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An Intimate Look at Canadian LGBT Travelers 2011 Based on the National Survey conducted in the fall of 2010


An Intimate Look at Canadian LGBT Travelers 2011

Highlights 1. The LGBT Travel market in Canada represents $7bn in annual spending 2. Canadian LGBT travelers spent on average approximately $3,400 on travel in the previous 12 months 3. Generally, LGBT spending on travel to key markets is in line with that of Canadian Population, with the important exception of travel to US where LGBT spending was nearly double 4. Gay travelers report spending almost 25% more than Lesbians 5. Fewer Canadians reported taking one or more trips in the previous twelve months versus two years ago (79% vs. 91%) 6. Overwhelmingly, Canadians travelled within Canada 2007

2010

Canada

57%

58%

US

25%

24%

Other

18%

18%

7. The most cited reason for choosing a destination is that the destination offers Rest and Relaxation, followed by shopping and safety. 8. Fewer people cited cost as a primary motivator this year (14% vs. 23%); LGBT Bar Scene has also decreased in importance (10% vs. 23%) 9. 51% of respondents sometimes or always book their travel using a General Market online travel agent, compared to only 11% that report using a segment specific (LGBT) agent

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An Intimate Look at Canadian LGBT Travelers 2011

Highlights (continued) 10. 47% report using hotel or airline direct channels some or most of the time 11. 88% Sometimes or always consult LGBT magazines in deciding where to travel 12. 40% of respondents intend to spend more on travel in the next 12 months, while 21% will spend less. In 2007 approximaely 25% of respondents were confident they would spend more on travel in the following 12 months 13. 94% of respondents are somewhat or very likely to travel within Canada in the next 12 months 14. 79% are likely to travel to the US in the next 12 months 15. Fully 85% of LGBT business travelers always or sometimes extend their business trips for leisure purposes

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An Intimate Look at Canadian LGBT Travelers 2011

Highlights ........................................................i Highlights (continued) ..................................ii Background ...................................................1 Methodology ..................................................1 Sampling .................................................................. 2 Sample Description ................................................... 2 Total respondents .................................................... 2 Total Trips ................................................................ 2 Regionality ............................................................... 3 Income Distribution .................................................. 3 Passport Ownership................................................. 4 Gender Identity ........................................................ 4 Education ................................................................. 5

Comparison Canadian Population vs LGBT (Couples) ................................................................ 17 Party Size ............................................................... 17 Distance Travelled .................................................. 18 Mode of Travel ....................................................... 18 Seasonality ............................................................. 19 Accommodations .................................................... 20 Duration .................................................................. 20 Duration – By Identity ............................................. 21 Experiential Need ..................................................... 21 Experiential Need By Identity ................................. 22 Experiential Need by Party Size ............................. 23 Experiential Need by Country Visited ..................... 23 Reasons for Choosing ............................................. 24 Destination ............................................................. 24

Marital Status ........................................................... 5

Ranked Reasons for Choosing Destination – By Identity .................................................................... 24

Profile Comparison to 2007 wave ................6

Distance Travelled .................................................. 25

Income Distribution ................................................... 6 Marital Status ........................................................... 6

Research and Booking Behaviour ............ 26

Education Level ....................................................... 7

Use of Gay Media in Researching and Planning Trips ....................................................................... 27

Employment ............................................................. 7

Travel Profile .................................................8 Frequency of Travel in the past 12 months.............. 8 Annual Travel Expenditure – Identity ....................... 8 Annual Travel Expenditure – Region ....................... 9 Frequency of Travel to Destinations ........................ 9 Number of Nights of Paid Accommodation ............ 10 Number of Flights................................................... 10

Travel within Canada ..................................11 Provincial Market Share ......................................... 11 Duration of trips within Canada .............................. 12 Source of Travelers within Canada ........................ 12 Changes in Travel Behaviour versus Previous 12 Months ................................................................... 13 Spending on Travel ................................................. 14 Average Annual per Capita Spend – Region ......... 14 Average Annual per Capita Spend – Identity ......... 14 Average Annual per Capita Spend – Mode of Transport................................................................ 15

Source of Information ............................................. 26

Booking Channels .................................................. 27 Future Intent ............................................................. 28 Change in travel patterns ....................................... 28 Likelihood of travelling to ........................................ 29 Importance of Attributes ......................................... 30 Destination ............................................................. 30 Ranked Comparison of Most Important Attributes . 30 Importance of Attributes ......................................... 31 Hotels ..................................................................... 31 Business Travel ....................................................... 32 Provincial Market Share ......................................... 32 Duration of Business Travel to Provincial Destinations ............................................................ 32 Duration of Business Travel to Provincial Destinations (continued) ......................................... 33 Extend Business Trips ............................................ 33 Media Habits ............................................................. 34 Consumption of LGBT Media (read, listen to, view)34

Duration of Trips...................................................... 15

Demographics ............................................. 36

Trip Attributes .............................................16

Household Make-up ............................................... 36

Profile of Trips ......................................................... 16 Destination ............................................................. 16

Age ......................................................................... 36

Spend per Trip ....................................................... 17

Income .................................................................... 39

Employment ........................................................... 36

Education ............................................................... 38 LGBT Traveler Income cf Canadian Population ..... 39

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An Intimate Look at Canadian LGBT Travelers 2011

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., and the field work was managed by B.O.S.S. An initial study of travel habits among Canadian LGBT travelers was conducted in 2007, with the fieldwork being completed in April of that year. While the current study is viewed as a second wave, and the structure of the survey instrument is essentially the same, there are a number of technical differences that make direct comparisons between the two studies difficult. We have included comparisons where it makes sense. In addition, in the interests of efficiency and based on feedback from the initial study, several questions were removed. The study focuses on the travel patterns of Canadians and does not include, except in isolated instances, information about US or other travelers to Canada. The field work was conducted in late October/Early November 2010. An initial presentation base on mid-field information was published in early November, prior to the completion of field work.

Methodology These findings are based on an online survey conducted during October and the first week of November 2010. Sample was recruiting using a variety of sources, including Canadian Gay media outlets, organizations and associations. Respondents were directed to a confidential survey site. An incentive (one of three Ipads selected in a sweepstake from among completed entries and those screened out) was offered as enticement to participate. The survey took 10 to 15 minutes to complete. Information regarding frequency of travel and limited demographic information was captured from all visitors to the site. Respondents living in the US were asked about travel intent to Canadian Provinces and subsequently disqualified. An important difference between the first and second wave of the study is in the handling of those who did not take at least one trip in the previous 12 months. In this study this group was not excluded and therefore impacted questions including future intent. Page 1


An Intimate Look at Canadian LGBT Travelers 2011

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. In no cases did the promotion mention the subject of the survey (travel).

Sample Description Total respondents A total of 2,323 respondents entered the survey. Of these 1258 are considered fully completed surveys (referred to as “completes” throughout).

All respondents entering the survey

2,323

Total respondents that completed the survey

1,407

Total US or other geography Total straight females or males Total Qualified Respondents. Referred to as Base: All completes

124 25 1,258

Total Trips In order to describe travel or trip specific attributes, respondents were asked about their three most recent trips within a 12 month period. Not all respondents had traveled three times in the past twelve months (in fact 270 qualified respondents [21.4%] stated that they did not take any trips in the previous 12 months), with the result that the total number of trips on which the reporting on travel attributes are based is 3,493 (referred to as Base: total trips, throughout the report).

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An Intimate Look at Canadian LGBT Travelers 2011

Regionality In order to develop meaningful sample cells, we combined provinces to form regions

Includes

n=

% of  respondents 

West

BC, Alberta, Yukon

302

24% 

   Near West 

Manitoba, Saskatchewan and Northwest Territories

92

7% 

Ontario

Ontario

597

Quebec

Quebec

148

47%  12% 

East

PEI, NB, NS, NFL, Nunavut

119

9% 

1258

100% 

Region

Total

Income Distribution Income Distribution 2007 cf 2010

2010

CanadianPopulation*

Base: All Completes 18.0% 16.0% 14.0% 12.0% 10.0% 8.0% 6.0% 4.0% 2.0% 0.0%

* 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 111-0012.

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An Intimate Look at Canadian LGBT Travelers 2011

Passport Ownership Holding Valid Passports Identity Base: All Completes

Total

78%

Lesbian

79%

Gay

80%

Bi-male

71%

Bi-female

72%

Trans

62%

Canadian Population

56.00%

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 Lesbian Gay Bi Female Bi Male Trans Straight-F Straight-M Other Total

460 1387 192 57 53 81 31 62 2323

Completed Survey

2010 Completes

2007 Completes

263 811 92 28 32

21.2% 65.4% 7.4% 2.3% 2.6%

25% 69%

32 1258

1.1% 100%

5% 1%

100%

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An Intimate Look at Canadian LGBT Travelers 2011

Education Education Levels 2007 vs 2010

LGBT per Survey

Base: All Completes

Graduated College or University (including post graduate)

Some College or University

High School

Canadian Population*

Less than High School

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

Marital Status Status 2010 Base: all completes

In a Committed Relationship Single 38% 48%

Married 14%

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An Intimate Look at Canadian LGBT Travelers 2011

Profile Comparison to 2007 wave Income Distribution Income Distribution 2007 cf 2010

2010

2007

CanadianPopulation*

Base: All Completes 30.0% 25.0% 20.0% 15.0% 10.0% 5.0% 0.0%

* 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 111-0012.

Marital Status Marital Status Family 2007 vs 2010 Base: All Completes 2010

Single, 48.3%

2007

Single, 39.0%

Married, 15.0% Married, 13.8%

In a Committed Relationship, 37.9%

In a Committed Relationship, 46.0%

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An Intimate Look at Canadian LGBT Travelers 2011

Education Level Education Levels 2007 vs 2010 Base: All Completes

2010

2007

47.6% 36.9% 28.9% 23.2%

22.0% 16.6%

14.7% 5.8%

Graduate Degree

Graduated College or University

Some College or University

High School

2.9% 1.4% Less than High School

Employment Employment 2007 vs 2010 Base: All Completes

Unemployed

2007 0.6 5.6 14.2

Self Employed

10.6 5.6

Retired

Homemaker

Full Time Student

Employed Part Time

Employed Full Time

2010

7.9 0.6 1.4 6.7 12.9 5.7 7.7 66.2 54

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An Intimate Look at Canadian LGBT Travelers 2011

Travel Profile Frequency of Travel in the past 12 months 

12% fewer respondents reported taking at least one overnight trip in 2010 compared to the original wave in 2007

Took one or more trips in previous 12 months Base: All completes

2010

2007

91.00% 79.00%

21.00% 9.00%

Reported at least one trip in the previous 12 months

Did not report any trips in the previous 12 months

Annual Travel Expenditure – Identity Average Annual Spend on Travel 2007 vs 2010 Gender Identity

2010

2007

Base: All Completes, some info from 2007 not available $5,248

$3,396

$5,578 $4,971 $3,793 $3,113

$2,946 $1,877

$1,761

Total

Lesbian

Gay

Bi-female

Bi-male

Trans

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An Intimate Look at Canadian LGBT Travelers 2011

Annual Travel Expenditure – Region Average Annual Spend on Travel 2007 vs 2010 Region Base: All Completes $3,767

$3,516

$3,396

$3,203

$3,029 $2,455

All

West

Near West

Ontario

Quebec

East

Frequency of Travel to Destinations % of Respondents Traveling 1 or More Times to Each Destination Base: All Completes 85%

53%

20%

17% 5%

4%

3%

2%

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An Intimate Look at Canadian LGBT Travelers 2011

Number of Nights of Paid Accommodation  

26% of respondents did not stay in paid accommodations in the previous 12 months The mean number of nights of paid for accommodation among those who reported one or more occasions was 8.4.

Number of Nights 1-4 5-9 10 - 14 15 - 19 20 - 29 Over 30

% of Respondents Base: Completes that stayed in paid accommodations

15% 16% 14% 7% 12% 9%

Number of Flights  

37% of respondents did not take any flights in the previous 12 months On average respondents that reported one or more flights went on 3.3 flights Number of Flights

% of Respondents Base: Completes that took 1 or more flights

0-0 1-2 3-4 5-7 8 - 12 More than 12

37% 24% 18% 10% 8% 4%

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An Intimate Look at Canadian LGBT Travelers 2011

Travel within Canada Provincial Market Share LGBT Leisure Travel Provincial Market Share Number of trips to each province in the previous 12 months

All Trips

Lesbian

Gay

Base: All who reported 1 or more trips within Canada

29% 33% 19%

18% 11%

14% 2% 3%2%

4%5%

2% 2%2% Newfoundland and Labrador

6%6%

6%

Prince Edward Island

17% Quebec

Manitoba

31% Ontario

3% 6%4%

Saskatchewan

11% Alberta

British Columbia

17%

3% 4%4%

New Brunswick

6%

11%

Nova Scotia

16%

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An Intimate Look at Canadian LGBT Travelers 2011

Duration of trips within Canada Number of nights Base: Trips in Canada 52%

22% 10%

1 Night

2 Nights

3 Nights

7%

4 Nights

3%

3%

1%

1%

5 Nights

6 Nights

7 Nights

8 Nights

0

1%

9 Nights 10 Nights

Source of Travelers within Canada Source of Travel Within Canada % of trips in the past 12 months taken by people from each region Base: Total number of trips in previous 12 months

44%

24%

8%

West (BC/AB)

MAN/SASK/NWT

Ontario

11%

12%

Quebec

East (NS/PEI/NB/NFL)

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An Intimate Look at Canadian LGBT Travelers 2011

Changes in Travel Behaviour versus Previous 12 Months Self reported by respondents    

55% of respondents spent either the same or less than in the previous year on travel Business travel fared much worse than leisure travel (83% did not increase their business travel versus 70% for leisure travelers). 39% of leisure travelers increased their spending in 2007 compared with only 17% of business travelers While the economy may have improved since the previous survey, the profile of travel intent does not indicate much more confidence in the future (Page 28)

Increased Stayed the Same Decreased

Changes in Travel Profile versus Previous 12 Months Base: All completes

Annual Travel Spend

23%

Leisure Travel

Business Travel Number of Flights Accommodation

44%

32%

39% 41%

21% 17%

63%

20% 30%

45%

25%

24%

39% 37%

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An Intimate Look at Canadian LGBT Travelers 2011

Spending on Travel Using the conservative estimate that 6% of the Canadian Population (34.2m) would identify as Lesbian, Gay, Bi-sexual or Trans, we estimate that the approximately 2 million LGBT Canadians would spend a total of $6.9 billion

Average Annual per Capita Spend – Region Average Annual Spending on Travel Region Base: All completes

$3,769.60 $3,395.50

$3,515.60 $3,028.70

$3,203.40 $2,459.70

Total

West

Ontario

Quebec

Near West

East

Average Annual per Capita Spend – Identity Average Annual Spending on Travel Gender Identity Base: All completes $3,793 $3,396

$3,113

$3,113 $2,264

Total

Lesbian

Gay

$1,761

$1,761

Bi-Female

Bi-Male

Trans

Other

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An Intimate Look at Canadian LGBT Travelers 2011

Average Annual per Capita Spend – Mode of Transport Shows the direct relationship between amount spend and number of nights in paid accommodation as well as between amount spent and number of flights taken

Average Annual Spend Number of nights away

Average Annual Spend Number of Flights Taken

Base: All completes

Base: All completes

$8,080

20 - 29

$5,737

15 - 19

$5,293

10 - 14

$3,747

5-9

$3,157

1-4

More than 12

$8,155

8 - 12

$7,770

Numbe of flightrs taken

Nights of Paid Accommodation

Over 30

5-7

$5,489

3-4

$4,019

1-2

$2,731

No Flights

$1,772

$1,476

Duration of Trips Duration of Leisure Trips By Destination Province

1

2-4

5 - 10

More than 10

Base: Number of Trips to Each Province in previous 12 months

Newfoundland and Labrador New Brunswick Prince Edward Island Nova Scotia Quebec Ontario Manitoba Saskatchewan Alberta British Columbia 0%

20%

40%

60%

80%

100%

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An Intimate Look at Canadian LGBT Travelers 2011

Trip Attributes This granular analysis of LGBT Canadians travel behaviour is based on a total of 3,493 trips. Respondents were asked to give details of up to three recent trips

Profile of Trips Destination Destination Base: All Trips

Destination -- US and Canada Lesbian cf Gay

Lesbian Gay

Base: All trips

Australia and New Zealand, 1%

Middle East and Africa, 1%

Asia, 1%

Central and South America, 1%

UK, 2%

Carribean, 3%

Mexico, 3%

Western Europe, 5%

USA, 24%

Canada, 58%

Destination --Other Countries Lesbian cf Gay

Lesbian Gay

Base: All trips 5% 58%

55%

4% 3% 2% 1%

23%

25%

USA

0%

Canada

Page 16


An Intimate Look at Canadian LGBT Travelers 2011

Spend per Trip Comparison Canadian Population vs LGBT (Couples) Comparison of Spending/trip to Key Destinations Canadian Population vs LGBT Travelers

Canadian Population

LGBT

Source: Statistics Canada, Tourism and the Centre for Education Statistics. Last modified: 2009-08-27 (base refers to LGBT base)

$683

US (base:545)

$1,262

$1,054

Mexico (base:65)

$988

United Kingdom (base:37)

$1,206 $1,191

Party Size Destination Party Size

1

2

3

4

5 or more

Base: All Trips

Australia and New Zealand Central and South America

21%

Carribean

21%

Middle East and Africa Eastern Europe Canada

USA

12%

17% 21%

47% 55%

9%

27% 44%

33% 39%

9%

33%

6% 6%

47%

12% 45%

41% 35%

9%

11%

57%

22%

Asia UK

15%

9%

48%

32%

7%

13%

52%

Mexico Western Europe

47%

33%

30% 46%

10%

8% 8%

7%

15% 8%

11%

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An Intimate Look at Canadian LGBT Travelers 2011

Distance Travelled Distance Travelled

Distance Travelled Lesbian cf Gay

Base: All Trips

Lesbian

Gay

Base: All Trips 42% 43% 33%

41%

33% 33%

19%

18% 19% 7%

6%

6% 1000km OR MORE

100km TO 499km

1000km OR MORE

500km TO LESS THAN 999km 100km

100km TO 499km

500km TO LESS THAN 999km 100km

Mode of Travel Air

Mode of Travel Base: All Trips

Personal Vehicle Train

2%

Coach bus Rental Vehicle

5%2%

Other

5%

Ship / Cruise Ship

6% 43%

37%

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An Intimate Look at Canadian LGBT Travelers 2011

Seasonality Seasonal Variations in Travel Base: All Trips 18% 16% 14% 12% 10% 8% 6% 4% 2% 0%

Comparitive Seasonality of Travel Lesbian cf Gay Base: All trips 18% 16% 14% 12% 10% 8%

Lesbian Gay

6% 4% 2% 0%

Page 19


15%

10% 3 Nights

More than two weeks

6 Nights

5 Nights

20% 2 Nights

25%

4 Nights

1 Night

Cruise, 1%

Rental Apartmen, 2%

Camping, 3%

Friends and Family, 3%

Resort, 6%

Country Inn, 6%

Time Share, 7%

Hostel, 8%

Bed and Breakfast, 8%

Motel, 9%

An Intimate Look at Canadian LGBT Travelers 2011

Accommodations Accommodation Base: All trips

Hotel, 49%

Stayed in

Duration

Length of Trips

Base: All trips

30%

5%

0%

Frequency

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An Intimate Look at Canadian LGBT Travelers 2011

Duration – By Identity Comparison of Length of Trip Lesbian vs Gay Base: All trips 30% 25% 20% 15%

Lesbian Gay

10% 5% 0% 1 Night

2 Nights

3 Nights

4 Nights

5 Nights

6 Nights

One to More than two weekstwo weeks

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

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An Intimate Look at Canadian LGBT Travelers 2011

Experiential Need

Drugs, Sex, Rock and Roll, 2%

A trip to a primarily gay location or gay cruise, 5%

A trip where being LGBT made no difference, 72%

A gay trip with LGBT friends to do gay stuff, 21%

Base: All Trips

Experiential Need By Identity Need Segmentation Identity Base: All Trips 80% 70% 60%

Title

50% 40% Lesbian

30%

Gay

20% 10% 0% A trip where being A gay trip with A trip to a primarily Drugs, Sex, Rock LGBT made no LGBT friends to do gay location or gay and Roll difference gay stuff cruise

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An Intimate Look at Canadian LGBT Travelers 2011

Experiential Need by Party Size A trip where being LGBT made no difference A gay trip with LGBT friends to do gay stuff A trip to a primarily gay location or gay cruise Drugs, Sex, Rock and Roll

Need Segmentation Party Size Base: All Trips 57%

60% 46%

50%

46%

40% 31%

32%

30% 30%

42%

32%

20% 11% 10%

9%

11%3%

0% 1

2

3

5%

8%17% 3%

9%

3%

4%

4

5 or More

Experiential Need by Country Visited Experiential Need by Country

A trip where being LGBT made no difference A gay trip with LGBT friends to do gay stuff A trip to a primarily gay location or gay cruise Drugs, Sex, Rock and Roll

Base: All Trips

Carribean

Mexico

Canada

8% 1%

32%

59%

Western Europe

USA

7% 2%

13%

78%

10%

83%

71%

71%

4% 2%

21%

6% 2%

22%

4% 3%

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An Intimate Look at Canadian LGBT Travelers 2011

Reasons for Choosing Destination Reasons for Choosing Destination Base: All Trips

R&R

37%

Shopping

21%

Safety

21%

Tourist Attractions

15%

Cost

14%

Climate

12%

Outdoor Activities

12%

Food

11%

Extend a Business Trip

11%

LGBT Bar Scene

10%

Saw and Ad in a Gay Publication

7%

Wanted a Gay Holiday

7%

Gay Festival or Event

5%

To Visit Family and Friends

5%

Mainstream Events

4%

Casino

3%

Spa

2%

Politics

1%

Discount

1%

Arts and Culture

1%

Recommended by Friends

1%

Reputation for Diversity of Destination

1%

Ranked Reasons for Choosing Destination – By Identity Lesbian 

Gay

Lesbian 

Gay

R&R

12 

15 

13 

11 

To Visit Family and Friends Saw and Ad in a Gay Publication Gay Festival or Event

Shopping

Safety

14 

13 

Extend a Business Trip Tourist Attractions

Mainstream Events

15 

14 

Casino

16 

16 

Climate

Politics

17 

19 

Cost

Discount

18 

18 

Food

Arts and Culture

19 

20 

Outdoor Activities

Spa

20 

17 

21 

22 

22 

21 

LGBT Bar Scene

10 

10 

Reputation for Diversity of Destination

Wanted a Gay Holiday

11 

12 

Recommended by Friends

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An Intimate Look at Canadian LGBT Travelers 2011

Distance Travelled Distance Travelled Base: All Trips 42%

33%

19%

6%

1000km OR MORE

100km TO 499km

500km TO 999km

LESS THAN 100km

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An Intimate Look at Canadian LGBT Travelers 2011

Research and Booking Behaviour Source of Information Source of Information Top 2 Box: Sometimes/Always Base: All Completes LGBT Magazines

88%

LGBT Travel Guides

86%

Online Travel Information Sites

79%

Friends

73%

Online Travel Agencies

70%

Destination Web Sites

69%

LGBT Newspapers

68%

Hotel or Airline 800 info lines

68%

LGBT Travel Sites

56%

LGBT Maps

55%

Hotel Web Sites

53%

Travel Magazines

51%

TV

50%

LGBT General Sites

49%

LGBT Media

45%

Social Media

44%

Radio

35%

LGBT Radio Stations LGBT Travel Agent Newspaper

34% 24% 21%

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An Intimate Look at Canadian LGBT Travelers 2011

Use of Gay Media in Researching and Planning Trips Gay Media Usage in Planning Trips Lesbian cf Gay, Top 2 Box

Lesbian

Gay

Base: All Gay and Lesbian that Used Gay Media

84%

LGBT Magazines

90% 83% 88%

Gay Travel Guides 65% 69%

LGBT Newspapers 46%

Gay Maps

59% 27%

LGBT Radio Stations

37%

Booking Channels Booking Channel

Always

Base: All Completes

General OTA

31%

Hotel or Airline Direct

20%

25%

Travel Agent

12%

22%

16%

Tour or Cruise Operator

5%

Gay OTA

4%

9%

19%

LGBT Travel Agent

4%

9%

19%

9%

Some Times

Never

8%

8%

14%

19%

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An Intimate Look at Canadian LGBT Travelers 2011

Booking Channel Lesbian cf Gay, Top 2 Box, Always/Sometimes Base: All Completes

Lesbians Gay

72%

67% 68%

67% 42% 47%

22%

22% 27%

Tour or Cruise Operator

21% 26%

24%

Gay OTA

General OTA

Hotel or Airline Direct

Travel Agent

LGBT T ravel Agent

Future Intent Respondents were asked whether they would be increasing, decreasing or not changing their travel frequency, spend and hotel-stay frequency

Change in travel patterns Future Change

Increase

Base: All Completes

Stay the Same

Accommodation

21%

Number of Flights

21%

Business Travel

20%

Decrease

16%

Leisure Travel

21%

Annual Travel Spend

0%

20%

40%

60%

80%

100%

Page 28


An Intimate Look at Canadian LGBT Travelers 2011

Likelihood of travelling to Likely to Travel to Destination

Somewhat Likely

Base: All Completes Canada

79%

15%

USA

12%

23%

Carribbean

12%

21%

Mexico

11%

23%

Western Europe

12%

Asia

11%

5%

Australia

11%

4%

5%

South America

16%

Eastern Europe

10% 3%

Middle East

45%

34%

UK

Very likely

4%

6%

Likely to Travel to Destination Lesbian cf Gay, Top 2 Box (Somewhat/Very) Base: All Completes 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0%

Lesbian Gay

Page 29


An Intimate Look at Canadian LGBT Travelers 2011

Importance of Attributes Destination Importance of Attributes in Choosing Destination

Very Important

Base: All Completes

Somewhat Important 0%

20%

40%

60%

80%

100%

Cost R&R Safety Climate Arts and Culture Food Tourist Attractions Diversity Reputation Recommended by Friends Politics Outdoor Activities Shopping LGBT Scene Discounts Attend an LGBT Festival LGBT Holiday Advertisement in LGBT… Mainstream Events Spa Casino

Ranked Comparison of Most Important Attributes Lesbian 

Gay 

Cost

1

Safety R&R

 

 

Lesbian 

Gay 

1

Outdoor Activities

11

11

2

3

LGBT Scene

12

13

3

2

Discounts

13

14

Arts and Culture

4

5

Shopping

14

12

Food

5

6

Attend an LGBT Festival

15

15

Climate

6

4

LGBT Holiday

16

17

17

16

Diversity Reputation

7

8

Advertisement in LGBT Publication

Tourist Attractions

8

7

Mainstream Events

18

19

Recommended by Friends

9

9

Spa

19

18

Politics

10

10

Casino

20

20

Page 30


An Intimate Look at Canadian LGBT Travelers 2011

Importance of Attributes Hotels Importance of Attributes when Selecting Hotels

Very Important

Base: All Completes

Somewhat Important

0%

20%

40%

60%

80%

100%

Price

Close to Attractions

Gay Friendly

Amenities

On-line Reviews

Referred by friend

Close to LGBT Centre

Package Deal Member of LGBT Organization Loyalty Programme

Brand

 

Lesbian

Gay

Price 

Close to Attractions 

Gay Friendly  Amenities  On‐line Reviews  Referred by friend 

3  4  5  6

4  3  6  5

Lesbian  Close to LGBT Centre  Member of LGBT  Organization  Brand  Package Deal  Loyalty Programme   

Gay

11 

9  10  11 

10  9  8    Page 31


An Intimate Look at Canadian LGBT Travelers 2011

Business Travel Provincial Market Share LGBT Leisure Travel Provincial Market Share Number of business trips to each province in the previous 12 months Base: All (business) trips 33%

18%

17% 13%

1%

2% Newfoundland and Labrador

New Brunswick

Nova Scotia

Quebec

Ontario

3%

Prince Edward Island

4%

4%

Manitoba

Saskatchewan

Alberta

British Columbia

5%

Duration of Business Travel to Provincial Destinations Duration of Business Trips Base: All (business) trips

1 Night

8%

2 Nights

17%

3 Nights

16%

4 Nights

12%

5 Nights 6 Nights

9% 7%

One to two weeks More than two weeks

24% 8%

Page 32


An Intimate Look at Canadian LGBT Travelers 2011

Duration of Business Travel to Provincial Destinations (continued) Duration of Business Trips By Province Base: All (business) trips 0%

1 Night

2 to 4 Nights

5 to 6 Nights

One to two weeks

More than two weeks 20% 40%

60%

80%

100%

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

Extend Business Trips Extend Business Trip for Leisure Purposes Base: Those who travel on Business 68%

16%

Always

16%

Sometimes

Never

Page 33


An Intimate Look at Canadian LGBT Travelers 2011

Media Habits Consumption of LGBT Media (read, listen to, view) Readership of Selected LGBT Publications

Often

Base: All Completes

Sometimes

Passport CurveMag outMag Advocate Wayves Outwords Columbia Fun Maps Fugues Gay Edmonton Gay Calgary InToronto Fab CapitalXtra XtraWest Outlooks ProudFM OutTV 0%

10%

20%

30%

40%

50%

60%

Page 34


An Intimate Look at Canadian LGBT Travelers 2011

LGBT Publication Readership Top 2 Box (Sometimes/Often) Lesbian cf Gay

Gay

Lesbian

Base: All Completes Passport CurveMag outMag Advocate Wayves Outwords Columbia Fun Maps Fugues Gay Edmonton Gay Calgary InToronto Fab CapitalXtra XtraWest Outlooks ProudFM OutTV

Page 35


An Intimate Look at Canadian LGBT Travelers 2011

Demographics Employment Employed Full Time

54%

Employed Part Time

8% 13%

Full Time Student

1%

Homemaker

11%

Self Employed Retired

8%

Unemployed

6%

Household Make-up 1 Child

5%

2 Children

3%

3 Children

0%

4 or More children

0% 92%

No Children

Age Age Base: All completes 21.3%

22.6%

22.3% 20.0%

10.3%

3.1% 0.3%

0.2% 18 or Less

18-24

25-34

35-44

45-54

55-64

65-74

75 plus

Page 36


An Intimate Look at Canadian LGBT Travelers 2011

Age Lesbian vs Gay

Lesbian

Gay

Base: All Completes

25%

25% 22%

18%

18%

24% 22%

19%

11% 10%

2%

18 to 24

25-34

35-44

45-54

55-64

4%

65-74

1% 75 plus

Title

Age Identity Base: All Completes 100% 90% 80% 75 plus

70%

65-74

60%

55-64

50%

45-54

40%

35-44

30%

25-34

20%

18-24

10% 0% Lesbian

Gay

Bi-Female

Bi-Male

Trans

Page 37


An Intimate Look at Canadian LGBT Travelers 2011

Education Education Base: All Completes 36.9% 28.9%

16.6%

14.7%

2.9%

Graduate Degree

Graduated College or University

Some College or University

High School

Education Lesbian vs Gay

Less than High School

Lesbian

Gay

Base: All Completes

Graduate Degree

Graduated College or University

High School

Less than High School

Some College or University

Page 38


An Intimate Look at Canadian LGBT Travelers 2011

Income Income Base: All Completes Over $150,000

8.70%

$125,000 - under $150,000

5.00%

$100,000-Under $125,000

8.10%

$75,000-Under $100,000

12.20%

$50,000-Under $75,000

16.10%

$35,000-Under $50,000

11.80%

$25,000 - Under $35,000

9.30%

$15,000 - Under $25,000

8.90%

Less Than $15,000

9.00%

Rather Not Say

10.90%

LGBT Traveler Income cf Canadian Population Income Lesbian cf Gay

Lesbian

Gay

Base: All Completes 41% 37% 31% 22%

23%

Over $100,000

23%

$50,000 to $100,000

Less than $50,000

Title

Page 39


Tgc snapshot of canadian travelers 2011