Gay and Lesbian Tourism - ITB Berlin Kongress

ITB Berlin 2013: 

47 years of ITB Berlin 

The entire spectrum of the 

international travel industry 

gathers in Berlin each March 

ITB is proud of its innovative 

strength

Gay & Lesbian Travel Segment 

@ ITB Berlin 

Social responsiblility means 

to stand up for human rights. 

This also includes to get 

lesbian, gay, bisexual & 

transgender tourism out of the 

closet and treat it as 

an equal segment.

LBGT Travel Segment 

MILESTONES: 

HIER STEHT EINE HEADLINE 

• LGBT exhibitors at ITB Berlin since 2003 

• Since 2010 LGBT knowledge sessions 

at the ITB Convention and - 

1 of ITB Berlin‘s 15 travel segments 

• 2013: Wider range of LGBT destinations 

than any other travel trade show worldwide 

ITB Berlin 2013 

PAGE 4


Growing acceptance ↔ growing demand 

HIER STEHT EINE HEADLINE 

• Large „Pink Pavillon“ with international exhibitors 

• ITB-TomOnTour-Party & various other LGBT satelitte events 

• ITB Berlin member of IGLTA 

(International Gay&Lesbian Travel Association) 

• January 2011: 1st ever seminar on LGBT Tourism in India / 

New Delhi organised by ITB Academy 

• International seminars and symposia organised worldwide 

by ITB Academy 


PAGE 4


HIER LGBT STEHT EINE Tourism HEADLINE = 

one of the most attractive + fastest growing niche markets 

in the world, quite resistent to economic turbulences 

High profile tourists – 

• frequent travellers 

• high level of disposable income 

• loyal customers 

• active travellers 


PAGE 04

17 th Annual LGBT Travel Survey 

ITB Berlin: March 2013 

Entire contents © Community Marketing, Inc.

17 th Annual LGBT Travel Survey Report for ITB Berlin 2013 

About 

• San Francisco-based, LGBT Owned/Operated company founded in 1992 serves clients 

throughout the USA, Canada, Europe, Australia and Japan 

• 20+ years of consumer research, strategic consulting, marketing planning, communications, 

and training services 

• Conducted research and provided strategic consulting for leading brands, including 

Prudential Financial, Wells Fargo Bank, Union Bank, Gallo Wineries, ABSOLUT, Miller/Coors, 

Hyatt, Starwood, Kimpton Hotels, LA Inc., Las Vegas CVA, Fort Lauderdale, Philadelphia, 

Stockholm Tourist Board, Switzerland Tourism, Japan National Tourism Organization, 

Travelocity; plus Prudential, Target Brands, American Cancer Society, Kaiser Family 

Foundation, the US Census Bureau, US HUD and many more… 

7



Who Did We Talk To? 

How Did We Talk To Them? 

• These initial findings are based on 

responses from over 5,700 respondents in 

the U.S. collected as of October 2012 

• Respondents were recruited from CMI’s 

proprietary research panel . 

• A chance of winning one of five $100 cash 

prizes was used as an incentive 

• This summary focuses on only some of the 

highlights of this year’s survey; contact us 

for in-depth results and custom analysis 

• 15 minute online survey conducted in 

September - October 2012 

• Our survey was made available through an 

email invitation to survey panelists, as well 

as on the websites, email lists and social 

media of our partners 

• Importantly, our sample reflects the 

readership/membership of this broad range 

of LGBT focused media outlets , 

organizations and events. This means that 

the results summarized here are highly 

representative of consumers who are 

interacting with the LGBT community. 

8


Among a variety of consumer products and services, an “LGBT friendly” reputation 

influences travel purchases in particular. 

Impact of destination’s or company’s “LGBT-friendliness” on decision-making 

(Past 12 months) 5 pt. scale, Top 2 box summary 

Retail store choice 

44% 

43% 

Destination(s) I visited on vacation 

40% 

39% 

Hotel choice and purchase 

33% 

31% 

Vodka choice and purchase 

14% 

23% 

Airline choice and purchase 

Online travel agency purchase 

15% 

19% 

20% 

21% 

Cruise line choice and purchase 

Insurance choice and purchase 

New bank account 

18% 

19% 

15% 

18% 

15% 

16% 

Rental car choice and purchase 

12% 

12% 

In the past 12 months, how much did a destination’s or company’s “LGBT-friendliness” (advertising, sponsorships, political support, etc.) favorably influence 

your actual purchases? Gay men n= 4,059; Lesbians n= 1,247 

9


Part 1: 

LGBT Travel Coming Out of the Recession 



About a third of both gay men and lesbians increased their overall travel in the past year. 

The overall travel trend over the past 12 months was somewhat positive. 

Travel in Past 12 Months vs. Prior Year 

Overall 

Travel 

Leisure/ Vacation/ 

Holiday Travel 

Business Travel # of flights taken # of nights in 

hotels 

#of local / 

staycations 

32% 

35% 

30% 

34% 

29% 

25% 

33% 33% 

38% 38% 

25% 

29% 

increased 

45% 38% 48% 40% 

41% 

42% 

41% 

38% 

40% 36% 

57% 

53% 

same 

decreased 

24% 26% 

23% 

26% 

30% 33% 

26% 

29% 

22% 

25% 

18% 18% 

Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians Gay Men Lesbians 

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

Gay men n= 4,059; Lesbians n= 1,247 

11


Comparing 2012 at 2011 results, LGBT travel seems to be slowly recovering over time 

since the start of the recession. 

Overall 

Travel 

Travel in Past 12 Months vs. Prior Year 

Leisure / 

Vacation / Holiday Travel 

Business 

Travel 

TOTAL 

U.S. 

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

Travel 

Increased 

39% 

43% 

44% 

46% 

41% 

42% 

About the 

Same 

30% 25% 29% 24% 

35% 30% 

Travel 

Decreased 

2011 2012 2011 2012 2011 2012 

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

Total US LGBT n=5,784 

12


Part 2: 

Travel Motivations, Trends & Frequency 



Kind of traveler? Two-thirds of LGBTs say they are warm weather travelers 

• ‘Urban core’ travel is more associated with gay men 

• More lesbians say they are into outdoor activities and family travel 

What kind of traveler are you? 

Warm weather 

Culture (museums, heritage, etc.) 

Beach destinations 

Restaurants, wine and cuisine 

Urban core activities 

LGBT destinations 

Entertainment (concerts, theater, etc.) 

Economy / budget 

Outdoor / active adventure 

Resort / spa 

Luxury 

Mainstream festivals/events 

LGBT parties / events 

Winter / ski 

Family travel (with kids) 

12% 

9% 

7% 

29% 

32% 

29% 

31% 

27% 

24% 

21% 

24% 

21% 

21% 

18% 

54% 

51% 

49% 

53% 

46% 

46% 

46% 

43% 

40% 

42% 

42% 

41% 

43% 

42% 

67% 

66% 

What kind of traveler are you? Gay men n= 4,059; Lesbians n= 1,247 

14


When asked about their last vacation, most LGBTs traveled for rest and relaxation. A 

combination of traditional urban activities scored well, but no specific urban activity far 

out rated others. 

What were your main interests when traveling to 

your most recent destination? 

Rest, relaxation 

Visiting friends or relatives 

Culture, arts, heritage, religion 

Food and /or wine 

LGBT bars, clubs, etc. 

Sun, beach 

Entertainment, nightlife, gaming, gambling, etc. 

Urban activities 

Romance with partner 

Nature, the environment, adventure, hiking, etc. 

Shopping 

LGBT festivals, fairs and other events 

Meeting locals 

5% 

35% 

30% 

32% 

27% 

32% 

24% 

31% 

13% 

27% 

30% 

26% 

15% 

23% 

12% 

21% 

32% 

19% 

28% 

18% 

12% 

13% 

10% 

11% 

57% 

58% 

What were your main interests when traveling to your most recent destination? Gay men n= 4,059; Lesbians n= 1,247 

15


Summertime is the most popular travel season for both groups. However, LGBT travel is 

relatively disbursed across months of the year. 

In the past 12 months, in which month(s) did you travel on vacation/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% 

How many total trips did you take in the past 12 months, where you stayed in paid accommodations at least one night? 

Total USA LGBT n=5,784; Gay men n= 4,059; Lesbians n= 1,247 

16


Location and price are prime motivators for hotel selection. LGBT reputation ranks 

third. 

What motivated you to choose your most recent 

hotel compared to others? 

Location of hotel in destination 

30% 

33% 

Found a good rate on the internet 

31% 

30% 

“LGBT-friendly” reputation 

17% 

23% 

Return to favorite hotel 

14% 

22% 

Visited hotel’s website 

15% 

18% 

Recommendation from LGBT friend or family 

Loyalty program of hotel group 

Traveler review websites like Trip Advisor or Gay Cities 

Found a good rate another way 

11% 

9% 

11% 

7% 

9% 

11% 

8% 

8% 

Percentage that indicate that they 

stay in LGBT-friendly hotels for 

leisure travel all or most of the time 

Gay Men 

Lesbians 

Recommendation from straight friend or family 

The hotel has an LGBT website 

4% 

7% 

8% 

7% 

46% 42% 

What motivated you to choose this most recent hotel? Gay men n= 4,059; Lesbians n= 1,247 

17


Part 3: 

Research, Booking & Purchasing 



LGBT media ads are important sources of travel information for gay men and lesbians, 

right behind word-of-mouth and travel websites. 

Which of the following did you use in the past 12 months to 

obtain information about travel services or companies? 

54% 

59% 

53% 

49% 

41% 

37% 

38% 

36% 36% 36% 

25% 

23% 

24% 

20% 21% 20% 20% 20% 19% 

20% 

17% 

19% 

17% 

13% 

16% 

10% 

Referrals 

(friends/ 

family) 

Online 

travel 

sites 

LGBT 

media ads 

Travel 

service 

provider 

website 

(hotel/car 

rental) 

Traveler 

review sites 

Mainstream 

travel 

guidebooks 

Travel 

magazine 

ads 

Mobile 

websites or 

apps 

LGBT travel 

guidebooks 

Mainstream 

newspaper 

ads 

Facebook, 

Twitter, 

other social 

media 

Destination 

promotional 

websites 

Television 

shows 

Which of the following did you use in the past 12 months to obtain information about travel services or companies? Gay men n= 4,059; Lesbians n= 1,247 

19


When making travel decisions, about 1 in 4 LGBTs have been influenced by information 

and feedback found in social media. 

Made Travel Decisions Based on 

Social Media 

(last 12 months) 

24% 26% 

In the past 12 months, have you made any leisure travel decisions based primarily on research or feedback received on a social media/networking 

website? Gay men n= 4,059; Lesbians n= 1,247 

20


Booking online directly with a hotel or airline is by far the most common booking 

method. LGBTs view on average three websites before making a purchasing decision. 

How did you purchase your most recent vacation? 

Website directly with airline/hotel 

52% 

57% 

Online travel agency 

25% 

21% 

Calling airline / hotel 

Used 'miles' or points 

Calling / visiting local retail travel agency 

9% 

9% 

6% 

4% 

4% 

3% 

Avg. # sites compared before 

booking* 

Gay Men 

Lesbians 

3.0 3.5 

Calling / visiting group tour or cruise operator 

1% 

2% 

How did you purchase your most recent vacation? Gay men n= 4,059; Lesbians n= 1,247 *Most recent trip 

21


LGBTs belong to airline, hotel rewards programs in large numbers. Gay men are 

somewhat more likely to belong. 

Loyalty & Rewards Programs 

Belong to an airline frequent flyer 

program(s) 

71% 66% 

Belong to a hotel guest loyalty 

program(s) 

62% 56% 

How many airline frequent flyer program(s) or hotel guest loyalty program(s) do you belong to? 

Total Gay men n= 4,059; Lesbians n= 1,247 

22


Most LGBTs belong to multiple airline and hotel loyalty programs. 

Of those enrolled in loyalty programs, number of 

different airlines/hotels with membership 

Belong to an 

airline frequent 

flyer program(s) 

One • 32% Two • 26% Three • 19% 

Four+ • 23% 

Belong to a 

hotel guest 

loyalty 

program(s) 

One • 32% Two • 30% Three • 17% 

Four+ • 21% 

How many airline frequent flyer program(s) or hotel guest loyalty program(s) do you belong to? 

Total USA LGBT n=3,928 for airlines and 3,402 for hotels. 

23


Part 4: 

Destination Ranking & Hotel Brand Recall 



Top International Travel Leisure Destinations – U.S. LGBTs 

Destination 

% Visited 

Destination 

% Visited 

Canada 13% 

England 9% 

France 8% 

Mexico 8% 

Spain 7% 

Germany 6% 

Italy 6% 

Montreal, Canada 5% 

Toronto, Canada 5% 

Vancouver, Canada 5% 

Australia 4% 

Netherlands 4% 

Puerto Vallarta, Mexico 4% 

Cancun, Mexico 3% 

Greece 3% 

Thailand 3% 

Austria 2% 

Belgium 2% 

Costa Rica 2% 

Czech Republic 2% 

Denmark 2% 

Hong Kong 2% 

Puerto Rico 2% 

Singapore 2% 

Sweden 2% 

Switzerland 2% 

Turkey 2% 

Victoria, Canada 2% 

US Virgin Islands 2% 

Total USA LGBT n=5,784 

25


Business Travel 

• LGBTs are frequent business travelers 

• Gay men are somewhat more likely to book their own travel and be loyal 

to LGBT-friendly hotels 

Business Travel Summary 

Do you travel for 

business? 

47% 40% 

Book some or all of my own business travel 73% 65% 

Stay in LGBT-friendly hotels most of the time 

for business 

43% 37% 

10+ nights away on business in past year 42% 30% 

Attended a 'mainstream' convention, past 12 

months 

66% 68% 

Attended a LGBT convention, past 12 months 15% 17% 

Business travel; Gay men n= 4,059; Lesbians n= 1,247 

26


LGBTs mentioned several hotel brands as being especially LGBT-friendly. While no single brand 

was mentioned by more than 18% of respondents, the top five represent 66% of the responses. 

Of all the hotel brands or chains in the world, which chain/brand does the best job 

outreaching to the LGBT community? (open-ended write in responses) 

Rank by Total Response 

#1 • 18% #2 • 15% #3 • 14% #4 • 12% #5 • 7% 

Rank by Response / Number of Hotel Properties 

60 hotels 60 hotels 500 hotels 500 hotels 450 hotels 


27


By far, San Francisco is mentioned most often as the LGBT-friendly destination. 

73% 

When you think about "LGBT-friendly" destinations in the 

world, what are the three that first come to mind ? 

(open-ended write in responses) 

38% 

20% 

15% 14% 13% 

9% 

7% 7% 7% 

San Francisco New York Chicago Provincetown Amsterdam Key West London Toronto Berlin Palm Springs 


28


Philadelphia 

Case Study 

29 2 

9


Philadelphia Case Study 

30 3 

0


2005 Press Release: 

After only 18 months in the LGBT market, 

research found that for every $1 invested into LGBT marketing, 

Philadelphia yielded $153 ROI. 

31 3 

1


Gay Tourism Promotion = Improved ROI. 

Respondents who had seen the Philadelphia ads 

stayed longer, and spent more money while there. 

32 3 

2


2011 Research Update: 

LGBT Visitation to Greater Philadelphia 

is On the Rise 

In 2003, when GPTMC first began advertising in this 

market, Philadelphia did not rank in the top 20. 

Philadelphia ranked in the top 10 among 

destinations visited by LGBT travelers for the first 

time in 2010. The momentum of the gay and 

lesbian travel segment is a contributor to overall 

growth in visitation to Greater Philadelphia. 

33 3 

3


The Entire Destination Benefits from 

Gay & Lesbian Travelers 

Gay and lesbian hotel visitors are spending 57% 

more per travel party than general market 

visitors—$878 compared to $559. Hotels are the 

primary beneficiary, with lodging spending up 

75%, but gay and lesbian visitors also spend 

more than average in Philadelphia’s restaurants 

(68% more on food and beverage) and stores 

(52% more on shopping). 

34 3 

4


2005 to 2010: LGBT ROI Momentum 

35 3 

5


Entire Destination Benefits from Gay & Lesbian Travelers: 

Comparing General Market to LGBT Visitors 

36 3 

6

Connect with us to learn even more… 

www.CommunityMarketingInc.com 

Thank you! 

Thomas Roth, President 

Community Marketing, Inc. 

584 Castro St. #834 • San Francisco, CA 94114 

Tel +1 415/437-3800 • Fax +1 415/552-5104 

tom@CommunityMarketingInc.com 

Community Marketing, Inc. is an NGLCC Certified LGBT 

Owned Business Enterprise.

Thank you! 

Rika Jean-François 

ITB Corporate Social Responsibility 

Email: jeanfrancois@messe-berlin.de 

Tel. +49 30 30382157

Gay and Lesbian Tourism - ITB Berlin Kongress

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