0903 Destination Day 3 1545 Roth en - ITB Berlin Kongress

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0903 Destination Day 3 1545 Roth en - ITB Berlin Kongress

CMI’s LGBT Market Research + Development Lab ®

Research, development, communica4ons and marke4ng strategies.

Proudly serving industry leaders since 1992

LGBT Tourism & Hospitality

Research and ROI

Thomas Roth

Community Marke3ng, Inc.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

1


CMI’s LGBT Market Research + Development Lab ®

Research, development, communica4ons and marke4ng strategies.

Proudly serving industry leaders since 1992

Today’s Discussion

1. A liIle bit about CMI

2. Why does the LGBT Market present a viable

opportunity for tourism and hospitality

marketers?

3. What’s the poten3al Return on Investment

(ROI)? And… how can it be measured?

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

2


CMI’s Tourism & Hospitality Prac3ce

✓ Online Directory

✓ Semi-­‐Annual Print Directory

✓ Training

✓ Consul,ng

✓ Marke,ng support and discounts

✓ Travelocity booking op,on

✓ LGBT Mee,ngs

✓ Travel agents

✓ Tour operators

✓ Consumers

✓ Media

✓ B2B Adver,sing

✓ B2C Adver,sing

✓ Educa,on

✓ Custom Web Page

✓ Market Intelligence

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

3


CMI’s Tourism & Hospitality Prac3ce

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

4


CMI’s LGBT Market Research + Development Lab ®

CMI’s Research & Development Prac3ce

Annual Tourism Study: Since

1994

1,500 Participants

Annual Consumer Study:

Since 2007

45,000 Participants

In 100+ countries

Custom Research Studies:

Clients in all Industries

60,000 LGBT Panelists

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

5


CMI’s LGBT Market Research + Development Lab ®

Research, development, communica3ons and marke3ng strategies.

Proudly serving industry leaders since 1992

CMI: LGBT Tourism Research & Marke3ng for...

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

6


CMI’s LGBT Market Research + Development Lab ®

CMI’s LGBT Community Survey Methodology

✓ CMI’s proprietary survey panel consists of nearly 60,000 LGBT

consumers worldwide.

✓ Respondents are derived from 150+ partner organiza,ons such as

interna,onal LGBT events such as Pride in London, San Francisco and

Melbourne; community centers and business associa,ons; and a wide

variety of global LGBT print, Internet, mobile, blog, radio and TV media

including Gay.com, Advocate, LogoOnline, Pink Banana, Curve, Ins,nct,

Adelante, Manhunt, Towleroad, Gaypedia, Gaydar, LOTL, QX Sweden,

Xtra Canada, Gay Calgary, Spartacus, GayCi,es, Facebook, TwiYer, etc.

✓ The findings represent lesbians and gay men who can be reached using

these communica,ons channels. These are “OUT” LGBT Consumers.

✓ For our USA reports, geographic distribu,on is similar to findings of the

Census Bureau for same-­‐sex couples. However this study includes single

respondents who are not addressed in Census data.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

7


CMI’s LGBT Market Research + Development Lab ®

CMI Research

Key Findings from

LGBT Community Surveys and

LGBT Tourism Surveys


CMI’s LGBT Market Research + Development Lab ®

Where we live.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

Rela3onships & Home Life

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

Where we get news.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

What we are buying.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

Gays & Lesbians Travel Frequently

Twice as many short vaca3ons & business trips

2x

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

13


CMI’s LGBT Market Research + Development Lab ®

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

14


CMI’s LGBT Market Research + Development Lab ®

LGBT-­‐Dedicated Tourism Marke3ng

significantly influences choice of des3na3ons.

• 69% of US respondents are

more likely to visit a

des3na3on because its

tourism office/CVB does

LGBT-­‐dedicated outreach.

• 39% indicate they spend

more.

• 38% stay longer.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

15


CMI’s LGBT Market Research + Development Lab ®

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

Des3na3on Ac3vi3es: Not all “gay.”

When traveling to a city, how likely are you to par4cipate in the following?



© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

18


CMI’s LGBT Market Research + Development Lab ®

Standard U.S. Des,na,on Ranking

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

Rankings from

CMI’s 15th

Annual LGBT

Travel Survey

2010

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI’s LGBT Market Research + Development Lab ®

U.S. Des3na3ons by Gender & Genera3ons

1

2

3

4

5

6

7

8

9

10

11

12

13

14

15

16

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


How do you know if it’s

working?

Sales/Reten3on/ROI

LGBT Tracking Techniques

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

21


LGBT ROI Tracking Techniques

1. Impressions and PR coverage in gay media

2. Clicks on gay microsites (and perhaps tracked sales)

3. Anecdotal: Increased sales as noted by reps

4. Coun,ng same gender couples

5. Self-­‐iden,fica,on techniques

6. Codes on display ads, coupons, etc.

7. Baseline and follow up studies

8. 3rd party brand-­‐recogni,on studies

Note: LGBT ROI is only par6ally trackable!

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

22


LGBT Self-­‐Iden3fica3on Techniques:

Kimpton Hotels & Restaurants

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

23


LGBT Self-­‐Iden3fica3on Techniques:

American Airlines

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

24


LGBT-­‐specific promo3onal codes

have been more successful than before.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

25


Philadelphia

Case Study

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

26


2005 Press Release:

Ager only 18 months in the LGBT market,

research found that for every $1 invested into LGBT marke3ng,

Philadelphia yielded $153 ROI.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

27


Gay Tourism Promo3on = Improved ROI.

Respondents who had seen the Philadelphia ads

stayed longer, and spent more money while there.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

28


2011 Research Update:

LGBT Visita3on to Greater Philadelphia

is On the Rise

In 2003, when GPTMC first began adver,sing in this

market, Philadelphia did not rank in the top 20.

Philadelphia ranked in the top 10 among

des,na,ons visited by LGBT travelers for the first

,me in 2010. The momentum of the gay and lesbian

travel segment is a contributor to overall growth in

visita,on to Greater Philadelphia.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

29


The En3re Des3na3on 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).

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

30


2005 to 2010: LGBT ROI Momentum

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

31


En3re Des3na3on Benefits from Gay & Lesbian Travelers:

Comparing General Market to LGBT Visitors

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

32


CMI’s LGBT Market Research + Development Lab ®

LGBT Return on Investment:

Real, and measurable.

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012


CMI Presenta3ons are Paperless!

Please pass me a business card. We will

send an email with links:

• This presenta3on

• LGBT Community Survey Report

• LGBT Tourism Survey Report

• LGBT B2B Survey Report

© Community Marketing, Inc. Duplication by permission only.

ITB Presenta,on

Gay & Lesbian Tourism

9 March 2012

34


Danke!

Thomas Roth

Tel. +1 415-­‐437-­‐3800

tom@CommunityMarke3ngInc.com

www.CommunityMarke3ngInc.com

35


Feel free to quote from our presentation and research.

But please always credit Community Marketing, Inc.

whenever you do.

36

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