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
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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
1
1
12
15
13
11
2
To Visit Family and Friends Saw and Ad in a Gay Publication Gay Festival or Event
Shopping
2
3
Safety
3
14
13
Extend a Business Trip Tourist Attractions
4
9
Mainstream Events
15
14
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
21
22
22
21
LGBT Bar Scene
10
10
Reputation for Diversity of Destination
Wanted a Gay Holiday
11
12
Recommended by Friends
Page 24
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%
Page 27
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
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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
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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
1
1
Close to Attractions
2
2
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
7
7
8
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%
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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
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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