travelers, but may not establish an emotional connection. When you think of your “travel personality”, which three words most describe your travel motivations and priorities? (Write up to 3 words.)

Relax 23%

Fun 18%

Culture 14%

Comfort 9%

History 7%

Food 7%

Explore 6%

New 6%

Curious 5%

Warm 5%

Note: Word concepts were combined in reporting. For example words like food, foodie and Base: All LGBT USA n=3,503 cuisine were combined and reported as food.

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LGBT Travel Increasing: After a couple of years of post-recession slow growth, LGBTs reported significant travel increases over the past 12 months. In 2014, LGBTs recorded a 9% positive increase rating in their leisure travel score, compared to only 2% in 2013. LGBT remains steady compared to 2013.

Comparing your travel during the past 12 months, to your travel in the 12 months before that, did you travel more, about the same, or less over the last year than in the previous year?

Increased Same Decreased

Overall Travel 32% 47% 21%

Leisure// Travel 29% 51% 20%

Number of Local/Regional 18% 67% 15% “”

Business Travel 16% 66% 18%

Number of Nights in 34% 45% 20%

Number of Flights Taken 28% 49% 22%

Base: All LGBT USA (Bases Vary)

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Frequent Travelers: 29% of LGBT participants are frequent leisure travelers, taking 5 or more leisure trips per year, with 10 or more leisure room nights per year. 14% of LGBT respondents are frequent business travelers, taking 5 or more business trips per year.

Past 12 Month Travel

Leisure/Vacation/Holiday Travel 59% Business Travel Number of Trips Taken Number of Trips Taken

20% 16% 16% 14% 12% 13% 12% 9% 8% 7% 7% 5% 3%

012345 to 910 or012345 to 910 or more more

Number of Flights for Leisure Hotel Nights for Leisure Number of Round Trip Flights Taken Number of Hotel Nights Purchased

28% 18% 23% 18% 17% 17% 12% 13% 8% 8% 4% 7% 7% 6% 6% 2% 1% 5%

0123456-1011-1516+0123456-1011-1516+

Base: All LGBT USA n=3,503

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Business Travel

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Business Travel: As expected, LGBT business travelers are most likely to “hit the road” for non LGBT-related reasons, mostly for a business meeting for an employer. However, 7% of business travelers reported attending at least one LGBT-specific conference in the past 12 months.

How many of these types of business trips did you take in the past 12 months, traveling to a different destination and spending a night in a hotel?

0 1 2 3 4 5+

Men 93% 4% 2% 0.50% 0.30% 0.30%

LGBT Conference Women 92% 5% 2% 1% 0.30% 0.4%

Men 86% 6% 3% 2% 1% 3% Business Meeting for My Own Business Women 88% 6% 3% 1% 1% 2%

Men 67% 16% 8% 4% 2% 3% Non-LGBT Conference Women 73% 14% 6% 3% 1% 2%

Men 66% 12% 7% 4% 2% 9% Business Meeting for My Employer Women 74% 11% 6% 3% 2% 4%

Bases: Gay and Bisexual Men (Bases Vary); and Bisexual Women (Bases Vary)

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Business Travel: Over the past year, 24% of all LGBT survey participants reported extending a business trip at least one day for leisure purposes. Business/leisure destinations might consider communications focused on encouraging extending a business trip for a long weekend, bringing a partner, etc.

In the past 12 months, how many times have you extended a business trip, so that you can explore a destination?

Gay and Bisexual Men Lesbians and Bisexual Women

58% 52%

20% 22% 14% 12% 7% 5% 6% 3%

No business travel Business travel, but no 1 trip extension for leisure 2 trip extensions for leisure 3 or more trip extensions leisure extensions purposes purposes for leisure purposes

Bases: Gay and Bisexual Men n=2,132; Lesbians and Bisexual Women n=1,179

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Hotels

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Title: Summary Text Hotel Selection: Most Baby Boomer and Gen X LGBTs prefer mid-range priced hotels, while Millennial LGBTs prefer budget hotels. In general, Baby Boomer and Gen X LGBTs act similarly, while Millennial LGBTs choose less expensive accommodations.

Looking back at all your vacation travel over the last few years, what “price range” of traveler are you? (Pick the one that best applies to most of your trips.)

Baby Boomers Gen X Millennials

55% 54% 52%

34% 35% 32%

9% 9% 9% 4% 6% 5%

Luxury traveler Mid-range price traveler Economy / budget traveler Non-traveler / few or no trips

Bases: Baby Boomers n=1,409; Gen X n=1,252; Millennials n=789

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TypesTitle: Summary of Hotels: Text LGBTs are most likely to stay in large brand hotels, followed by medium size brand hotels. About a quarter of LGBT travelers reported purchasing accommodations through an owner-sold accommodation (such as VRBO or Airbnb), with younger LGBTs being more likely to use these services.

In the past 12 months, in which type of accommodations did you stay (mark any that you actually booked)?

Baby Boomers Gen X Millennials Large brand hotel / 53% 60% 53%

Medium size brand hotel 49% 52% 49%

Boutique or small design oriented hotel 30% 31% 23%

Small size brand hotel 25% 27% 28% Owner sold accommodations (Airbnb, VRBO or 24% 28% 30% similar) Small Bed & Breakfast, or Guesthouse of any 20% 21% 19% kind* Camping 13% 19% 21%

My own vacation home / condo 11% 6% 4%

Timeshare 10% 7% 5%

I did not travel in the past 12 months 7% 5% 3%

Bases: Baby Boomers n=1,415; Gen X n=1,254; Millennials n=789 *LGBT Dedicated or Mainstream

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Top Hotel Brands: The LGBT has been asking this hotel branding question for many years. 2014 continued the trend of Marriott and Hilton rising to the top of LGBT brands, leaving boutique-style brands to fall in the rankings. This trend is likely due to significant resources being spent on the LGBT market by the two larger brands over the past three years.

Of all the hotel brands or chains in the world, which chains/brands have done the best job outreaching to the LGBT community in the past 12 months?

35% 35% 16% 14% 12%

Base: All LGBT USA n=1,935

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Title: Summary Text Small Accommodation Types: Those indicating a stay in a small bed & breakfast, inn or guesthouse (20% of total participants) stayed in a wide variety of small accommodations, both dedicated and not dedicated to LGBT travelers. You said that you stayed at a small bed & breakfast, inn or guesthouse and/or an LGBT-dedicated resort or guesthouse. Let’s be more specific. In the past 12 months, in what type of accommodation did you stay? (Mark all that apply)

Gay and Bisexual Men Among Men and Women Lesbians and Bisexual Women

36% Inn, B&B or guesthouse dedicated for

LGBT owned-and operated Inn, B&B or guesthouse that 33% welcomes all (gay or straight) 28%

Mainstream Inn, B&B or guesthouse with no known 31% affiliation or outreach to the LGBT community 58%

Mainstream Inn, B&B or guesthouse with an active 16% outreach program to the LGBT community 19%

Inn, B&B or guesthouse dedicated for all in the LGBT 11% community 7%

Inn, B&B or guesthouse dedicated for lesbians 5%

Base: Gay and Bisexual Men n=455; Lesbians and Bisexual Women n=232

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Title: Summary Text Gay Guest Houses by Generation: Compared to Baby Boomers, Millennials are half as likely to stay inGuest a small House accommodations Selection dedicated By Generationsto gay men or lesbians.: For The trend may be a concern for this category of accommodation. You said that you stayed at a small bed & breakfast, inn or guesthouse and/or an LGBT-dedicated resort or guesthouse. Let’s be more specific. In the past 12 months, in what type of accommodation did you stay? (Mark all that apply) Baby Boomers Among Generations Gen X Millennials Mainstream Inn, B&B or guesthouse with no known 38% 41% affiliation or outreach to the LGBT community 62%

LGBT owned-and operated Inn, B&B or guesthouse that 35% 31% welcomes all (gay or straight) 24% 21% Inn, B&B or guesthouse dedicated for gay men 19% 9%

Mainstream Inn, B&B or guesthouse with an active 20% 15% outreach program to the LGBT community 16%

Inn, B&B or guesthouse dedicated for all in the LGBT 11% 10% community 4% 4% Inn, B&B or guesthouse dedicated for lesbians 3% 1%

Bases: Baby Boomers n=289; Gen X n=267; Millennials n=143

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Hotel Email Marketing: When asked about appealing email titles, text specifically targeting LGBT guests received the highest potential open rates. Contests scored second.

Below is a list of potential hotel email subject lines. Which are you more likely to open?

Definitely would open email Might open email

58% 24%

35% 50%

40% 21%

37% 54%

33% 14% 40% 52%

31% 9% 30% 46%

Base: All LGBT USA (Bases Vary)

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Hotel Selection Rankings: Location and value of price for quality of hotel are the two most motivating factors for hotel selection. Of note, LGBT-friendly reputation was more important than a hotel’s loyalty program.

When you shop for hotels, how would you rank the following motivators in your selection process? Drag over your highest motivator first, then 2nd and then continue. (Please drag and rank)

Average rank of each response from 1 to 6

Boomers Gen X Millennial

Location 2.1 2.1 2.1

Value of Price for Hotel Quality 2.3 2.4 2.3

LGBT-Friendly Reputation 3.5 3.7 3.9

$ Low Price 3.8 3.6 2.7

Hotel Loyalty Program 4.4 4.6 5.1

Luxury Reputation of the Hotel Brand 4.6 4.5 4.8

Bases: Baby Boomers (Bases Vary); Gen X n=267 (Bases Vary); Millennials (Bases Vary)

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Title: Summary Text Eco-marketing:Hotel Purchasing When and asked LGBT about Reputation: email titles, identifying Today, most the marketing major hotel message brands specificallyhave an outreach for LGBT guestsstrategy is formost the likely LGBT to community. obtain a higher The communityopen rate. Contestsis evenly scoredsplit on second. the statement that “most hotel brands are LGBT-friendly, so LGBT reputation does not influence my choices anymore.” Only a third of LGBTs indicated that they have chosen a hotel or brand based on their LGBT reputation in the past 12 months. These results may indicate that LGBT marketing strategies based on increasing LGBT reputation may only influence about a third of LGBT travelers today. Today, marketing messages must go beyond LGBT reputation to be effective.

To what extent do you agree or disagree with the following statements?

Agree Neutral Disagree Baby Boomers 37% 28% 37% Most hotel brands are LGBT-friendly, so LGBT reputation Gen X 30% 32% 39% does not influence my choices anymore. Millennials 33% 34% 34% Baby Boomers 33% 33% 35% In the past year, I have chosen a hotel or brand based on Gen X 34% 31% 36% their LGBT reputation. Millennials 26% 31% 44%

Bases: Baby Boomers (Bases Vary); Gen X n=267 (Bases Vary); Millennials (Bases Vary)

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Destinations

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Profile of the Most Recent LGBT Vacation: During the past 12 months, 82% of LGBT respondents reported taking a vacation, spending at least two nights in a hotel.

Think about your most recent vacation where you spent 2 or more nights in a hotel.

How long ago was that vacation?

48% Within the Last 3 Months 40%

22% 4 Months to 6 Months Ago 24%

7% 7 Months to 9 Months Ago 8%

6% 10 Months to 12 Months Ago 9%

17% More Than 12 Months Ago 19%

AmongAmong Gay and Bisexual Men Among Lesbians and Bisexual WomenWomen

Base: Gay and Bisexual Men n=2,171; Lesbians and Bisexual Women n=1,197

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Length of Vacation: Among those taking a vacation of two nights or more, 55% stayed four nights or more in a hotel.

Think about your most recent vacation where you spent 2 or more nights in a hotel.

What was the length of your vacation? Please select the approximate number of nights.

22% 2 Nights 25%

23% 3 Nights 22%

15% 4 Nights 14%

10% 5 Nights 10%

21% 6 - 10 Nights 20%

6% 11 - 15 Nights 6%

1% 16 - 20 Nights 2%

2% 21 Nights or More 1%

AmongAmon Gay and Bisexual Men Among Lesbians and Bisexual Womenmen

Base: Gay and Bisexual Men n=1,505; Lesbians and Bisexual Women n=766

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Destination Influencers: While LGBTs are influenced to travel to a destination by a wide variety of factors, returning “to a destination previously enjoyed” was number one among all generations. This indicates that destinations must make an emotional connection with young LGBT travelers now, to encourage repeat business for decades to come.

Please mark any reasons below that influenced you to pick the destination(s).

Baby Boomers Gen X Millennials Return to a destination previously enjoyed 53% 51% 41% To enjoy life to the fullest 42% 41% 42% Desired a unique and interesting experience 35% 30% 33% Enjoy special moments together with partner 32% 34% 32% Get immersed in the local culture 29% 26% 26% Broaden knowledge understanding of the world 26% 21% 23% Part of a cruise or tour 21% 10% 6% Attend a festival or event 19% 21% 20% Recommendation from LGBT friend 13% 13% 20% Work related 11% 11% 11% Recommendation from straight friend or family member 10% 12% 17% Advertising in LGBT media 9% 4% 6% Website for travel deals (e.g. Groupon, Living Social, Jetsetter) 6% 5% 9% Advertising in general population media 6% 3% 3% Article in general population media 5% 3% 3% Article in LGBT media 5% 4% 4% Invitation or information from a friend through social media 3% 5% 5%

Bases: Baby Boomers n=593; Gen X n=532; Millennials n=300

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Destination Outreach: When asked (as a write-in question) which destinations have done the best job outreaching to the LGBT market over the past 12 months, the list is remarkably similar to the results four years ago. This suggests that a destination’s LGBT reputation takes years to develop. The concentration of North American destinations also suggests that U.S. residents are not seeing consistent promotion from destinations outside of North America.

Of all the destinations (city, region or country) in the world, which destinations have done the best job outreaching to the LGBT community in the past 12 months? Please type the name of a destination. (List up to three)

Large Cities Small Cities San Francisco 32% Key West 8% New York 23% Palm Springs 6% Provincetown 5% Las Vegas 15% Toronto 12% Fort Lauderdale 8% Chicago 8% Los Angeles / West Hollywood 6% Philadelphia 6% Miami / Miami Beach 5% Montreal 4%

Base: All LGBT USA n=2,266

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Destination Safety and LGBT : LGBTs strongly prefer to travel to destinations that they consider safe and do not have laws that discriminate against LGBT residents and travelers. Only 11% indicated that they are willing to travel to a country that has laws against LGBT people.

To what extent do you agree or disagree with the following statements?

Agree Neutral Disagree Baby Boomers A country or destination’s reputation as being safe influences Gen X my travel choices. Millennials Baby Boomers Traveling as an out LGBT person to countries with anti-LGBT laws Gen X creates positive change. Millennials Baby Boomers Destination boycotts do more harm Gen X than good. Millennials Baby Boomers I would travel to a country that has Gen X laws against LGBT people. Millennials

Bases: Baby Boomers (Bases Vary); Gen X (Bases Vary); Millennials (Bases Vary)

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Dream : When asked, “If cost was not an issue, what is the one country in the world you would like to visit that you have never visited before?” Australia and New Zealand scored particularly well with this question. With the economy improving in the United States, this may be a particularly good time for “Down Under” destination outreach programs. European countries scored lower, primarily due to fact that many LGBTs have already visited these countries. Of note, South American countries did not score as high, perhaps a surprise when considering proximity and new outreach from Argentina and Brazil.

If cost and time were not issues, what is the one country in the world you would like to visit, that you have never visited before?

Australia 15%

Italy 7%; New Zealand 6%; Japan 5%

Ireland, Germany, Greece, France Spain, & United Kingdom 3-4%

China 3%; Brazil 2%; Argentina 2%

Base: All LGBT USA Entries n=3,794

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Regional Reputation: Following general travel safety, respondents were asked about perceived safety in specific countries. Many of the following countries are of note as they have significant general population tourism initiatives, but are located in parts of the world that are not always perceived as LGBT-friendly. Russia scored the lowest among all counties tested. Other counties, while not explicitly anti-LGBT, suffer from negative perceptions about their regions.

Would you feel safe traveling to the following countries with a same-sex partner? If you are not sure, indicate based on your current knowledge.

Very Safe Somewhat Safe Not Safe South Africa 21% 47% 31%

Jamaica 12% 35% 53%

Turkey 10% 45% 44%

Dubai 10% 38% 52%

Kenya 3% 24% 73%

Russia 2% 16% 82%

Base: All LGBT USA with Partners (Bases Vary)

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Gaming

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Gaming Revenue: With over 75% of all LGBTs spending less than $100 in casinos last year, the gaming industry has significant outreach work to do in the LGBT community if they wish to increase LGBT market share. Traditional gaming destinations, notably Las Vegas, have successfully overcome this obstacle by promoting amenities that are traditionally desired by the LGBT community, such as accommodations, entertainment, attractions, dining, and shopping options. In the past year, how much have you spent on gaming in casinos? Use total for all casinos in any location including Tribal gaming.

Gay and Bisexual Men Lesbians and Bisexual Women

56% $0 62%

18% Less than $100 16% 14% $100 to $499 13%

$500 to $999 5% 5%

$1000 to $1999 3% 2%

$2000 to $4999 2% 1%

$5000 or more 1% 1%

Bases: Gay and Bisexual Men n=2,157; Lesbians and Bisexual Women n=1,190

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Casino Atmosphere: Only about a quarter of LGBTs felt that casinos are LGBT-friendly and that they enjoyed the Casino atmosphere. Another 23% might enjoy gaming more if the atmosphere felt more LGBT-friendly. Casinos might improve LGBT gaming revenue by creating spaces where same-sex couples and singles felt more comfortable, including offering gaming options at LGBT functions and LGBT nightclub nights.

In general, how do you feel about Casino atmospheres? (Mark one that best applies)

38% Casinos feel LGBT-friendly, 36% but I don’t enjoy gaming.

Casinos do not feel LGBT-friendly and I do not 26% 29% enjoy gaming.

Casinos feel LGBT-friendly and I enjoy the Casino 2424%% 23% atmosphere.

Casinos do not feel LGBT-friendly, but I still enjoy 13% 12% gaming in Casinos.

Among Gay and Bisexual Men Among Lesbians and Bisexual Women

Bases: Gay and Bisexual Men n=2,120; Lesbians and Bisexual Women n=1,173

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LGBT Family Travel

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LGBT Households with Children: Many marketers think of LGBTs with children as a more recent phenomenon, but when asked about the age of the children in the household, just over half of the families have at least one child over age 10.

Household Composition

1.6 Children Median Per Age 5 10 years or older 55% HH*

5 to 9 years old 35%

3 to 4 years old 12% 57%

1 to 2 years old 14% 29%

4% 10% 6 months to under 1 year 2% 1% 1% 5% 123456 or Under 6 months more

Base: All LGBT Parents USA n=264 *HH=Household

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Title: Summary Text LGBT Family Priorities: When LGBT parents are asked to choose which is more important, family- friendly or LGBT-friendly, parents are more concerned with finding family-friendly destinations and hotels, almost by a 2 to 1 margin. This trend is increasing over past years (+5% since 2013).

If you had to pick one... When traveling with your children, what is more important to you and your family, when you are choosing a…?

Vacation Destination Hotel

Family-Friendly Family-Friendly

63% 65%

LGBT-Friendly LGBT-Friendly 35% 37%

Base: All LGBT Parents USA n=264

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Title: Summary Text Travel with Children: Last year, LGBT parents took a median two vacation trips with their children. Most (74%) report staying in a hotel at least one time. However, fewer than half of parents indicated air travel with their children, preferring drive vacations.

Over the past 12 months, how many trips did you take with your child(ren)?

0 1 2 3 4 5+ Average

23% 21% 20% 12% 5% 19% Overnight vacation trips 2.1

Trips staying overnight in a hotel 26% 21% 20% 12% 6% 14% 1.9

OvernightOv trips to visit family 37% 25% 15% 5% 6% 12% 1.5

Round trip flights 54% 18% 13% 9% 2% 4% 1.0

Overnight trips to visit friends 56% 25% 11% 4%3% 2% 0.8

Base: All LGBT Parents USA (Base Varies)

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Title: Summary Text Hotel Stays with Children: While the type of hotel selected by LGBT parents was quite varied, mid-range price hotels were most often selected.

Over the past 12 months, in what type of overnight accommodations did you stay with your child/children? Mark all that apply.

54%

41%

25% 21% 17% 17%

7% 5% 5% 4% 3% 2%

My own Vacation Bed & LGBT- With Budget – vacation Mid-range Luxury rental Breakfast, Couch dedicated friends or economy Camping home / Timeshare Airbnb price hotel Hotel condo or inn or surfing resort or family hotel condo / house guesthouse hotel cabin

Base: All LGBT Parents USA n=258 12% Did not spend time in overnight accommodations with their children in the past 12 months.

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Destination Selection while Traveling with Children: Clearly, Disney is attracting LGBT families as evidenced by write-in responses specifically mentioning Disney or destinations where Disney are the main attraction. While no urban destination is significantly outperforming others, urban destinations are quite popular with many LGBT families.

Over the past 12 months, please write any destinations that you traveled to with your child/children just for vacation or fun (i.e. not to visit family and friends) and spent at least one night in a hotel.

Orlando, FL 8% Las Vegas, NV 3%

Disneyland 5% New York, NY 3%

Florida 5% , WA 3%

San Diego, CA 5% Walt Disneyworld 3%

Washington, DC 5% Atlanta, GA 3%

Los Angeles, CA 4% Portland, OR 3%

Nashville, TN 4% Provincetown, MA 3%

San Francisco, CA 4% Washington, DC 2%

Chicago, IL 4% Palm Springs, CA 2%

Base: All LGBT USA Parent Responses n=190

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Retirement

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Title: Summary Text Retirement: When LGBTs over age 50 were surveyed, 38% said they have moved to a new location or plan to move to new location after retirement.

What are your thoughts on where you want to live after retirement? Mark the option that applies best.

32% 32%

20%

10%

6%

I plan to stay in my current I plan to move to a new I have already retired and It is too early for me to think I have already retired and location. location. plan to stay in my current about retirement. have already moved to a location. new location.

Base: All LGBTs USA Age 50+ n=1,463

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Eco Travel Among LGBTs

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Eco-marketingTitle: Summary Text to LGBTs: Approximately a third of LGBTs respond positively to hotel initiated environment-friendly programs and practices. Based on actual purchasing practice based on eco-friendly policy, there does not appear to be much difference between the generations.

To what extent do you agree or disagree with the following statements?

Agree Neutral Disagree Baby Boomers 39% 32% 29% Today all hotels seem to have environment-friendly Gen X programs and practices. 42% 30% 28% Millennials 40% 33% 28% Baby Boomers 37% 47% 17% The LGBT community is more eco-friendly than the general Gen X population. 38% 43% 19% Millennials 44% 39% 17% Baby Boomers 34% 33% 34% I would be willing to pay an extra $10 per night for a hotel Gen X to support their environmental friendly policies. 36% 31% 33% Millennials 45% 28% 27% Baby Boomers 31% 38% 31% In the past year, I have chosen a hotel or brand based on Gen X their environment-friendly programs and practices. 31% 33% 36% Millennials 28% 34% 39% Baby Boomers 23% 26% 52% Environment-friendly policies were more important to me Gen X five years ago than they are today. 23% 27% 50% Millennials 25% 20% 55%

Bases: Baby Boomers (Bases Vary); Gen X n=267 (Bases Vary); Millennials (Bases Vary)

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Mobile Marketing

43 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Use of Mobile Devices: There are significant generational differences in the use of mobile devices for obtaining travel information.

In the past 12 months did you use a mobile device for travel information? (Check all that apply)

Baby Boomers Gen X Millennials

Yes, during a trip. 67% 82% 86%

Yes, when planning a trip. 46% 60% 70%

I own a mobile device but did not use it for travel 22% 13% 9% information.

I do not own a mobile 7% 2% 1% device.

Bases: Baby Boomers n=1,415; Gen X n=1,254; Millennials n=789

44 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Mobile Activities: For those using their mobile devices, directions and information are the top uses for mobile devices for travel planning. 40% of those who use their mobile devices for planning purposes booked a hotel on their mobile device. Just over half used mobile devices to research the local LGBT scene.

What did you do using your mobile device? (Check all that apply)

Baby Boomers Gen X Millennials

Look at local maps / directions 91% 92% 92% Find restaurant/dining information 86% 89% 90% Look up flight status 68% 68% 64% Research destination attractions 64% 70% 75% Research local LGBT scene 48% 55% 58% Share travel experience through social media 41% 53% 61% Book hotel/lodging 40% 41% 41% Reviews / photos of hotel, attraction, etc. 38% 45% 49% Purchase tickets to an event or attraction 37% 41% 45% Find deals 35% 38% 47% Compare price for flights, hotels, attractions, etc. 35% 38% 41% Use a general destination app for travel information 32% 30% 32% Book flight 26% 26% 28% Car rental 22% 19% 16% Use an LGBT destination app for travel information 14% 15% 11% Dating purposes while on a trip 14% 17% 26% Get a Uber/Lyft 12% 23% 33%

Bases: Baby Boomers n=990; Gen X n=1,068; Millennials n=709

45 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Hotel Booking by Mobile Device (Generational Differences): There are significant generational differences in how LGBTs use their mobile devices to book hotels.

Where did you book your hotel/lodging using your mobile device?

Baby Boomers Gen X Millennials

68% 65% 60% 53% 55%

43%

23% 24%

14% 13% 13% 13% 4% 5% 3% 2% 1% 3%

Directly from hotel’s From OTA mobile site From lodging-sharing From deal sites or app Other From my travel agent's own mobile site or app or app (e.g. Expedia, mobile sites or app (e.g. Groupon, Living website Orbitz, Hotels.com, (e.g. Airbnb, etc.) Social, etc.) etc.)

Bases: Baby Boomers n=390; Gen X n=420; Millennials n=286

46 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Air Flight Booking by Mobile Device (Generational Differences): There are significant generational differences in how LGBTs use their mobile devices to book air travel.

Where did you book your flights using your mobile device?

Baby Boomers Gen X Millennials

80% 80% 70%

56%

43% 35%

6% 6% 7% 2% 1% 2% 2% 2% 3%

Directly from the airline’s From OTA mobile site or From deal sites or app Other From my travel agent's own mobile site or app app (e.g. Expedia, Orbitz, (e.g. Groupon, Living website Hotels.com, etc.) Social, etc.)

Bases: Baby Boomers n=248; Gen X n=275; Millennials n=200

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Destination Rankings

48 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Top U.S. Destinations | Leisure Only | Gay & Bisexual Men | 2014

AMONG GAY MEN IN THE UNITED STATES

Rank Destination % Visited Rank Destination % Visited 1 21% Dallas, Denver, Hawaii, Key West / 2 San Francisco 18% Rest of Keys, Philadelphia, Portland, 7% -8% Top 20 3 Las Vegas 16% Provincetown, Seattle 4 Chicago 15% Atlanta, Austin, Baltimore, Houston, 4 Los Angeles / West Hollywood 15% Rest of 5% - 6% Napa County, Sonoma County, Phoenix, Top 20 4 Washington, DC 15% Santa Fe, Tampa/St. Petersburg 7 Ft. Lauderdale/Wilton Manors 13% 8 Palm Springs 12% 9 Orlando 10% 9 San Diego 10% 9 Miami/ South Beach 10% 12 Boston 9% 12 New Orleans 9%

Base: Gay/Bisexual Men n=2,094

49 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Top U.S. Destinations | Leisure | Lesbians and Bisexual Women | 2014

AMONG LESBIANS IN THE UNITED STATES

Rank Destination % Visited Rank Destination % Visited 1 New York City 16% Rest of Atlanta, Hawaii, Napa County, New 7% 2 San Francisco 15% Top 20 Orleans, Portland, Sonoma County 3 Las Vegas 11-12% Baltimore, Cleveland, Dallas, Denver, Key 3 Chicago 11-12% West / Florida Keys, Fort Lauderdale, Rest of Miami/ South Beach, Nashville, Napa 3 Los Angeles / West Hollywood 11-12% 5-6% Top 20 County, Palm Springs, Phoenix, 3 Washington, DC 11-12% Philadelphia, Provincetown, Tampa/St. Petersburg 7 Boston 10% 7 Seattle 10% 9 Orlando 8% 9 San Diego 8%

Base: Lesbians/Bisexual Women n=983

50 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Top U.S. Destinations | LGBTs By Generation | 2014

Baby Boomers Gen X Millennials City Rank City Rank City Rank San Francisco 1 New York 1 New York 1 Chicago 2 New York 2 San Francisco 2 Las Vegas 3 Las Vegas 3 Las Vegas 3 Los Angeles / West Hollywood 3 Los Angeles / West Hollywood 4 Chicago, IL 4 Washington, DC 3 Washington, DC 4 Los Angeles / West Hollywood 4 San Francisco 6 Ft. Lauderdale / Wilton Manors 4 Washington, DC 6 Boston 7

Chicago 7 San Diego 7 Philadelphia 7 San Diego 9 Palm Springs 8 Orlando 7 Seattle 9 Boston 9 Boston 9 Atlanta 9 Seattle 9 Fort Lauderdale 9 New Orleans 9 Tampa 9 Palm Springs 9 Orlando 9

Bases: Baby Boomers n=1,415; Gen X n=1,254; Millennials n=789

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Top U.S. Destinations | Business | U.S. LGBT | 2014

Rank Destination % Visited

Chicago, New York City, San Francisco, 1st Tier 7+% Washington, DC

2nd Tier Atlanta, Dallas, Las Vegas, Los Angeles 5-6%

Atlanta, Boston, Denver, Houston, Orlando, 3rd Tier 3-4% Philadelphia, Portland, Phoenix, Seattle

Base: USA LGBT n=3,165

52 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Top U.S. Destinations | Leisure + Business | U.S. LGBT • 2014

Rank Destination % Visited Rank Destination % Visited 1 New York City 26% 11 Atlanta 10-11% 2 San Francisco 24% 11 Dallas 10-11% 3 Chicago 20-21% 11 Denver 10-11% 3 Las Vegas 20-21% 11 Miami / Miami Beach 10-11% 3 Los Angeles / West Hollywood 20-21% 11 New Orleans 10-11% 3 Washington 20-21% 11 Orlando 10-11% 7 Boston 12-13% 11 Palm Springs 10-11% 7 Ft. Lauderdale / Wilton Manors 12-13% 11 Philadelphia 10-11% 7 San Diego 12-13% 19 Phoenix/Tempe/Scottsdale 8% 7 Seattle 12-13% 19 Portland 8%

Base: USA LGBT n=3,184

53 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014

Top International Destinations | U.S. LGBT | 2014

Destination % Visited Canada (in general) 12% England 6% France 5% Mexico (in general) 6% Germany 5% Montreal, Canada (specifically) 5% Toronto, Canada (specifically) 5% Vancouver, Canada (specifically) 5% Italy 4% Any Caribbean Island (non-cruise) 4% , Mexico (specifically) 4% Spain 4% Netherlands 3% Cancun, Mexico (specifically) 3%

Base: USA LGBT n=3,165

54 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 For more information: CMI's highly specialized services are based on 20+ Let us help you better understand your years of dedicated experience, producing LGBT opportunities, grow your LGBT market share, (lesbian, gay, bisexual, transgender) market and improve return on investment. intelligence for leading corporate clients and organizations across the country and around the world.

Serving a variety of industries, we leverage our in- house proprietary panel of more than 70,000 community-representative LGBT consumers to produce consumer survey studies, recruit and facilitate focus groups, interviews, etc. Additionally, our team of experts offers strategic consulting and marketing planning based on consumer insight, and we produce custom LGBT research/sales/marketing/best practices corporate Community Marketing & Insights training and conference presentations. 584 Castro St. #834 San Francisco, CA 94114 USA Diversity procurement: Community Marketing, Inc. Tel +1 415/437-3800 • Fax +1 415/552-5104 is an NGLCC-Certified LGBT Owned Business [email protected] Enterprise. Visit www.communitymarketinginc.com

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LGBT Market Research: There is a difference! LGBT research is meant to help marketers understand the LGBT community, and make educated decisions about strategies and tactics to reach them. Not all research is the same, however. At Community Marketing & Insights, we leverage unique experience, methodologies and our own proprietary panel to generate the valid and actionable results that our clients depend on.

CMI’S PROPRIETARY PANEL: WHO ARE YOU TALKING TO? Community Marketing & Insights (CMI) has recruited for our proprietary consumer panel over the past 20+ years by partner­ ing with over 300 LGBT media, organizations, events and social media throughout the USA, Canada, the UK, Germany, Australia, China and beyond. The panel is thus highly representative of LGBT consumers who interact with the LGBT community and media. CMI research is trusted by—and frequently quoted in—The New York Times, USA Today, The Wall Street Journal, Chicago Tribune, Los Angeles Times, Miami Herald, Forbes, Ad Week, NPR, CNN, CBS News, Associated Press, etc. Other research providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust the researcher enough to indicate in a survey that they are gay or lesbian. They may also use lists from one or two LGBT publish­ ers, which is likely to skew results. If you are a marketer looking for valid LGBT consumer insights about products, services, or advertising creative and market­ ing strategies, “general market” panel development approaches are not likely to yield LGBT community members who interact with the media where you are placing ads.

CMI’S QUANTITATIVE SURVEYS: SIZE DOES MATTER CMI has conducted hundreds of LGBT­dedicated quantitative surveys since the early 1990s, covering a wide variety of top­ ics, industries and interests. Through these studies, we both observe and influence the trends of this market. Size does matter when it comes to surveys. Our panel has grown to over 70,000 qualified LGBT consumers—the largest of its kind, by far. Our Annual LGBT Community Survey® study has attracted up to 45,000 survey participants representing 150 countries, making it the largest such study in the world. We leverage our long history, experience and expertise to guide you, fine­tuning our portfolio of research panels, methodologies and approaches to best match your market intelligence goals. If your communications channels are via the LGBT media, you’ll want to depend on research that represents these con­ sumers’ interests, preferences, sensitivities and motivations. Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on the quality and demographic representation of their panel—or “reinvent the wheel” at your expense. It’s not possible to fathom the diversity and complexities within LGBT (see below) through a small sample. And with small samples, you lose the opportunity to derive statistically­significant crosstabs based on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumption that a Millennial lesbian couple in Seattle has the same purchas­ ing motivations and behaviors as a 67­year­old gay man in Atlanta? Generalities and sweeping statements about “the LGBT market” based on comparatively small samples can distort the validity of research findings, wasting your investment of time and resources.

LGBT PANEL DIVERSITY IS IMPERATIVE, BECAUSE THERE IS NO “LGBT MARKET” Community Marketing & Insights emphasizes that there is no “gay market,” just as there is no single “Asian market.” The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities. Add to that varia­ tions in geographical location, age, income, relationship status, and more, and it becomes essential to discover which opportunities within LGBT will help you achieve your goals. Fine­tuning your approaches based on highly refined, well­targeted matches within LGBT will make your outreach initiatives more efficient and cost­effective, optimizing your marketing investment. General market surveys that may include a small subset of “the gay community” just scratch the surface of the diverse and varied of opportunities marketers can enjoy if properly explored and understood.

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/437­3800 • Fax +1 415/552­5104 [email protected] • www.CMI.info GET A DEEPER UNDERSTANDING OF THE LGBT COMMUNITY: QUALITATIVE RESEARCH

For over two decades, CMI has produced the most consistent, longest­running series of LGBT community surveys in the world. But we don’t stop there. Quantitative (data) research is important, but it’s just one side of the coin. Our full range of research services uncover the rest of the story through qualitative research, most notably derived from focus groups. We pre­qualify our focus group participants from among our survey panelists, identifying the best candidates based on char­ acteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the client’s prod­ ucts or services. We maintain sufficient numbers of panelists to conduct groups in most major metro areas across the USA, Canada, UK, Germany, Australia and China, as well as many other markets. Sometimes the same creative, tested in different regions, can yield different perspectives. Isn’t it wise to know that—and adjust your plans—before investing in marketing campaigns? CMI is the only LGBT­dedicated research provider that produces and facilitates qualitative research, including focus group studies (both in­person and online), in­depth interviews, online communities and advisory boards, which can round out a comprehen­ sive market intelligence plan. By producing online surveys only, other research companies are telling only half of the story…at best. Without actual con­ sumer interaction, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts. Nor can they adequately advise you on the sensitivities and complexities that can only be uncovered by qualitative research—extremely important considerations that averages and assumptions extrapolated from survey statistics are likely to miss.

IN­HOUSE EVERYTHING. WE DON’T OUTSOURCE! Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research software. We conduct all of our research in­house—because nobody knows this market segment as well as we do. Unlike many other firms, CMI will never sell or represent another research company’s services. Nor will we outsource your projects and report on the results of a third party’s work. Without being intimately involved in every aspect of a project—discussing client goals, designing the study, building and implementing the survey, and engaging directly with consumers in focus groups—it is difficult to gain the insights that we regularly deliver. CMI’s hands­on LGBT research specialization spanning over two decades is unmatched.

VALUE FOR THE INVESTMENT You might think that with this kind of specialization and experience, you’d have to invest considerably more for Community Marketing & Insights services than for research from other companies. With our specific focus on LGBT market intelligence, howev­ er, and the cumulative 60+ years of LGBT­dedicated experience among the CMI team, we’re able to keep your costs low. We don’t spend your money locating qualified survey or focus group participants, and we won’t waste time trying to source comparative data or case studies. We’ve already done all that, for your benefit, over the past 20+ years. At CMI, we’re not running a large operation juggling many accounts and projects with varied focus. Our client dedication and LGBT market specialization delivers you superior intelligence at a fraction of the cost. WE ARE TRUSTED. WHY THIS IS IMPORTANT: Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because our company is LGBT­owned and ­operated, and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT consumers rec­ ognize that we use research data to build corporate relationships that ultimately lead to social progress, better conditions for LGBT employees, and more sensitive communications.

PROUDLY LGBT­OWNED AND ­OPERATED One of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes LGBT­owned suppliers when sourcing products and services. When you contract with Community Marketing & Insights, you not only gain the ben­ efit of our long­standing leadership in this field, you are working with one of the world’s only LGBT­owned market research providers. Community Marketing, Inc. is an NGLCC Certified LGBT­Owned Business Enterprise.

AND PROUD OF OUR COMMUNITY CITIZENSHIP CMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous community­ based organizations. We also participate in leading business and advocacy organizations, events and conferences within the commu­ nity, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR and the International Gay & Lesbian Travel Association. Our community connection is not only the right thing to do, it is essential for maintaining authentic community relationships to benefit our clients.