San Francisco CA
December 23, 2013
Contact: David Paisley at David@CommunityMarketingInc.com
Community Market & Insights (CMI) has released key findings from its Annual LGBT Travel Survey. Now in its 18th year, the study has successfully tracked the trends, travel patterns, brand recognition and destination rankings of the LGBT community over time. More than 3,000 LGBTs from across the United States participated in this study in autumn 2013.
The research was presented at CMI’s 14th Conference on LGBT Tourism & Hospitality in Fort Lauderdale last week, and the complete report is now available at no charge at www.CommunityMarketingInc.com.
Top Ten Research Findings for 2013
- 2013 saw modest increases in LGBT leisure travel over the previous year (a 5% increase). However, the trend towards a decrease in business travel continues from recent years.
- When asked to write in their answer, “Which hotel group or brand has done the best job outreaching to the LGBT community over the past year?” Hilton was the number one large brand hotel group, while Kimpton won the title among boutique brands.
- Among LGBT Americans who traveled to another destination and spent at least one night in a hotel, New York City remains the number one most-visited destination by LGBTs, with Chicago and San Francisco tied for second.
- When selecting a hotel, free WiFi is a major motivator for over 70% of LGBT community members. Hotel brands that continue to charge for an Internet connection could be seen as having a competitive disadvantage.
- Among LGBT parents, researching and selecting a hotel that is “child-friendly” becomes more important than selecting a hotel that is “LGBT-friendly,” although both are important.
- Over 70% of LGBT travelers consider themselves to be a “planner” when arranging a vacation, with fewer than 15% considering themselves as “spontaneous” in their travel choices.
- Over 75% of LGBTs under age 45 use their mobile devices for travel information. And among those who use their mobile devices, over 80% are using them to find local restaurants, and nearly 60% use mobile devices to research local attractions.
- For those just getting married, there is no clear favorite same-sex honeymoon destination. Responses varied widely across the United States, Canada and Europe. The destination with the highest number participants was Hawaii, but the honeymoon destination only represented 7% of couples. This may improve with Hawaii’s recent recognition of marriage equality.
- Pride events continue to play an important role in motivating LGBT travel. And younger LGBTs are even more likely to travel to another city for a Pride event than older LGBTs.
- The LGBT media and mainstream media play an equal role in influencing the travel decisions of gay men and lesbians.
The Community Marketing & Insights team has been conducting LGBT consumer research for 20 years. Our methodologies include online surveys, focus groups, IDIs, MROCs, and advisory boards in North America, Europe, Latin America, Australia and Asia. Industry leaders around the world depend on CMI’s LGBT research and analysis as a basis for feasibility evaluations, positioning, economic impact, ad creative and brand testing, informed forecasting, measurable marketing planning and assessment of return on investment.
CMI’s clients span a wide spectrum of industries. Custom CMI studies have been produced for Wells Fargo Bank, Aetna Insurance, Gilead Pharmaceuticals, Target Brands, Johnson & Johnson, E&J Gallo Wineries, Prudential Financial, Hyatt Hotels, MetLife, WNBA, Esurance, Travelocity, Absolut Vodka, American Cancer Society, Greater Fort Lauderdale CVB, Japan National Tourism Organization, The U.S. Census and numerous other corporations and organizations across North America and around the world. CMI’s research has been published in the New York Times, Wall Street Journal, Forbes, USA Today, Washington Post, Chicago Tribune, Los Angeles Times, Miami Herald, Advertising Week, CBS News, NPR, Associated Press and many other international, national and regional media.