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
LGBT
Tourism
HIER
STEHT EINE
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
17th Annual LGBT Travel Survey
ITB Berlin: March 2013
Entire contents © Community Marketing, Inc.
17th 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…
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17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
17th Annual LGBT Travel Survey
Who Did We Talk To?
• 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
How Did We Talk To Them?
• 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
17th 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
44%
43%
Retail store choice
40%
39%
Destination(s) I visited on vacation
33%
31%
Hotel choice and purchase
Vodka choice and purchase
23%
14%
20%
21%
Airline choice and purchase
Online travel agency purchase
15%
18%
19%
Cruise line choice and purchase
15%
Insurance choice and purchase
18%
15%
16%
New bank account
Rental car choice and purchase
19%
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
17th Annual LGBT Travel Survey
Part 1:
LGBT Travel Coming Out of the Recession
Entire contents © Community Marketing, Inc.
17th 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
32%
35%
Leisure/ Vacation/
Holiday Travel
30%
34%
Business Travel
29%
# of flights taken
# of nights in
hotels
25%
33%
33%
#of local /
staycations
25%
38%
38%
29%
increased
41%
45%
38%
48%
same
42%
41%
40%
38%
40%
36%
57%
53%
decreased
24%
26%
Gay Men Lesbians
23%
26%
Gay Men Lesbians
30%
33%
Gay Men Lesbians
26%
29%
Gay Men Lesbians
22%
25%
Gay Men Lesbians
18%
18%
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
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17th 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.
Travel in Past 12 Months vs. Prior Year
Overall
Travel
31%
39%
Leisure /
Vacation / Holiday Travel
32%
43%
28%
44%
30%
Business
Travel
24%
28%
Travel
Increased
42%
About the
Same
35%
30%
Travel
Decreased
2011
2012
41%
46%
30%
25%
29%
24%
2011
2012
2011
2012
TOTAL
U.S.
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
17th Annual LGBT Travel Survey
Part 2:
Travel Motivations, Trends & Frequency
Entire contents © Community Marketing, Inc.
17th 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?
67%
66%
Warm weather
54%
51%
49%
53%
46%
46%
46%
Culture (museums, heritage, etc.)
Beach destinations
Restaurants, wine and cuisine
Urban core activities
29%
43%
40%
42%
42%
41%
43%
LGBT destinations
Entertainment (concerts, theater, etc.)
Economy / budget
32%
Outdoor / active adventure
29%
31%
27%
24%
21%
24%
21%
21%
Resort / spa
Luxury
Mainstream festivals/events
LGBT parties / events
Winter / ski
Family travel (with kids)
What kind of traveler are you?
42%
12%
9%
7%
18%
Gay men n= 4,059; Lesbians n= 1,247
14
17th 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?
57%
58%
Rest, relaxation
35%
30%
32%
27%
32%
24%
31%
Visiting friends or relatives
Culture, arts, heritage, religion
Food and /or wine
LGBT bars, clubs, etc.
13%
27%
30%
26%
Sun, beach
Entertainment, nightlife, gaming, gambling, etc.
15%
Urban activities
21%
Romance with partner
19%
Nature, the environment, adventure, hiking, etc.
Shopping
LGBT festivals, fairs and other events
Meeting locals
23%
12%
5%
12%
13%
10%
11%
32%
28%
18%
What were your main interests when traveling to your most recent destination?
Gay men n= 4,059; Lesbians n= 1,247
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17th 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
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17th 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%
31%
30%
Found a good rate on the internet
“LGBT-friendly” reputation
17%
Return to favorite hotel
15%
Recommendation from LGBT friend or family
9%
Loyalty program of hotel group
9%
Traveler review websites like Trip Advisor or Gay Cities
Found a good rate another way
8%
8%
Recommendation from straight friend or family
7%
8%
What motivated you to choose this most recent hotel?
4%
18%
11%
11%
7%
23%
22%
14%
Visited hotel’s website
The hotel has an LGBT website
33%
11%
Percentage that indicate that they
stay in LGBT-friendly hotels for
leisure travel all or most of the time
Gay Men
Lesbians
46%
42%
7%
Gay men n= 4,059; Lesbians n= 1,247
17
17th Annual LGBT Travel Survey
Part 3:
Research, Booking & Purchasing
Entire contents © Community Marketing, Inc.
17th 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?
59%
54%
53%
49%
41%
36%
37%36%
38%
36%
25%
23%
24%
20%
21%20%
20%
17%
20%
13%
Referrals
(friends/
family)
Online
travel
sites
LGBT
media ads
Travel
service
provider
website
(hotel/car
rental)
Traveler Mainstream
review sites
travel
guidebooks
Travel
magazine
ads
19%20%
19%
17%
16%
10%
Mobile
LGBT travel Mainstream Facebook, Destination Television
websites or guidebooks newspaper
Twitter, promotional
shows
apps
ads
other social websites
media
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
17th 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
17th 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?
57%
Website directly with airline/hotel
52%
25%
21%
Online travel agency
9%
9%
Calling airline / hotel
Used 'miles' or points
Calling / visiting local retail travel agency
Calling / visiting group tour or cruise operator
How did you purchase your most recent vacation?
6%
4%
4%
3%
Avg. # sites compared before
booking*
Gay Men
3.0
Lesbians
3.5
1%
2%
Gay men n= 4,059; Lesbians n= 1,247
*Most recent trip
21
17th 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
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17th 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%
Four+ • 23%
Two • 26%
Three • 19%
Belong to a
hotel guest
loyalty
program(s)
One • 32%
Four+ • 21%
Two • 30%
Three • 17%
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
17th Annual LGBT Travel Survey
Part 4:
Destination Ranking & Hotel Brand Recall
Entire contents © Community Marketing, Inc.
17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
Top International Travel Leisure Destinations – U.S. LGBTs
Destination
% Visited
Destination
% Visited
Canada
13%
Thailand
3%
England
9%
Austria
2%
France
8%
Belgium
2%
Mexico
8%
Costa Rica
2%
Spain
7%
Czech Republic
2%
Germany
6%
Denmark
2%
Italy
6%
Hong Kong
2%
Montreal, Canada
5%
Puerto Rico
2%
Toronto, Canada
5%
Singapore
2%
Vancouver, Canada
5%
Sweden
2%
Australia
4%
Switzerland
2%
Netherlands
4%
Turkey
2%
Puerto Vallarta, Mexico
4%
Victoria, Canada
2%
Cancun, Mexico
3%
US Virgin Islands
2%
Greece
3%
Total USA LGBT n=5,784
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17th 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
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17th 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
17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
By far, San Francisco is mentioned most often as the LGBT-friendly destination.
When you think about "LGBT-friendly" destinations in the
world, what are the three that first come to mind ?
(open-ended write in responses)
73%
38%
20%
15%
14%
13%
9%
San Francisco
New York
Chicago
Provincetown
Amsterdam
Key West
London
7%
7%
7%
Toronto
Berlin
Palm Springs
Total USA LGBT n=5,131
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17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
Philadelphia
Case Study
29 2
9
17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
Philadelphia Case Study
30 3
0
17th 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
17th 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
17th 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
17th 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
17th Annual LGBT Travel Survey
Report for ITB Berlin 2013
2005 to 2010: LGBT ROI Momentum
35 3
5
17th 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
[email protected]
Community Marketing, Inc. is an NGLCC Certified LGBT
Owned Business Enterprise.
Thank you!
Rika Jean-François
ITB Corporate Social Responsibility
Email: [email protected]
Tel. +49 30 30382157