2014 survey of canadian lgbt travelers

2014 Survey of

Canadian LGBT Travelers

Based on the National Survey conducted in the spring of 2014

2014 Survey of Canadian LGBT Travelers

ii

Highlights 1. The LGBT Travel market in Canada

represents $8.6 billion,, an increase of

$1.6 billion (23%) since 2010

LGBT travel spending has returned to

pre-recession levels

2. Canadian LGBT travelers spent on

average approximately $4,324 on travel

in the previous 12 months, a 27%

increase since the 2010 survey. Gay

males increased spending by 37%, while

Lesbians reported a slight (4%) decrease

in average spending on travel.

3. 97% of respondents took at least 1

business or leisure trip in previous 12

months, a 22% increase since 2010 and

6% higher than the pre-recession level of

91%

4. Overwhelmingly, Canadians travelled

within Canada – however, in 2014 they

appear to have spread their travel dollars

over a larger number of countries – for

the first time the Share of trips in Canada

is below 50%

5. A major shift in attitudes between the two

waves is seen by the relative change in

importance of “Safety” as a main reason

for choosing a destination: in 2010

“Safety” was one of the top three

reasons; in 2014 it is seen as one of the

least important reasons. This does not

mean that “safety” is not important; rather

it suggests that “Safety “ is a sine qua

non that is not given much thought – if

the destination is thought to be unsafe, it

is not even in the consideration set.

6. More typical tourist destination attributes

(Food and Dining, Sightseeing, Arts and

Culture) are being featured among the

most important factors in choosing

destination. LGBT Bars and “Scene” is

considered much more important this

wave than previous waves, especially

among gay men.

7. Traditional media (including LGBT media

such as magazines and newspapers)

have been displaced as important

sources of information by digital sources

such as online travel information sites

(TripAdvisor) and social media


iii

8. 82% of respondents always or

sometimes book via hotel or brand

websites, significantly more than the 63%

who always or sometimes use OTAs

9. 55% report their intention of spending

more on Travel in the next 12 months,

with 52% intending to take more leisure

trips

10. 99.4% of respondents are somewhat or

very likely to travel within Canada in the

next 12 months and 88% somewhat or

very likely to travel to the US in the next

12 months


iv

Contents ................................................................................ i

Highlights ....................................................... ii

Contents ........................................................ iv

Background ................................................... 1

Methodology .................................................. 1 Sampling ................................................................ 1

Sample Description ....................................... 2 Total respondents ................................................... 2 Total Trips............................................................... 2 Regionality .............................................................. 3 Income Distribution ................................................. 4

Mean HH Income Comparisons .......................... 4

Passport Ownership................................................ 5 Gender Identity ....................................................... 5

General Demographics ................................... 6 Education ........................................................... 6

Marital Status ..................................................... 7

Household Make-up ........................................... 7

Employment ....................................................... 8

Travel Profile ................................................. 9

Frequency of Travel in the past 12 months .. 9 Leisure trips ........................................................ 9

Business Travel ................................................ 10

Frequency of Travel to Destinations ...................... 11 Frequency of trips to Canada and the US ............. 11

Annual Travel Expenditure ........................... 12 Compared to 2010 ................................................ 12 Average Annual per Capita Spend – Identity ......... 13 Region .................................................................. 13

Compared to previous wave ............................. 14

Age ....................................................................... 14 Mode of Transport ................................................ 15 Accommodation Behaviour ................................... 15

Number of Nights of Paid Accommodation 16

Number of Flights.......................................... 16

Number of Driving Trips ............................... 17

Reported Changes in Travel Behaviour versus

Previous 12 Months ...................................... 17

Travel within Canada .................................. 18

Provincial Market Share ................................ 18

Duration of trips within Canada ................... 18

Source of Travelers within Canada.............. 19

Reasons for not travelling to Canada ......... 19

Profile of Trips ............................................. 20

Destination ..................................................... 20 Province ............................................................20

Gender ..............................................................20

US and Canada compared to 2010 ...................21

Origin .............................................................. 21 Province ............................................................21

Identity ..............................................................22

Spend per Trip ............................................... 23 Mean Compared to 2010 .......................................23 By Destination .......................................................24 By Identity .............................................................24 By Experiential Need .............................................25

Duration of Trips ........................................... 26 Average duration of trips .......................................26 Short, Medium and Long trips................................26

Percentage Taking Each Type of Trip ...............26

Average number of Each Type of Trip Taken

(per year) ..........................................................27

(Base: All Trips) ................................................27

Party Composition ........................................ 28

Distance Travelled......................................... 28

Mode of Travel ............................................... 28

Seasonality .................................................... 29

Accommodations .......................................... 29

Activities Engaged In .................................... 30 Activities ................................................................30 Gender ..................................................................30 Household Make-Up (Children) .............................31 Destination ............................................................31

Experiential Need .......................................... 32 By Identity .............................................................32 By Country Visited .................................................33


v

By Age .................................................................. 33 By Month .............................................................. 34

Reasons for Choosing .................................. 35 Destination............................................................ 35

By Identity ........................................................ 35

Distance Travelled......................................... 36

Research and Booking Behaviour ............... 37 Source of Information ............................................ 37

Compared to 2010 ............................................ 38

Use of Gay Media in Researching and Planning

Trips ................................................................. 39

Booking Channels ................................................. 40 Frequency of Using Each Channel ................... 40

Usage of Channels by Identity .......................... 40

Changes in Channel Usage since 2010 ............ 41

Travel Planning ........................................... 42

Future Intent .................................................. 42 Change in travel patterns ...................................... 42

Country .................................................................43 Province ............................................................43

Importance of Attributes ............................... 44 Destination ............................................................44

Ranked Comparison of Most Important

Attributes ..........................................................45

Hotels ....................................................................46 Ranked Comparison of Most Important

Attributes (2010) ...............................................46

Loyalty Program Membership ...................... 46

Extend Business Trips .................................. 48

Media Habits .................................................. 49 Consumption of LGBT Media (read, listen to, view)49

Top 3 Media by Region .....................................50

Top 3 Canadian Media by Gender ....................50

Recognition of LGBT Travel Icons ............ 51


Page 1

Background This study and report was commissioned by Travel Gay Canada, Canada’s national gay and lesbian tourism industry association. It was designed, executed and analyzed by Protean Strategies Inc . Fieldwork was conducted by Fluid Surveys.

An initial study of travel habits among Canadian LGBT travelers was conducted in 2007, with the fieldwork being completed in April of that year. The second wave was conducted in 2010, utilizing essentially the same survey instrument. The current wave again used the same basic survey structure

and questioning, with some changes and editing to make the project more efficient and relevant.

The study focuses on the travel patterns of LGBT Canadians. Travel patterns of a limited number of US LGBT travelers and a similar number of straight Canadian travelers, were captured.

The field work for this wave of the study was conducted primarily in May and June of 2014. A prelease of isolated un-weighted findings was prepared for distribution during WorldPride Toronto in late June 2014.

Methodology These findings are based on an online survey conducted during Spring months, 2014. Sample was recruited using a variety of sources, including Canadian Gay media outlets, organizations and associations. Respondents were directed to a confidential survey site. Incentives (one of the two grand prizes of $500 or one of the three travel prizes valued up to $500) were offered to encourage completion of the survey, plus Travel Gay Canada committed

to donating $1 for every completed survey to a national anti-bullying campaign. The survey took 15 to 20 minutes to complete.

Information regarding frequency of travel and limited demographic information was captured from all visitors to the site. Respondents under 18, straight US residents and all non-US or Canadian residents were terminated.

SAMPLING It is particularly difficult to recruit large numbers of LGBT respondents for surveys in Canada owing to a lack of LGBT panellists or opt-in lists. For this survey we invited respondents using a variety of sources. Including:

Paid advertising in Facebook

Social Media (Twitter, Facebook, LinkedIn)

NGO Partners and LGBT organizations

Media Partners

In all cases promotion of participation included a URL, a mention of an important LGBT study and description of the prize.


Page 2

Sample Description

TOTAL RESPONDENTS A total of 1,029 respondents entered the survey. Of these 531 are considered fully completed surveys (referred to as “completes” throughout).

Of the 393 Canadian LGBT respondents, 368 reported having taken at least 1 trip during the previous twelve months. These are referred to as Base: All LGBT Travellers, throughout the report.

n Margin of

Error

All respondents entering the survey 1029 +/- 3.0%

Disqualified 79

Total qualified respondents that completed the survey

531 +/- 4.3%

Canadian Respondents that completed 472 +/- 4.1

Total US residents that completed (all LGBT) 56

Total other countries+(terminated) 0

Total straight females or males 78

Total LGBT 451 +/- 4.6%

Total Canadian LGBT 393 +/- 4.9%

Total Canadian LGBT that took at least 1 trip in the previous 12 months (Referred to as LGBT travelers)

368 +/- 5.1%

Total Trips (see below) 997 +/- 3.1%

Note: Small sample sizes are indicated where appropriate by * (small base) and ** (extremely small base)

TOTAL TRIPS In order to describe travel or trip specific attributes, respondents were asked about their three most recent trips. Not all respondents had traveled, or could recall travelling, three times, with the result that the total number of trips on which the reporting on travel attributes are based is 997 (referred to as Base: Total Trips, throughout the report).


Page 3

REGIONALITY The findings were weighted where appropriate to reflect the actual distribution of gay men and lesbians in Canada based on Print Measurement Bureau (PMB) Fall 2012 report.

Region Includes Unweighted

%

Weighted % (PMB LGBT

Pop distribution

%

Canadian Population

(2013 estimate)

%

Bc BC 12 15 13

Alberta

Alberta 7 7 11

Man/Sask Manitoba, Saskatchewan

1 6 7

Ontario Ontario 60 44 39

Quebec Quebec 10 23 23

Atlantic PEI, NB, NS, NFL

10 5 6.8

Other NWT, Yukon, Nunavut

* * .3

Total 100 100 100.1


Page 4

INCOME DISTRIBUTION Canadian LGBT Travelers are affluent compared to LGBT households

in general

Average Incomes of Canadian LGBT travelers in 2014 approximate the average income of all Canadian households in 2012. LGBT travelers report incomes 31% higher on average than the general LGBT population

* A census couple family consists of a couple living together (married or common-law, including same-sex couples) living at the same address with or

without children. Beginning in 2001, same-sex couples reporting as couples are counted as couple families.

Source: Statistics Canada, CANSIM, table 202-0401.

Mean HH Income Comparisons

LGBT who travel Canadian

population All LGBT

(PMB 2012)1

All family units $74,167 $72,700 $56,723

Single, divorced or widowed $57,333 $38,100

Married or in a relationship $88,248 $91,000

Lesbians and Bisexual Females $55,175 $58,608

Gay and Bisexual Males $82,082 $55,4792 1 PMB data does not necessarily include all people who identify as “Bisexual”. 2In comparing households it is important to take into account that a considerably higher proportion of Lesbians and Bisexual Female households consist of

two or more adults versus their male counterparts (32% single male households vs. 19% single female households)

LGBT who travel 2014Can Pop 2013 LGBT who travel 2010

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%

INCOME DISTRIBUTIONSOURCE: TGC 2010, STATSCAN


Page 5

PASSPORT OWNERSHIP More LGBT Canadians have passports than the general population

(89% vs. 70% [Passport Canada, projection for 2013*])

More travelers reported possessing passports in 2014 versus 2012

*Passport Canada, 2012-2013 Annual Report

GENDER IDENTITY The total number of respondents that entered the survey is included below because some data was captured in order to make specific comparisons. Unless noted, this analysis is based on the data collected from Canadian respondents who completed the survey

All

Respondents including US

n

Base: LGBT who travelled

n

2010 Completes

2007 Completes

Lesbians 162 74 20% 21.2% 25%

Gay 413 252 69% 65.4% 69%

Bi Female 44 20 5% 7.4% 5%

Bi Male 18 9 3% 2.3%

Trans 24 13 4% 2.6% 1%

Straight-F 69

Straight-M 13

Total 743 368 100% 100% 100%

89%

90%

82%

90%

74%

79%

11%

10%

18%

10%

26%

21%

All

Lesbian or gay woman

Bisexual woman**

Gay man

Bisexual man**

Trans**

PASSPORT OWNERSHIPN=368

No Yes


Page 6

General Demographics

Education

Canadian LGBT travelers are generally more highly educated than the

population as a whole. This relationship has not changed since 2014

Source: HRSDC calculations based on Statistics Canada. Labour Force Historical Review. Ottawa: Statistics Canada, 2007 (Cat.

No.71F0004XCB

4%8%

30%

42%

16%

58%

3%

15%

29%

54%

Some HighSchool

GraduatedHigh School

Some Collegeor University

GraduatedCollege orUniversity

Post GraduateDegree

Graduate orPost Graduate

Degree orDiploma

EDUCATIONLGBT TRAVELERSN=368

2014 2010

2014

Canadian Population

0%

5%

10%

15%

20%

25%

30%

35%

40%

45%

Some High School Graduated HighSchool

Some College orUniversity

Graduated Collegeor University

Post GraduateDegree

EDUCATION VS CANADIAN POPULATIONBASE: LGBT TRAVELERSNATIONAL HOUSEHOLD STUDY 2011 (AGE 18 PLUS)


Page 7

Marital Status

The ratio of married to unmarried respondents remained constant since the 2010 wave.

Household Make-up

Single, 43% Single, 48%

In a Committed Relationship, 41%

In a Committed Relationship, 38%

Married, 16% Married, 14%

2014 2010

MARITAL STATUSBASE: LGBT TRAVELERS

Single In a Committed Relationship Married

6%

6%

11%

49%

27%

5 or More

4

3

2

Single

HOUSEHOLD MAKEUPBASE: ALL LGBT TRAVELERS


Page 8

Employment

Similarly, the employment profile of respondents mirrors that experienced in the previous wave.

51%

13%

11%

2%

13%

10%

54%

8%

11%

1.4%

13%

8%

Employed Full-Time

Employed Part-Time

Self-employed

Homemaker

Full Time Student

Retired

EMPLOYMENTBASE: LGBT TRAVELERS

2010 2014


Page 9

Travel Profile

Frequency of Travel in the past 12 months

Leisure trips

Travel frequency returns to pre-recession levels

91% report taking at least one trip in the previous 12 months, which brings the travel frequency back to that reported in the first wave (2007)

Took at least 1 leisure trip, 91% Took at least 1 trip,

79%

Took at least 1 trip, 91%

Took at least 1 business or leisure

trip, 96%

2014 2010 2007

TOOK AT LEAST 1 TRIPBASE: ALL LGBT

Took at least 1 leisure trip Took at least 1 business or leisure trip

3.8

3.1

3.9

3.4

All

Trans

Gay and Bisexual Males

Lesbians and Bisexual Females

AVERAGE LEISURE TRIPS IN PREVIOUS 12 MONTHSBASE: ALL LGBT THAT TOOK AT LEAST 1 TRIP


Page 10

Business Travel

37% of LGBT Canadians took one or more business trips in the

previous 12 months

LGBT Business travelers took on average 3.8 business trips in the

previous 12 months

While the overall incidence of business travel is low, those who report travelling on business do so with some frequency

1.4

3.8

All

Travelled for Business at least 1 Times

AVERAGE BUSINESS TRIPS IN PREVIOUS 12 MONTHSBASE: ALL LGBT TRAVELLERS


Page 11

FREQUENCY OF TRAVEL TO DESTINATIONS Travelers are spending the incremental travel dollars on out of Canada

destinations.

The percentage of travelers who took at least one trip within Canada increased marginally (at 89% it is unlikely to go much higher!); however, the number of travelers reporting at least 1 trip to destinations such as the US, Europe and Mexico/Caribbean all increased significantly.

FREQUENCY OF TRIPS TO CANADA AND THE US Maritimers report the highest average number of trips within Canada (4.2) and people in BC travel more frequently on average to the US than their counterparts in other provinces.

4%

2%

4%

9%

17%

20%

53%

85%

2%

4%

5%

10%

22%

30%

62%

89%

Australia/South Pacific

Africa

South America

Asia/Middle East

Europe

Mexico/Caribbean

US

Canada

PERCENT TRAVELLED AT LEAST ONCE TO EACH DESTINATIONBASE: ALL LGBT TRAVELERS

2014 2010

Average number of trips taken

by LGBT residents of each

region to Canada and US

To Canada

To USA


Page 12

Annual Travel Expenditure

COMPARED TO 2010 Average spending levels for Gay Males has returned to pre-recession

levels; not so much for other segments of the LGBT sector.

Per capita travel spending increased 27% since 2010, but has still not reached pre-recession levels for the sector as a whole; however, the spending of Gay Males has, in fact, caught up with the spending levels reported in 2007

$5,248.00

$5,578.00

$4,971.00

$3,396.00

$3,793.00

$3,113.00

$1,877.00

$2,946.00

$1,716.00

$4,324.00

$5,166.00

$2,983.00

$2,817.00

$3,016.00

$2,228.00

Average spend

Gay males

Lesbians

Trans

Bi-male

Bi-female

AVERAGE SPENDING ON TRAVEL IN PREVIOUS 12 MONTHSBASE: ALL LGBT TRAVELERS

2014 2010 2007


Page 13

AVERAGE ANNUAL PER CAPITA SPEND – IDENTITY

REGION British Columbians spend more than other Canadians, as they did in

2010

$4,324

$2,984

$2,228

$5,166

$3,016 $2,817

$3,396 $3,113

$1,761

$3,793

$1,761

$3,113

All Lesbian or gaywoman

Bisexualfemale**

Gay man Bisexualmale**

Trans**

AVERAGE ANNUAL SPEND PER CAPITA/IDENTITYBASE: ALL LGBT TRAVELERS

2014 2010

$4,324

$5,809

$3,467 $2,875

$4,212

$3,350

$4,328

AVERAGE SPEND IN PREVIOUS 12 MONTHS/REGIONN=368 (UNWEIGHTED)


Page 14

Compared to previous wave

LGBT Travelers in the “Near West” are the only group that spent less in

2014 than they did in 2010.

Maritimers report spending 48% more in 2014, the largest increase among all regions.

Note that the banding of regions in the 2010 report was different from that of the 2014 report, which accounts for any inconsistencies.

AGE LGBT Canadians in their mid-years (45 to 64) spend nearly three times

as much as younger people (18 to 24)

$4,324

$1,919

$3,749

$5,052

$5,903 $5,980

$4,363

All 18-24 25-34 35-44 45-54 55-64 65 or Above

AVERAGE SPEND IN PREVIOUS 12 MONTHS/AGE N=368 (UNWEIGHTED)

Average spend in previous 12 months

$4,324

$5,058

$2,480

$4,212

$3,350

$4,730

$3,396

$3,770

$3,516

$3,029

$3,203

$2,460

All

West BC/Alberta/Yukon

Near West Man/Sask/NWT**

Ontario

Quebec

East NB/NS/PEI/NFL/Nunavut

AVERAGE ANNUAL SPEND PER CAPITA/REGIONBASE: ALL LGBT TRAVELERS

2010 2014


Page 15

MODE OF TRANSPORT

ACCOMMODATION BEHAVIOUR

$1,647

$3,042

$6,149

$7,984

$9,348

$10,675

$1,476

$2,731

$4,019

$5,489

$7,770

$8,156

No flights

1 to 2

3 to 4

5 to 7

8 to 12

More than 12

AVERAGE ANNUAL SPEND BY NUMBER OF FLIGHTS TAKENALL LGBT TRAVELERS

2010 2014

$3,302

$4,518

$4,628

$5,499

$6,654

$3,960

No driving trips

1 to 2

3 to 4

5 to 7

8 to 12

Over 12

AVERAGE ANNUAL SPEND BY NUMBER OF DRIVING TRIPS TAKENN=368

2014

$1,074

$1,976

$3,189

$3,753

$5,111

$6,711

$9,771

$1,772

$3,157

$3,747

$5,296

$5,737

$8,080

Did not stay in hotel

1 to 4

5 to 9

10 to 14

15 to 19

20 to 29

Over 30

AVERAGE ANNUAL SPEND BY NIGHTS STAYED IN PAID ACCOMMODATION ALL LGBT TRAVELERS

2010 2014


Page 16

Number of Nights of Paid Accommodation Incidence of staying in hotels has increased 19% since 2010

88% of Canadian LGBT travelers reported staying at least 1 night in a hotel (up from 74% in 2010)

The mean number of nights of paid for accommodation among those who reported one or more occasions was 16.9

All

LGBT Travelers

Lesbians & Bisexual Females

Gay & Bisexual Males

Stayed at least 1 night

in a hotel 88% 91% 89%

Average # of nights

16.9 11.3 19.5

Number of Flights Incidence of round trip flights increased 21% since 2010

76% of respondents reported taking at least one round trip flight in the previous 12 months (an increase from 2010 – 63%). On average respondents that reported one or more flights went on 4.7 flights, also a significant increase versus 2010 (3.3)

All

LGBT Travelers



Took at least 1 round trip

flight 74% 67% 79%

Average # of round trip

flights 4.7 2.7 5.3


Page 17

Number of Driving Trips 87% of Canadian LGBT travelers took one or more driving trips in the previous 12 months

The mean number of trips among those who reported one or more occasions was 3.6

All

LGBT Travelers



Took at least 1 driving trip

78% 81% 78%

Average # of trips (days)

3.6 3.5 3.7

Reported Changes in Travel Behaviour versus Previous 12

Months

31%

40%

47%

43%

35%

31%

27.0%

25.0%

22.0%

Number flightstaken

Number of nights inpaid

accommodation

Total amountspent on travel

CHANGES IN TRAVEL FREQUENCY AND EXPENDITURE OVER THE PREVIOUS 12 MONTHSN= ALL LGBT TRAVELERS

Increased Stayed the same Decreased


Page 18

Travel within Canada

Provincial Market Share

Duration of trips within Canada

27%20%

6% 8%

71%

44%

18%14%

9%5%

1% 3% 1%6% 4%

1% 1%

23%

13%

5% 4% 2% 1%

PERCENT TRAVELLED TO EACH PROVINCETRAVELLED WITHIN CANADA, N=326

All Travelled Within Canada Lesbian & Bisexual Females Gay & Bisexual Male

59%

21%

14%

5%

1 to 3 nights

4 to 6 nights

One to two weeks

More than two weeks

DURATION OF TRIPSBASE: ALL TRIPS


Page 19

Source of Travelers within Canada

Reasons for not travelling to Canada Cost is considered the most important reason for not visiting Canada

by 41% of US LGBT respondents – in total, no US respondent that did

not travel to Canada did not cite cost as one of the main reasons for

not visiting.

12%

7%

1%

58%

8%

14%

British Columbia

Alberta

Manitoba/Saskatchewan

Ontario

Quebec

Atlantic

SOURCE OF TRAVELLER WITHIN CANADABASE: ALL TRIPS

10%

13%

41%

10%

48%

37%

21%

10%

35%

22%

79%

71%

4%

0%

Been to everywhere inCanada that I would

want to go to

No interest inspending holidays in

Canada

Climate

Cost

REASONS FOR NOT TRAVELING TO CANADABASE: US LGBT WHO DID NOT TRAVEL TO CANADA(N= 27)

Most important reason Second most important reason

Third most important reason Not important


Page 20

Trip Attributes

Profile of Trips

Destination

Province

Gender

49%

43%

55%

27%

49%

46%

60%

23%

27%

23%

55%

23%

20%

16%

12%

14%

8%

5%

12%

17%

10%

7%

8%

9%

8%

8%

3%

7%

2%

0%

3%

4%

4%

2%

2%

2%

0%

3%

1%

3%

5%

All

British Columbia

Alberta

Man/Sask

Ontario

Quebec

Atlantic

DESTINATION (WHERE DO THEY GO TO)BASE: ALL TRIPS

Canada USA Mexico and CaribbeanEurope Asia and Australasia UK

46%

57%

53%

23%

22%

28%

13%

11%

3%

8%

4%

3%

4%

2%

6%

Gay & bisexual men

Lesbian & bisexualwomen

Trans

DESTINATION (WHO GOES WHERE)BASE: ALL TRIPS

Canada USAMexico and Caribbean Europe


Page 21

US and Canada compared to 2010

Origin

Province

58%

24%

49%

23%

Canada

US

DESTINATION (WHERE DO THEY GO TO)BASE: ALL TRIPS

2014 2010

12%

43%

3%

9%

14%

26%

15%

11%

6%

7%

7%

4%

4%

3%

6%

7%

3%

11%

5%

58%

43%

66%

56%

65%

58%

47%

58%

58%

11%

7%

13%

22%

4%

15%

12%

9%

10%

10%

0%

4%

11%

13%

8%

12%

7%

12%

All

Central and SouthAmerica

Europe

Middle East and Africa

UK

Mexico and Caribbean

Asia and Australasia

USA

Canada

PROVINCIAL ORIGIN (WHICH PROVINCE DO THEY COME FROM)BASE: ALL TRIPS

British Columbia Alberta Man/Sask Ontario Quebec Atlantic


Page 22

Identity

68%

86%

79%

78%

83%

71%

74%

68%

63%

28%

14%

16%

11%

17%

26%

18%

28%

33%

3%

0%

1%

0%

0%

1%

6%

4%

3%

All

Central and SouthAmerica

Europe

Middle East and Africa

UK


Asia and Australasia

USA

Canada

IDENTITY OF TRAVELERS (WHO IS GOING WHERE)BASE: ALL TRIPS

Gay & bisexual men Lesbian & bisexual women Trans


Page 23

Spend per Trip

MEAN COMPARED TO 2010 Average spending per trip in Canada has declined since 2010, as can

be observed in the following chart

This decrease is a function of the frequency of trips – more short trips (see section: Average Duration, Page 26)

15%

10%

9%

17%

20%

30%

$3,000 OR More

$2,000-$2,999

$1,500-$1,999

$1,000-$1,499

$500-$999

$100-$499

SPEND PER TRIPBASE: ALL TRIPS

$1,575

$825

$1,558

$1,198.00

$999

$1,262

$770

All Trips

In Canada

To US

MEAN SPEND PER TRIPBASE: ALL TRIPSSOURCE: STATISTICS CANADA, TOURISM AND THE CENTRE FOR EDUCATION STATISTICS.LAST MODIFIED: 2011-02-25; AVG SPEND FOR TRIPS IN CANADA N/A

Canadian Population 2010 2014


Page 24

BY DESTINATION

BY IDENTITY

Europe


USA

Canada

0%

10%

20%

30%

40%

50%

60%

$3,000 ORMore

$2,000-$2,999$1,500-$1,999$1,000-$1,499 $500-$999 $100-$499

SPENDING PATTERNS BY DESTINATIONBASE: ALL TRIPS

Europe Mexico and Caribbean USA Canada

$1,575

$1,778

$1,710

$1,074

All


Trans

Lesbian & Bisexual Females

MEAN SPEND PER TRIPBASE: ALL TRIPS


Page 25

BY EXPERIENTIAL NEED (For a complete description of “Experiential Need” see page 32)

$1,588

$1,325

$2,236

$1,325

A trip where being LGBT made no difference

A gay trip with LGBT friends to do gay stuff

A trip to a primarily LGBT location or LGBTcruise

A trip to party (“drugs, sex, & rock and roll”)

MEAN SPEND PER TRIPBASE: ALL TRIPS


Page 26

Duration of Trips

AVERAGE DURATION OF TRIPS

SHORT, MEDIUM AND LONG TRIPS

Percentage Taking Each Type of Trip

7.2

4.8

7.1

6.3

5.5

6.7

All Trips

In Canada

To US

AVERAGE DURATION OF TRIPSBASE: ALL TRIPS

2010 2014

1 to 3 nights, 37%

1 to 3 nights, 32%

1 to 3 nights, 49%

4 to 6 nights, 22% 4 to 6 nights,

23%

4 to 6 nights, 20%

One to two weeks, 28%



All Gay & Bisexual Males Lesbian

DURATION OF TRIPSBASE: LGBT TRAVELLERS

1 to 3 nights 4 to 6 nights One to two weeks


Page 27

Average number of Each Type of Trip Taken (per year) (Base: All Trips)

All

Lesbians &

Bisexual Females

Gay & Bisexual

Males Trans

Short stay (one or two night getaways,

generally by personal vehicle)

3.5 3.2 3.6 3.5

Medium (one week or 10 day “break” such as

to a beach resort, skiing resort, etc.)

1.3 1.2 1.4 0.8

Long (“Big trip” lasting around 2 weeks or

more) 0.8 0.7 0.9 0.9


Page 28

Party Composition

Distance Travelled

Mode of Travel

17%

20%

9%

40%

41%

38%

11%

8%

20%

27%

27%

28%

2%

2%

1%

All

Gay & BisexualMales

Lesbian & BisexualFemales

PARTY COMPOSITIONBASE: ALL TRIPS

Traveled by myself Partner /spouse Family Friends Tour group Other

7% 5% 8%

29% 26%

40%

20% 20% 20%

44%49%

32%

All Lesbian & Bisexual Females Gay & Bisexual Males

DISTANCE TRAVELLEDBASE: ALL TRIPS

LESS THAN 100km 100km TO 499km 500km TO 999km 1000km OR MORE

47% 53%33%32% 27%

45%

6% 5% 8%4% 4% 5%4% 5% 3%3% 4% 2%3% 2% 4%


MODE OF TRANSPORTBASE: ALL TRIPS

Air Personal Vehicle Coach bus Rental Vehicle Ship / Cruise Ship Train Other


Page 29

Seasonality

Accommodations

AllLesbian & bisexual women

Gay & bisexual men

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

SEASONALITY OF TRAVELBASE: ALL TRIPS TAKEN FROM APRIL 2013 TO MARCH 2014

45%

35%

42%

46%

6%

6%

10%

5%

4%

0%

2%

5%

21%

23%

26%

20%

4%

6%

5%

0%

2%

6%

7%

10%

8%

6%

7%

26%

5%

6%

All

Trans

Lesbian and bisexual women

Gay and bisexual men

ACCOMMODATIONSBASE: ALL TRIPS

Hotel/Motels Resort/timeshare

B&B/Country Inn Home or cottage of friends or family

Rented apartment/condo/villa Cruise

Camping/hostel Other


Page 30

Activities Engaged In

ACTIVITIES

GENDER

65%

0%

10%

20%

30%

40%

50%

60%

70%

ACTIVITIES ENGAGED IN BASE: ALL TRIPS

All Gay & Bisexual Males Lesbian & Bisexual Females Trans*

62%65%

59%

48%52% 53% 52%

29%

43%46%

38%35%

43% 42%46%

29%

41% 43%38%

29%

37%40%

29%

45%

23% 22%25%

29%

21% 22% 20%13%

15% 14%16% 16%

11% 12%9%

0%

7% 6%8% 6%

All Gay & Bisexual Males Lesbian & Bisexual Females Trans*

ACTIVITIES ENGAGED IN BASE: ALL TRIPS

Dining Shopping Visit AttractionsEntertainment & Clubs, etc. Sightseeing & Natural Wonders Arts & CultureFestivals & Events Land Based Outdoor Activities Water Based Outdoor ActivitiesSpas Sporting Events, Gaming, Casinos


Page 31

HOUSEHOLD MAKE-UP (CHILDREN)

DESTINATION

66%

0%

10%

20%

30%

40%

50%

60%

70%

ACTIVITIES ENGAGED INBASE: ALL TRIPS

Children No Children

71%

0%

20%

40%

60%

80%

Europe Mexico & Caribbean USA Canada

ACTIVITIES ENGAGED INBASE: ALL TRIPS

Dining Shopping Entertainment & Clubs, etc.Sightseeing & Natural Wonders Arts & Culture Visit AttractionsFestivals & Events Land Based Outdoor Activities SpasWater Based Outdoor Activities Sporting Events, Gaming, Casinos


Page 32

Experiential Need As a means of segmenting the LGBT traveling population into meaningful groups we developed a four segment model based on the travelers needs state for that particular trip. We defined need states in experiential terms, rather than benefit or attribute, and given the nature of LGBT people, we determined that the segmentation would have to allow for any individual to demonstrate any one of the needs. Hence, the requirements of a trip would not be defined by demographic (age or income), psychographic (attitudes) or traditional benefit attributes, but rather by the experience sought.

In focus groups we identified these four segments:

A trip where being gay makes no difference

A gay trip with gay friends to do gay things

A trip to a gay location (Provincetown) or a gay cruise

Drugs, sex and rock and roll – a trip explicitly to “party” in a gay environment

BY IDENTITY

64%

19%7% 9%

72%

21%

5% 2%

A trip where being LGBTmade no difference

A gay trip with LGBTfriends to do gay stuff

A trip to a primarily LGBTlocation or LGBT cruise

A trip to party (“drugs, sex, & rock and roll”)

EXPERIENTIAL NEEDBASE: ALL TRIPS

2014 2010

64%

62%

67%

19%

21%

15%

7%

8%

6%

9%

8%

12%

All

Gay and Bisexual Men

Lesbian & BisexualWomen

EXPERIENTIAL NEED/IDENTITYBASE: ALL TRIPS

A trip where being LGBT made no difference A gay trip with LGBT friends to do gay stuff

A trip to a primarily LGBT location or LGBT cruise A trip to party (“drugs, sex, & rock and roll”)


Page 33

BY COUNTRY VISITED

BY AGE

69%

66%

63%

58%

7%

15%

23%

20%

12%

9%

5%

13%

12%

10%

10%

9%

Europe


Canada

USA

EXPERIENTIAL NEEDBASE: ALL TRIPS



64%

62%

55%

67%

69%

89%

18%

20%

24%

20%

14%

7%

5%

3%

10%

8%

14%

4%

13%

14%

10%

4%

3%

18-24

25-34

35-44

45-54

55-64

65 or Above

EXPERIENTIAL NEED/AGEBASE: ALL TRIPS




Page 34

BY MONTH

A trip where being LGBT made no difference

A gay trip with LGBT friends to do gay stuff

A trip to a primarily LGBT location or LGBT

cruise

A trip to party (“drugs, sex, & rock

and roll”)

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

EXPERIENTIAL NEED/MONTHBASE: ALL TRIPS


Page 35

Reasons for Choosing

DESTINATION

By Identity

3%

5%

5%

5%

7%

8%

10%

11%

13%

16%

17%

18%

20%

23%

25%

31%

Safety

Extension of business trip

Discounts, Coupons or Promotions

Water based outdoor activities

Mainstream festivals, events or parties

Land based outdoor activities

Recommendations from friends

LGBT specific festivals, events or parties

Diversity and LGBT friendly reputation

Climate

LGBT bars and scene

Cost

Arts & culture

Food and dining

Tourist attractions and sights at destination

Visit family or friends

MAIN REASONS FOR CHOOSING DESTINATION (SELECT

3)

BASE: ALL TRIPS

3%

3%

4%

5%

5%

7%

9%

13%

14%

17%

18%

20%

20%

25%

26%

30%

3%

7%

5%

12%

5%

10%

13%

8%

12%

20%

13%

12%

17%

17%

24%

32%

Safety

Discounts, Coupons or Promotions

Extension of business trip

Mainstream festivals, events or parties

Water based outdoor activities

Land based outdoor activities


LGBT specific festivals, events or parties


Cost

Climate

LGBT bars and scene

Arts & culture

Food and dining


Visit family or friends

MAIN REASON FOR CHOOSING DESTINATION% THAT SELECTED REASONBASE: ALL TRIPSLESBIAN AND BISEXUAL FFMALES N=265 TRIPSGAY AND BISEXUAL MALES N= 633 TRIPS

Gay and Bisexual Males Lesbian and Bisexual Females


Page 36

Ranked Reasons for Choosing Destination – By Identity

As noted by circles ranks, lesbians are more driven by costs and recommendations from friends than gay men. On the other hand, gay and bisexual men are more driven by LGBT focused activities.

Lesbians &

Bisexual Females

Gay & Bisexual

Males

Lesbians &

Bisexual Females

Gay & Bisexual

Males

Visit family or friends 1 1 LGBT bars and scene 9 5


2 2 Mainstream festivals,

events or parties 10 12

Cost 3 7 Land based outdoor

activities 11 11

Arts & culture 4 4 LGBT specific festivals,

events or parties 12 9

Food and dining 5 3 Discounts, Coupons or

Promotions 13 15

Climate 6 6 Extension of business

trip 14 14


7 10 Water based outdoor

activities 15 13


8 8 Safety 16 16

Distance Travelled

7% 5%8%

29%26%

40%

20% 20% 20%

44%49%

32%

All Lesbian and bisexualwomen

Gay and bisexual men

DISTANCE TRAVELLEDBASE: ALL TRIPS

LESS THAN 100km 100km TO 499km 500km TO 999km 1000km OR MORE


Page 37

Research and Booking Behaviour

SOURCE OF INFORMATION

2.50%

2.80%

3.90%

7.00%

10.10%

10.40%

13.20%

13.20%

13.20%

16.30%

17.20%

20.30%

42.30%

45.90%

25.60%

15.80%

33.20%

45.10%

51.30%

40.00%

51.30%

45.10%

47.90%

58.30%

47.00%

50.40%

51.30%

43.10%

71.80%

81.40%

62.80%

47.90%

38.60%

49.60%

35.50%

41.70%

38.90%

25.40%

35.80%

29.30%

6.50%

11.00%

Mainstream TV

Mainstream radio

Mainstream newspapers

Travel Magazines

LGBT Media

Travel agent

LGBT travel sites (e.g. Conxity,Travel Gay Canada, IGLTA)

LGBT general informationsites (e.g. Gay.com)

Social Media (e.g. Facebook,Twitter)

Official tourism destinationweb sites

Hotel or airline brand site

Online travel agents (e.g.Expedia.com)

Friends

Online travel information sites(e.g. Trip Advisor)

SOURCE OF INFORMATION WHEN BOOKING TRAVELBASE: ALL CDN TRAVELLERS

Always Sometimes Never


Page 38

Compared to 2010

LGBT travelers have drunk the social media cool aid

Since 2010 there has been a significant increase in the use of social media notably at the expense of traditional media – with the exception of newspapers (consulted by more than 1 in 3 LGBT travelers when researching trips)

Also of note is the apparent increase in the use of LGBT travel sites such as TGC and IGLTA.

28.10%

18.60%

37.10%

52.10%

61.40%

50.40%

64.50%

58.30%

61.10%

74.60%

64.20%

70.70%

93.60%

89.00%

50.00%

35.00%

21.00%

51.00%

68.00%

24.00%

56.00%

49.00%

44.00%

69.00%

68.00%

70.00%

73.00%

79.00%

Mainstream TV

Mainstream radio

Mainstream newspapers

Travel Magazines

LGBT Media

Travel agent

LGBT travel sites (e.g. Conxity, Travel Gay Canada,IGLTA)

LGBT general information sites (e.g. Gay.com)

Social Media such as Facebook, Twitter

Official tourism destination web sites (e.g.newfoundlandlabrador.com; Tourism Toronto,…

Hotel or airline brand site (e.g. Deltahotels.com;Starwoodhotels.com)

Online travel agents (e.g. Expedia.com)

Friends

Online travel information sites (e.g. Trip Advisor)

SOURCE OF INFORMATION - TOP 2 BOX (SOMETIMES OR ALWAYS CONSULT)BASE: ALL TRIPS

2010 2014


Page 39

Use of Gay Media in Researching and Planning Trips

Gay media usage patterns have changed in isolated cases among gay

and bisexual males and significantly for lesbians and bisexual female

travelers

Use of LGBT maps increased 12% for males and nearly 16% among lesbians and bisexual females; use of LGBT print sources also fell among female participants – newspapers from 65% in 2010 to 44% in 2014, and magazines from 84% to 70%

22%

28%

71%

68%

86%

94%

26%

49%

40%

44%

70%

86%

23%

33%

62%

62%

81%

92%

LGBT radio stations

LGBT TV

LGBT maps

LGBT newspapers

LGBT magazines

LGBT travel guides

GAY MEDIA USED -- TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: USED GAY MEDIA TO RESEARCH TRAVEL



Page 40

BOOKING CHANNELS

Frequency of Using Each Channel

Usage of Channels by Identity

2%

3%

5%

10%

13%

30%

31%

21%

17%

25%

35%

50%

55%

51%

77%

80%

70%

55%

37%

14%

18%

LGBT Travel Agent

LGBT Online Travel Agent

Tour or cruise operator direct

Travel agent

Online travel agent

Airline or hotel websites

Direct telephone or online bookingwith the hotel or destination

BOOKING CHANNELSBASE: ALL LGBT TRAVELLERS

Always Sometimes Never

14%

19%

24%

40%

56%

86%

87%

28%

21%

33%

48%

67%

81%

86%

LGBT Travel Agent



Travel agent

Online travel agent


Direct telephone or online booking with the hotel ordestination

BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: ALL LGBT TRAVELLERS

Gay and Bisexual Males Lesbian and Bisexual Females


Page 41

Changes in Channel Usage since 2010

20%

23%

30%

45%

63%

82%

86%

11%

14%

28%

51%

47%


LGBT Travel Agent


Travel agent

Online travel agent

Direct telephone or online booking with hotel…


BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: ALL LGBT TRAVELLERS

2010 2014


Page 42

Travel Planning

Future Intent

CHANGE IN TRAVEL PATTERNS The next twelve months look particularly bright for the LGBT travel

market

Over 50% intend to spend more on travel overall and specifically on leisure trips. This optimism is more pronounced among lesbians and bisexual females, (60% anticipate spending more on travel).

52%

17%

44%

43%

55%

39%

67%

45%

43%

31%

9%

17%

12%

14%

14%

Leisure trips

Business trips

Flights

Nights in paidaccommodations

Total spend ontravel

FUTURE INTENTBASE: ALL LGBT TRAVELLERS

Increase Stay the same Decrease

56%

17%

45%

48%

60%

50%

15%

43%

41%

52%

Leisure trips taken

Business trips taken

Flights taken

Nights in paid accommodations

Total amount you spent on travel

FUTURE INTENT - TOP BOX (INCREASE)BASE: ALL LGBT TRAVELLERS

Gay & Bisexual Males Lesbian & Bisexual Females


Page 43

COUNTRY Respondents may overstate their future travel intentions in terms of

regions (compare to 2014 reported travel to destinations (Page 11).

Province

11%

16%

19%

24%

41%

42%

44%

31%

13%

15%

17%

24%

26%

26%

36%

56%

86%

95%

Middle East

Australia / South Pacific

Asia

South America

Mexico

England

Caribbean

Other European Countries

Austria

Iceland

Switzerland

Netherlands

Germany

Spain

France

Europe (Net)

United States

Canada

LIKELY TO TRAVEL IN THE NEXT 12 MONTHSSOMEWHAT OR VERY LIKELYBASE: ALL LGBT TRAVELELRS

63.50%

40.50%

17.20%

17.20%

87.10%

71.80%

38.80%

24.40%

26.40%

25.60%

7.20%

6.60%

7.80%

British Columbia

Alberta

Saskatchewan

Manitoba

Ontario

Quebec

Nova Scotia

Prince Edward Island

New Brunswick

Newfoundland and Labrador

Nunavut

Northwest Territories

Yukon

LIKELY TO TRAVEL IN THE NEXT 12 MONTHS -CANADIAN PROVINCESSOMEWHAT OR VERY LIKELYBASE: ALL LGBT TRAVELERS


Page 44

Importance of Attributes DESTINATION

An attribute may be very important, but is not considered an important

reason for choosing a destination

For instance, Safety is the second most important attribute of a destination, but only 3% cite it as an important reason for choosing a destination (see Page 35). In other words, the destination must be safe, but it will not be chosen just because it is safe; there are many other more compelling reasons to choose where to spend travel dollars (in 2014) than safety.

5%

9%

12%

12%

12%

17%

18%

18%

25%

25%

26%

35%

38%

39%

41%

43%

54%

56%

61%

63%

12%

35%

45%

43%

37%

54%

60%

52%

51%

50%

47%

41%

53%

47%

47%

48%

39%

37%

32%

33%

83%

57%

43%

46%

51%

29%

22%

30%

25%

24%

28%

24%

9%

14%

12%

10%

7%

7%

7%

5%

Casino

Spa / health resort

That you have seen advertising for the destinationin LGBT oriented publications

Water based outdoor activities (e.g. boating,fishing, water-skiing)

That it is a “gay holiday”

Land based outdoor activities (e.g. hiking,mountain climbing, skiing)

Mainstream festivals and events

LGBT specific festivals, events, or parties

Shopping

LGBT bars and scene

Discounts, coupons or other promotions

Political climate


Arts & culture

Tourist attractions at destination


Climate

Food and drink

Safety

Cost

IMPORTANCE OF ATTRIBUTES -- DESTINATIONBASE: ALL LGBT TRAVELERS

Very important Somewhat important Not important


Page 45

Ranked Comparison of Most Important Attributes

2010 rank in parentheses

Lesbians Gay Lesbians Gay

Cost 1 (1) 1 (1) Shopping 11 (14) 12 (12)

Safety 2 (2) 3 (3) Land based outdoor activities

12 (11*) 13 (11*)

Food and drink 3 (5) 4 (6) LGBT specific festivals, events, or parties

13 (15) 15 (15)

Climate 4 (6) 2 (4) LGBT bars and scene

14 (12) 9 (13)


5 (7) 7 (8) Political climate 15 (10) 10 (10)

Tourist attractions at destination

6 (8) 6 (7) Water based outdoor activities

16 (11*) 17 (11*)


7 (9) 5 (9)

That you have seen advertising for the destination in LGBT oriented publications

17 (17) 16 (16)

Mainstream festivals and events

8 (18) 11 (19) That it is a “gay holiday”

18 (NA) 18 (NA)

Arts & culture 9 (4) 8 (5) Spa / health resort

19 19

Discounts, coupons or other promotions

10(13) 14(14) Casino 20 20

*2010 question combined land and water based activities as “Outdoor activities”


Page 46

HOTELS

Ranked Comparison of Most Important Attributes (2010)

2010 rank in parentheses

Lesbians Gay Lesbians Gay

Price 1 (1) 1 (1) Part of a package 7 (10) 11 (9)

Reviews and ratings on travel sites/guides

2 (5*) 4 (6*) Closeness to LGBT neighborhood

8 (7) 7 (7)

Amenities 3 (2) 3 (2) Member of LGBT organization; “LGBT approved”

9 (8) 10 (11)

Close to attractions 4 (2) 2 (2) Reviews on LGBT travel sites (e.g. GayCities.com)

10 (5**) 9 (6**)

Referral from family or friends

5 (3) 6(4) Brand 11(9) 8 (10)

LGBT friendly 6 (3) 5(4) Loyalty Programs 12 (11) 12 (8)

**2010 Question “Online reviews” combined general market and LGBT

Loyalty Program Membership

14%

14%

15%

17%

18%

22%

31%

44%

45%

49%

51%

72%

49%

49%

49%

41%

47%

47%

54%

47%

49%

40%

45%

26%

37%

37%

36%

43%

36%

31%

14%

9%

7%

10%

4%

2%

Member of LGBT organization (i.e. TAGmember,TGC Member, etc.)

Reviews on LGBT travel sites (e.g.GayCities.com)

Brand

Loyalty program

Part of a package

Closeness to LGBT neighborhood

Referral from family or friends

Reviews and ratings on travelsites/guides

Amenities

LGBT friendly

Close to attractions

Price

IMPORTANCE OF ATTRIBUTES -- HOTELSBASE: ALL LGBT TRAVELLERS

Very important Somewhat important Not important


Page 47

4%

4%

5%

6%

8%

9%

11%

11%

12%

12%

13%

14%

16%

41%

53%

0%

2%

1%

3%

6%

4%

4%

7%

4%

4%

7%

6%

7%

33%

50%

5%

5%

7%

8%

8%

10%

13%

12%

15%

15%

16%

17%

19%

46%

56%

Emerald Club (National Car Rental)

Hyatt Gold Passport

Avis Preferred

Choice Privileges

Wyndham Rewards (Wyndham, Ramada, Days Inn)

Delta Privilege (Delta Hotels & Resorts)

Priority Club (Intercontinental Hotels Group)

VIPorter

VIA Préférence (VIA Rail Canada)

Hilton Hhonours

Marriott Rewards

Fairmont President’s Club

Starwood Preferred Guest

AeroPlan (Air Canada)

AirMiles

LOYALTY PROGRAM MEMBERSHIPBASE: ALL LGBT TRAVELERS

Gay and Bisexual males Lesbian and Bisexual Females All


Page 48

Extend Business Trips The percentage of business travellers that extend their trip for leisure

purpose (sometimes or always) has not changed since the 2010

report (87% vs. 85%)

Always, 19%

Sometimes, 68%

Never, 13%

EXTEND BUSINESS TRIPS FOR LEISUREBASE: LGBT TOOK AT LEAST 1 BUSINESS TRIP


Page 49

Media Habits

CONSUMPTION OF LGBT MEDIA (READ, LISTEN TO, VIEW)

1.3%

4%

5%

5%

5%

7%

8%

8%

9%

9%

9%

10%

10.3%

10%

13%

18%

20%

21%

24%

30%

35%

1.3%

3%

1%

6%

4%

23%

4%

4%

6%

6%

3%

12%

12.5%

3%

9%

27%

13%

29%

29%

36%

32%

0.8%

4%

5%

5%

6%

1%

10%

10%

10%

10%

12%

9%

9.1%

13%

15%

15%

24%

18%

24%

29%

37%

PinkPlayMags***

Outwords

Outvisions

Wayves

Passport Magazine

Curve Magazine

Gay Calgary

Gay Calgary

Xtra Ottawa

DailyXtraTravel.com

Columbia FunMaps

IN Magazine

Pink Pages***

Fugues

Xtra Vancouver

Proud FM

Daily Xtra.com

The Advocate

OUTtv

Out Magazine

Xtra Toronto

GAY MEDIA USAGEBASE: ALL LGBT TRAVELLERS***BASED ON RESPONSES RECEIVED AFTER APRIL 30, 2014

Gay & Bisexual Males Lesbian & Bisexual Females All


Page 50

Top 3 Media by Region

#1 #2 #3

BC Xtra

Vancouver 65%

Out Magazine

33% OUTtv 30%

Alberta Gay Calgary 52% Xtra

Vancouver 26%

Out Magazine

26%

Ontario Xtra Toronto 52% Out

Magazine 33% Proud FM 29%

PQ Fugues 69% OUTtv 22% Out

Magazine 16%

Top 3 Canadian Media by Gender

#1 #2 #3

Lesbians and Bisexual Females

Out Magazine 36% Xtra Toronto 32% OUTtv 29%

Gay and Bisexual Males

Xtra Toronto 37% Out

Magazine 29% OUTtv 24%


Page 51

Recognition of LGBT Travel Icons

The most prominent LGBT travel icon is IGLTA. TGC is recognized and

understood by one in three travelers, nearly three times the

recognition factor for TAG

Seen and know

what they do

Never seen

31% 45%

47% 31%

11% 75%

However, among Canadian lesbians and bisexual females, as many

recognize and understand TGC as IGLTA

40%

37%

7%

TGC

IGLTA

TAG

HAVE SEEN THE LOGO AND I KNOW WHAT THEY DOBASE: CANADIAN LESBIAN AND BISEXUAL FEMALES N=108

TGC

2014 survey of canadian lgbt travelers

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