Key findings from CMI’s 13th Annual LGBT Tourism Study have been compiled from responses from self-identified gay and lesbian consumers who read LGBT publications, visit LGBT websites, and attend LGBT events. With over 4,500 responses, this study polled more respondents than any other LGBT tourism survey, and offers valuable insights about consumers who may be reached through LGBT-dedicated marketing initiatives.
In addition to the Tourism Study, CMI produces online surveys, focus groups, field studies and customer satisfaction evaluations for a wide variety of clients including CVBs, DMOs and tourism offices, tour operators, hospitality groups, real estate developers, etc. In the year 2008 alone, CMI collected and analyzed over 50,000 gay and lesbian survey responses.
Based on tourism industry data from the US Department of Commerce and CMI sample demographics, the annual economic impact of LGBT travelers is approximately $64.5 billion in the US alone.
Throughout the report, distinctions of various LGBT markets are made based on gender, age, ethnicity, income, geographical location, etc. Below are samples of the findings from the US Profile of the report.
The table below illustrates the top 20 most-visited destinations in the US, by LGBT survey respondents who reside in the US (n=4,017). [text continues below...]
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- The top 4 US destinations for LGBT leisure travel have retained their rankings three years in a row. Chicago moved from seventh to fifth place, and other “24 hour cities” trended stronger in the rankings.
- Even with the high cost of international travel, key LGBT destinations remain solid. Slight decreases were noted for a few destinations, yet other destinations rose.
- Respondents took a median of four leisure and business trips during the last twelve months. This is comprised of one leisure trip of 4+ nights, two leisure trips of 1-3 nights, and one business trip. They took a median of four round trip flights to accomplish these trips.
- During the last year, in total, the median respondent spent 10 nights in a hotel while on those leisure trips, and three nights in a hotel while away on business. The top preferred hotel type is “moderate/ midscale,” with 47% choosing this hotel type often.
- 11% took a group tour. The most common type was an LGBT-specific luxury tour.
- 23% traveled more than 50 miles from home for a Pride celebration, spending a median of two nights in a hotel. New York, San Francisco and Chicago were the most visited Pride events.
- Gay men and lesbians also travel to a wide variety of special events. 5% attended a LGBT professional association meeting, 4% lesbian event, 4% leather event, 4% bear event, 2% LGBT sports event, 2% LGBT family event.
- Comparing travel for this year to the previous year, respondents indicated that their overall travel was steady: 30% increased their travel, while 31% noted a decrease. A net positive (% who increased minus % who decreased) was noted only for the number of hotel nights (+4%), whereas small net negatives were noted for leisure travel (-3%), number of air flights (-6%) and business travel (-8%). A net negative was also noted for cruises. In spite of this, cruises continue to be a strong market segment for LGBT travelers: 18.7% indicated that they’d taken a cruise in the past year.
- Half of LGBT leisure travel is now booked directly with the travel supplier. 37% is booked through a travel website, such as Travelocity or Orbitz, 8% from travel agents, and 5% from tour operators. 21% of business trips were book with a travel agent, with other methods proportionally reduced.
- Respondents were motivated most by word of mouth from friends, when selecting a destination for leisure travel. 78% found this criterion very motivating. Next in importance was an article in a LGBT publication, at 46%.
- Respondents preferred their community being referred to as “gay and lesbian” (87% positive), followed closely by gay-friendly (82%) and LGBT or GLBT (80%).
- Price is the top motivator for selecting a hotel (75% said very motivating), followed by an online review of the property (55%), location near attractions (52%), and the brand’s reputation as gay-friendly (50%).
- While on vacation, respondents enjoy going to a popular restaurant (73%), going to the LGBT neighborhood (73%), visiting popular mainstream tourist attractions (70%), and going to a gay or lesbian bar or nightclub (69%). Museums (65%) and shopping (63%) are also very important.
- 92% of survey respondents identify as gay or lesbian, 4% bisexual, and 3% queer.
- 71% of respondents are men, and 29% are women. 1% identify as transgender. (This survey pool is not intended to reflect the national distribution of the LGBT community.)
- 65% are in a relationship and 35% are single. Of those in relationships, 22% have obtained some form of official government sanction (marriage, civil union, domestic partnership).
- 13% of respondents are non-white.
- 71% have at least a Bachelor's Degree.
- Median household income: $86,400
- Median age: 47
- 8% have children under 18 at home.
- Wide distribution of respondents, representing 49 U.S. states and the District of Columbia. Top five states include California at 17% of responses, Florida and New York at 8% each, Texas 6%, Illinois 5%.
Permission to use this data is granted on the condition that all LGBT research references credit “Community Marketing, Inc., San Francisco, CA”
Special cross-tab reports are available to assist marketers interested in more detail on sub-segments of the LGBT market. For further information or to order the full-report, please contact:
Thomas Roth or call Tom at 415/437-3800
Download CMI's complimentary 13th Annual LGBT Tourism Report abstract
Order CMI's 13th Annual LGBT Tourism Report - US Profile
