2014 survey of canadian lgbt travelers
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2014 Survey of
Canadian LGBT Travelers
Based on the National Survey conducted in the spring of 2014
2014 Survey of Canadian LGBT Travelers
ii
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
2. Canadian LGBT travelers spent on
average approximately $4,324 on travel
in the previous 12 months, a 27%
increase since the 2010 survey. Gay
males increased spending by 37%, while
Lesbians reported a slight (4%) decrease
in average spending on travel.
3. 97% of respondents took at least 1
business or leisure trip in previous 12
months, a 22% increase since 2010 and
6% higher than the pre-recession level of
91%
4. Overwhelmingly, Canadians travelled
within Canada – however, in 2014 they
appear to have spread their travel dollars
over a larger number of countries – for
the first time the Share of trips in Canada
is below 50%
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
“Safety” was one of the top three
reasons; in 2014 it is seen as one of the
least important reasons. This does not
mean that “safety” is not important; rather
it suggests that “Safety “ is a sine qua
non that is not given much thought – if
the destination is thought to be unsafe, it
is not even in the consideration set.
6. More typical tourist destination attributes
(Food and Dining, Sightseeing, Arts and
Culture) are being featured among the
most important factors in choosing
destination. LGBT Bars and “Scene” is
considered much more important this
wave than previous waves, especially
among gay men.
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
2014 Survey of Canadian LGBT Travelers
iii
8. 82% of respondents always or
sometimes book via hotel or brand
websites, significantly more than the 63%
who always or sometimes use OTAs
9. 55% report their intention of spending
more on Travel in the next 12 months,
with 52% intending to take more leisure
trips
10. 99.4% of respondents are somewhat or
very likely to travel within Canada in the
next 12 months and 88% somewhat or
very likely to travel to the US in the next
12 months
2014 Survey of Canadian LGBT Travelers
iv
Contents ................................................................................ i
Highlights ....................................................... ii
Contents ........................................................ iv
Background ................................................... 1
Methodology .................................................. 1 Sampling ................................................................ 1
Sample Description ....................................... 2 Total respondents ................................................... 2 Total Trips............................................................... 2 Regionality .............................................................. 3 Income Distribution ................................................. 4
Mean HH Income Comparisons .......................... 4
Passport Ownership................................................ 5 Gender Identity ....................................................... 5
General Demographics ................................... 6 Education ........................................................... 6
Marital Status ..................................................... 7
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 Frequency of trips to Canada and the US ............. 11
Annual Travel Expenditure ........................... 12 Compared to 2010 ................................................ 12 Average Annual per Capita Spend – Identity ......... 13 Region .................................................................. 13
Compared to previous wave ............................. 14
Age ....................................................................... 14 Mode of Transport ................................................ 15 Accommodation Behaviour ................................... 15
Number of Nights of Paid Accommodation 16
Number of Flights.......................................... 16
Number of Driving Trips ............................... 17
Reported Changes in Travel Behaviour versus
Previous 12 Months ...................................... 17
Travel within Canada .................................. 18
Provincial Market Share ................................ 18
Duration of trips within Canada ................... 18
Source of Travelers within Canada.............. 19
Reasons for not travelling to Canada ......... 19
Profile of Trips ............................................. 20
Destination ..................................................... 20 Province ............................................................20
Gender ..............................................................20
US and Canada compared to 2010 ...................21
Origin .............................................................. 21 Province ............................................................21
Identity ..............................................................22
Spend per Trip ............................................... 23 Mean Compared to 2010 .......................................23 By Destination .......................................................24 By Identity .............................................................24 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
Party Composition ........................................ 28
Distance Travelled......................................... 28
Mode of Travel ............................................... 28
Seasonality .................................................... 29
Accommodations .......................................... 29
Activities Engaged In .................................... 30 Activities ................................................................30 Gender ..................................................................30 Household Make-Up (Children) .............................31 Destination ............................................................31
Experiential Need .......................................... 32 By Identity .............................................................32 By Country Visited .................................................33
2014 Survey of Canadian LGBT Travelers
v
By Age .................................................................. 33 By Month .............................................................. 34
Reasons for Choosing .................................. 35 Destination............................................................ 35
By Identity ........................................................ 35
Distance Travelled......................................... 36
Research and Booking Behaviour ............... 37 Source of Information ............................................ 37
Compared to 2010 ............................................ 38
Use of Gay Media in Researching and Planning
Trips ................................................................. 39
Booking Channels ................................................. 40 Frequency of Using Each Channel ................... 40
Usage of Channels by Identity .......................... 40
Changes in Channel Usage since 2010 ............ 41
Travel Planning ........................................... 42
Future Intent .................................................. 42 Change in travel patterns ...................................... 42
Country .................................................................43 Province ............................................................43
Importance of Attributes ............................... 44 Destination ............................................................44
Ranked Comparison of Most Important
Attributes ..........................................................45
Hotels ....................................................................46 Ranked Comparison of Most Important
Attributes (2010) ...............................................46
Loyalty Program Membership ...................... 46
Extend Business Trips .................................. 48
Media Habits .................................................. 49 Consumption of LGBT Media (read, listen to, view)49
Top 3 Media by Region .....................................50
Top 3 Canadian Media by Gender ....................50
Recognition of LGBT Travel Icons ............ 51
2014 Survey of Canadian LGBT Travelers
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 . 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 un-weighted findings was prepared for distribution during WorldPride 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.
2014 Survey of Canadian LGBT Travelers
Page 2
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.
n Margin of
Error
All respondents entering the survey 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).
2014 Survey of Canadian LGBT Travelers
Page 3
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.
Region Includes Unweighted
%
Weighted % (PMB LGBT
Pop distribution
%
Canadian Population
(2013 estimate)
%
Bc BC 12 15 13
Alberta
Alberta 7 7 11
Man/Sask Manitoba, Saskatchewan
1 6 7
Ontario Ontario 60 44 39
Quebec Quebec 10 23 23
Atlantic PEI, NB, NS, NFL
10 5 6.8
Other NWT, Yukon, Nunavut
* * .3
Total 100 100 100.1
2014 Survey of Canadian LGBT Travelers
Page 4
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
* 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 1 PMB data does not necessarily include all people who identify as “Bisexual”. 2In 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)
LGBT who travel 2014Can Pop 2013 LGBT who travel 2010
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
20%
INCOME DISTRIBUTIONSOURCE: TGC 2010, STATSCAN
2014 Survey of Canadian LGBT Travelers
Page 5
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 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% 5%
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%
89%
90%
82%
90%
74%
79%
11%
10%
18%
10%
26%
21%
All
Lesbian or gay woman
Bisexual woman**
Gay man
Bisexual man**
Trans**
PASSPORT OWNERSHIPN=368
No Yes
2014 Survey of Canadian LGBT Travelers
Page 6
General Demographics
Education
Canadian LGBT travelers are generally more highly educated than the
population as a whole. This relationship has not changed since 2014
Source: HRSDC calculations based on Statistics Canada. Labour Force Historical Review. Ottawa: Statistics Canada, 2007 (Cat.
No.71F0004XCB
4%8%
30%
42%
16%
58%
3%
15%
29%
54%
Some HighSchool
GraduatedHigh School
Some Collegeor University
GraduatedCollege orUniversity
Post GraduateDegree
Graduate orPost Graduate
Degree orDiploma
EDUCATIONLGBT TRAVELERSN=368
2014 2010
2014
Canadian Population
0%
5%
10%
15%
20%
25%
30%
35%
40%
45%
Some High School Graduated HighSchool
Some College orUniversity
Graduated Collegeor University
Post GraduateDegree
EDUCATION VS CANADIAN POPULATIONBASE: LGBT TRAVELERSNATIONAL HOUSEHOLD STUDY 2011 (AGE 18 PLUS)
2014 Survey of Canadian LGBT Travelers
Page 7
Marital Status
The ratio of married to unmarried respondents remained constant since the 2010 wave.
Household Make-up
Single, 43% Single, 48%
In a Committed Relationship, 41%
In a Committed Relationship, 38%
Married, 16% Married, 14%
2014 2010
MARITAL STATUSBASE: LGBT TRAVELERS
Single In a Committed Relationship Married
6%
6%
11%
49%
27%
5 or More
4
3
2
Single
HOUSEHOLD MAKEUPBASE: ALL LGBT TRAVELERS
2014 Survey of Canadian LGBT Travelers
Page 8
Employment
Similarly, the employment profile of respondents mirrors that experienced in the previous wave.
51%
13%
11%
2%
13%
10%
54%
8%
11%
1.4%
13%
8%
Employed Full-Time
Employed Part-Time
Self-employed
Homemaker
Full Time Student
Retired
EMPLOYMENTBASE: LGBT TRAVELERS
2010 2014
2014 Survey of Canadian LGBT Travelers
Page 9
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 leisure trip, 91% Took at least 1 trip,
79%
Took at least 1 trip, 91%
Took at least 1 business or leisure
trip, 96%
2014 2010 2007
TOOK AT LEAST 1 TRIPBASE: ALL LGBT
Took at least 1 leisure trip Took at least 1 business or leisure trip
3.8
3.1
3.9
3.4
All
Trans
Gay and Bisexual Males
Lesbians and Bisexual Females
AVERAGE LEISURE TRIPS IN PREVIOUS 12 MONTHSBASE: ALL LGBT THAT TOOK AT LEAST 1 TRIP
2014 Survey of Canadian LGBT Travelers
Page 10
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
1.4
3.8
All
Travelled for Business at least 1 Times
AVERAGE BUSINESS TRIPS IN PREVIOUS 12 MONTHSBASE: ALL LGBT TRAVELLERS
2014 Survey of Canadian LGBT Travelers
Page 11
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.
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.
4%
2%
4%
9%
17%
20%
53%
85%
2%
4%
5%
10%
22%
30%
62%
89%
Australia/South Pacific
Africa
South America
Asia/Middle East
Europe
Mexico/Caribbean
US
Canada
PERCENT TRAVELLED AT LEAST ONCE TO EACH DESTINATIONBASE: ALL LGBT TRAVELERS
2014 2010
Average number of trips taken
by LGBT residents of each
region to Canada and US
To Canada
To USA
2014 Survey of Canadian LGBT Travelers
Page 12
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
$5,248.00
$5,578.00
$4,971.00
$3,396.00
$3,793.00
$3,113.00
$1,877.00
$2,946.00
$1,716.00
$4,324.00
$5,166.00
$2,983.00
$2,817.00
$3,016.00
$2,228.00
Average spend
Gay males
Lesbians
Trans
Bi-male
Bi-female
AVERAGE SPENDING ON TRAVEL IN PREVIOUS 12 MONTHSBASE: ALL LGBT TRAVELERS
2014 2010 2007
2014 Survey of Canadian LGBT Travelers
Page 13
AVERAGE ANNUAL PER CAPITA SPEND – IDENTITY
REGION British Columbians spend more than other Canadians, as they did in
2010
$4,324
$2,984
$2,228
$5,166
$3,016 $2,817
$3,396 $3,113
$1,761
$3,793
$1,761
$3,113
All Lesbian or gaywoman
Bisexualfemale**
Gay man Bisexualmale**
Trans**
AVERAGE ANNUAL SPEND PER CAPITA/IDENTITYBASE: ALL LGBT TRAVELERS
2014 2010
$4,324
$5,809
$3,467 $2,875
$4,212
$3,350
$4,328
AVERAGE SPEND IN PREVIOUS 12 MONTHS/REGIONN=368 (UNWEIGHTED)
2014 Survey of Canadian LGBT Travelers
Page 14
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.
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)
$4,324
$1,919
$3,749
$5,052
$5,903 $5,980
$4,363
All 18-24 25-34 35-44 45-54 55-64 65 or Above
AVERAGE SPEND IN PREVIOUS 12 MONTHS/AGE N=368 (UNWEIGHTED)
Average spend in previous 12 months
$4,324
$5,058
$2,480
$4,212
$3,350
$4,730
$3,396
$3,770
$3,516
$3,029
$3,203
$2,460
All
West BC/Alberta/Yukon
Near West Man/Sask/NWT**
Ontario
Quebec
East NB/NS/PEI/NFL/Nunavut
AVERAGE ANNUAL SPEND PER CAPITA/REGIONBASE: ALL LGBT TRAVELERS
2010 2014
2014 Survey of Canadian LGBT Travelers
Page 15
MODE OF TRANSPORT
ACCOMMODATION BEHAVIOUR
$1,647
$3,042
$6,149
$7,984
$9,348
$10,675
$1,476
$2,731
$4,019
$5,489
$7,770
$8,156
No flights
1 to 2
3 to 4
5 to 7
8 to 12
More than 12
AVERAGE ANNUAL SPEND BY NUMBER OF FLIGHTS TAKENALL LGBT TRAVELERS
2010 2014
$3,302
$4,518
$4,628
$5,499
$6,654
$3,960
No driving trips
1 to 2
3 to 4
5 to 7
8 to 12
Over 12
AVERAGE ANNUAL SPEND BY NUMBER OF DRIVING TRIPS TAKENN=368
2014
$1,074
$1,976
$3,189
$3,753
$5,111
$6,711
$9,771
$1,772
$3,157
$3,747
$5,296
$5,737
$8,080
Did not stay in hotel
1 to 4
5 to 9
10 to 14
15 to 19
20 to 29
Over 30
AVERAGE ANNUAL SPEND BY NIGHTS STAYED IN PAID ACCOMMODATION ALL LGBT TRAVELERS
2010 2014
2014 Survey of Canadian LGBT Travelers
Page 16
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
2014 Survey of Canadian LGBT Travelers
Page 17
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
31%
40%
47%
43%
35%
31%
27.0%
25.0%
22.0%
Number flightstaken
Number of nights inpaid
accommodation
Total amountspent on travel
CHANGES IN TRAVEL FREQUENCY AND EXPENDITURE OVER THE PREVIOUS 12 MONTHSN= ALL LGBT TRAVELERS
Increased Stayed the same Decreased
2014 Survey of Canadian LGBT Travelers
Page 18
Travel within Canada
Provincial Market Share
Duration of trips within Canada
27%20%
6% 8%
71%
44%
18%14%
9%5%
1% 3% 1%6% 4%
1% 1%
23%
13%
5% 4% 2% 1%
PERCENT TRAVELLED TO EACH PROVINCETRAVELLED WITHIN CANADA, N=326
All Travelled Within Canada Lesbian & Bisexual Females Gay & Bisexual Male
59%
21%
14%
5%
1 to 3 nights
4 to 6 nights
One to two weeks
More than two weeks
DURATION OF TRIPSBASE: ALL TRIPS
2014 Survey of Canadian LGBT Travelers
Page 19
Source of Travelers within Canada
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.
12%
7%
1%
58%
8%
14%
British Columbia
Alberta
Manitoba/Saskatchewan
Ontario
Quebec
Atlantic
SOURCE OF TRAVELLER WITHIN CANADABASE: ALL TRIPS
10%
13%
41%
10%
48%
37%
21%
10%
35%
22%
79%
71%
4%
0%
Been to everywhere inCanada that I would
want to go to
No interest inspending holidays in
Canada
Climate
Cost
REASONS FOR NOT TRAVELING TO CANADABASE: US LGBT WHO DID NOT TRAVEL TO CANADA(N= 27)
Most important reason Second most important reason
Third most important reason Not important
2014 Survey of Canadian LGBT Travelers
Page 20
Trip Attributes
Profile of Trips
Destination
Province
Gender
49%
43%
55%
27%
49%
46%
60%
23%
27%
23%
55%
23%
20%
16%
12%
14%
8%
5%
12%
17%
10%
7%
8%
9%
8%
8%
3%
7%
2%
0%
3%
4%
4%
2%
2%
2%
0%
3%
1%
3%
5%
All
British Columbia
Alberta
Man/Sask
Ontario
Quebec
Atlantic
DESTINATION (WHERE DO THEY GO TO)BASE: ALL TRIPS
Canada USA Mexico and CaribbeanEurope Asia and Australasia UK
46%
57%
53%
23%
22%
28%
13%
11%
3%
8%
4%
3%
4%
2%
6%
Gay & bisexual men
Lesbian & bisexualwomen
Trans
DESTINATION (WHO GOES WHERE)BASE: ALL TRIPS
Canada USAMexico and Caribbean Europe
2014 Survey of Canadian LGBT Travelers
Page 21
US and Canada compared to 2010
Origin
Province
58%
24%
49%
23%
Canada
US
DESTINATION (WHERE DO THEY GO TO)BASE: ALL TRIPS
2014 2010
12%
43%
3%
9%
14%
26%
15%
11%
6%
7%
7%
4%
4%
3%
6%
7%
3%
11%
5%
58%
43%
66%
56%
65%
58%
47%
58%
58%
11%
7%
13%
22%
4%
15%
12%
9%
10%
10%
0%
4%
11%
13%
8%
12%
7%
12%
All
Central and SouthAmerica
Europe
Middle East and Africa
UK
Mexico and Caribbean
Asia and Australasia
USA
Canada
PROVINCIAL ORIGIN (WHICH PROVINCE DO THEY COME FROM)BASE: ALL TRIPS
British Columbia Alberta Man/Sask Ontario Quebec Atlantic
2014 Survey of Canadian LGBT Travelers
Page 22
Identity
68%
86%
79%
78%
83%
71%
74%
68%
63%
28%
14%
16%
11%
17%
26%
18%
28%
33%
3%
0%
1%
0%
0%
1%
6%
4%
3%
All
Central and SouthAmerica
Europe
Middle East and Africa
UK
Mexico and Caribbean
Asia and Australasia
USA
Canada
IDENTITY OF TRAVELERS (WHO IS GOING WHERE)BASE: ALL TRIPS
Gay & bisexual men Lesbian & bisexual women Trans
2014 Survey of Canadian LGBT Travelers
Page 23
Spend per Trip
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)
15%
10%
9%
17%
20%
30%
$3,000 OR More
$2,000-$2,999
$1,500-$1,999
$1,000-$1,499
$500-$999
$100-$499
SPEND PER TRIPBASE: ALL TRIPS
$1,575
$825
$1,558
$1,198.00
$999
$1,262
$770
All Trips
In Canada
To US
MEAN SPEND PER TRIPBASE: ALL TRIPSSOURCE: STATISTICS CANADA, TOURISM AND THE CENTRE FOR EDUCATION STATISTICS.LAST MODIFIED: 2011-02-25; AVG SPEND FOR TRIPS IN CANADA N/A
Canadian Population 2010 2014
2014 Survey of Canadian LGBT Travelers
Page 24
BY DESTINATION
BY IDENTITY
Europe
Mexico and Caribbean
USA
Canada
0%
10%
20%
30%
40%
50%
60%
$3,000 ORMore
$2,000-$2,999$1,500-$1,999$1,000-$1,499 $500-$999 $100-$499
SPENDING PATTERNS BY DESTINATIONBASE: ALL TRIPS
Europe Mexico and Caribbean USA Canada
$1,575
$1,778
$1,710
$1,074
All
Gay & Bisexual Males
Trans
Lesbian & Bisexual Females
MEAN SPEND PER TRIPBASE: ALL TRIPS
2014 Survey of Canadian LGBT Travelers
Page 25
BY EXPERIENTIAL NEED (For a complete description of “Experiential Need” see page 32)
$1,588
$1,325
$2,236
$1,325
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 LGBTcruise
A trip to party (“drugs, sex, & rock and roll”)
MEAN SPEND PER TRIPBASE: ALL TRIPS
2014 Survey of Canadian LGBT Travelers
Page 26
Duration of Trips
AVERAGE DURATION OF TRIPS
SHORT, MEDIUM AND LONG TRIPS
Percentage Taking Each Type of Trip
7.2
4.8
7.1
6.3
5.5
6.7
All Trips
In Canada
To US
AVERAGE DURATION OF TRIPSBASE: ALL TRIPS
2010 2014
1 to 3 nights, 37%
1 to 3 nights, 32%
1 to 3 nights, 49%
4 to 6 nights, 22% 4 to 6 nights,
23%
4 to 6 nights, 20%
One to two weeks, 28%
One to two weeks, 31%
One to two weeks, 20%
All Gay & Bisexual Males Lesbian
DURATION OF TRIPSBASE: LGBT TRAVELLERS
1 to 3 nights 4 to 6 nights One to two weeks
2014 Survey of Canadian LGBT Travelers
Page 27
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
2014 Survey of Canadian LGBT Travelers
Page 28
Party Composition
Distance Travelled
Mode of Travel
17%
20%
9%
40%
41%
38%
11%
8%
20%
27%
27%
28%
2%
2%
1%
All
Gay & BisexualMales
Lesbian & BisexualFemales
PARTY COMPOSITIONBASE: ALL TRIPS
Traveled by myself Partner /spouse Family Friends Tour group Other
7% 5% 8%
29% 26%
40%
20% 20% 20%
44%49%
32%
All Lesbian & Bisexual Females Gay & Bisexual Males
DISTANCE TRAVELLEDBASE: ALL TRIPS
LESS THAN 100km 100km TO 499km 500km TO 999km 1000km OR MORE
47% 53%33%32% 27%
45%
6% 5% 8%4% 4% 5%4% 5% 3%3% 4% 2%3% 2% 4%
All Lesbian & Bisexual Females Gay & Bisexual Males
MODE OF TRANSPORTBASE: ALL TRIPS
Air Personal Vehicle Coach bus Rental Vehicle Ship / Cruise Ship Train Other
2014 Survey of Canadian LGBT Travelers
Page 29
Seasonality
Accommodations
AllLesbian & bisexual women
Gay & bisexual men
0%
2%
4%
6%
8%
10%
12%
14%
16%
18%
SEASONALITY OF TRAVELBASE: ALL TRIPS TAKEN FROM APRIL 2013 TO MARCH 2014
45%
35%
42%
46%
6%
6%
10%
5%
4%
0%
2%
5%
21%
23%
26%
20%
4%
6%
5%
0%
2%
6%
7%
10%
8%
6%
7%
26%
5%
6%
All
Trans
Lesbian and bisexual women
Gay and bisexual men
ACCOMMODATIONSBASE: ALL TRIPS
Hotel/Motels Resort/timeshare
B&B/Country Inn Home or cottage of friends or family
Rented apartment/condo/villa Cruise
Camping/hostel Other
2014 Survey of Canadian LGBT Travelers
Page 30
Activities Engaged In
ACTIVITIES
GENDER
65%
0%
10%
20%
30%
40%
50%
60%
70%
ACTIVITIES ENGAGED IN BASE: ALL TRIPS
All Gay & Bisexual Males Lesbian & Bisexual Females Trans*
62%65%
59%
48%52% 53% 52%
29%
43%46%
38%35%
43% 42%46%
29%
41% 43%38%
29%
37%40%
29%
45%
23% 22%25%
29%
21% 22% 20%13%
15% 14%16% 16%
11% 12%9%
0%
7% 6%8% 6%
All Gay & Bisexual Males Lesbian & Bisexual Females Trans*
ACTIVITIES ENGAGED IN BASE: ALL TRIPS
Dining Shopping Visit AttractionsEntertainment & Clubs, etc. Sightseeing & Natural Wonders Arts & CultureFestivals & Events Land Based Outdoor Activities Water Based Outdoor ActivitiesSpas Sporting Events, Gaming, Casinos
2014 Survey of Canadian LGBT Travelers
Page 31
HOUSEHOLD MAKE-UP (CHILDREN)
DESTINATION
66%
0%
10%
20%
30%
40%
50%
60%
70%
ACTIVITIES ENGAGED INBASE: ALL TRIPS
Children No Children
71%
0%
20%
40%
60%
80%
Europe Mexico & Caribbean USA Canada
ACTIVITIES ENGAGED INBASE: ALL TRIPS
Dining Shopping Entertainment & Clubs, etc.Sightseeing & Natural Wonders Arts & Culture Visit AttractionsFestivals & Events Land Based Outdoor Activities SpasWater Based Outdoor Activities Sporting Events, Gaming, Casinos
2014 Survey of Canadian LGBT Travelers
Page 32
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
BY IDENTITY
64%
19%7% 9%
72%
21%
5% 2%
A trip where being LGBTmade no difference
A gay trip with LGBTfriends to do gay stuff
A trip to a primarily LGBTlocation or LGBT cruise
A trip to party (“drugs, sex, & rock and roll”)
EXPERIENTIAL NEEDBASE: ALL TRIPS
2014 2010
64%
62%
67%
19%
21%
15%
7%
8%
6%
9%
8%
12%
All
Gay and Bisexual Men
Lesbian & BisexualWomen
EXPERIENTIAL NEED/IDENTITYBASE: 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 LGBT location or LGBT cruise A trip to party (“drugs, sex, & rock and roll”)
2014 Survey of Canadian LGBT Travelers
Page 33
BY COUNTRY VISITED
BY AGE
69%
66%
63%
58%
7%
15%
23%
20%
12%
9%
5%
13%
12%
10%
10%
9%
Europe
Mexico and Caribbean
Canada
USA
EXPERIENTIAL NEEDBASE: 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 LGBT location or LGBT cruise A trip to party (“drugs, sex, & rock and roll”)
64%
62%
55%
67%
69%
89%
18%
20%
24%
20%
14%
7%
5%
3%
10%
8%
14%
4%
13%
14%
10%
4%
3%
18-24
25-34
35-44
45-54
55-64
65 or Above
EXPERIENTIAL NEED/AGEBASE: 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 LGBT location or LGBT cruise A trip to party (“drugs, sex, & rock and roll”)
2014 Survey of Canadian LGBT Travelers
Page 34
BY MONTH
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”)
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
EXPERIENTIAL NEED/MONTHBASE: ALL TRIPS
2014 Survey of Canadian LGBT Travelers
Page 35
Reasons for Choosing
DESTINATION
By Identity
3%
5%
5%
5%
7%
8%
10%
11%
13%
16%
17%
18%
20%
23%
25%
31%
Safety
Extension of business trip
Discounts, Coupons or Promotions
Water based outdoor activities
Mainstream festivals, events or parties
Land based outdoor activities
Recommendations from friends
LGBT specific festivals, events or parties
Diversity and LGBT friendly reputation
Climate
LGBT bars and scene
Cost
Arts & culture
Food and dining
Tourist attractions and sights at destination
Visit family or friends
MAIN REASONS FOR CHOOSING DESTINATION (SELECT
3)
BASE: ALL TRIPS
3%
3%
4%
5%
5%
7%
9%
13%
14%
17%
18%
20%
20%
25%
26%
30%
3%
7%
5%
12%
5%
10%
13%
8%
12%
20%
13%
12%
17%
17%
24%
32%
Safety
Discounts, Coupons or Promotions
Extension of business trip
Mainstream festivals, events or parties
Water based outdoor activities
Land based outdoor activities
Recommendations from friends
LGBT specific festivals, events or parties
Diversity and LGBT friendly reputation
Cost
Climate
LGBT bars and scene
Arts & culture
Food and dining
Tourist attractions and sights at destination
Visit family or friends
MAIN REASON FOR CHOOSING DESTINATION% THAT SELECTED REASONBASE: ALL TRIPSLESBIAN AND BISEXUAL FFMALES N=265 TRIPSGAY AND BISEXUAL MALES N= 633 TRIPS
Gay and Bisexual Males Lesbian and Bisexual Females
2014 Survey of Canadian LGBT Travelers
Page 36
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
Lesbians &
Bisexual Females
Gay & Bisexual
Males
Visit family or friends 1 1 LGBT bars and scene 9 5
Tourist attractions and sights at destination
2 2 Mainstream festivals,
events or parties 10 12
Cost 3 7 Land based outdoor
activities 11 11
Arts & culture 4 4 LGBT specific festivals,
events or parties 12 9
Food and dining 5 3 Discounts, Coupons or
Promotions 13 15
Climate 6 6 Extension of business
trip 14 14
Recommendations from friends
7 10 Water based outdoor
activities 15 13
Diversity and LGBT friendly reputation
8 8 Safety 16 16
Distance Travelled
7% 5%8%
29%26%
40%
20% 20% 20%
44%49%
32%
All Lesbian and bisexualwomen
Gay and bisexual men
DISTANCE TRAVELLEDBASE: ALL TRIPS
LESS THAN 100km 100km TO 499km 500km TO 999km 1000km OR MORE
2014 Survey of Canadian LGBT Travelers
Page 37
Research and Booking Behaviour
SOURCE OF INFORMATION
2.50%
2.80%
3.90%
7.00%
10.10%
10.40%
13.20%
13.20%
13.20%
16.30%
17.20%
20.30%
42.30%
45.90%
25.60%
15.80%
33.20%
45.10%
51.30%
40.00%
51.30%
45.10%
47.90%
58.30%
47.00%
50.40%
51.30%
43.10%
71.80%
81.40%
62.80%
47.90%
38.60%
49.60%
35.50%
41.70%
38.90%
25.40%
35.80%
29.30%
6.50%
11.00%
Mainstream TV
Mainstream radio
Mainstream newspapers
Travel Magazines
LGBT Media
Travel agent
LGBT travel sites (e.g. Conxity,Travel Gay Canada, IGLTA)
LGBT general informationsites (e.g. Gay.com)
Social Media (e.g. Facebook,Twitter)
Official tourism destinationweb sites
Hotel or airline brand site
Online travel agents (e.g.Expedia.com)
Friends
Online travel information sites(e.g. Trip Advisor)
SOURCE OF INFORMATION WHEN BOOKING TRAVELBASE: ALL CDN TRAVELLERS
Always Sometimes Never
2014 Survey of Canadian LGBT Travelers
Page 38
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.
28.10%
18.60%
37.10%
52.10%
61.40%
50.40%
64.50%
58.30%
61.10%
74.60%
64.20%
70.70%
93.60%
89.00%
50.00%
35.00%
21.00%
51.00%
68.00%
24.00%
56.00%
49.00%
44.00%
69.00%
68.00%
70.00%
73.00%
79.00%
Mainstream TV
Mainstream radio
Mainstream newspapers
Travel Magazines
LGBT Media
Travel agent
LGBT travel sites (e.g. Conxity, Travel Gay Canada,IGLTA)
LGBT general information sites (e.g. Gay.com)
Social Media such as Facebook, Twitter
Official tourism destination web sites (e.g.newfoundlandlabrador.com; Tourism Toronto,…
Hotel or airline brand site (e.g. Deltahotels.com;Starwoodhotels.com)
Online travel agents (e.g. Expedia.com)
Friends
Online travel information sites (e.g. Trip Advisor)
SOURCE OF INFORMATION - TOP 2 BOX (SOMETIMES OR ALWAYS CONSULT)BASE: ALL TRIPS
2010 2014
2014 Survey of Canadian LGBT Travelers
Page 39
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%
22%
28%
71%
68%
86%
94%
26%
49%
40%
44%
70%
86%
23%
33%
62%
62%
81%
92%
LGBT radio stations
LGBT TV
LGBT maps
LGBT newspapers
LGBT magazines
LGBT travel guides
GAY MEDIA USED -- TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: USED GAY MEDIA TO RESEARCH TRAVEL
All Lesbian & Bisexual Females Gay & Bisexual Males
2014 Survey of Canadian LGBT Travelers
Page 40
BOOKING CHANNELS
Frequency of Using Each Channel
Usage of Channels by Identity
2%
3%
5%
10%
13%
30%
31%
21%
17%
25%
35%
50%
55%
51%
77%
80%
70%
55%
37%
14%
18%
LGBT Travel Agent
LGBT Online Travel Agent
Tour or cruise operator direct
Travel agent
Online travel agent
Airline or hotel websites
Direct telephone or online bookingwith the hotel or destination
BOOKING CHANNELSBASE: ALL LGBT TRAVELLERS
Always Sometimes Never
14%
19%
24%
40%
56%
86%
87%
28%
21%
33%
48%
67%
81%
86%
LGBT Travel Agent
LGBT Online Travel Agent
Tour or cruise operator direct
Travel agent
Online travel agent
Airline or hotel websites
Direct telephone or online booking with the hotel ordestination
BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: ALL LGBT TRAVELLERS
Gay and Bisexual Males Lesbian and Bisexual Females
2014 Survey of Canadian LGBT Travelers
Page 41
Changes in Channel Usage since 2010
20%
23%
30%
45%
63%
82%
86%
11%
14%
28%
51%
47%
LGBT Online Travel Agent
LGBT Travel Agent
Tour or cruise operator direct
Travel agent
Online travel agent
Direct telephone or online booking with hotel…
Airline or hotel websites
BOOKING CHANNELS - TOP 2 BOX (ALWAYS OR SOMETIMES USE)BASE: ALL LGBT TRAVELLERS
2010 2014
2014 Survey of Canadian LGBT Travelers
Page 42
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).
52%
17%
44%
43%
55%
39%
67%
45%
43%
31%
9%
17%
12%
14%
14%
Leisure trips
Business trips
Flights
Nights in paidaccommodations
Total spend ontravel
FUTURE INTENTBASE: ALL LGBT TRAVELLERS
Increase Stay the same Decrease
56%
17%
45%
48%
60%
50%
15%
43%
41%
52%
Leisure trips taken
Business trips taken
Flights taken
Nights in paid accommodations
Total amount you spent on travel
FUTURE INTENT - TOP BOX (INCREASE)BASE: ALL LGBT TRAVELLERS
Gay & Bisexual Males Lesbian & Bisexual Females
2014 Survey of Canadian LGBT Travelers
Page 43
COUNTRY Respondents may overstate their future travel intentions in terms of
regions (compare to 2014 reported travel to destinations (Page 11).
Province
11%
16%
19%
24%
41%
42%
44%
31%
13%
15%
17%
24%
26%
26%
36%
56%
86%
95%
Middle East
Australia / South Pacific
Asia
South America
Mexico
England
Caribbean
Other European Countries
Austria
Iceland
Switzerland
Netherlands
Germany
Spain
France
Europe (Net)
United States
Canada
LIKELY TO TRAVEL IN THE NEXT 12 MONTHSSOMEWHAT OR VERY LIKELYBASE: ALL LGBT TRAVELELRS
63.50%
40.50%
17.20%
17.20%
87.10%
71.80%
38.80%
24.40%
26.40%
25.60%
7.20%
6.60%
7.80%
British Columbia
Alberta
Saskatchewan
Manitoba
Ontario
Quebec
Nova Scotia
Prince Edward Island
New Brunswick
Newfoundland and Labrador
Nunavut
Northwest Territories
Yukon
LIKELY TO TRAVEL IN THE NEXT 12 MONTHS -CANADIAN PROVINCESSOMEWHAT OR VERY LIKELYBASE: ALL LGBT TRAVELERS
2014 Survey of Canadian LGBT Travelers
Page 44
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.
5%
9%
12%
12%
12%
17%
18%
18%
25%
25%
26%
35%
38%
39%
41%
43%
54%
56%
61%
63%
12%
35%
45%
43%
37%
54%
60%
52%
51%
50%
47%
41%
53%
47%
47%
48%
39%
37%
32%
33%
83%
57%
43%
46%
51%
29%
22%
30%
25%
24%
28%
24%
9%
14%
12%
10%
7%
7%
7%
5%
Casino
Spa / health resort
That you have seen advertising for the destinationin LGBT oriented publications
Water based outdoor activities (e.g. boating,fishing, water-skiing)
That it is a “gay holiday”
Land based outdoor activities (e.g. hiking,mountain climbing, skiing)
Mainstream festivals and events
LGBT specific festivals, events, or parties
Shopping
LGBT bars and scene
Discounts, coupons or other promotions
Political climate
Recommendations from friends
Arts & culture
Tourist attractions at destination
Diversity and LGBT friendly reputation
Climate
Food and drink
Safety
Cost
IMPORTANCE OF ATTRIBUTES -- DESTINATIONBASE: ALL LGBT TRAVELERS
Very important Somewhat important Not important
2014 Survey of Canadian LGBT Travelers
Page 45
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*)
Recommendations from friends
7 (9) 5 (9)
That you have seen advertising for the destination in LGBT oriented publications
17 (17) 16 (16)
Mainstream festivals and events
8 (18) 11 (19) That it is a “gay holiday”
18 (NA) 18 (NA)
Arts & culture 9 (4) 8 (5) Spa / health resort
19 19
Discounts, coupons or other promotions
10(13) 14(14) Casino 20 20
*2010 question combined land and water based activities as “Outdoor activities”
2014 Survey of Canadian LGBT Travelers
Page 46
HOTELS
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
14%
14%
15%
17%
18%
22%
31%
44%
45%
49%
51%
72%
49%
49%
49%
41%
47%
47%
54%
47%
49%
40%
45%
26%
37%
37%
36%
43%
36%
31%
14%
9%
7%
10%
4%
2%
Member of LGBT organization (i.e. TAGmember,TGC Member, etc.)
Reviews on LGBT travel sites (e.g.GayCities.com)
Brand
Loyalty program
Part of a package
Closeness to LGBT neighborhood
Referral from family or friends
Reviews and ratings on travelsites/guides
Amenities
LGBT friendly
Close to attractions
Price
IMPORTANCE OF ATTRIBUTES -- HOTELSBASE: ALL LGBT TRAVELLERS
Very important Somewhat important Not important
2014 Survey of Canadian LGBT Travelers
Page 47
4%
4%
5%
6%
8%
9%
11%
11%
12%
12%
13%
14%
16%
41%
53%
0%
2%
1%
3%
6%
4%
4%
7%
4%
4%
7%
6%
7%
33%
50%
5%
5%
7%
8%
8%
10%
13%
12%
15%
15%
16%
17%
19%
46%
56%
Emerald Club (National Car Rental)
Hyatt Gold Passport
Avis Preferred
Choice Privileges
Wyndham Rewards (Wyndham, Ramada, Days Inn)
Delta Privilege (Delta Hotels & Resorts)
Priority Club (Intercontinental Hotels Group)
VIPorter
VIA Préférence (VIA Rail Canada)
Hilton Hhonours
Marriott Rewards
Fairmont President’s Club
Starwood Preferred Guest
AeroPlan (Air Canada)
AirMiles
LOYALTY PROGRAM MEMBERSHIPBASE: ALL LGBT TRAVELERS
Gay and Bisexual males Lesbian and Bisexual Females All
2014 Survey of Canadian LGBT Travelers
Page 48
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%)
Always, 19%
Sometimes, 68%
Never, 13%
EXTEND BUSINESS TRIPS FOR LEISUREBASE: LGBT TOOK AT LEAST 1 BUSINESS TRIP
2014 Survey of Canadian LGBT Travelers
Page 49
Media Habits
CONSUMPTION OF LGBT MEDIA (READ, LISTEN TO, VIEW)
1.3%
4%
5%
5%
5%
7%
8%
8%
9%
9%
9%
10%
10.3%
10%
13%
18%
20%
21%
24%
30%
35%
1.3%
3%
1%
6%
4%
23%
4%
4%
6%
6%
3%
12%
12.5%
3%
9%
27%
13%
29%
29%
36%
32%
0.8%
4%
5%
5%
6%
1%
10%
10%
10%
10%
12%
9%
9.1%
13%
15%
15%
24%
18%
24%
29%
37%
PinkPlayMags***
Outwords
Outvisions
Wayves
Passport Magazine
Curve Magazine
Gay Calgary
Gay Calgary
Xtra Ottawa
DailyXtraTravel.com
Columbia FunMaps
IN Magazine
Pink Pages***
Fugues
Xtra Vancouver
Proud FM
Daily Xtra.com
The Advocate
OUTtv
Out Magazine
Xtra Toronto
GAY MEDIA USAGEBASE: ALL LGBT TRAVELLERS***BASED ON RESPONSES RECEIVED AFTER APRIL 30, 2014
Gay & Bisexual Males Lesbian & Bisexual Females All
2014 Survey of Canadian LGBT Travelers
Page 50
Top 3 Media by Region
#1 #2 #3
BC 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%
PQ Fugues 69% OUTtv 22% Out
Magazine 16%
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%
2014 Survey of Canadian LGBT Travelers
Page 51
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
40%
37%
7%
TGC
IGLTA
TAG
HAVE SEEN THE LOGO AND I KNOW WHAT THEY DOBASE: CANADIAN LESBIAN AND BISEXUAL FEMALES N=108
TGC
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