Gay and Lesbian Tourism - ITB Berlin Kongress

itb.berlin.de

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


LBGT Travel Segment

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

ITB Berlin 2013

PAGE 4


LBGT Travel Segment

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

ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

17 th Annual LGBT Travel Survey

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey

Part 1:

LGBT Travel Coming Out of the Recession

Entire contents © Community Marketing, Inc.


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey

Part 2:

Travel Motivations, Trends & Frequency

Entire contents © Community Marketing, Inc.


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey

Part 3:

Research, Booking & Purchasing

Entire contents © Community Marketing, Inc.


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey

Part 4:

Destination Ranking & Hotel Brand Recall

Entire contents © Community Marketing, Inc.


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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

Total USA LGBT n=3,115

27


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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

Total USA LGBT n=5,131

28


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

Philadelphia

Case Study

29 2

9


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

Philadelphia Case Study

30 3

0


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

Gay Tourism Promotion = Improved ROI.

Respondents who had seen the Philadelphia ads

stayed longer, and spent more money while there.

32 3

2


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

2005 to 2010: LGBT ROI Momentum

35 3

5


17 th Annual LGBT Travel Survey Report for ITB Berlin 2013

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

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