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
iv
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
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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
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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
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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
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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
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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
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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
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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%
Page 50
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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