lgbt travel survey

7/30/2019 LGBT Travel Survey

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En#recontentsCommunityMarke#ng,Inc

October2012

17thAnnualLGBTTravelSurvey LGBTTravel

Survey


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2012LGBTTravelSurvey USOverviewReport|17thAnnua

About

SanFrancisco-based,LGBTOwned/Operatedcompanyfoundedin1992servesclientsthroughouttheUSA,Canada,Europe,AustraliaandJapan

20+yearsofconsumerresearch,strategicconsulMng,markeMngplanning,communicaMons,andtrainingservices

ConductedresearchandprovidedstrategicconsulMngforleadingbrands,includingPrudenMalFinancial,WellsFargoBank,UnionBank,GalloWineries,ABSOLUT,iller/Coors,

Hya,Starwood,KimptonHotels,LAInc.,LasVegasCVA,FortLauderdale,Philadelphia,

StockholmTouristBoard,SwitzerlandTourism,JapanNaMonalTourismOrganizaMon,

Travelocity;plusPrudenMal,TargetBrands,AmericanCancerSociety,KaiserFamily

FoundaMon,theUSCensusBureau,USHUDandmanymore


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3


17thAnnualLGBTTravelSurvey

TheseiniMalfindingsarebasedonresponsesfromover5,700respondentsin

theU.S.collectedasofOctober2012

RespondentswererecruitedfromCIsproprietaryresearchpanel.

Achanceofwinningoneoffive$100cashprizeswasusedasanincenMve

Thissummaryfocusesononlysomeofthehighlightsofthisyearssurvey;contactusforin-depthresultsandcustomanalysis

Who Did We Talk To?

15minuteonlinesurveyconductedinSeptember-October2012

OursurveywasmadeavailablethroughanemailinvitaMontosurveypanelists,aswell

asonthewebsites,emaillistsandsocial

mediaofourpartners

Importantly,oursamplereflectsthereadership/membershipofthisbroadrange

ofLGBTfocusedmediaoutlets,organizaMonsandevents.Thismeansthat

theresultssummarizedherearehighly

representaMveofconsumerswhoare

interacMngwiththeLGBTcommunity.

How Did We Talk To Them?


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Part1:LGBTTravelComingOutoftheRecession


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Comparingyourtravelduringthepast12monthstoyourtravelintheyearbeforethat,didyoutravelmore,aboutthesame,orlessthanthepreviousyear?

Gaymenn=4,059;Lesbiansn=1,247

Aboutathirdofbothgaymenandlesbiansincreasedtheiroveralltravelinthepastyear.

Theoveralltraveltrendoverthepast12monthswassomewhatposiHve.

Overall

Travel

Leisure/ Vacation/

Holiday Travel

Business Travel # of flights taken # of nights in

hotels

#of local /

staycations

TravelinPast12Monthsvs.PriorYear

24% 26% 23% 26%30% 33%

26% 29% 22% 25%18% 18%

45% 38% 48% 40%41%

42%

41% 38%

40% 36%57%

53%

32% 35%30%

34%29%

25%33% 33%

38% 38%

25%29%

GayenLesbians GayenLesbians GayenLesbians GayenLesbians GayenLesbians GayenLesbians

increased

same

decreased


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Comparingyourtravelduringthepast12monthstoyourtravelintheyearbeforethat,didyoutravelmore,aboutthesame,orlessthanthepreviousyear?

TotalUSLGBTn=5,784

Comparing2012at2011results,LGBTtravelseemstobeslowlyrecoveringoverHme

sincethestartoftherecession.

OverallTravel

Leisure /Vacation / Holiday Travel

BusinessTravel

TravelinPast12Monthsvs.PriorYear TOTAL

U.S.

30% 25% 29% 24%35% 30%

39% 43%44%

46%41%

42%

31% 32% 28% 30%24% 28%

2011 2012 2011 2012 2011 2012

Travel

Increased

Aboutthe

Same

TravelDecreased


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Overall,LGBTtravelhasincreasedbyonetripinthepast12months,comparedtothe

2011surveyresults.

Average#Trips,Past12Months

Howmanytotaltripsdidyoutakeinthepast12months,whereyoustayedinpaidaccommoda#onsatleastonenight?

TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247

4.7 4.0

BUSINESS

TRIPS

LEISURE

TRIPS

3.2 2.1

3.7 2.7RT AIR FLIGHTS

FOR LESIURE TRIPS


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Part2:TravelMoHvaHons,Trends&Frequency


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Whatkindoftravelerareyou? Gaymenn=4,059;Lesbiansn=1,247

Kindoftraveler?Two-thirdsofLGBTssaytheyarewarmweathertravelers

Urbancoretravelismoreassociatedwithgaymen MorelesbianssaytheyareintooutdooracHviHesandfamilytravel

Whatkindoftravelerareyou?

67%

54%

49%

46%

46%

43%

42%

41%

32%

29%

27%

21%

21%

12%

7%

66%

51%

53%

46%

29%

40%

42%

43%

42%

31%

24%

24%

21%

9%

18%

Warmweather

Culture(museums,heritage,etc.)

BeachdesMnaMons

Restaurants,wineandcuisine

UrbancoreacMviMes

LGBTdesMnaMons

Entertainment(concerts,theater,etc.)

Economy/budget

Outdoor/acMveadventure

Resort/spa

Luxury

ainstreamfesMvals/events

LGBTparMes/events

Winter/ski

Familytravel(withkids)


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Whatwereyourmaininterestswhentravelingto

yourmostrecentdesHnaHon?

WhenaskedabouttheirlastvacaHon,mostLGBTstraveledforrestandrelaxaHon.A

combinaHonoftradiHonalurbanacHviHesscoredwell,butnospecificurbanacHvityfar

outratedothers.

Whatwereyourmaininterestswhentravelingtoyourmostrecentdes#na#on? Gaymenn=4,059;Lesbiansn=1,247

57%

35%

32%

32%

31%

27%

26%

23%

21%

19%

18%

13%

11%

58%

30%

27%

24%

13%

30%

15%

12%

32%

28%

12%

10%

5%

Rest,relaxaMon

VisiMngfriendsorrelaMves

Culture,arts,heritage,religion

Foodand/orwine

LGBTbars,clubs,etc.

Sun,beach

Entertainment,nightlife,gaming,gambling,etc.

UrbanacMviMes

Romancewithpartner

Nature,theenvironment,adventure,hiking,etc.

Shopping

LGBTfesMvals,fairsandotherevents

eeMnglocals


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SummerHmeisthemostpopulartravelseasonforbothgroups.owever,LGBTtravelis

relaHvelydisbursedacrossmonthsoftheyear.

Inthepast12months,inwhichmonth(s)didyoutravelonvacaHon/holiday?



January February March April May June July August September October November December

27% 25% 28% 27% 33% 37% 37% 39% 35% 26% 24% 29%

20% 23% 27% 25% 29% 36% 35% 38% 36% 25% 21% 24%


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79%ofLGBTsintheU.S.holdavalidpassport.51%ofthesepassportholdersusedtheirpassport

totraveltoanothercountryinthepastyear;gaymenslightlyhighercomparedtolesbians.

Didyouuseyourpassportinthelast12months?TotalUSALGBTn=5,784;Gaymenn=4,059;Lesbiansn=1,247Passportholdersn=4,548.

aveandUsedtheirPassportInPastYear

OfUSLGBTpassport

holdersused

their

passportin

pastyear

51%

54% 47%


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ReturningtoafavoriteplaceistheleadingmoHvatorforselecHng

adesHnaHon;butLGBT-friendlyreputaHoncantbediscounted

WhatgotyouinterestedinvisiHngyourmost

recenttraveldesHnaHon?

Whatgotyouinterestedintravelingto(des#na#on)? Gaymenn=4,059;Lesbiansn=1,247

43%

30%

26%

17%

11%

8%

7%

6%

5%

5%

37%

26%

21%

15%

13%

5%

8%

7%

3%

3%

ReturntofavoritedesMnaMon

Toaendanevent

LGBT-friendlyreputaMon

RecommendaMonfromLGBTfriendorfamily

RecommendaMonfromstraightfriendorfamily

VisitedthedesMnaMonsLGBTwebsite

TravelerreviewwebsiteslikeTripAdvisororGayCiMes

VisiteddesMnaMonsmainstreamwebsite

ArMcleinLGBTprintorinternetmedia

LGBTprintad(magazine,newspaper,guidebook,map)


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Amongavarietyofconsumerproductsandservices,anLGBTfriendlyreputaHon

influencestravelpurchasesinparHcular.

ImpactofdesHnaHonsorcompanysLGBT-friendlinessondecision-making(Past12months)5pt.scale,Top2boxsummary

Inthepast12months,howmuchdidades#na#onsorcompanysLGBT-friendliness(adver#sing,sponsorships,poli#calsupport,etc.)favorablyinfluence

youractualpurchases?Gaymenn=4,059;Lesbiansn=1,247

44%

40%

33%

23%

20%

19%

18%

15%

15%

12%

43%

39%

31%

14%

21%

15%

19%

18%

16%

12%

Retailstorechoice

DesMnaMon(s)IvisitedonvacaMon

Hotelchoiceandpurchase

Vodkachoiceandpurchase

Airlinechoiceandpurchase

Onlinetravelagencypurchase

Cruiselinechoiceandpurchase

Insurancechoiceandpurchase

Newbankaccount

Rentalcarchoiceandpurchase


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LocaHonandpriceareprimemoHvatorsforhotelselecHon.LGBTreputaHonranks

third.

WhatmoHvatedyoutochooseyourmostrecent

hotelcomparedtoothers?

Whatmo#vatedyoutochoosethismostrecenthotel? Gaymenn=4,059;Lesbiansn=1,247

33%

31%

23%

22%

18%

11%

11%

9%

8%

7%

7%

30%

30%

17%

14%

15%

9%

7%

11%

8%

8%

4%

LocaMonofhotelindesMnaMon

Foundagoodrateontheinternet

LGBT-friendlyreputaMon

Returntofavoritehotel

Visitedhotelswebsite

RecommendaMonfromLGBTfriendorfamily

Loyaltyprogramofhotelgroup

TravelerreviewwebsiteslikeTripAdvisororGayCiMes

Foundagoodrateanotherway

RecommendaMonfromstraightfriendorfamily

ThehotelhasanLGBTwebsite

Percentage that indicate that they

stay in LGBT-friendly hotels for leisure

travel all or most of the time

46% 42%

GayMen Lesbians


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Part3:Research,Booking&Purchasing


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LGBTmediaadsareimportantsourcesoftravelinformaHonforgaymenandlesbians,

rightbehindword-of-mouthandtravelwebsites.

54%

49%

41%

37% 36%

25% 24%21% 20% 20% 19% 19%

16%

59%

53%

36% 36%38%

23%20% 20%

17%

13%

20%17%

10%

Referrals(friends/

family)

Onlinetravel

sites

LGBTmediaads

Travelservice

provider

website

(hotel/carrental)

Travelerreviewsites

Mainstreamtravel

guidebooks

Travelmagazine

ads

Mobilewebsitesor

apps

LGBTtravelguidebooks

Mainstreamnewspaper

ads

Facebook,Twier,

othersocial

media

Des#na#onpromo#onal

websites

Televisionshows

Whichofthefollowingdidyouuseinthepast12monthsto

obtaininformaHonabouttravelservicesorcompanies?

Whichofthefollowingdidyouuseinthepast12monthstoobtaininforma#onabouttravelservicesorcompanies? Gaymenn=4,059;Lesbiansn=1,247


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Whenmakingtraveldecisions,about1in4LGBTshavebeeninfluencedbyinformaHon

andfeedbackfoundinsocialmedia.

Inthepast12months,haveyoumadeanyleisuretraveldecisionsbasedprimarilyonresearchorfeedbackreceivedonasocialmedia/networking

website?Gaymenn=4,059;Lesbiansn=1,247

MadeTravelDecisionsBasedon

SocialMedia(last12months)

24% 26%


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Howdidyoupurchaseyourmostrecentvaca#on? Gaymenn=4,059;Lesbiansn=1,247 *Mostrecenttrip

Bookingonlinedirectlywithahotelorairlineisbyfarthemostcommonbooking

method.LGBTsviewonaveragethreewebsitesbeforemakingapurchasingdecision.

owdidyoupurchaseyourmostrecentvacaHon?

Avg. # sites compared before

booking*

57%

25%

9%

6%

4%

1%

52%

21%

9%

4%

3%

2%

Websitedirectlywithairline/hotel

Onlinetravelagency

Callingairline/hotel

Used'miles'orpoints

Calling/visiMnglocalretailtravelagency

Calling/visiMnggrouptourorcruiseoperator

3.0 3.5

Gayen Lesbians


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LGBTsbelongtoairline,hotelrewardsprogramsinlargenumbers.Gaymenare

somewhatmorelikelytobelong.

Loyalty&RewardsPrograms

Belong to a hotel guest loyalty program(s)

71% 66%Belong to an airline frequent flyer program

(s)

62% 56%

Howmanyairlinefrequentflyerprogram(s)orhotelguestloyaltyprogram(s)doyoubelongto?

TotalGaymenn=4,059;Lesbiansn=1,247


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MostLGBTsbelongtomulHpleairlineandhotelloyaltyprograms.

Ofthoseenrolledinloyaltyprograms,numberof

differentairlines/hotelswithmembership

Howmanyairlinefrequentflyerprogram(s)orhotelguestloyaltyprogram(s)doyoubelongto?

TotalUSALGBTn=3,928forairlinesand3,402forhotels.

Belong to a hotel

guest loyalty

program(s)

One 32% Two 26% Three 19% Four+ 23%

Belong to an airline

frequent flyer

program(s)

One 32% Two 30% Three 17% Four+ 21%


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GaymenaresomewhatmorelikelythanlesbianstoredeemairlinemilesforfreeHckets



26%

14%

11%

7%

7%

5%

4%

20%

11%

7%

5%

7%

6%

4%

AfreeMcketonanairline

Afreehotel/resortstay

Anupgradeonanairline

Anupgradeinahotel/resort

Amerchandisereward

Anupgradeonarentalcar

Afreerentalcar

Inthepastyear,haveyouredeemedanymilesorpointsfor

anyofthefollowing?


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Part4:DesHnaHonRanking&otelBrandRecall


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2012Leisure+BusinessU.S.TravelerDesHnaHonRankings

LGBTUSAPar#cipantsn=5,784

AllLGBT

Rank DesHnaHon %Visited

1 NewYorkCity,NY 29%

2 Chicago,IL 23-24%

2 SanFrancisco,CA 23-24%

4 LasVegas,NV 20-21%

4 LosAngeles/WestHollywood,CA 20-21%

4 Washington,DC 20-21%

7 Boston,A 14-15%

8 Ft.Lauderdale/Wiltonanors,FL 12-13%

8 SanDiego,CA 12-13%


10 Atlanta,GA 10-11%

10 Dallas,TX 10-11%

10 iami/SouthBeach,FL 10-11%

10 NewOrleans,LA 10-11%

10 Orlando,FL 10-11%

10 PalmSprings,CA 10-11%

10 Philadelphia,PA 10-11%

10 Seale,WA 10-11%

18 Denver,CO 8-9%

18 Hawaii 8-9%

18 Phoenix,AZ 8-9%

18 Portland,OR 8-9%

18 Tampa/St.Petersburg,FL 8-9%

Notemany


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TopBusinessTravelDesHnaHonsU.S.LGBTs

TotalUSALGBTn=5,784


1stTier Chicago,NewYorkCity,Washington,DC

7+%

2ndTierDallas,LasVegas,LosAngeles,SanFrancisco,

Washington,DC

5-6%

3rdTier

Atlanta,Boston,Denver,

Houston,Orlando,Philadelphia,Phoenix,

Seale

3-4%


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GayMen:2012LeisureOnlyU.S.DesHnaHonRankings

Gaymenn=4,059

AMONGGAYMENINTHEU.S



2 SanFrancisco,CA 19%

3 Chicago,IL 17%

3 LasVegas,NV 17%

5 LosAngeles/WestHollywood,CA 15%

6 Washington,DC 14%

7 Ft.Lauderdale/Wiltonanors,FL 13%

8 PalmSprings,CA 11%

9 Orlando,FL 10%

9 SanDiego,CA 10%

9 Boston,A 10%

9 iami/SouthBeach,FL 10%

13 NewOrleans,LA 9%


14 Atlanta,GA 7%

14 Denver,CO 7%

14 Philadelphia,PA 7%

14 Seale,WA 7%

14 KeyWest/FloridaKeys,FL 7%

14 Hawaii 7%

20 Dallas,TX 6%

20 Portland,OR 6%

20 Tampa/St.Petersburg,FL 6%

20 NapaCounty,CA 6%

20 Provincetown,A 6%

20 Sonoma,CA 6%


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Lesbians:2012LeisureOnlyU.S.DesHnaHonRankings

AMONGLESBIANSINTHEU.S




3 LasVegas,NV 13%

4 Chicago,IL 12%

5 Washington,DC 11%


7 Boston,A 9%

8 SanDiego,CA 9%

9 Orlando,FL 8%

10 Atlanta,GA 7%

10 Seale,WA 7%

10 Hawaii 7%


10 Provincetown,A 7%

10 Portland,OR 7%

15 PalmSprings,CA 6%

15 Philadelphia,PA 6%


15 NapaCounty,CA 6%

15 KeyWest/FloridaKeys,FL 6%


15 NapaCounty,CA 6%

15 Sonoma,CA 6%


Lesbiansn=1,247


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LeisureOnlyTopDesHnaHonsbyGeneraHon

GenY GenX Boomer GenY GenX Boomer

NewYorkCity,NY 1 1 1 1 2 2

SanFrancisco,CA 2 2 2 5 3 1

LasVegas,NV 3 4 4 4 1 3

Chicago,IL 4 3 3 3 4 5

LosAngeles/WestHollywood,CA 5 5 6 6 7 4

Washington,DC 6 6 8 2 5 7

Boston,A 7 7 8 6

SanDiego,CA 8 9 8 8 9

iami/SouthBeach,FL 9 9

Orlando,FL 10 8 10 9 6

Ft.Lauderdale/Wiltonanors,FL 7 5

PalmSprings,CA 10 7

Seale,WA 10 8

Atlanta,GA 9

Provincetown,A 10

Philadelphia,PA 10

n=1021n=1079n=1748n=301n=345n=546


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TopInternaHonalTravelLeisureDesHnaHonsU.S.LGBTs

DesHnaHon %Visited

Canada 13%

England 9%

France 8%

exico 8%

Spain 7%

Germany 6%

Italy 6%

ontreal,Canada 5%

Toronto,Canada 5%

Vancouver,Canada 5%

Australia 4%

Netherlands 4%

PuertoVallarta,exico 4%

Cancun,exico 3%

Greece 3%

DesHnaHon %Visited

Thailand 3%

Austria 2%

Belgium 2%

CostaRica 2%

CzechRepublic 2%

Denmark 2%

HongKong 2%

PuertoRico 2%

Singapore 2%

Sweden 2%

Switzerland 2%

Turkey 2%

Victoria,Canada 2%

USVirginIslands 2%

TotalUSALGBTn=5,784


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TopTravelLeisureDesHnaHonsCanadianLGBTs

TotalCanadianLGBTsn=515


1 ontreal 25%

1 Toronto 25%

3 Vancouver 17%


5 Seale 12%

5 Calgary 12%

7 LasVegas,NV 11%

7 Oawa 11%


10 Banff 9%

11 England 8%

11 QuebecCity 8%


11 Victoria 8%

11 Whistler 8%


15 Halifax 7%

17 Ft.Lauderdale/Wiltonanors,FL 6%


17 PuertoVallarta,exico 6%

21 Hawaii 5%

21 Orlando,FL 5%

21 Spain 5%

21 Washington,DC 5%


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BusinessTravel

LGBTsarefrequentbusinesstravelers Gaymenaresomewhatmorelikelytobooktheirowntravelandbeloyal

toLGBT-friendlyhotels

BusinessTravelSummary

Businesstravel;Gaymenn=4,059;Lesbiansn=1,247

Do you travel for business?

47% 40%

Booksomeorallofmyownbusinesstravel 73% 65%

StayinLGBT-friendlyhotelsmostoftheMme

forbusiness 43% 37%10+nightsawayonbusinessinpastyear 42% 30%

Aendeda'mainstream'convenMon,past12

months 66% 68%

AendedaLGBTconvenMon,past12months 15% 17%


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LGBTsmenHonedseveralhotelbrandsasbeingespeciallyLGBT-friendly.Whilenosinglebrand

wasmenHonedbymorethan18%ofrespondents,thetopfiverepresent66%oftheresponses.

Ofallthehotelbrandsorchainsintheworld,whichchain/branddoesthebestjob

outreachingtotheLGBTcommunity?(open-endedwriteinresponses)

#118% #215% #314% #412% #57%

TotalUSALGBTn=3,115

RankbyTotalResponse

60hotels 60hotels 500hotels 500hotels 450hotels

RankbyResponse/NumberofotelProperHes


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Byfar,SanFranciscoismenHonedmostoenastheLGBT-friendlydesHnaHon.

Whenyouthinkabout"LGBT-friendly"desHnaHonsinthe

world,whatarethethreethatfirstcometomind?

(open-endedwriteinresponses)

TotalUSALGBTn=5,131

73%

38%

20%

15%14% 13%

9%7% 7% 7%

SanFrancisco NewYork Chicago Provincetown Amsterdam KeyWest London Toronto Berlin PalmSprings


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Provincetown,KeyWestandPalmSpringshavebigreputaHonsforthesizeoftheir

communiHes.

LGBTUSAPar#cipantsn=5,784

Rank DesHnaHon PopulaHon

1 Provincetown(15%) 5,000

2 KeyWest(13%) 25,000

3 PalmSprings(7%) 50,000

4 SanFrancisco(73%) 800,000

5 Amsterdam(14%) 800,000

6 Chicago(20%) 2,700,000

7 NewYork(38%) 8,200,000

8 Toronto(7%) 2,600,000

Whenyouthinkabout"LGBT-friendly"desHnaHonsintheworld,whatarethethreethatfirstcometomind?

(open-endedwriteinresponses)


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Part5:FeaturedInternaHonalLGBTTravel:SouthAmerica


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Approximately3%ofNorthAmericanLGBTsvisitedSouthAmericandesHnaHonsin

thepastyear,whichismorethandoublethenumberofgeneralpopulaHon

visitorsfromNorthAmerica.

SouthAmericaTravel

AmongthosewhotraveledtoSouthAmericaamongUSandCanadarespondentsn=186

3%of total U.S. & Canada LGBTs traveled to South America over thepast 12 months for leisure or business (often for both purposes).

LeisureTravel

BusinessTravel

ECUADOR11%

PERU21%

CHILE10%

ARGENTINA

30%

BRAZIL

26%

ECUADOR5%

PERU5%

CHILE8%

ARGENTINA

11%

BRAZIL

18%

Ofthe3%


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WhatKindofTravelerAreYou?

MostSouthAmericaLGBTtravelerscamefromCAandFL;mostsaytheyare

aractedbywarmweather,culture,food&wineandbeaches.

WhereAreTheyFrom?

AmongthosewhotraveledtoSouthAmericaamongUSandCanadarespondentsn=171

California 24%

Florida 11%

NewYork 9%

Texas 9%

Illinois 6%

66%

66%

58%

57%

56%

50%

43%

41%

38%

34%

31%

25%

20%

17%

Warmweather

Culture

UrbancoreacMviMes

Restaurants,food/wine

BeachdesMnaMons

LGBTdesMnaMons

Entertainment

Outdoor/acMveadventure

Luxury

Economy/budget

Resort/spa

ainstreamfesMvals/events

Winter/ski

LGBTparMes/events


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38


Connectwithustolearnevenmore

ThomasRoth,President

CommunityMarkeHng,Inc.

584CastroSt.#834,SanFrancisco,CA94114USA

Tel+1415/437-3800Fax+1415/[email protected]

CommunityMarke#ng,Inc.isanNGLCCCer#fied

LGBTOwnedBusinessEnterprise.


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

About Community Marketing &Insights: The facts are plain: As a niche market segment, gay menand lesbians have a significant amount of disposable income. Most critically, their dollars go to productand service suppliers that recognize their unique buying motivations and preferences, and offer them

differentiated value.

Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master thesubtleties of this market since 1992. Our unique and specialized services are based on 20+ years of

experience and case studies, and include market research (online surveys, focus groups, intercepts,interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic

consulting; marketing planning, and marketing plan implementation/management. We produce custom,on-site training sessions, develop conferences, symposia and webinars, and speak at industry events.

Whether your organization is just learning about the market, or is updating its strategy, CommunityMarketing &Insights can accelerate your plans, reduce your risks and delivermeasurable results.Because the LGBT community comprises a slice of the worlds population, there is no singular gay

market. Youll find singles, couples and families in every age and ethnicity. And youll find a world ofdiverse interests. CMIs proven, powerful portfolio of services helps deliver your targeted markets.

Community Marketing &Insights has earned its position as the global leader in LGBT market researchand development. Through the companys tireless efforts, doors have opened around the world for gay

and lesbian consumers. We have helped grow LGBT market recognition through research, media relationsand education; and have brought opportunities to many of the worlds leading marketers.

CMICommunity Marketing &Insights projects and training include: ABSOLUT (Pernod Ricard)

American Cancer Society

Blue Cross/Blue Shield

Chicago History Museum

E. & J. Gallo Winery / Barefoot Wines

Farmers Insurance

Greater Philadelphia Tourism Marketing Corporation

Hyatt Hotels & Resorts

Japan Air Lines

Japan National Tourism Organization

Kaiser Family Foundation (> Than AIDS campaign)

Kimpton Hotels & Restaurants

MetLife

MillerCoors Brewing Company

NYC & Co.

Prudential Financial

Switzerland Tourism

Target Brands

Travelocity

Wyndham Vacation Ownership

U.S. Government: Census Bureau, and HUD (Housing & Urban Development)

Wells Fargo Bank

And many others


40/42

SAMPLE DEMOGRAPHICS OF USA LGBT PA

44 MEDIAN AGE

41% LIVE WITH PARTNER

62% COLLEGE GRADUATES

91% IN WORK FORCE ARE EMPLOYED

74% HHI >$50K

6% PURCHASED A HOME IN THE PAST

12 MONTHS

8% PLAN TO PURCHASE A HOME IN THE N

12 MONTHS

37% PURCHASED A SMARTPHONE IN THE

12 MONTHS

23% PLAN TO PURCHASE A SMARTPHONE

NEXT 12 MONTHS

40% DRINK WINE WEEKLY46% DRINK BEER WEEKLY

48% DRINK SPIRITS OR COCKTAILS WEEKL

PAST 12 MO. PURCHASES

29% MAJOR VACATION

14% AUTOMOBILE

37% SMARTPHONE

20% LAPTOP COMPUTER

21% HDTV

21% FURNITURE

18% TABLET COMPUTER

26% SPENT $1000 OR MORE ON CLOTHIN32% GYM MEMBERSHIP

29% SPA TREATMENTS

14% LGBT FUNDRAISING EVENT

COSTING $100+

78% ARE INFLUENCED BY COMPANIES THA

ADVERTISE IN LGBT MEDIA

32% LIKED A BUSINESS ON FACEBOOK

25% READ LGBT BLOGS

22% CLICKED ON A FACEBOOK AD

14% CLICKED ON A MOBILE APP AD

AND MORE!

CMIS LGBTCONSUMER RESEARCH PANEL 2012-13

DID YOU KNOW?Gay men and lesbians own more homes and cars, travel more, spend more

on electronics, and have the largest amount o disposable income o any

niche market. And its a sizeable niche: LGBT consumers make up 5% or

more o the U.S. consumer market. Community Marketing will help you

connect with this inuential demographic.

CMIS LGBT CONSUMER PANEL: WHAT MAKES IT UNIQUE?

Accurate, targeted market intelligence

Utilizing quantitative and qualitative market research methodologies,

Community Marketing helps companies better understand and more

eectively reach the LGBT community. Our consumer panel provides

insights through online surveys, ocus groups, intercepts and more.

The largest, most representative panel

With over 20 years in business, Community Marketing has developed a

research panel o more than 70,000 LGBT consumers. Weve partnered with

media outlets and LGBT-oriented organizations and events throughout the

country and around the world to recruit a qualifed panel that is geographi-

cally representative o the LGBT population.

Candid responses, honest feedback

As an LGBT-owned and operated frm, weve established trust with our

panelists. We speak their language and know how to communicate eec-

tively with them. As a result, our panelists are willing to talk with us rankly

and requently, even about sensitive issues.

Community Marketing, Inc. Experience & Expertise

Since 1992, Community Marketing has provided market research, strate-

gic consulting and marketing planning services to a wide variety o clients.

Weve provided LGBT consumer intelligence to numerous market leaders

like Wells Fargo Bank, Target Brands, Prudential, ABSOLUT Vodka,Travelocity, MillerCoors Brewing Co., Japan National Tourism Organization,

E&J Gallo Wineries, OraSure Technologies, Chicago History Museum,

Tourism Toronto, MetLie, Hyatt Hotels & Resorts, and many companies,

as well as the American Cancer Society, Kaiser Family Foundation and the

U.S. Government (Census Bureau and H.U.D.).

We also present public and custom onsite educational seminars and

workshops. Last year, Community Marketing produced or presented at

LGBT marketing symposia on our continents.

Learn more on our website, www.communitymarketinginc.com

Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA 415/437-3800


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LGBT Market Research:There is a difference!

Market research studies and resulting statistics are meant to help marketers understand the LGBTcommunities, and influence educated decisions about their strategies and tactics. However, not all

research is the same. Community Marketing & Insights methodologies and experience are distinct from

those of others when considering approaches, respondent panelsand ultimatelythe validity and

utility of sought-after results.

WHO ARE YOU TALKING TO?Community Marketing & Insights (CMI) has developed our proprietary consumer panel over the past 20+ years by cir

culating field surveys at leading LGBT events, and by partnering with LGBT organizations and media across the USA,Canada, the UK, and around the world. These partners distribute our survey invitations via print ads, web banners, emai

broadcasts and social networks to their memberships and/or readers. The resulting panels are highly representative o

LGBT consumers who interact with the LGBT community and media. This is important: If your communications channelsare via the LGBT media, youll want to depend on research that represents these consumers interests, preferences, sensi-tivities and motivations. CMI research is trusted byand frequently quoted inthe New York Times, USA Today, the WalStreet Journal, Forbes, Chicago Tribune, Los Angeles Times, Miami Herald, Ad Week, NPR, CBS News, Associated Press, etc.

Other providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust theresearcher enough to indicate that they are gay or lesbian in the context of a survey. This approach, attempting to represent the gaycommunity at large, may be appropriate for direction in sociological or academic studies, but not for developing clear, representativeadvertising or marketing related strategies. Other researchers use lists from one or two LGBT publishers, which may skew results. Formarketers desiring valid LGBT consumer insights about products, services, advertising creative and marketing strategies, these panedevelopment approaches are not likely to yield LGBT community members who are interacting with the media where you are placing ads

IN RESEARCH, SIZE DOESMATTER.

CMI has conducted over a hundred LGBT-dedicated research studies since the early 90s, covering a wide varietyof topics, industries and interests. Through our work, we both observe and influence the trends of this market. Size doesmatter in the case of research. Our research panel has grown to over 70,000 qualified LGBT consumers, the largest of itskind, by far. Our 6th Annual LGBT Community Survey study attracted over 45,000 survey participants, representing 148countries, making it the largest such study in history. We leverage our long history/experience/expertise for your benefitand fine-tune our portfolio of research panels, methodologies and approaches to best match your market intelligence goals

Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on thequality and demographic representation of the panel, or reinvent the wheel at your expense. One cannot fathom the diversity andcomplexities within LGBT (see below) on a small sample. And with small samples, you loose the opportunity to derive statistically-significant cross tabs on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumptionthat a 28 year old lesbian in Seattle has the same purchasing motivations and behaviors as a 67 year old gay man in Atlanta?Generalities and sweeping statements about the gay market based on comparatively small samples can distort the results of research

findings, potentially wasting your investment of time and resources.

DIVERSITY: THERE IS NO LGBT MARKETCommunity Marketing & Insights emphasizes that there is no gay market, just as there is no singular Asian mar-

ket. The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and prioritiesThose, plus variations in geographical location, age, income, relationship status, gender identity and more, make it evenmore important to discover which opportunities within LGBTwill help you achieve your goals. Fine tuning your approaches based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient andcost-effective, and will significantly improve your marketing ROI.

General surveys on the gay market are likely to only scratch the surface of the diversity and varieties of opportunities marketers can enjoy if properly explored and understood.

continues...


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TWO SIDES OF THE COIN: QUANTITATIVE AND QUALITATIVESince 1994, CMI has taken pride in operating the most consistent, longest-running series of LGBT community sur

veys in the world. But we dont stop there. Quantitative (data) research is one important side of a coin, but only tells half ofthe story. The other side of a comprehensive research initiative involves qualitative research, most notably derived fromfocus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candi-dates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the clients products or services. We maintain sufficient numbers of panelists to conduct groups in most majormetro areas across the USA, Canada, UK, Germany and Australia, as well as many secondary markets. Weve found thatthe same creative, tested in different regions, often yields substantially differing results. Isnt it wise to know thatand

adjust your plansbefore investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that pro-duces and facilitates LGBT focus group studies and other qualitative research options. We have developed and reported onfocus groups covering a wide variety of topics, plus we have operated telephone interviews, field surveys, advisory boardseries and multi-year customer satisfaction survey projects which can round out a comprehensive market intelligence plan

Producing only online surveys, other research companies are telling half of the story (at best). Without actual consumer inter-action, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts, nor can they adequately advise you on thesensitivities and complexities that are only uncovered in qualitative research... extremely important considerations that averages andextrapolated assumptions based only on survey statistics are likely to miss.

WE DONT OUTSOURCE!Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research

software. We do all of our research in-house, because nobody knows this market segment as well as we do. We never sel

or rep another companys services, nor will we outsource your project to a 3rd party.

Some firms work as reps of research companies, or outsource clients projects, and report on the results of the 3rd partys workBut without being intimately involved in every aspect of the project, from discussing the clients goals and designing the study, to building the survey, implementing it and writing the report, and without engaging directly with consumers in focus groups, it is difficultto gain the insights that can only come from CMIs hands-on LGBT research specialization spanning nearly two decades.

TRUSTEDCommunity Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because we are LGBT-owned

and -operated and well known in the community, we have earned the recognition and trust of our survey panelists. LGBTconsumers recognize that we use research data to build corporate relationships, which ultimately lead to better conditionsfor LGBT employees, social progress, and sensitive communications.

PROUDLY LGBT-OWNED AND -OPERATEDOne of the questions in HRCs Corporate Equality Index application is whether the applicant company includes

LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing, you notonly gain the benefit of our long-standing leadership in this field, you are working with one of the only LGBT-owned market research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

COMMUNITY CITIZENSHIPCMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous com

munity-based organizations. We also participate in the communitys leading business and advocacy organizations, eventsand conferences, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLRInternational Gay & Lesbian Travel Association, National Lesbian & Gay Journalists Association, etc. This community con

nection is not only the right thing to do, it is essential for initiating appropriate relationships for our clients.

VALUEYoud think that with this kind of specialization and experience, youd be investing considerably more for

Community Marketing & Insights services than for research from other companies. But it is due to our specific focus on LGBTmarket intelligence, and the cumulative 60+ years of dedicated LGBT research among the CMI team, that we can actuallykeep your costs low. We are not spending your money to locate qualified survey or focus group participants, nor are we

lgbt travel survey

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