2014 Survey of Canadian LGBT travelers

2014 Survey of Canadian LGBT Travelers Based on the National Survey conducted in the spring of 2014

2014 Survey of Canadian LGBT Travelers

Highlights 1. The LGBT Travel market in Canada represents $8.6 billion,, an increase of $1.6 billion (23%) since 2010  LGBT travel spending has returned to

pre-recession levels

5. A major shift in attitudes between the two waves is seen by the relative change in importance of “Safety” as a main reason for choosing a destination: in 2010

2. Canadian LGBT travelers spent on

“Safety” was one of the top three

average approximately $4,324 on travel

reasons; in 2014 it is seen as one of the

in the previous 12 months, a 27%

least important reasons. This does not

increase since the 2010 survey. Gay

mean that “safety” is not important; rather

males increased spending by 37%, while

it suggests that “Safety “ is a sine qua

Lesbians reported a slight (4%) decrease

non that is not given much thought – if

in average spending on travel.

the destination is thought to be unsafe, it is not even in the consideration set.

3. 97% of respondents took at least 1 business or leisure trip in previous 12

6. More typical tourist destination attributes

months, a 22% increase since 2010 and

(Food and Dining, Sightseeing, Arts and

6% higher than the pre-recession level of

Culture) are being featured among the

91%

most important factors in choosing destination. LGBT Bars and “Scene” is

4. Overwhelmingly, Canadians travelled

considered much more important this

within Canada – however, in 2014 they

wave than previous waves, especially

appear to have spread their travel dollars

among gay men.

over a larger number of countries – for the first time the Share of trips in Canada is below 50%

7. Traditional media (including LGBT media such as magazines and newspapers) have been displaced as important sources of information by digital sources such as online travel information sites (TripAdvisor) and social media

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2014 Survey of Canadian LGBT Travelers

8. 82% of respondents always or sometimes book via hotel or brand

with 52% intending to take more leisure trips

websites, significantly more than the 63% who always or sometimes use OTAs

10. 99.4% of respondents are somewhat or very likely to travel within Canada in the

9. 55% report their intention of spending more on Travel in the next 12 months,

next 12 months and 88% somewhat or very likely to travel to the US in the next 12 months

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2014 Survey of Canadian LGBT Travelers

Contents ................................................................................ i

Travel within Canada .................................. 18 Highlights .......................................................ii

Provincial Market Share ................................ 18

Contents ........................................................iv

Duration of trips within Canada ................... 18

Background ...................................................1

Source of Travelers within Canada.............. 19

Methodology ..................................................1

Reasons for not travelling to Canada ......... 19

Sampling ................................................................ 1

Profile of Trips............................................. 20

Sample Description .......................................2

Destination ..................................................... 20

Total respondents ................................................... 2

Province............................................................20

Total Trips............................................................... 2 Regionality .............................................................. 3

Gender..............................................................20

Income Distribution ................................................. 4

US and Canada compared to 2010 ...................21

Mean HH Income Comparisons .......................... 4

Origin.............................................................. 21

Passport Ownership................................................ 5

Province............................................................21

Gender Identity ....................................................... 5

Identity ..............................................................22

General Demographics ................................... 6

Spend per Trip ............................................... 23

Education ........................................................... 6

Mean Compared to 2010 .......................................23

Marital Status ..................................................... 7

By Destination .......................................................24

By Identity .............................................................24

Household Make-up ........................................... 7 Employment ....................................................... 8

Travel Profile .................................................9 Frequency of Travel in the past 12 months .. 9 Leisure trips ........................................................ 9 Business Travel ................................................ 10 Frequency of Travel to Destinations ...................... 11

By Experiential Need .............................................25

Duration of Trips ........................................... 26 Average duration of trips .......................................26 Short, Medium and Long trips................................26 Percentage Taking Each Type of Trip ...............26 Average number of Each Type of Trip Taken (per year) ..........................................................27 (Base: All Trips) ................................................27

Frequency of trips to Canada and the US ............. 11

Annual Travel Expenditure ........................... 12

Party Composition ........................................ 28

Compared to 2010 ................................................ 12

Distance Travelled......................................... 28

Average Annual per Capita Spend – Identity......... 13

Mode of Travel ............................................... 28

Region .................................................................. 13 Compared to previous wave ............................. 14 Age ....................................................................... 14

Seasonality .................................................... 29 Accommodations .......................................... 29

Mode of Transport ................................................ 15

Activities Engaged In .................................... 30

Accommodation Behaviour ................................... 15

Activities ................................................................30

Number of Nights of Paid Accommodation 16

Gender ..................................................................30 Household Make-Up (Children) .............................31

Number of Flights.......................................... 16

Destination ............................................................31

Number of Driving Trips ............................... 17

Experiential Need .......................................... 32

Reported Changes in Travel Behaviour versus Previous 12 Months ...................................... 17

By Identity .............................................................32

By Country Visited .................................................33

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2014 Survey of Canadian LGBT Travelers

By Age .................................................................. 33

Country .................................................................43

By Month .............................................................. 34

Province............................................................43

Reasons for Choosing .................................. 35

Importance of Attributes............................... 44

Destination............................................................ 35

Destination ............................................................44

By Identity ........................................................ 35

Ranked Comparison of Most Important Attributes ..........................................................45

Distance Travelled......................................... 36 Research and Booking Behaviour ............... 37 Source of Information............................................ 37

Hotels....................................................................46 Ranked Comparison of Most Important Attributes (2010) ...............................................46

Compared to 2010 ............................................ 38 Use of Gay Media in Researching and Planning Trips ................................................................. 39

Loyalty Program Membership ...................... 46 Extend Business Trips.................................. 48

Booking Channels................................................. 40

Media Habits .................................................. 49

Frequency of Using Each Channel ................... 40

Consumption of LGBT Media (read, listen to, view)49

Usage of Channels by Identity .......................... 40

Top 3 Media by Region .....................................50

Changes in Channel Usage since 2010 ............ 41

Top 3 Canadian Media by Gender ....................50

Travel Planning ...........................................42

Recognition of LGBT Travel Icons ............ 51

Future Intent .................................................. 42 Change in travel patterns ...................................... 42

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2014 Survey of Canadian LGBT Travelers

Background This study and report was commissioned

by Travel Gay Canada, Canada’s national gay and lesbian tourism industry association. It was designed, executed and analyzed by Protean Strategies Inc .

Fieldwork was conducted by Fluid Surveys.

An initial study of travel habits among Canadian LGBT travelers was conducted in 2007, with the fieldwork being completed in April of that year. The second wave was conducted in 2010, utilizing essentially the same survey instrument. The current wave again used the same basic survey structure

and questioning, with some changes and editing to make the project more efficient and relevant.

The study focuses on the travel patterns of LGBT Canadians. Travel patterns of a limited number of US LGBT travelers and a similar number of straight Canadian travelers, were captured.

The field work for this wave of the study was conducted primarily in May and June of 2014. A prelease of isolated unweighted findings was prepared for distribution during W orldPride Toronto in late June 2014.

Methodology These findings are based on an online survey conducted during Spring months, 2014. Sample was recruited using a variety of sources, including Canadian Gay media outlets, organizations and associations.

Respondents were directed to a confidential survey site. Incentives (one of the two grand prizes of $500 or one of the three travel prizes valued up to $500) were offered to encourage completion of the survey, plus Travel Gay Canada committed

to donating $1 for every completed survey to a national anti-bullying campaign. The survey took 15 to 20 minutes to complete.

Information regarding frequency of travel and limited demographic information was captured from all visitors to the site.

Respondents under 18, straight US residents and all non-US or Canadian residents were terminated.

SAMPLING It is particularly difficult to recruit large numbers of LGBT respondents for surveys in Canada owing to a lack of LGBT panellists or opt-in lists.

For this survey we invited respondents using a variety of sources. Including:  Paid advertising in Facebook

 Social Media (Twitter, Facebook, LinkedIn)  NGO Partners and LGBT organizations  Media Partners In all cases promotion of participation included a URL, a mention of an important LGBT study and description of the prize.

Page 1

2014 Survey of Canadian LGBT Travelers

Sample Description TOTAL RESPONDENTS A total of 1,029 respondents entered the survey. Of these 531 are considered fully completed surveys (referred to as “completes� throughout).

Of the 393 Canadian LGBT respondents, 368 reported having taken at least 1 trip during the previous twelve months. These are referred to as Base: All LGBT Travellers, throughout the report.

All respondents entering the survey

n

Margin of Error

1029

+/- 3.0%

Disqualified

79

Total qualified respondents that completed the survey

531

+/- 4.3%

Canadian Respondents that completed

472

+/- 4.1

Total US residents that completed (all LGBT)

56

Total other countries+(terminated)

0

Total straight females or males

78

Total LGBT

451

+/- 4.6%

Total Canadian LGBT

393

+/- 4.9%

Total Canadian LGBT that took at least 1 trip in the previous 12 months (Referred to as LGBT travelers)

368

+/- 5.1%

Total Trips (see below)

997

+/- 3.1%

Note: Small sample sizes are indicated where appropriate by * (small base) and ** (extremely small base)

TOTAL TRIPS In order to describe travel or trip specific attributes, respondents were asked about their three most recent trips. Not all respondents had traveled, or could recall travelling, three times, with the result that the total number of trips on which the reporting on travel attributes are based is 997 (referred to as Base: Total Trips, throughout the report).

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2014 Survey of Canadian LGBT Travelers

REGIONALITY The findings were weighted where appropriate to reflect the actual distribution of gay men and lesbians in Canada based on Print Measurement Bureau (PMB) Fall 2012 report.

Unweighted %

Weighted % (PMB LGBT Pop distribution %

Canadian Population (2013 estimate) %

BC

12

15

13

Alberta

7

7

11

Manitoba, Saskatchewan

1

6

7

Ontario

Ontario

60

44

39

Quebec

Quebec

10

23

23

Atlantic

PEI, NB, NS, NFL

10

5

6.8

NWT, Yukon, Nunavut

*

*

.3

100

100

100.1

Region

Includes

Bc

Alberta Man/Sask

Other Total

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2014 Survey of Canadian LGBT Travelers

INCOME DISTRIBUTION Canadian LGBT Travelers are affluent compared to LGBT households in general Average Incomes of Canadian LGBT travelers in 2014 approximate the average income of all Canadian households in 2012. LGBT travelers report incomes 31% higher on average than the general LGBT population

INCOME DISTRIBUTION

Can Pop 2013

SOURCE: TGC 2010, STATSCAN

LGBT who travel 2010

LGBT who travel 2014

20% 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%

* A census couple family consists of a couple living together (married or common-law, including same-sex couples) living at the same address with or without children. Beginning in 2001, same-sex couples reporting as couples are counted as couple families.

Source: Statistics Canada, CANSIM, table 202-0401.

Mean HH Income Comparisons LGBT who travel

Canadian population

All LGBT (PMB 2012)1

All family units

$74,167

$72,700

$56,723

Single, divorced or widowed

$57,333

$38,100

Married or in a relationship

$88,248

$91,000

Lesbians and Bisexual Females

$55,175

$58,608

Gay and Bisexual Males

$82,082

$55,4792

PMB data does not necessarily include all people who identify as “Bisexual�.

In comparing households it is important to take into account that a considerably higher proportion of Lesbians and Bisexual Female households consist of two or more adults versus their male counterparts (32% single male households vs. 19% single female households) 1 2

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2014 Survey of Canadian LGBT Travelers

PASSPORT OWNERSHIP More LGBT Canadians have passports than the general population (89% vs. 70% [Passport Canada, projection for 2013*]) More travelers reported possessing passports in 2014 versus 2012

PASSPORT OWNERSHIP N=368

21%

Trans**

79% 26%

Bisexual man**

74% 10%

Gay man

90% 18%

Bisexual woman**

82% 10%

Lesbian or gay woman

90% 11%

All

89%

No

Yes

*Passport Canada, 2012-2013 Annual Report

GENDER IDENTITY The total number of respondents that entered the survey is included below because some data was captured in order to make specific comparisons. Unless noted, this analysis is based on the data collected from Canadian respondents who completed the survey All Respondents including US n

Base: LGBT who travelled n

2010 Completes

2007 Completes

Lesbians

162

74

20%

21.2%

25%

Gay

413

252

69%

65.4%

69%

Bi Female

44

20

5%

7.4%

Bi Male

18

9

3%

2.3%

Trans

24

13

4%

2.6%

1%

Straight-F

69

Straight-M

13

Total

743

368

100%

100%

100%

5%

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2014 Survey of Canadian LGBT Travelers

General Demographics Education Canadian LGBT travelers are generally more highly educated than the population as a whole. This relationship has not changed since 2014 EDUCATION LGBT TRAVELERS N=368

58%

54%

42% 30% 29% 16%

15% 4% 3%

Some High School

8%

Graduated High School

Some College or University

2014

Graduated College or University

Post Graduate Graduate or Degree Post Graduate Degree or Diploma

2010

EDUCATION VS CANADIAN POPULATION BASE: LGBT TRAVELERS NATIONAL HOUSEHOLD STUDY 2011 (AGE 18 PLUS) 45% 40% 35%

Canadian Population

30% 25% 20% 15%

2014

10% 5% 0% Some High School

Graduated High School

Some College or Graduated College University or University

Post Graduate Degree

Source: HRSDC calculations based on Statistics Canada. Labour Force Historical Review. Ottawa: Statistics Canada, 2007 (Cat. No.71F0004XCB

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2014 Survey of Canadian LGBT Travelers

Marital Status The ratio of married to unmarried respondents remained constant since the 2010 wave.

MARITAL STATUS BASE: LGBT TRAVELERS Married, 14%

Married, 16%

In a Committed Relationship, 38%

In a Committed Relationship, 41%

Single, 48%

Single, 43%

2014

2010

Single

In a Committed Relationship

Married

Household Make-up HOUSEHOLD MAKEUP BASE: ALL LGBT TRAVELERS

Single

27%

2

49%

3

11%

4

6%

5 or More

6%

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2014 Survey of Canadian LGBT Travelers

Employment Similarly, the employment profile of respondents mirrors that experienced in the previous wave.

EMPLOYMENT BASE: LGBT TRAVELERS

8% 10%

Retired

13% 13%

Full Time Student Homemaker

1.4% 2% 11% 11%

Self-employed Employed Part-Time

8% 13% 54% 51%

Employed Full-Time 2010

2014

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2014 Survey of Canadian LGBT Travelers

Travel Profile Frequency of Travel in the past 12 months Leisure trips Travel frequency returns to pre-recession levels 91% report taking at least one trip in the previous 12 months, which brings the travel frequency back to that reported in the first wave (2007)

TOOK AT LEAST 1 TRIP BASE: ALL LGBT Took at least 1 business or leisure trip, 96%

Took at least 1 leisure trip, 91%

Took at least 1 trip, 79%

2014

Took at least 1 trip, 91%

2010

Took at least 1 leisure trip

2007

Took at least 1 business or leisure trip

AVERAGE LEISURE TRIPS IN PREVIOUS 12 MONTHS BASE: ALL LGBT THAT TOOK AT LEAST 1 TRIP

Lesbians and Bisexual Females

3.4

Gay and Bisexual Males

Trans

All

3.9

3.1

3.8

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2014 Survey of Canadian LGBT Travelers

Business Travel 37% of LGBT Canadians took one or more business trips in the previous 12 months LGBT Business travelers took on average 3.8 business trips in the previous 12 months While the overall incidence of business travel is low, those who report travelling on business do so with some frequency

AVERAGE BUSINESS TRIPS IN PREVIOUS 12 MONTHS BASE: ALL LGBT TRAVELLERS

Travelled for Business at least 1 Times

All

3.8

1.4

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2014 Survey of Canadian LGBT Travelers

FREQUENCY OF TRAVEL TO DESTINATIONS Travelers are spending the incremental travel dollars on out of Canada destinations.

The percentage of travelers who took at least one trip within Canada increased marginally (at 89% it is unlikely to go much higher!); however, the number of travelers reporting at least 1 trip to destinations such as the US, Europe and Mexico/Caribbean all increased significantly.

PERCENT TRAVELLED AT LEAST ONCE TO EACH DESTINATION BASE: ALL LGBT TRAVELERS

89% 85%

Canada

US

53%

Mexico/Caribbean

20% 22% 17%

Europe Asia/Middle East South America Africa Australia/South Pacific

62%

30%

10% 9% 5% 4% 4% 2% 2% 4%

2014

2010

FREQUENCY OF TRIPS TO CANADA AND THE US Maritimers report the highest average number of trips within Canada (4.2) and people in BC travel more frequently on average to the US than their counterparts in other provinces.

Average number of trips taken

by LGBT residents of each region to Canada and US

To Canada To USA

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2014 Survey of Canadian LGBT Travelers

Annual Travel Expenditure COMPARED TO 2010 Average spending levels for Gay Males has returned to pre-recession levels; not so much for other segments of the LGBT sector.

Per capita travel spending increased 27% since 2010, but has still not reached pre-recession levels for the sector as a whole; however, the spending of Gay Males has, in fact, caught up with the spending levels reported in 2007

AVERAGE SPENDING ON TRAVEL IN PREVIOUS 12 MONTHS BASE: ALL LGBT TRAVELERS

Bi-female

$2,228.00 $1,716.00

$3,016.00 $2,946.00

Bi-male

$2,817.00

Trans

$1,877.00

$2,983.00 $3,113.00

Lesbians

$4,971.00 $5,166.00

Gay males

$3,793.00 $5,578.00 $4,324.00

Average spend

$3,396.00 $5,248.00

2014

2010

2007

Page 12

2014 Survey of Canadian LGBT Travelers

AVERAGE ANNUAL PER CAPITA SPEND – IDENTITY AVERAGE ANNUAL SPEND PER CAPITA/IDENTITY BASE: ALL LGBT TRAVELERS

$5,166 $4,324 $3,793 $3,396

$3,113 $2,984

$3,016 $2,228 $1,761

All

Lesbian or gay woman

Bisexual female**

$1,761

Gay man

2014

$3,113 $2,817

Bisexual male**

Trans**

2010

REGION British Columbians spend more than other Canadians, as they did in 2010 AVERAGE SPEND IN PREVIOUS 12 MONTHS/REGION N=368 (UNWEIGHTED)

$5,809 $4,324

$4,328

$4,212 $3,467

$2,875

$3,350

Page 13

2014 Survey of Canadian LGBT Travelers

Compared to previous wave LGBT Travelers in the “Near West” are the only group that spent less in 2014 than they did in 2010.

Maritimers report spending 48% more in 2014, the largest increase among all regions.

AVERAGE ANNUAL SPEND PER CAPITA/REGION BASE: ALL LGBT TRAVELERS

$2,460

East NB/NS/PEI/NFL/Nunavut

$4,730 $3,203 $3,350

Quebec

$3,029

Ontario Near West Man/Sask/NWT**

$4,212

$3,516

$2,480

$3,770

West BC/Alberta/Yukon

$3,396

All 2010

$5,058

$4,324

2014

Note that the banding of regions in the 2010 report was different from that of the 2014 report, which accounts for any inconsistencies.

AGE LGBT Canadians in their mid-years (45 to 64) spend nearly three times as much as younger people (18 to 24) AVERAGE SPEND IN PREVIOUS 12 MONTHS/AGE N=368 (UNWEIGHTED)

$5,903

$5,980

$5,052 $4,363

$4,324 $3,749

$1,919

All

18-24

25-34

35-44

45-54

55-64

65 or Above

Average spend in previous 12 months

Page 14

2014 Survey of Canadian LGBT Travelers

MODE OF TRANSPORT AVERAGE ANNUAL SPEND BY NUMBER OF FLIGHTS TAKEN ALL LGBT TRAVELERS

AVERAGE ANNUAL SPEND

BY NUMBER OF DRIVING TRIPS TAKEN N=368

$8,156 $10,675

More than 12

Over 12 $7,770 $9,348

8 to 12

$5,489 $7,984

5 to 7

$4,019 $6,149

3 to 4 1 to 2 No flights

$2,731 $3,042 $1,476 $1,647 2010

$3,960

8 to 12

$6,654

5 to 7

$5,499

3 to 4

$4,628

1 to 2

$4,518

No driving trips

$3,302

2014

2014

ACCOMMODATION BEHAVIOUR AVERAGE ANNUAL SPEND BY NIGHTS STAYED IN PAID ACCOMMODATION ALL LGBT TRAVELERS

$8,080 $9,771

Over 30

$5,737 $6,711

20 to 29

$5,296 $5,111

15 to 19 10 to 14 5 to 9 1 to 4 Did not stay in hotel 2010

$3,747 $3,753 $3,157 $3,189 $1,772 $1,976 $1,074 2014

Page 15

2014 Survey of Canadian LGBT Travelers

Number of Nights of Paid Accommodation Incidence of staying in hotels has increased 19% since 2010 88% of Canadian LGBT travelers reported staying at least 1 night in a hotel (up from 74% in 2010) The mean number of nights of paid for accommodation among those who reported one or more occasions was 16.9 All LGBT Travelers

Lesbians & Bisexual Females

Gay & Bisexual Males

Stayed at least 1 night in a hotel

88%

91%

89%

Average # of nights

16.9

11.3

19.5

Number of Flights Incidence of round trip flights increased 21% since 2010 76% of respondents reported taking at least one round trip flight in the previous 12 months (an increase from 2010 – 63%). On average respondents that reported one or more flights went on 4.7 flights, also a significant increase versus 2010 (3.3) All LGBT Travelers

Lesbians & Bisexual Females

Gay & Bisexual Males

Took at least 1 round trip flight

74%

67%

79%

Average # of round trip flights

4.7

2.7

5.3

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2014 Survey of Canadian LGBT Travelers

Number of Driving Trips 87% of Canadian LGBT travelers took one or more driving trips in the previous 12 months The mean number of trips among those who reported one or more occasions was 3.6 All LGBT Travelers

Lesbians & Bisexual Females

Gay & Bisexual Males

Took at least 1 driving trip

78%

81%

78%

Average # of trips (days)

3.6

3.5

3.7

Reported Changes in Travel Behaviour versus Previous 12 Months CHANGES IN TRAVEL FREQUENCY AND EXPENDITURE OVER THE PREVIOUS 12 MONTHS N= ALL LGBT TRAVELERS

Total amount spent on travel

Number of nights in paid accommodation

Number flights taken Increased

47%

31%

40%

31%

35%

43%

Stayed the same

22.0%

25.0%

27.0%

Decreased

Page 17

2014 Survey of Canadian LGBT Travelers

Travel within Canada Provincial Market Share PERCENT TRAVELLED TO EACH PROVINCE TRAVELLED WITHIN CANADA, N=326 71%

44% 27%

23%

20% 6%

4%

6% 1%

13%

8% 1%

18%

14%

5%

All Travelled Within Canada

4%

9% 2%

5% 1%

Lesbian & Bisexual Females

1%

3%

1%

Gay & Bisexual Male

Duration of trips within Canada DURATION OF TRIPS BASE: ALL TRIPS

More than two weeks

One to two weeks

4 to 6 nights

1 to 3 nights

5%

14%

21%

59%

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2014 Survey of Canadian LGBT Travelers

Source of Travelers within Canada SOURCE OF TRAVELLER WITHIN CANADA BASE: ALL TRIPS

Atlantic

14%

Quebec

8%

Ontario

58%

Manitoba/Saskatchewan

1%

Alberta

7%

British Columbia

12%

Reasons for not travelling to Canada Cost is considered the most important reason for not visiting Canada by 41% of US LGBT respondents – in total, no US respondent that did not travel to Canada did not cite cost as one of the main reasons for not visiting.

REASONS FOR NOT TRAVELING TO CANADA BASE: US LGBT WHO DID NOT TRAVEL TO CANADA(N= 27) Cost

Climate No interest in spending holidays in Canada Been to everywhere in Canada that I would want to go to

41%

13%

10% 10% 10%

21%

Most important reason Third most important reason

37%

48%

0%

22%

35%

4%

71%

79%

Second most important reason Not important

Page 19

2014 Survey of Canadian LGBT Travelers

Trip Attributes

Profile of Trips Destination Province DESTINATION (WHERE DO THEY GO TO) BASE: ALL TRIPS

3%

Atlantic

60%

Quebec

46%

Ontario Man/Sask

16% 20%

49%

Canada Europe

12%

23% 14%

23%

USA Asia and Australasia

9% 0%

8%

27%

49%

8% 3%3% 5%

55% 43%

4% 8% 4%1%

55%

Alberta

All

17%

23%

27%

British Columbia

10%

12%

8% 2% 2% 7% 2%5% 7% 3%2%

Mexico and Caribbean UK

Gender DESTINATION (WHO GOES WHERE) BASE: ALL TRIPS

Trans

53%

Lesbian & bisexual women

57%

Gay & bisexual men

Canada Mexico and Caribbean

28%

22%

46%

23%

3%3% 6%

11%

13%

4%2%

8% 4%

USA Europe

Page 20

2014 Survey of Canadian LGBT Travelers

US and Canada compared to 2010 DESTINATION (WHERE DO THEY GO TO) BASE: ALL TRIPS

23%

US

24%

49%

Canada

58%

2014

2010

Origin Province PROVINCIAL ORIGIN (WHICH PROVINCE DO THEY COME FROM) BASE: ALL TRIPS

Canada USA

11% 15%

Asia and Australasia Mexico and Caribbean UK Middle East and Africa

7%

58% 6% 5%

26% 14% 9%

3%

4%

British Columbia

12% 15%

65%

4%

43%

7%

6%

Alberta

13% 11% 13%

43%

58%

Man/Sask

8%

22% 66%

Ontario

4% 7% 0%

11%

Quebec

7% 12%

58%

56%

Central and South America 12%

9%

47%

4%

11%

12%

58%

Europe 3% 7% 3%

All

10%

10%

Atlantic

Page 21

2014 Survey of Canadian LGBT Travelers

Identity IDENTITY OF TRAVELERS (WHO IS GOING WHERE) BASE: ALL TRIPS

Canada USA Asia and Australasia Mexico and Caribbean

63%

33%

68%

6%

26% 83%

16%

86% 68%

Lesbian & bisexual women

0%

11% 0%

79%

Central and South America

1% 17%

78%

Europe

Gay & bisexual men

4%

18%

71%

Middle East and Africa

All

28%

74%

UK

3%

14% 28%

1% 0% 3%

Trans

Page 22

2014 Survey of Canadian LGBT Travelers

Spend per Trip SPEND PER TRIP BASE: ALL TRIPS

$100-$499

30%

$500-$999

20%

$1,000-$1,499

17%

$1,500-$1,999

9%

$2,000-$2,999

10%

$3,000 OR More

15%

MEAN COMPARED TO 2010 Average spending per trip in Canada has declined since 2010, as can be observed in the following chart This decrease is a function of the frequency of trips – more short trips (see section: Average Duration, Page 26)

MEAN SPEND PER TRIP BASE: ALL TRIPS SOURCE: STATISTICS CANADA, TOURISM AND THE CENTRE FOR EDUCATION STATISTICS. LAST MODIFIED: 2011-02-25; AVG SPEND FOR TRIPS IN CANADA N/A

$770

To US

$1,262 $1,558

In Canada

$999 $825

All Trips

$1,198.00 $1,575

Canadian Population

2010

2014

Page 23

2014 Survey of Canadian LGBT Travelers

BY DESTINATION SPENDING PATTERNS BY DESTINATION BASE: ALL TRIPS

60% 50%

Canada

40% 30% Mexico and Caribbean

20% 10%

USA

Europe

0% $3,000 OR $2,000-$2,999$1,500-$1,999$1,000-$1,499 $500-$999 More Europe

Mexico and Caribbean

USA

$100-$499 Canada

BY IDENTITY MEAN SPEND PER TRIP BASE: ALL TRIPS

Lesbian & Bisexual Females

Trans

$1,074

$1,710

Gay & Bisexual Males

All

$1,778

$1,575

Page 24

2014 Survey of Canadian LGBT Travelers

BY EXPERIENTIAL NEED (For a complete description of “Experiential Need” see page 32) MEAN SPEND PER TRIP BASE: ALL TRIPS

A trip to party (“drugs, sex, & rock and roll”)

$1,325

A trip to a primarily LGBT location or LGBT cruise

A gay trip with LGBT friends to do gay stuff

A trip where being LGBT made no difference

$2,236

$1,325

$1,588

Page 25

2014 Survey of Canadian LGBT Travelers

Duration of Trips AVERAGE DURATION OF TRIPS AVERAGE DURATION OF TRIPS BASE: ALL TRIPS

6.7 To US 7.1

5.5 In Canada 4.8

6.3 All Trips 7.2

2010

2014

SHORT, MEDIUM AND LONG TRIPS Percentage Taking Each Type of Trip DURATION OF TRIPS BASE: LGBT TRAVELLERS

One to two weeks, 28% 4 to 6 nights, 22%

1 to 3 nights, 37%

All 1 to 3 nights

One to two weeks, 31%

One to two weeks, 20% 4 to 6 nights, 20%

4 to 6 nights, 23%

1 to 3 nights, 32%

1 to 3 nights, 49%

Gay & Bisexual Males Lesbian 4 to 6 nights One to two weeks

Page 26

2014 Survey of Canadian LGBT Travelers

Average number of Each Type of Trip Taken (per year) (Base: All Trips)

All

Lesbians & Bisexual Females

Gay & Bisexual Males

Trans

Short stay (one or two night getaways, generally by personal vehicle)

3.5

3.2

3.6

3.5

Medium (one week or 10 day “break” such as to a beach resort, skiing resort, etc.)

1.3

1.2

1.4

0.8

Long (“Big trip” lasting around 2 weeks or more)

0.8

0.7

0.9

0.9

Page 27

2014 Survey of Canadian LGBT Travelers

Party Composition PARTY COMPOSITION BASE: ALL TRIPS

Lesbian & Bisexual Females

9%

Gay & Bisexual Males

38%

20%

20%

All

41%

17%

Traveled by myself

8%

40%

Partner /spouse

11%

Family

Friends

Tour group

28%

1%

27%

2%

27%

2%

Other

Distance Travelled DISTANCE TRAVELLED BASE: ALL TRIPS 49%

44%

40%

29%

26%

20% 7%

8%

5%

All LESS THAN 100km

32% 20%

20%

Lesbian & Bisexual Females 100km TO 499km

Gay & Bisexual Males

500km TO 999km

1000km OR MORE

Mode of Travel MODE OF TRANSPORT BASE: ALL TRIPS

47% 32% 6% 4% 4% 3% 3%

All

Air

Personal Vehicle

53% 27%

45% 33% 8% 5% 3% 2% 4%

5% 4% 5% 4% 2%

Lesbian & Bisexual Females

Coach bus

Rental Vehicle

Gay & Bisexual Males

Ship / Cruise Ship

Train

Other

Page 28

2014 Survey of Canadian LGBT Travelers

Seasonality SEASONALITY OF TRAVEL BASE: ALL TRIPS TAKEN FROM APRIL 2013 TO MARCH 2014 18% Gay & bisexual Lesbian & bisexual men 16% women 14% 12% 10% 8% 6% 4% 2% 0%

All

Accommodations ACCOMMODATIONS BASE: ALL TRIPS

Gay and bisexual men Lesbian and bisexual women Trans

5% 5%

46%

10% 2%

42%

6% 0%

35%

All

45%

23%

6% 4%

20%

26%

0% 10%

21%

6%

6%

6%

6%

4% 2%

8%

5%

26%

5%

Hotel/Motels

Resort/timeshare

B&B/Country Inn

Home or cottage of friends or family

Rented apartment/condo/villa

Cruise

Camping/hostel

Other

7%

7%

Page 29

2014 Survey of Canadian LGBT Travelers

Activities Engaged In ACTIVITIES ACTIVITIES ENGAGED IN BASE: ALL TRIPS

65%

70% 60% 50% 40% 30% 20% 10% 0%

All

Gay & Bisexual Males

Lesbian & Bisexual Females

Trans*

GENDER ACTIVITIES ENGAGED IN BASE: ALL TRIPS 65%

62%

59% 53%

52%

52%

46%

43%

41% 37% 43%

43% 40%

38% 38% 46%

42%

23% 15% 11% 7% 21%

All Dining Entertainment & Clubs, etc.

Festivals & Events Spas

48%

22%

Gay & Bisexual Males

35% 29%

29% 25% 16%

14% 12% 22% 6%

20%

9%8%

Lesbian & Bisexual Females

Shopping Sightseeing & Natural Wonders Land Based Outdoor Activities Sporting Events, Gaming, Casinos

45%

29% 29% 29%

16% 6% 13% 0%

Trans*

Visit Attractions Arts & Culture Water Based Outdoor Activities

Page 30

2014 Survey of Canadian LGBT Travelers

HOUSEHOLD MAKE-UP (CHILDREN) ACTIVITIES ENGAGED IN BASE: ALL TRIPS 66%

70% 60% 50% 40% 30% 20% 10% 0%

Children

No Children

DESTINATION ACTIVITIES ENGAGED IN BASE: ALL TRIPS

80%

71%

60%

40%

20%

0% Europe Mexico & Caribbean USA Dining Shopping Sightseeing & Natural Wonders Arts & Culture Festivals & Events Land Based Outdoor Activities Water Based Outdoor Activities Sporting Events, Gaming, Casinos

Canada Entertainment & Clubs, etc.

Visit Attractions Spas

Page 31

2014 Survey of Canadian LGBT Travelers

Experiential Need As a means of segmenting the LGBT traveling population into meaningful groups we developed a four segment model based on the travelers needs state for that particular trip. We defined need states in experiential terms, rather than benefit or attribute, and given the nature of LGBT people, we determined that the segmentation would have to allow for any individual to demonstrate any one of the needs. Hence, the requirements of a trip would not be defined by demographic (age or income), psychographic (attitudes) or traditional benefit attributes, but rather by the experience sought.

In focus groups we identified these four segments:  A trip where being gay makes no difference  A gay trip with gay friends to do gay things  A trip to a gay location (Provincetown) or a gay cruise  Drugs, sex and rock and roll – a trip explicitly to “party” in a gay environment

EXPERIENTIAL NEED BASE: ALL TRIPS 64%

72%

19%

21% 7%

9%

5%

2%

A trip where being LGBT A gay trip with LGBT A trip to a primarily LGBT A trip to party (“drugs, made no difference friends to do gay stuff location or LGBT cruise sex, & rock and roll”)

2014

2010

BY IDENTITY EXPERIENTIAL NEED/IDENTITY BASE: ALL TRIPS

Lesbian & Bisexual Women Gay and Bisexual Men

All

67%

62%

64%

A trip where being LGBT made no difference A trip to a primarily LGBT location or LGBT cruise

15%

6%

12%

21%

8%

8%

19%

7%

9%

A gay trip with LGBT friends to do gay stuff A trip to party (“drugs, sex, & rock and roll”)

Page 32

2014 Survey of Canadian LGBT Travelers

BY COUNTRY VISITED EXPERIENTIAL NEED BASE: ALL TRIPS

USA

58%

Canada

20%

63%

Mexico and Caribbean

23%

66%

Europe

13%

15%

69%

7%

9%

5%

10%

9%

10%

12%

12%

A trip where being LGBT made no difference

A gay trip with LGBT friends to do gay stuff

A trip to a primarily LGBT location or LGBT cruise

A trip to party (“drugs, sex, & rock and roll”)

BY AGE EXPERIENTIAL NEED/AGE BASE: ALL TRIPS

65 or Above

89%

55-64

69%

45-54 35-44

7% 4% 14%

67% 55%

20% 24%

14%

3%

8%

4%

10%

10%

25-34

62%

20%

3%

14%

18-24

64%

18%

5%

13%

A trip where being LGBT made no difference

A gay trip with LGBT friends to do gay stuff

A trip to a primarily LGBT location or LGBT cruise

A trip to party (“drugs, sex, & rock and roll”)

Page 33

2014 Survey of Canadian LGBT Travelers

BY MONTH A trip where being LGBT made no difference

EXPERIENTIAL NEED/MONTH BASE: ALL TRIPS 90% 80% 70% 60%

A trip to a primarily LGBT location or LGBT 40% cruise 50%

30%

A gay trip with LGBT friends to do gay stuff

A trip to party (“drugs, sex, & rock and roll”)

20% 10% 0%

Page 34

2014 Survey of Canadian LGBT Travelers

Reasons for Choosing DESTINATION MAIN REASONS FOR CHOOSING DESTINATION

(SELECT

3)

BASE: ALL TRIPS Visit family or friends Tourist attractions and sights at destination Food and dining Arts & culture Cost LGBT bars and scene Climate Diversity and LGBT friendly reputation LGBT specific festivals, events or parties Recommendations from friends Land based outdoor activities Mainstream festivals, events or parties Water based outdoor activities Discounts, Coupons or Promotions Extension of business trip Safety

31% 25% 23% 20% 18% 17% 16% 13% 11% 10% 8% 7% 5% 5% 5% 3%

By Identity MAIN REASON FOR CHOOSING DESTINATION % THAT SELECTED REASON BASE: ALL TRIPS LESBIAN AND BISEXUAL FFMALES N=265 TRIPS GAY AND BISEXUAL MALES N= 633 TRIPS

Visit family or friends Tourist attractions and sights at destination Food and dining Arts & culture LGBT bars and scene Climate Cost Diversity and LGBT friendly reputation LGBT specific festivals, events or parties Recommendations from friends Land based outdoor activities Water based outdoor activities Mainstream festivals, events or parties Extension of business trip Discounts, Coupons or Promotions Safety Gay and Bisexual Males

32% 24% 17%

25%

17%

20%

12%

20%

13%

18% 20%

12% 8%

30% 26%

17%

14% 13%

13% 9% 10% 7% 5% 5% 12% 5% 5% 4% 7% 3% 3% 3%

Lesbian and Bisexual Females

Page 35

2014 Survey of Canadian LGBT Travelers

Ranked Reasons for Choosing Destination – By Identity As noted by circles ranks, lesbians are more driven by costs and recommendations from friends than gay men. On the other hand, gay and bisexual men are more driven by LGBT focused activities.

Lesbians & Bisexual Females

Gay & Bisexual Males

Visit family or friends Tourist attractions and sights at destination

1

1

2

2

Cost

3

7

Arts & culture

4

4

Food and dining

5

3

Climate

6

6

7

10

8

8

Recommendations from friends Diversity and LGBT friendly reputation

Lesbians & Bisexual Females

Gay & Bisexual Males

9

5

10

12

11

11

12

9

13

15

14

14

15

13

16

16

LGBT bars and scene Mainstream festivals, events or parties Land based outdoor activities LGBT specific festivals, events or parties Discounts, Coupons or Promotions Extension of business trip Water based outdoor activities Safety

Distance Travelled DISTANCE TRAVELLED BASE: ALL TRIPS

49% 44%

40% 32%

29%

26%

7%

8%

5%

All

LESS THAN 100km

20%

20%

20%

Lesbian and bisexual women 100km TO 499km

Gay and bisexual men

500km TO 999km

1000km OR MORE

Page 36

2014 Survey of Canadian LGBT Travelers

Research and Booking Behaviour SOURCE OF INFORMATION SOURCE OF INFORMATION WHEN BOOKING TRAVEL BASE: ALL CDN TRAVELLERS

Online travel information sites (e.g. Trip Advisor)

45.90%

Friends

42.30%

Online travel agents (e.g.

Expedia.com)

17.20%

Official tourism destination web sites

16.30%

Social Media (e.g. Facebook, Twitter)

13.20%

LGBT general information sites (e.g. Gay.com)

13.20%

LGBT travel sites (e.g. Conxity, Travel Gay Canada, IGLTA)

13.20%

Travel agent

10.40%

LGBT Media

10.10%

Mainstream newspapers Mainstream radio Mainstream TV

6.50%

50.40%

29.30%

47.00%

35.80%

58.30%

25.40%

47.90%

38.90%

45.10%

41.70%

51.30%

35.50%

40.00%

49.60%

51.30%

7.00%

38.60%

45.10%

47.90%

33.20%

3.90%

62.80%

2.80% 15.80% 2.50%

11.00%

51.30%

20.30%

Hotel or airline brand site

Travel Magazines

43.10%

81.40%

25.60%

Always

71.80%

Sometimes

Never

Page 37

2014 Survey of Canadian LGBT Travelers

Compared to 2010 LGBT travelers have drunk the social media cool aid Since 2010 there has been a significant increase in the use of social media notably at the expense of traditional media – with the exception of newspapers (consulted by more than 1 in 3 LGBT travelers when researching trips) Also of note is the apparent increase in the use of LGBT travel sites such as TGC and IGLTA.

SOURCE OF INFORMATION - TOP 2 BOX (SOMETIMES OR ALWAYS CONSULT) BASE: ALL TRIPS 79.00% 89.00%

Online travel information sites (e.g. Trip Advisor)

73.00%

Friends

93.60% 70.00% 70.70%

Online travel agents (e.g. Expedia.com) Hotel or airline brand site (e.g. Deltahotels.com; Starwoodhotels.com) Official tourism destination web sites (e.g. newfoundlandlabrador.com; Tourism Toronto,‌

68.00% 64.20% 69.00% 74.60% 44.00%

Social Media such as Facebook, Twitter

61.10% 49.00% 58.30%

LGBT general information sites (e.g. Gay.com) LGBT travel sites (e.g. Conxity, Travel Gay Canada, IGLTA)

56.00% 64.50% 24.00%

Travel agent

50.40% 68.00% 61.40%

LGBT Media

51.00% 52.10%

Travel Magazines 21.00%

Mainstream newspapers

37.10% 35.00%

Mainstream radio

18.60% 50.00%

Mainstream TV 2010

28.10%

2014

Page 38

2014 Survey of Canadian LGBT Travelers

Use of Gay Media in Researching and Planning Trips Gay media usage patterns have changed in isolated cases among gay and bisexual males and significantly for lesbians and bisexual female travelers Use of LGBT maps increased 12% for males and nearly 16% among lesbians and bisexual females; use of LGBT print sources also fell among female participants – newspapers from 65% in 2010 to 44% in 2014, and magazines from 84% to 70%

GAY MEDIA USED -- TOP 2 BOX (ALWAYS OR SOMETIMES USE) BASE: USED GAY MEDIA TO RESEARCH TRAVEL

LGBT travel guides

86%

92% 94%

LGBT magazines

70%

81% 86%

LGBT newspapers

62%

44%

68%

LGBT maps

62%

40%

71%

33%

LGBT TV

49%

28%

23%

LGBT radio stations

26% 22%

All

Lesbian & Bisexual Females

Gay & Bisexual Males

Page 39

2014 Survey of Canadian LGBT Travelers

BOOKING CHANNELS Frequency of Using Each Channel BOOKING CHANNELS BASE: ALL LGBT TRAVELLERS Direct telephone or online booking with the hotel or destination

31%

Airline or hotel websites

30%

Online travel agent

Travel agent

51%

55%

13%

5%

LGBT Online Travel Agent

3%

LGBT Travel Agent

2%

14%

50%

10%

Tour or cruise operator direct

18%

37%

35%

55%

25%

70%

17%

80%

21%

Always

77%

Sometimes

Never

Usage of Channels by Identity BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE) BASE: ALL LGBT TRAVELLERS

Direct telephone or online booking with the hotel or destination

86% 87%

Airline or hotel websites

81% 86% 67%

Online travel agent

56% 48%

Travel agent

40% 33%

Tour or cruise operator direct LGBT Online Travel Agent LGBT Travel Agent

Gay and Bisexual Males

24% 21% 19% 28% 14%

Lesbian and Bisexual Females

Page 40

2014 Survey of Canadian LGBT Travelers

Changes in Channel Usage since 2010 BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE) BASE: ALL LGBT TRAVELLERS

Airline or hotel websites

86% 47%

Direct telephone or online booking with hotel‌

51%

Online travel agent 28%

Travel agent Tour or cruise operator direct LGBT Travel Agent

14% 11%

LGBT Online Travel Agent 2010

82% 63%

45%

30% 23%

20%

2014

Page 41

2014 Survey of Canadian LGBT Travelers

Travel Planning Future Intent CHANGE IN TRAVEL PATTERNS The next twelve months look particularly bright for the LGBT travel market Over 50% intend to spend more on travel overall and specifically on leisure trips.

This optimism is more pronounced among lesbians and bisexual females, (60% anticipate spending more on travel).

FUTURE INTENT BASE: ALL LGBT TRAVELLERS

Total spend on travel

55%

Nights in paid accommodations

43%

Flights

44%

Business trips

31%

43%

12%

67%

52%

Increase

14%

45%

17%

Leisure trips

14%

17%

39%

Stay the same

9%

Decrease

FUTURE INTENT - TOP BOX (INCREASE) BASE: ALL LGBT TRAVELLERS

52%

Total amount you spent on travel

60% 41%

Nights in paid accommodations

48% 43% 45%

Flights taken Business trips taken

15% 17% 50%

Leisure trips taken

Gay & Bisexual Males

56%

Lesbian & Bisexual Females

Page 42

2014 Survey of Canadian LGBT Travelers

COUNTRY Respondents may overstate their future travel intentions in terms of regions (compare to 2014 reported travel to destinations (Page 11).

LIKELY TO TRAVEL IN THE NEXT 12 MONTHS SOMEWHAT OR VERY LIKELY BASE: ALL LGBT TRAVELELRS

Canada United States Europe (Net) France Spain Germany Netherlands Switzerland Iceland Austria Other European Countries Caribbean England Mexico South America Asia Australia / South Pacific Middle East

95% 86% 56% 36% 26% 26% 24% 17% 15% 13% 31% 44% 42% 41% 24% 19% 16% 11%

Province LIKELY TO TRAVEL IN THE NEXT 12 MONTHS CANADIAN PROVINCES SOMEWHAT OR VERY LIKELY BASE: ALL LGBT TRAVELERS

Yukon Northwest Territories Nunavut Newfoundland and Labrador New Brunswick Prince Edward Island Nova Scotia Quebec Ontario Manitoba Saskatchewan Alberta British Columbia

7.80% 6.60% 7.20% 25.60% 26.40% 24.40% 38.80% 71.80% 87.10% 17.20% 17.20% 40.50% 63.50%

Page 43

2014 Survey of Canadian LGBT Travelers

Importance of Attributes DESTINATION An attribute may be very important, but is not considered an important reason for choosing a destination For instance, Safety is the second most important attribute of a destination, but only 3% cite it as an important reason for choosing a destination (see Page 35).

In other words, the destination must be safe, but it will not be chosen just because it is safe; there are many other more compelling reasons to choose where to spend travel dollars (in 2014) than safety.

IMPORTANCE OF ATTRIBUTES -- DESTINATION BASE: ALL LGBT TRAVELERS Cost

63%

Safety

61%

33%

5%

32%

7%

Food and drink

56%

37%

7%

Climate

54%

39%

7%

Diversity and LGBT friendly reputation

43%

Tourist attractions at destination

41%

Arts & culture

39%

Recommendations from friends

38%

Political climate

48%

10%

47%

12%

47%

14%

53%

35%

9%

41%

24%

Discounts, coupons or other promotions

26%

LGBT bars and scene

25%

50%

24%

Shopping

25%

51%

25%

LGBT specific festivals, events, or parties

18%

Mainstream festivals and events

18%

Land based outdoor activities (e.g. hiking, mountain climbing, skiing)

17%

That it is a “gay holiday�

Water based outdoor activities (e.g. boating, fishing, water-skiing) That you have seen advertising for the destination in LGBT oriented publications Spa / health resort Casino

Very important

12%

47%

52%

30%

60%

22%

54%

29%

37%

12%

51%

43%

12%

46%

45%

9% 5%

28%

43%

35% 12%

Somewhat important

57% 83%

Not important

Page 44

2014 Survey of Canadian LGBT Travelers

Ranked Comparison of Most Important Attributes 2010 rank in parentheses Lesbians

Gay

Lesbians

Gay

Cost

1 (1)

1 (1)

Shopping

11 (14)

12 (12)

Safety

2 (2)

3 (3)

Land based outdoor activities

12 (11*)

13 (11*)

Food and drink

3 (5)

4 (6)

LGBT specific festivals, events, or parties

13 (15)

15 (15)

Climate

4 (6)

2 (4)

LGBT bars and scene

14 (12)

9 (13)

Diversity and LGBT friendly reputation

5 (7)

7 (8)

Political climate

15 (10)

10 (10)

Tourist attractions at destination

6 (8)

6 (7)

Water based outdoor activities

16 (11*)

17 (11*)

17 (17)

16 (16)

18 (NA)

18 (NA)

Spa / health resort

19

19

Casino

20

20

Recommendation s from friends

7 (9)

5 (9)

That you have seen advertising for the destination in LGBT oriented publications

Mainstream festivals and events

8 (18)

11 (19)

That it is a “gay holiday”

Arts & culture

9 (4)

8 (5)

10(13)

14(14)

Discounts, coupons or other promotions

*2010 question combined land and water based activities as “Outdoor activities”

Page 45

2014 Survey of Canadian LGBT Travelers

HOTELS IMPORTANCE OF ATTRIBUTES -- HOTELS BASE: ALL LGBT TRAVELLERS Price

72%

Close to attractions

51%

LGBT friendly

49%

Amenities

45%

Reviews and ratings on travel sites/guides

44%

Referral from family or friends Closeness to LGBT neighborhood

26% 45%

Loyalty program

17%

10%

49%

7%

47%

9%

54%

22% 18%

4%

40%

31%

Part of a package

14%

47%

31%

47%

36%

41%

43%

Brand

15%

49%

36%

Reviews on LGBT travel sites (e.g.

GayCities.com)

14%

49%

37%

Member of LGBT organization (i.e. TAG member,TGC Member, etc.)

14%

49%

37%

Very important

2%

Somewhat important

Not important

Ranked Comparison of Most Important Attributes (2010) 2010 rank in parentheses Lesbians

Gay

Lesbians

Gay

Price

1 (1)

1 (1)

Part of a package

7 (10)

11 (9)

Reviews and ratings on travel sites/guides

2 (5*)

4 (6*)

Closeness to LGBT neighborhood

8 (7)

7 (7)

Amenities

3 (2)

3 (2)

Member of LGBT organization; “LGBT approved”

9 (8)

10 (11)

Close to attractions

4 (2)

2 (2)

Reviews on LGBT travel sites (e.g. GayCities.com)

10 (5**)

9 (6**)

Referral from family or friends

5 (3)

6(4)

Brand

11(9)

8 (10)

LGBT friendly

6 (3)

5(4)

Loyalty Programs

12 (11)

12 (8)

**2010 Question “Online reviews” combined general market and LGBT

Loyalty Program Membership Page 46

2014 Survey of Canadian LGBT Travelers

LOYALTY PROGRAM MEMBERSHIP BASE: ALL LGBT TRAVELERS

56%

AirMiles

50% 53%

46%

AeroPlan (Air Canada)

33% 41%

19%

Starwood Preferred Guest

7% 16%

17%

Fairmont President’s Club

6% 14%

16%

Marriott Rewards

7% 13%

15%

Hilton Hhonours

4% 12%

15%

VIA Préférence (VIA Rail Canada)

4% 12%

12%

VIPorter

7% 11%

13%

Priority Club (Intercontinental Hotels Group)

4% 11%

10%

Delta Privilege (Delta Hotels & Resorts)

4% 9%

8%

Wyndham Rewards (Wyndham, Ramada, Days Inn)

6% 8%

8%

Choice Privileges

3% 6%

Avis Preferred

7% 1% 5%

Hyatt Gold Passport

Emerald Club (National Car Rental)

5% 2% 4%

5% 0% 4%

Gay and Bisexual males

Lesbian and Bisexual Females

All

Page 47

2014 Survey of Canadian LGBT Travelers

Extend Business Trips The percentage of business travellers that extend their trip for leisure purpose (sometimes or always) has not changed since the 2010 report (87% vs. 85%) EXTEND BUSINESS TRIPS FOR LEISURE BASE: LGBT TOOK AT LEAST 1 BUSINESS TRIP

Never, 13%

Always, 19%

Sometimes, 68%

Page 48

2014 Survey of Canadian LGBT Travelers

Media Habits CONSUMPTION OF LGBT MEDIA (READ, LISTEN TO, VIEW) GAY MEDIA USAGE BASE: ALL LGBT TRAVELLERS ***BASED ON RESPONSES RECEIVED AFTER APRIL 30, 2014

Xtra Toronto

32%

29%

Out Magazine

30%

24%

OUTtv 18%

24%

13%

20%

15%

Proud FM

27%

18%

Xtra Vancouver

15%

9%

Fugues

13%

13%

3%

10%

9.1%

Pink Pages***

12.5% 10.3%

9%

IN Magazine

10%

Columbia FunMaps

12%

12%

3%

9%

DailyXtraTravel.com

6%

Xtra Ottawa

6%

Gay Calgary

4%

Gay Calgary

4%

10% 9%

10% 9%

10% 8%

10% 8%

1%

Curve Magazine

29%

21%

Daily Xtra.com

36%

29%

24%

The Advocate

37% 35%

7%

23%

6%

Passport Magazine

4% 5%

5%

Wayves Outvisions Outwords PinkPlayMags***

6% 5%

5%

1%

5%

4%

3% 4%

0.8%

1.3% 1.3%

Gay & Bisexual Males

Lesbian & Bisexual Females

All

Page 49

2014 Survey of Canadian LGBT Travelers

Top 3 Media by Region #1

#2

#3

Xtra Vancouver

65%

Out Magazine

33%

OUTtv

30%

Alberta

Gay Calgary

52%

Xtra Vancouver

26%

Out Magazine

26%

Ontario

Xtra Toronto

52%

Out Magazine

33%

Proud FM

29%

Fugues

69%

OUTtv

22%

Out Magazine

16%

BC

PQ

Top 3 Canadian Media by Gender #1

#2

#3

Lesbians and Bisexual Females

Out Magazine

36%

Xtra Toronto

32%

OUTtv

29%

Gay and Bisexual Males

Xtra Toronto

37%

Out Magazine

29%

OUTtv

24%

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2014 Survey of Canadian LGBT Travelers

Recognition of LGBT Travel Icons The most prominent LGBT travel icon is IGLTA. TGC is recognized and understood by one in three travelers, nearly three times the recognition factor for TAG Seen and know what they do

Never seen

31%

45%

47%

31%

11%

75%

However, among Canadian lesbians and bisexual females, as many recognize and understand TGC as IGLTA HAVE SEEN THE LOGO AND I KNOW WHAT THEY DO BASE: CANADIAN LESBIAN AND BISEXUAL FEMALES N=108

TAG

7%

IGLTA

37%

TGC

40%

TGC

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