LGBT Tourism Demographic Profile
Use this link to obtain a complimentary copy of CMI’s 17th Annual LGBT Tourism Survey CMI’s 17th Annual Gay & Lesbian Tourism Survey (October 2012)
Key findings from CMI’s 17th Annual LGBT Tourism Study have been compiled from responses from self-identified gay and lesbian consumers who read LGBT publications, visit LGBT websites, and attend LGBT events. With over 8,000 qualified, community-representative respondents, this LGBT tourism-dedicated study offers valuable insights about consumers who may be reached through LGBT-dedicated marketing initiatives.
In addition to the Tourism Study, CMI produces online surveys, focus groups, field studies and customer satisfaction evaluations for a wide variety of clients including CVBs, DMOs and tourism offices, tour operators, hospitality groups, real estate developers, etc. In the year 2012 alone, CMI collected and analyzed over 100,000 gay and lesbian survey responses.
According to the U.S. Department of Commerce, the travel and tourism industry in the United States generated more than $1.4 trillion in economic output in 2011. Based on this data and CMI sample demographics, we estimate that the annual economic impact of LGBT travelers is over US$70 billion per year in the U.S. alone.
Key Findings and Observations
- Comparing 2012 to 2011 results, LGBT travel seems to be slowly recovering over time since the start 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.
- Overall, LGBT travel has increased by one trip in the past 12 months, compared to the 2011 survey results.
- Two-thirds of LGBTs say they are warm weather travelers, ‘Urban core’ travel is more associated with gay men and more lesbians say they are into outdoor activities and family travel.
- 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.
- Summertime is the most popular travel season for both gay men and lesbians. However, LGBT travel is relatively disbursed across months of the year.
- 79% of LGBTs in the U.S. hold a valid passport. 51% of these passport holders used their passport to travel to another country in the past year; gay men slightly higher compared to lesbians.
- Returning to a favorite place is the leading motivator for selecting a destination; but LGBT-friendly reputation can’t be discounted.
- Among a variety of consumer products and services, an “LGBT friendly” reputation influences travel purchases in particular.
- Location and price are prime motivators for hotel selection. LGBT reputation ranks third.
- LGBT media ads are important sources of travel information for gay men and lesbians, right behind word-of-mouth and travel websites.
- When making travel decisions, about 1 in 4 LGBTs have been influenced by information and feedback found in social media.
- 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.
- LGBTs belong to airline, hotel rewards programs in large numbers. Gay men are somewhat more likely to belong. Most LGBTs belong to multiple airline and hotel loyalty programs. Gay men are somewhat more likely than lesbians to redeem airline miles for free tickets.
- 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 (Hilton, Kimpton, Marriott, W Hotels and Hyatt)
- By far, San Francisco is mentioned most often as the LGBT-friendly destination, followed by New York, Chicago and Provincetown.
- Approximately 3% of North American LGBTs visited South American destinations in the past year, which is more than double the number of “general population” visitors from North America.
- Most South America LGBT travelers came from CA and FL; most say they are attracted by warm weather, culture, food & wine and beaches.
Permission to use this data is granted on the condition that all LGBT research references credit “Community Marketing, Inc., San Francisco, CA”
Click here to download CMI’s Approach to Market Research.
Special cross-tab reports are available to assist marketers interested in more detail on sub-segments of the LGBT market. For further information please contact: Thomas Roth or call Tom at 415/437-3800.
Use this link to obtain a complimentary copy of CMI’s 17th Annual LGBT Tourism Survey CMI’s 17th Annual Gay & Lesbian Tourism Survey (October 2012)
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