tgc snapshot of canadian travelers 2011

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

i

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


ii

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


iii

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

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

Income Distribution ................................................... 6 Marital Status ........................................................... 6 Education Level ....................................................... 7 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

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

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

Profile of Trips ......................................................... 16 Destination ............................................................. 16 Spend per Trip ....................................................... 17

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 Ranked Reasons for Choosing Destination – By Identity .................................................................... 24 Distance Travelled .................................................. 25

Research and Booking Behaviour ............ 26 Source of Information ............................................. 26 Use of Gay Media in Researching and Planning Trips ....................................................................... 27 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

Demographics ............................................. 36 Employment ........................................................... 36 Household Make-up ............................................... 36 Age ......................................................................... 36 Education ............................................................... 38 Income .................................................................... 39 LGBT Traveler Income cf Canadian Population ..... 39


Page 1

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 2

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 124

Total straight females or males 25

Total Qualified Respondents. Referred to as Base: All completes

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).


Page 3

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

Region Includes n= % of

respondents

West BC, Alberta, Yukon 302 24%

Near West

Manitoba, Saskatchewan and Northwest Territories

92 7%

Ontario Ontario 597 47%

Quebec Quebec 148 12%

East PEI, NB, NS, NFL, Nunavut 119 9%

Total 1258 100%

Income Distribution

* 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.

0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Income Distribution 2007 cf 2010Base: All Completes

2010 CanadianPopulation*


Page 4

Passport Ownership

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

Completed Survey

2010 Completes

2007 Completes

Lesbian 460 263 21.2% 25%

Gay 1387 811 65.4% 69%

Bi Female 192 92 7.4%5%

Bi Male 57 28 2.3%

Trans 53 32 2.6% 1%

Straight-F 81

Straight-M 31

Other 62 32 1.1%

Total 2323 1258 100% 100%

78%

79%

80%

71%

72%

62%

56.00%

Total

Lesbian

Gay

Bi-male

Bi-female

Trans

Canadian Population

Holding Valid PassportsIdentityBase: All Completes


Page 5

Education

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

Marital Status

Graduated College or University (including post

graduate)

Some College or University

High School Less than High School

Education Levels 2007 vs 2010Base: All Completes LGBT per Survey Canadian Population*

In a Committed Relationship

38%

Married14%

Single48%

Status 2010Base: all completes


Page 6

Profile Comparison to 2007 wave Income Distribution

* 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

0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

Income Distribution 2007 cf 2010Base: All Completes

2010 2007 CanadianPopulation*

In a Committed Relationship, 37.9%

In a Committed Relationship, 46.0%

Married, 13.8%

Married, 15.0%

Single, 48.3%Single, 39.0%

2010 2007

Marital Status Family 2007 vs 2010Base: All Completes


Page 7

Education Level

Employment

16.6%

36.9%

28.9%

14.7%

2.9%

22.0%

47.6%

23.2%

5.8%1.4%

Graduate Degree Graduated College or University



Education Levels 2007 vs 2010Base: All Completes 2010 2007

54

7.7

12.9

1.4

7.9

10.6

5.6

66.2

5.7

6.7

0.6

5.6

14.2

0.6

Employed Full Time

Employed Part Time

Full Time Student

Homemaker

Retired

Self Employed

Unemployed

Employment 2007 vs 2010Base: All Completes 2007 2010


Page 8

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

Annual Travel Expenditure – Identity

79.00%

21.00%

91.00%

9.00%

Reported at least one trip in the previous 12 months Did not report any trips in the previous 12 months

Took one or more trips in previous 12 monthsBase: All completes 2010 2007

$3,396 $3,113

$3,793

$1,761

$2,946

$1,877

$5,248 $4,971

$5,578

Total Lesbian Gay Bi-female Bi-male Trans

Average Annual Spend on Travel 2007 vs 2010Gender IdentityBase: All Completes, some info from 2007 not available

2010 2007


Page 9

Annual Travel Expenditure – Region

Frequency of Travel to Destinations

$3,396

$3,767

$3,203 $3,516

$3,029

$2,455

All West Near West Ontario Quebec East

Average Annual Spend on Travel 2007 vs 2010RegionBase: All Completes

85%

53%

20% 17%

5% 4% 3% 2%

% of Respondents Traveling 1 or More Times to Each DestinationBase: All Completes


Page 10

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 % of Respondents

Base: Completes that stayed in paid accommodations

1 - 4 15% 5 - 9 16% 10 - 14 14% 15 - 19 7% 20 - 29 12% Over 30 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 37% 1 - 2 24% 3 - 4 18% 5 - 7 10% 8 - 12 8% More than 12 4%


Page 11

Travel within Canada Provincial Market Share

2%5%2%6%17%31%4%4%11%17% 2%4%3%6%

14%

33%

6%4%

11%

16%

2%

6%

2%

6%

19%

29%

3%3%

11%

18%

New

fou

nd

lan

d a

nd

L

abra

do

r

New

Bru

nsw

ick

Pri

nce

Ed

war

d Is

lan

d

No

va S

coti

a

Qu

ebec

On

tari

o

Man

ito

ba

Sas

katc

hew

an

Alb

erta

Bri

tish

Co

lum

bia

LGBT Leisure Travel Provincial Market ShareNumber of trips to each province in the previous 12 monthsBase: All who reported 1 or more trips within Canada

All Trips Lesbian Gay


Page 12

Duration of trips within Canada

Source of Travelers within Canada

52%

22%

10%7%

3% 3% 1% 1% 0 1%

1 Night 2 Nights 3 Nights 4 Nights 5 Nights 6 Nights 7 Nights 8 Nights 9 Nights 10 Nights

Number of nights Base: Trips in Canada

24%

8%

44%

11% 12%

West (BC/AB) MAN/SASK/NWT Ontario Quebec East (NS/PEI/NB/NFL)

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


Page 13

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)

44%

39%

17%

30%

39%

32%

41%

63%

45%

37%

23%

21%

20%

25%

24%

Annual Travel Spend

Leisure Travel

Business Travel

Number of Flights

Accommodation

Changes in Travel Profile versus Previous 12 MonthsBase: All completes

IncreasedStayed the SameDecreased


Page 14

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 per Capita Spend – Identity

$3,395.50 $3,769.60

$3,515.60

$3,028.70 $3,203.40

$2,459.70

Total West Ontario Quebec Near West East

Average Annual Spending on TravelRegionBase: All completes

$3,396 $3,113

$3,793

$1,761 $1,761

$3,113

$2,264

Total Lesbian Gay Bi-Female Bi-Male Trans Other

Average Annual Spending on TravelGender IdentityBase: All completes


Page 15

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

Duration of Trips

0% 20% 40% 60% 80% 100%

British Columbia

Alberta

Saskatchewan

Manitoba

Ontario

Quebec

Nova Scotia

Prince Edward Island

New Brunswick

Newfoundland and Labrador

Duration of Leisure TripsBy Destination ProvinceBase: Number of Trips to Each Province in previous 12 months

1 2 - 4 5 - 10 More than 10

$1,772

$3,157

$3,747

$5,293

$5,737

$8,080

1 - 4

5 - 9

10 - 14

15 - 19

20 - 29

Over 30

Nig

hts

of

Pai

d A

cco

mm

od

atio

n

Average Annual SpendNumber of nights awayBase: All completes

$1,476

$2,731

$4,019

$5,489

$7,770

$8,155

No Flights

1 - 2

3 - 4

5 - 7

8 - 12

More than 12

Nu

mb

e o

f fl

igh

trs

take

n

Average Annual SpendNumber of Flights TakenBase: All completes


Page 16

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

Canada, 58%

US

A,

24%

Wes

tern

Eu

rop

e, 5

%

Mex

ico

, 3%

Car

rib

ean

, 3%

UK

, 2%

Cen

tral

an

d S

ou

th

Am

eric

a, 1

%

Asi

a, 1

%

Mid

dle

Eas

t an

d A

fric

a,

1%

Au

stra

lia

and

New

Z

eala

nd

, 1%

DestinationBase: All Trips

23%

58%

25%

55%

USA Canada

Destination -- US and CanadaLesbian cf GayBase: All trips

LesbianGay

0%

1%

2%

3%

4%

5%

Destination --Other CountriesLesbian cf GayBase: All trips

Lesbian

Gay


Page 17

Spend per Trip Comparison Canadian Population vs LGBT (Couples)

Party Size

$683

$1,054

$1,206

$1,262

$988

$1,191

US (base:545)

Mexico (base:65)

United Kingdom (base:37)

Comparison of Spending/trip to Key DestinationsCanadian Population vs LGBT TravelersSource: Statistics Canada, Tourism and the Centre for Education Statistics.Last modified: 2009-08-27 (base refers to LGBT base)

Canadian Population LGBT

35%

41%

33%

22%

39%

33%

9%

32%

21%

21%

33%

46%

30%

45%

57%

47%

44%

55%

47%

48%

52%

47%

8%

15%

10%

12%

6%

11%

27%

12%

9%

13%

11%

7%

8%

8%

6%

9%

9%

21%

17%

15%

7%

UK

Asia

USA

Western Europe

Mexico

Canada

Eastern Europe

Middle East and Africa

Carribean

Central and South America

Australia and New Zealand

DestinationParty SizeBase: All Trips

1 2 3 4 5 or more


Page 18

Distance Travelled

Mode of Travel

42%

33%

19%

6%

1000km OR MORE

100km TO 499km

500km TO 999km

LESS THAN 100km

Distance TravelledBase: All Trips

43%

37%

6%

5%5%2%

2%

Mode of TravelBase: All Trips

Air

Personal Vehicle

Train

Coach bus

Rental Vehicle

Other

Ship / Cruise Ship

43%

33%

18%

7%

41%

33%

19%

6%

1000km OR MORE

100km TO 499km

500km TO 999km

LESS THAN 100km

Distance TravelledLesbian cf GayBase: All Trips

Lesbian Gay


Page 19

Seasonality

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Seasonal Variations in TravelBase: All Trips

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

Comparitive Seasonality of TravelLesbian cf GayBase: All trips

Lesbian

Gay


Page 20

Accommodations

Duration

Hotel, 49%M

ote

l, 9%

Bed

an

d B

reak

fast

, 8%

Ho

stel

, 8%

Tim

e S

har

e, 7

%

Co

un

try

Inn

, 6%

Res

ort

, 6%

Fri

end

s an

d F

amily

, 3%

Cam

pin

g,

3%

Ren

tal

Ap

artm

en,

2%

Cru

ise,

1%

Stayed in

AccommodationBase: All trips

1 N

igh

t

2 N

igh

ts

3 N

igh

ts

4 N

igh

ts

5 N

igh

ts

6 N

igh

ts

Mo

re t

han

tw

o w

eeks

0%

5%

10%

15%

20%

25%

30%

Frequency

Length of TripsBase: All trips


Page 21

Duration – By Identity

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

0%

5%

10%

15%

20%

25%

30%

1 Night 2 Nights 3 Nights 4 Nights 5 Nights 6 Nights One to two weeks

More than two weeks

Comparison of Length of TripLesbian vs GayBase: All trips

Lesbian

Gay


Page 22

Experiential Need By Identity

A trip where being LGBT made no difference, 72%

A g

ay t

rip

wit

h L

GB

T f

rien

ds

to d

o g

ay s

tuff

, 21

%

A t

rip

to

a p

rim

aril

y g

ay

loca

tio

n o

r g

ay c

ruis

e, 5

%

Dru

gs,

Sex

, R

ock

an

d R

oll,

2%

Experiential NeedBase: All Trips

0%

10%

20%

30%

40%

50%

60%

70%

80%

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

Tit

le

Need SegmentationIdentityBase: All Trips

Lesbian

Gay


Page 23

Experiential Need by Party Size

Experiential Need by Country Visited

31%

46%

11% 9%

3%

30%

46%

11% 9%4%

32%

57%

3%8%

32%

42%

5%

17%

3%0%

10%

20%

30%

40%

50%

60%

1 2 3 4 5 or More

Need SegmentationParty SizeBase: All Trips

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


71%

71%

83%

59%

78%

22%

21%

10%

32%

13%

4%

6%

4%

8%

7%

3%

2%

2%

1%

2%

Canada

USA

Western Europe

Mexico

Carribean

Experiential Need by CountryBase: All Trips

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



Page 24

Reasons for Choosing Destination

Ranked Reasons for Choosing Destination – By Identity

Lesbian Gay Lesbian Gay

R&R 1 1 To Visit Family and Friends 12 15

Shopping 2 3 Saw and Ad in a Gay Publication

13 11

Safety 3 2 Gay Festival or Event 14 13

Extend a Business Trip 4 9 Mainstream Events 15 14

Tourist Attractions 5 5 Casino 16 16

Climate 6 7 Politics 17 19

Cost 7 4 Discount 18 18

Food 8 8 Arts and Culture 19 20

Outdoor Activities 9 6 Spa 20 17

LGBT Bar Scene 10 10 Reputation for Diversity of Destination

21 22

Wanted a Gay Holiday 11 12 Recommended by Friends 22 21

37%

21%

21%

15%

14%

12%

12%

11%

11%

10%

7%

7%

5%

5%

4%

3%

2%

1%

1%

1%

1%

1%

R&R

Shopping

Safety

Tourist Attractions

Cost

Climate

Outdoor Activities

Food

Extend a Business Trip

LGBT Bar Scene

Saw and Ad in a Gay Publication

Wanted a Gay Holiday

Gay Festival or Event

To Visit Family and Friends

Mainstream Events

Casino

Spa

Politics

Discount

Arts and Culture

Recommended by Friends

Reputation for Diversity of Destination

Reasons for Choosing DestinationBase: All Trips


Page 25

Distance Travelled

42%

33%

19%

6%

1000km OR MORE 100km TO 499km 500km TO 999km LESS THAN 100km

Distance TravelledBase: All Trips


Page 26

Research and Booking Behaviour Source of Information

88%

86%

79%

73%

70%

69%

68%

68%

56%

55%

53%

51%

50%

49%

45%

44%

35%

34%

24%

21%

LGBT Magazines

LGBT Travel Guides

Online Travel Information Sites

Friends

Online Travel Agencies

Destination Web Sites

LGBT Newspapers

Hotel or Airline 800 info lines

LGBT Travel Sites

LGBT Maps

Hotel Web Sites

Travel Magazines

TV

LGBT General Sites

LGBT Media

Social Media

Radio

LGBT Radio Stations

LGBT Travel Agent

Newspaper

Source of InformationTop 2 Box: Sometimes/AlwaysBase: All Completes


Page 27

Use of Gay Media in Researching and Planning Trips

Booking Channels

37%

59%

69%

88%

90%

27%

46%

65%

83%

84%

LGBT Radio Stations

Gay Maps

LGBT Newspapers

Gay Travel Guides

LGBT Magazines

Gay Media Usage in Planning TripsLesbian cf Gay, Top 2 BoxBase: All Gay and Lesbian that Used Gay Media

Lesbian Gay

31%

25%

12%

5%

4%

4%

20%

22%

16%

9%

9%

9%

8%

8%

14%

19%

19%

19%

General OTA

Hotel or Airline Direct

Travel Agent

Tour or Cruise Operator

Gay OTA

LGBT Travel Agent

Booking ChannelBase: All Completes Always Some Times Never


Page 28

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

22% 22%

72%67%

42%

21%27% 24%

68% 67%

47%

26%

Tour or Cruise Operator

Gay OTA General OTA Hotel or Airline Direct

Travel Agent LGBT T ravel Agent

Booking ChannelLesbian cf Gay, Top 2 Box, Always/SometimesBase: All Completes

Lesbians

Gay

21%

16%

20%

21%

21%

0% 20% 40% 60% 80% 100%

Annual Travel Spend

Leisure Travel

Business Travel

Number of Flights

Accommodation

Future ChangeBase: All Completes

Increase Stay the Same Decrease


Page 29

Likelihood of travelling to

15%

34%

23%

21%

23%

12%

11%

11%

16%

10%

6%

79%

45%

12%

12%

11%

5%

5%

4%

4%

3%

Canada

USA

UK

Carribbean

Mexico

Western Europe

Asia

Australia

South America

Eastern Europe

Middle East

Likely to Travel to DestinationBase: All Completes

Somewhat Likely Very likely

0%10%20%30%40%50%60%70%80%90%

100%

Likely to Travel to DestinationLesbian cf Gay, Top 2 Box (Somewhat/Very)Base: All Completes

Lesbian

Gay


Page 30

Importance of Attributes Destination

Ranked Comparison of Most Important Attributes


Cost 1 1 Outdoor Activities 11 11

Safety 2 3 LGBT Scene 12 13

R & R 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

Diversity Reputation 7 8 Advertisement in LGBT Publication

17 16

Tourist Attractions 8 7 Mainstream Events 18 19

Recommended by Friends 9 9 Spa 19 18

Politics 10 10 Casino 20 20

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

Importance of Attributes in Choosing DestinationBase: All Completes

Very Important

Somewhat Important


Page 31

Importance of Attributes Hotels


Price 1 1 Close to LGBT Centre 7 7

Close to Attractions 2 2 Member of LGBT Organization

8 11

Gay Friendly 3 4 Brand 9 10

Amenities 4 3 Package Deal 10 9

On‐line Reviews 5 6 Loyalty Programme 11 8

Referred by friend 6 5

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

Importance of Attributes when Selecting HotelsBase: All Completes

Very Important

Somewhat Important


Page 32

Business Travel Provincial Market Share

Duration of Business Travel to Provincial Destinations

17%

13%

5% 4%

33%

18%

4% 3%1% 2%

Bri

tish

Co

lum

bia

Alb

erta

Sas

katc

hew

an

Man

ito

ba

On

tari

o

Qu

ebec

No

va S

coti

a

New

Bru

nsw

ick

Pri

nce

Ed

war

d Is

lan

d

New

fou

nd

lan

d a

nd

L

abra

do

r

LGBT Leisure Travel Provincial Market ShareNumber of business trips to each province in the previous 12 monthsBase: All (business) trips

8%

17%

16%

12%

9%

7%

24%

8%

1 Night

2 Nights

3 Nights

4 Nights

5 Nights

6 Nights

One to two weeks

More than two weeks

Duration of Business TripsBase: All (business) trips


Page 33

Duration of Business Travel to Provincial Destinations (continued)

Extend Business Trips

0% 20% 40% 60% 80% 100%

British Columbia

Alberta

Saskatchewan

Manitoba

Ontario

Quebec

Nova Scotia

New Brunswick

Prince Edward Island

Newfoundland and Labrador

Duration of Business TripsBy ProvinceBase: All (business) trips

1 Night 2 to 4 Nights

5 to 6 Nights One to two weeks

More than two weeks

16%

68%

16%

Always Sometimes Never

Extend Business Trip for Leisure PurposesBase: Those who travel on Business


Page 34

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

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

OutTV

ProudFM

Outlooks

XtraWest

CapitalXtra

Fab

InToronto

Gay Calgary

Gay Edmonton

Fugues

Columbia Fun Maps

Outwords

Wayves

Advocate

outMag

CurveMag

Passport

Readership of Selected LGBT PublicationsBase: All Completes Often Sometimes


Page 35

OutTV

ProudFM

Outlooks

XtraWest

CapitalXtra

Fab

InToronto

Gay Calgary

Gay Edmonton

Fugues

Columbia Fun Maps

Outwords

Wayves

Advocate

outMag

CurveMag

Passport

LGBT Publication ReadershipTop 2 Box (Sometimes/Often) Lesbian cf GayBase: All Completes

Gay Lesbian


Page 36

Demographics Employment Employed Full Time 54%

Employed Part Time 8%

Full Time Student 13%

Homemaker 1%

Self Employed 11%

Retired 8%

Unemployed 6%

Household Make-up 1 Child 5%

2 Children 3%

3 Children 0%

4 or More children 0%

No Children 92%

Age

0.2%

21.3%22.6%

20.0%

22.3%

10.3%

3.1%

0.3%

18 or Less 18-24 25-34 35-44 45-54 55-64 65-74 75 plus

AgeBase: All completes


Page 37

25%

18% 19%

24%

11%

2% 1%

18%

25%

22% 22%

10%

4%

18 to 24 25-34 35-44 45-54 55-64 65-74 75 plus

Title

AgeLesbian vs GayBase: All Completes

Lesbian Gay

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Lesbian Gay Bi-Female Bi-Male Trans

AgeIdentityBase: All Completes

75 plus

65-74

55-64

45-54

35-44

25-34

18-24


Page 38

Education

16.6%

36.9%

28.9%

14.7%

2.9%




EducationBase: All Completes




EducationLesbian vs GayBase: All Completes

Lesbian Gay


Page 39

Income

LGBT Traveler Income cf Canadian Population

8.70%

5.00%

8.10%

12.20%

16.10%

11.80%

9.30%

8.90%

9.00%

10.90%

Over $150,000

$125,000 - under $150,000

$100,000-Under $125,000

$75,000-Under $100,000

$50,000-Under $75,000

$35,000-Under $50,000

$25,000 - Under $35,000

$15,000 - Under $25,000

Less Than $15,000

Rather Not Say

IncomeBase: All Completes

22% 23%

41%

23%

31%

37%

Over $100,000 $50,000 to $100,000 Less than $50,000

Title

IncomeLesbian cf GayBase: All Completes

Lesbian Gay

tgc snapshot of canadian travelers 2011

Documents

canadian lgbt travelers

lgbt travel market

lgbt spending

lgbt business travelers

lgbt magazines

lgbt bar scene

important exception

intimate look