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CMI's 19Th LGBT Tourism & Hospitality Survey December 2014

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CMI's 19Th LGBT Tourism & Hospitality Survey December 2014 CMI’s 19th LGBT Tourism & Hospitality Survey December 2014 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, Miami 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: San Francisco 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. 2 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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 LGBTs interacting with LGBT media and observed. Generation results reported as organizations in the United States. midpoint of male and female results by generation. 3 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 Respondent Profile Age Identity Multiple responses were permitted. 11% 65+ Gay man 59% 20% 55-64 Lesbian or Gay Woman 30% Queer 8% 45-54 25% Bisexual woman 6% 35-44 Bisexual man 4% 20% 25-34 Transgender 3% Same Gender Loving 2% 20% 18-24 4% Genderqueer 2% Gender Fluid 1% Questioning my sexual orientation 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 4 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 Respondent Profile Top States Represented Relationship Status Multiple responses were permitted. Men Women 8% Single 42% 21% Married / civil union / 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% Unemployed 4% Women 15% Student 4% Men 4% On disability 3% Other 2% Base: All LGBT USA n=3,503 5 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 2014 LGBT Travel 6 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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. 7 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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 business travel 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/Vacation/Holiday Travel 29% 51% 20% Number of Local/Regional 18% 67% 15% “Staycations” Business Travel 16% 66% 18% Number of Nights in Hotels 34% 45% 20% Number of Flights Taken 28% 49% 22% Base: All LGBT USA (Bases Vary) 8 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 Frequent Travelers: 29% of LGBT participants are frequent leisure travelers, taking 5 or more leisure trips per year, with 10 or more leisure hotel 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% 0 1 2 3 4 5 to 9 10 or 0 1 2 3 4 5 to 9 10 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% 0 1 2 3 4 5 6-10 11-15 16+ 0 1 2 3 4 5 6-10 11-15 16+ Base: All LGBT USA n=3,503 9 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 Business Travel 10 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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); Lesbians and Bisexual Women (Bases Vary) 11 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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 12 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 Hotels 13 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 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 14 19th LGBT Tourism & Hospitality Survey USA Overview Report I 2014 TypesTitle: Summary of Hotels: Text LGBTs are most likely to stay in large brand hotels, followed by medium size brand hotels.
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