cmi’s 21st annual survey on lgbt tourism & hospitality · cmi’s 21st annual lgbt tourism...

En#recontents©CommunityMarke#ng,Inc.Reproduc#onordistribu#onbypermissiononly.

CMI’s21stAnnualSurveyon

LGBTTourism&HospitalityU.S.OverviewReportDecember2016

Sponsoredby:

Inpartnershipwith:

CMI’s21stAnnualLGBTTourism&HospitalitySurvey USAOverviewReportI2016

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›  CommunityMarke#ng&Insights(CMI)hasbeenconduc#ngLGBTconsumerresearchfor25years.Ourprac#ceincludesonlinesurveys,telephoneinterviews,intercepts,focusgroups(on-siteandonline),andadvisoryboardsinNorthAmericaandEurope.IndustryleadersaroundtheworlddependonCMI’sresearchandanalysisasabasisforfeasibilityevalua#ons,posi#oning,economicimpact,crea#vetes#ng,informedforecas#ng,measurablemarke#ngplanningandassessmentofreturnoninvestment.

›  KeyfindingshavebeenpublishedintheNewYorkTimes,WashingtonPost,ChicagoTribune,LosAngelesTimes,WallStreetJournal,Forbes,USAToday,ChicagoTribune,MiamiHerald,CBSNews,CNN,NPR,AssociatedPress,eMarketer,Mashableandmanyotherinterna#onal,na#onalandregionalmedia.

›  CMI’sresearchclientsincludeleadersfromawiderangeofindustries.Inthepastfewyears,studieshavebeenproducedfortheseandmanyotherclients:Argen#naTourismOffice,VISITFLORIDA,GreaterFortLauderdaleCVB,VisitOrlando,HawaiiTourismAuthority,LasVegasCVA,VisitPhiladelphia,TravelPortland,NYC&Company,EmpireStateDevelopmentCorp.,ChooseChicago,VisitDallas,VisitHouston,TourismToronto,Starwood,Hya`,Aqua-AstonHotels,HawaiianAirLines,Pruden#al,WellsFargo,Aetna,TargetBrands,Hallmark,iHeartMedia,DirecTV,Viacom,Johnson&Johnson,WNBA,AmericanCancerSociety,PlannedParenthood,KaiserFamilyFounda#on,U.S.Census,andandmanyothercorpora#onsandorganiza#onsacrossNorthAmericaandaroundtheworld.

ABOUTUS25YEARSOFLGBTINSIGHTS


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›  4,731totalrespondentscompletedthe10-minuteonlinesurveyconductedfromNovember17,2016toDecember5,of2016.

›  ThisreportfocusesonUnitedStatesdatafor3,723self-iden#fiedmembersoftheLGBTcommunity.Weighteddatafocuseson3,545par#cipantsbornbetween1946and1998,withamale,femaleortransgender/genderqueeriden#ty.

›  83%ofpar#cipantscamefromarandomsampleoftheCommunityMarke#ng&Insights(CMI)LGBTresearchpanel.Thepanelhasbeenbuiltovera25yearperiodwiththepartnershipofover300LGBTmedia,organiza#onsandeventsaroundtheworld.

›  17%ofthepar#cipantswererecruitedfromanemaildistribu#onfromoneofthefollowingLGBTtravelmediaororganiza#ons,IGLTA,PassportMagazine,MOOVZ,orOutTraveler.com

›  Asanincen#ve,respondentswereenteredintoadrawingforoneoftwenty$50cashorgilcer#ficateprizes.

›  Forthepurposesofthisreport,weightedresultswerecalculatedwiththefollowingassump#ons:Millennial33%,Genera#onX33%,BabyBoomer33%,gayandbisexualmen47.5%,lesbianandbisexualwomen47.5%,transgender5%.TheresultsaremeanttoprovideareasonablybalancedopinionofLGBTcommunitymemberswhoare“out”andinterac#ngwithLGBTmediaandevents.

RESEARCHDESIGN25YEARSOFLGBTINSIGHTS


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7%9%11%

9%8%10%11%10%10%

9%6%

Base:AllLGBTUSAn=3,723FindingsarepresentedbygenderorgeneraAonwhendifferencesarenoted.

IdenHtyAge

RelaHonshipStatus HouseholdIncome

MulApleidenAAeswerepermiHed.

U.S. Respondent Profile

MulApleresponseswerepermiHed.

StateofResidence

GayandBisexualMen 62%

LesbianorGayWoman 32%

Transgender,GenderFluidAndGenderqueer 5%

OtherIden#ty 1%

Single 41%Married 32%

Inacommi`edrela#onshipandlivingwithpartner 17%Engagedtobemarried 3%

Civilunionordomes#cpartner 2%

OtherSingle:Divorced(2%),Widow/Widower(2%),andOther(1%)

California 16%

Texas 6%

Florida 7%

NewYork 8%

Illinois 7%

ParAcipaAonfromall50states.Topfivestatesbypercentage.

Under$50,000

$50,000to$99,999

$100,000to$149,999

$150,000+

Prefernottoanswer

18-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970+

28%

29%

18%

19%

7%

LGBTTRAVELIN2016

21stAnnualSurveyonLGBTTourism&HospitalityU.S.OverviewReportDecember2016


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Bases:WeightedAllUSALGBTsn=3,723

Leisure/VacaHon/HolidayTravelTRIPSTAKEN

BusinessTravelTRIPSTAKEN

NumberofFlightsforLeisureROUNDTRIPFLIGHTSTAKEN

HotelNightsforLeisureHOTELNIGHTSPURCHASED

NoLeisureTrips:8%

NoBusinessTrips:55%

NoFlights:26%

NoHotelNights:13%

LGBTTRAVEL:Comparingresultstothe2015report,2016LGBTleisuretravelincreasedby2%.

PAST12MONTHTRAVEL

16% 21% 17% 14%20%

4%

1 2 3 4 5-9 10+

4% 7% 6% 6% 5%16% 15%

27%

1 2 3 4 5 6-9 10-14 15+

15% 16% 10% 8% 6% 10% 4% 5%

1 2 3 4 5 6-9 10-14 15+

16% 10% 5% 3% 6% 6%

1 2 3 4 5-9 10+


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MARRIAGE&HONEYMOONS

MARRIAGE&HONEYMOONS:Ofthe1,185studypar#cipantsindica#ngthattheyaremarried,16%saidthattheyweremarriedinthepastyear(thisisdownfrom21%indica#ngmarriageinpastyearinthe2015report).CMIwouldexpectareduc#onofsame-sexmarriagesperyearaswegetfurtherfromtheSupremeCourtdecisionofJune2015.Inthe2016survey,wehad1,366gaymenorlesbiansinarela#onshipof5yearsormoreandlivingwithapartner.Ofthose,67%werealreadymarried,3%engagedtobemarried,and4%inlegalcivilunionsanddomes#cpartnerships.Thisindicatesthatahighpercentageoflong-termsame-sexcoupleshavealreadybeenmarriedoverthe12yearsinwhichmarriagehasbeenavailableinanincreasingnumberofU.S.states.Abouthalfofthepar#cipantsmarriedinthepastyearindicatedthattheywentonahoneymoon.Thesurveyalsoaskedrecentlymarriedcoupleswheretheywentontheirhoneymoon.Thetotalnumberwastoosmallforanalysis,exceptthattherewasahighpercentageindica#ngwarmweatherdes#na#onsacrosstheworld.

Didyougetmarriedinthepastyear? Didyougoonahoneymoonaleryourmarriage?

16%84%

47%52%YES YES

NO NO

Base:AllLGBTN=1,185ParAcipantsindicaAngtheyaremarried;ALLLGBTMarriedinthePastYearn=192

AMONGTHOSEMARRIEDINTHEPASTYEARAMONGPARTICIPANTSINDICATINGMARRIED


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BasefordesAnaAons:LGBTParentsofaChildUnderAge18atHomeFullorPart-Amen=220.BaseforparentdistribuAondidnotincludegenderexpansiveparentsbecauseoflowbase.

Whattype(s)ofvacaHonshaveyoutakenwithyourchildreninthepast12months,andstayedatleastoneovernight?

(Pleasemarkallthatapply.)47%40% 40%

33%23%

15% 14%6% 12%

VisitfamilyasPrimaryReason

UrbanorCityVaca#on

BeachorBeachTown

ResortTown,SmallTownorRural

LargeThemeResort/Park

VisitFriendsasPrimaryReason

Interna#onalvaca#on Other Not

Applicable

Millennials Generation X Baby Boomer

LesbianandBisexualWomen 20%oftotalparents 40%oftotalparents 11%oftotalparents

GayandBisexualMen 5%oftotalparents 16%oftotalparents 8%oftotalparents

ParentsofChildrenUnder18LivingatHomeFullTimeorPartTime(N=198)ExplanaAonofgraph:PercentdistribuAonwithinoverallparentgroup.

40%ofLGBTparentsareGenXfemale,not40%ofGenXwomenareparents.

LGBTFAMILYTRAVEL:LGBTparentsaremostheavilyconcentratedamongGenera#onXwomenandMillennialwomen.Genera#onXmenhavethehighestparentpercentagesamongthegayandbisexualmen.Therearemanytypesofdes#na#onsa`rac#vetoLGBTparentsforfamilyvaca#ons.


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Men Women Millennials GenX BoomersHavefunandsharenewac#vi#esandexperiences 86% 88% 88% 88% 84%

Getoutofourrutathome 40% 32% 39% 37% 33%Romancewithpartner 38% 42% 46% 43% 32%

Emo#onalconnec#onwithpartner 30% 46% 46% 35% 33%Meetnewpeople 18% 9% 12% 13% 16%

Intellectualconnec#onwithpartner 18% 19% 24% 16% 17%Noneoftheabove 7% 5% 6% 5% 8%

RELATIONSHIPS&TRAVEL

Howlonghaveyoubeenwithyourpartnerorspouse?

Base:(Partnered)Gay&BiMenn=1,116;LesbiansandBiWomenn=663;Millennialsn=413;GenXn=626;Boomersn=740

AMONGTHOSEPARTNERED

Thinkbacktothemostrecent#meyoutraveledwithyourpartnerorspouse.Whatwereyoutryingtoachieveinthevaca#onwithyourpartnerorspouse?(Pleasemarkallthatapply.)

Lessthan1year 1to4years 5to9years 10ormoreyearsMen 3% 25% 24% 48%

Women 2% 24% 25% 49%

RELATIONSHIPSANDREASONSFORTRAVEL:NotableisthehighnumberofyearsthatLGBTcoupleshavebeentogether(marriageornot).Manysame-sexcouplesweretogetherforyears--ifnotdecades--beforemarriagebecameavailable,afactolenoverlookedbythoselookingatthe“LGBTweddingmarket.”Byfar,havingfunandsharingnewac#vi#esandexperiences,aswellasgesngoutoftherutathome,werethereasonsthatsame-sexcouplestraveledtogether.“Romance”scoredrela#velypoorlyasamo#va#ontotravel,especiallyamongoldercouples.


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Base:(Weighted)GayandBiMenn=2,215;LesbiansandBiWomenn=1,070;Millennialsn=1,058;GenXn=1,113;Boomersn=1,374

Type of Traveler AllLGBT

Gay&BiMen

Lesbian&BiWomen Millennials GeneraHon

XBaby

Boomers

5 – Luxury traveler 4% 5% 3% 2% 4% 6%

4 - Moderate price traveler, with a little luxury 32% 36% 30% 21% 36% 40%

3 – Moderate price travel 26% 27% 25% 26% 27% 26%

2 - Budget traveler with an occasional splurge 29% 25% 33% 39% 27% 22%

1 - Budget / economy traveler 8% 7% 8% 12% 6% 6%

TYPEOFPRICE-POINTTRAVELER:Ingeneral,LGBTsarefirmlymid-rangepricepointtravelers.Therearesomegenera#onandgenderdifferences.Gayandbisexualmenareslightlymorelikelytoindicateahigher5or4ra#ng.Asexpected,oldergenera#onsspendmorethanyoungergenera#ons.However,whatismoststrikingisthatacrossalldemographics,fewratedthemselvesasa1or5.

Inthepastyear,ifyouhadtopickone,whattypeofpricepointtravelerareyou?


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TRANSPORTATION:Genera#onstronglyinfluencespreferredtypesoftransporta#onused/purchasedwhenawayfromhome.

Inthepast12months,whattypesoftransporta#onhaveyouused/purchasedwhenawayfromhome?

(Pleasemarkallthatapply.)


AllLGBT Men Women Millennials GenX Boomers

Carrental 52% 56% 48% 42% 57% 56%

UberorLyf 50% 58% 43% 66% 52% 31%

Taxi 49% 53% 46% 44% 52% 52%

Subwaywithinacity 49% 57% 42% 53% 49% 44%

Trainorbusfromonecitytoanothercity 37% 40% 34% 43% 34% 34%

Publicairportshuhle 35% 37% 34% 33% 34% 39%

Bicyclerental 7% 9% 6% 9% 7% 6%

Hirealimousine 6% 8% 5% 4% 6% 9%

Noneoftheabove 14% 12% 16% 13% 13% 17%


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MOTIVATIONSTOBOOKAHOTEL:CMIhasbeenaskingthissameques#onforanumberofyears.Loca#onhasalwaysbeenthetopmo#vatortobookahotel.OvertheyearswehavewatchedLGBT-friendlyreputa#onfallfromthesecondmostimportantreasontobookathotel,tothethirdmostimportantreasonlastyear,andin2016,droppingtothefourthmostimportantreasonoverall.CMIqualita#veresearchindicatesthatalthoughLGBTss#llwanttostayinwelcomingaccommoda#ons,virtuallyallmajorhotelgroupsarenowperceivedas“LGBT-friendly”somoreprac#calbookingmo#va#onshaverisenup.

Gay&BiMen

Lesbian&BiWomen Millennials GeneraHon

XBaby

Boomers

LocaHonofhotelindesHnaHon Rank#11.9

Rank#11.9

Rank#12.1

Rank#11.9

Rank#11.8

Valueofpriceforhotelquality Rank#22.2

Rank#22.1

Rank#22.1

Rank#22.2

Rank#22.2

LowPrice Rank#3/43.4

Rank#33.1

Rank#32.6

Rank#3/43.4

Rank#43.6

LGBT-friendlyreputaHon Rank#3/43.4

Rank#43.4

Rank#43.6

Rank#3/43.4

Rank#33.3

Hotelcustomerloyaltyprogram Rank#54.0

Rank#54.2

Rank#54.5

Rank#54.1

Rank#54.0

Base:WeightedGay&BiMenn=2,215;WeightedLesbian&BiWomenn=1,070,LGBTMillennialsn=1,058;GenXn=1,113;Boomersn=1,374

Whenyoushopforhotels,howwouldyourankthefollowingmo#vatorsinyourselec#onprocess?


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SharedEconomyAccommodaHons:LGBTMillennialtravelersaremorelikelythanoldergenera#onstobooksharedeconomyaccommoda#ons.Thatsaid,bothGenera#onXandBabyBoomersarebookingsharedeconomyunits,especiallyprivatecondosandhouses,farmorethansharedroomswithinalivingspace.

LGBTMillennials

LGBTGenX

LGBTBoomers

Base:WeightedLGBTMillennialsn=1,058;GenXn=1,113;Boomersn=1,374

Didyoubookanyofthesesharedeconomyorrentalbyowneraccommoda#onsinthepast12months?(Pleasemarkallthatapply.)

By“sharedeconomy”wemeanserviceswhereownersrentouttheirhomes,roomsorapartments,typicallyviaanapporwebsite.

25%

16%

10%

62%

24%

7%

6%

69%

19%

7%

6%

74%

Aprivatecondoorhouse(alltoyourself)

Aroominsomeone’shouseorapartment

(sharedspace)

Aprivateunita`achedornearsomeone’shouse(alltoyourself)

Ididnotbookany“sharedeconomy”accommoda#ons

DESTINATIONS



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Lookingbackatallyourtraveloverthelastfewyears,what“kind”oftravelerareyou?

TRAVELERTYPEBYGENDER:Whiletherearemanysimilari#esbygenderintravelpersonali#es,therearealsosomeimportantdifferences.Gayandbisexualmenaremorea`ractedthanlesbianandbisexualwomentobigcityenergyandnightlife.Incontrast,lesbianandbisexualwomenhaveacompara#velygreaterinterestinoutdoorac#vi#esandnaturalscenery.

Base:(Weighted)Gay&BiMenn=2,215;LesbiansandBiWomenn=1,070

69% 58% 56%

53% 52% 52% 50% 48% 47%

39% 38% 36% 35% 35%

22% 20%

1%

73%58%

52%64%

54%55%

30%43%

32%17%

46%32%36%34%

19%22%

0%

Restandrelaxa#onMuseumsandcultureHistoricala`rac#onsNaturalscenery

Foodie/newrestaurantsBeaches

BigcityenergyWarmweather

LGBT-populardesHnaHonsNightlife

Outdoor/acHveadventureLGBTevents

LivelikealocalTheaterandconcerts

ThemeparksMainstreamfes#valsandevents

Noneoftheabove

AmongGay&BiMen AmongLesbian&BiWomen


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Lookingbackatallyourtraveloverthelastfewyears,what“kind”oftravelerareyou?

Base:(Weighted)Millennialsn=1,058;GenXn=1,113;Boomersn=1,374

Millennials GeneraHonX BabyBoomers Restandrelaxa#on 69% 74% 70% Museumsandculture 65% 54% 57% Foodie/newrestaurants 63% 52% 43% Naturalscenery 60% 55% 61% Beaches 54% 57% 48% Historicala`rac#ons 52% 52% 59% Outdoor/ac#veadventure 49% 43% 34% Bigcityenergy 47% 37% 33% LGBT-populardes#na#ons 45% 38% 35% Nightlife 41% 26% 16% Warmweather 40% 49% 44% Livelikealocal 40% 35% 31% LGBTevents 38% 35% 31% Theaterandconcerts 36% 32% 34% Mainstreamfes#vals/events 26% 20% 17% Themeparks 25% 24% 12%

TRAVELERTYPEBYGENERATION:Thetopfivetravelertypesarerela#velythesameacrossallthreegenera#ons,buttherearesomegenera#onaldifferences.Millennialsarethegenera#onmostinterestedincuisine.BabyBoomersaremostinterestedinhistoricala`rac#ons.Onthesecond#er,Millennialshavethehighestinterestinbigcityenergyandnightlife.MillennialsalsohavethemostinterestinLGBT-populardes#na#ons.


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TYPESOFDESTINATIONS:Inasimilarques#on,thesurveyaskedLGBTpar#cipantsaboutthetypeofdes#na#ontheytraveledtointhepast12months.Differenceswerenotgreatbygenderorgenera#on,withtheexcep#onofabigcitypreferencebygaymen.Forthefirst#me,thesurveyhascollectedsomeinforma#onaboutLGBTtravelra#osforbeachtowns,smalltowns,ruralloca#ons,andmountainresorttowns.

Inthepast12months,whattypeofdes#na#onshaveyoutraveledtoandspentatleastoneovernightinahotel?(Pleasemarkallthatapply.)


AllLGBT GayandBiMen

Lesbian&BiWomen Millennials GeneraHonX BabyBoomers

Bigcity 67% 75% 60% 69% 69% 64%

Mediumorsmallsizedcity 56% 58% 55% 55% 59% 55%

Beachresorttown 36% 40% 34% 30% 41% 37%

Smalltown 28% 27% 29% 26% 28% 29%

RurallocaHon 15% 14% 15% 14% 15% 16%

Mountainresorttown 14% 15% 13% 11% 16% 15%

Noneoftheabove 10% 9% 10% 11% 8% 11%


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Whentraveling,whattypeoffoodanddrinkexperiencesdoyouseek?(Pleasemarkallthatapply.)


AllLGBT Men Women Millennials GenX Boomers

Restaurantspopularwithlocals 74% 75% 73% 73% 74% 74%

Neighborhoodrestaurants 68% 70% 67% 62% 68% 73%

FoodsfamousinthedesHnaHon 57% 58% 57% 63% 56% 53%

Restaurantsthatgetgoodreviewsonsocialmediawebsitesorapps 50% 49% 52% 62% 50% 40%

Restaurantsfamousinthedes#na#on 45% 47% 43% 48% 47% 39%

Tourlocalwineries 27% 27% 29% 27% 28% 27%

Tourlocalbreweries 25% 22% 28% 32% 25% 18%

Foodtrucks 24% 22% 26% 32% 24% 16%

Newtrendyrestaurants 23% 28% 19% 31% 22% 16%

Restaurantsreviewedbynewspapers,magazines,etc. 21% 22% 20% 21% 20% 22%

Noneoftheabove 3% 3% 3% 2% 4% 3%

CUISINEWHILETRAVELING:LGBTpar#cipantswereaskedaboutthetypeoffoodanddrinkexperiencestheyseekwhiletraveling.Byfar,localfoodandexperienceswerethetopa`rac#on,includingneighborhoodrestaurantsandfoodsfamousinthedes#na#on.


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Somedes#na#on/tourismbureaushave“LGBTsec#ons”ontheirwebsites.Doyouagreeordisagreewiththesestatements?

%inAgreement

Base:Variesbystatements

Gay&BiMen

Lesbian&BiWomen Millennials GeneraHonX

BabyBoomers

HavinganLGBTwebsitemakesmefeelthatthetourismbureauisLGBT-friendly. 91% 92% 91% 92% 92%

Atourismwebsiteshoulddoboth,haveLGBTimagerythroughoutthesiteandofferaspecificLGBTpageofinforma#on. 89% 91% 90% 88% 91%

HavinganLGBTwebsitemakesmemorelikelytovisitades#na#on. 74% 73% 75% 73% 72%

IamawarethattourismbureausofferLGBTwebsitepages. 71% 59% 59% 64% 71%

IncludingLGBT-inclusiveimagerythroughoutades#na#onwebsiteismoreimportantthanhavinganLGBT-specificsec#on. 58% 64% 64% 64% 55%

Ihaveviewedatourismbureau’sLGBTpageinthepast12months. 52% 37% 35% 44% 52%

LGBTsec#onsontourismbureauwebsitesarenolongerneeded. 11% 9% 9% 10% 10%

LGBTMICROSITESONDESTINATIONWEBSITES:Resultspointtotheres#llbeinganeedforLGBT-specificinforma#onandLGBTmicrositesontourismoffice(DMO/CVB)websites.ThedataalsosuggeststhattourismofficesarelesslikelytoreachlesbiansandLGBTMillennialsthroughcurrentLGBToutreachprogramsandtheirwebsitesingeneral,andthataddi#onaltargetedmarke#ngtothesesegmentsmayberecommended.


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ATTITUDEPAIRQUESTIONS:Thesurveyaskedaseriesofpaired,forced-decisionques#onstodeterminethegutreac#onstovaca#onselec#onop#ons.Forthemostpart,theresultswerequiteevenlysplitforallques#onsamongallLGBTpar#cipants.

Base:(Weighted)AllLGBTn=3,545

Thinkbacktoyourmostrecentvaca#onoftwoormorenightsaway.Whydidyouchoosethatdes#na#on?

Pickoneortheotherthatwasmostimportanttoyou,fromthesepairs.

Op#onA Op#onB

ReturntoadesHnaHonpreviouslyenjoyed.

WantedtotryanewdesHnaHon/newexperience.

TogetsomerestandrelaxaHon. Tohaveexcitementandfun.

ItseemedlikeagoodvacaHonvalue.

Fortheexperience,regardlessofthecost(withinreason).

TovisitadesHnaHonIknewwasLGBT-friendlyandsafe.

LGBT-friendlinesswasnotamajorconsideraHonwhenselecHngthe

desHnaHon.

48% 52%

45%55%

49% 51%

41%

59%

ANNUALDESTINATIONRANKINGS



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TopU.S.DesHnaHons|Leisure|Gay&BisexualMen|2016

Base:USAGayandBisexualMenn=2,215Groupingbypercentage:CMIgroupsbypercentagebecausethemarginoferrorisnear3%.CMIfeelsthismethodstabilizestherankingforyear-to-yearcomparisonswithinthemarginoferror.

AmongGayandBisexualMenintheUnitedStates

Rank DesHnaHon %Visited

1 NewYorkCity 25%

2 LasVegas 19%-20%

2 LosAngelesMetroArea 19%-20%

2 SanFrancisco 19%-20%

5 Chicago 16%-17%

5 Ft.Lauderdale/WiltonManors 16%-17%

7 Miami/SouthBeach 14%-15%

7 Orlando 14%-15%

7 PalmSprings 14%-15%

7 Washington,DC 14%-15%

11 NewOrleans 10%-11%

11 SanDiego 10%-11%


18Atlanta,Dallas,Denver,Hawaii,NapaCounty,Phoenix,Portland,Provincetown,SonomaCounty,Tampa

7%-8%

OtherTopCi#es

Albuquerque,Aus#n,Asheville,Bal#more,Charleston,Cleveland,Columbus,Houston,Nashville,RehobothBeach,Sacramento,SanAntonio,Savannah,St.Louis,St.Petersburg

4%-6%


13 Boston,KeyWest,FloridaKeys,Philadelphia,Sea`le 9%

Pleasetellusifyouhavevisitedtheseplacesinthepast12monthsforleisureorbusinesstravelreasonsANDspentanightinahotelorpaidaccommoda#on.


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Base:USALesbianandBisexualWomen=1,070Groupingbypercentage:CMIgroupsbypercentagebecausethemarginoferrorisnear3%.CMIfeelsthismethodstabilizestherankingforyear-to-yearcomparisonswithinthemarginoferror.

AmongLesbiansandBisexualWomenintheUnitedStates

Pleasetellusifyouhavevisitedtheseplacesinthepast12monthsforleisureorbusinesstravelreasonsANDspentanightinahotelorpaidaccommoda#on.

TopU.S.DesHnaHons|Leisure|LesbiansandBisexualWomen|2016


1 NewYorkCity 18%

2 SanFrancisco 17%

3 Chicago 13%-14%

3 LasVegas 13%-14%

3 LosAngelesMetroArea 13%-14%

6 Boston 11%-12%

6 Orlando 11%-12%

6 Washington,DC 11%-12%

9 Denver 9-10%

9 SanDiego 9-10%

9 Sea`le 9-10%


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Atlanta,Denver,FortLauderdale,KeyWest/FloridaKeys,Miami/SouthBeach,NewOrleans,PalmSprings,Portland,Philadelphia,Tampa

7%-8%

OtherTopCi#es

Asheville,Aus#n,Bal#more,Columbus,Dallas,Detroit,Hawaii,Houston,Madison,NapaCounty,Nashville,Phoenix,Pi`sburgh,Provincetown,Sacramento,SanAntonio,SonomaCounty,St.Louis,St.Petersburg,RehobothBeach

4-6%


24


1stTier Chicago,LosAngeles,NewYorkCity,Washington,DC 8+%

2ndTier Atlanta,Dallas,LasVegas,SanFrancisco 6-7%

3rdTier Denver,Houston,Miami,Orlando,Philadelphia,SanDiego,Sea`le 4-5%

4thTierAtlanta,Aus#n,Bal#more,Boston,Detroit,FortLauderdale,Houston,Nashville,NewOrleans,Phoenix,Portland,Sacramento,St.Louis,Tampa

3%

TopU.S.DesHnaHons|Business|U.S.LGBT|2016

Base:USALGBTsn=3,723Groupingbypercentage:CMIgroupsbypercentagebecausethemarginoferrorisnear3%.CMIfeelsthismethodstabilizestherankingforyear-to-yearcomparisonswithinthemarginoferror.


25

2016MajorMetroUSA+CanadaDesHnaHonLGBT“PowerRankings”TheLGBTPowerRankingcalculatesifapersonvisitedadesHnaHonatleastoneHmeforleisureorbusinessinthepastyear,thenweightstheresultsbygenderandgeneraHon,thenfurtherweightsUSAandCanadiantravelers.

Base:USAandCanadianLGBTsn=4,404

Rank DesHnaHon

1 NewYorkCity

2 SanFrancisco

3 LosAngeles

4 LasVegas

5 Chicago

6 Washington,DC

7 Orlando

8 FortLauderdale

8 SanDiego

8 Sea`le

Rank DesHnaHon

11 Boston

12 Atlanta

12 Miami

12 Philadelphia

15 Dallas

15 Denver

15 NewOrleans

15 PalmSprings

19 Portland

19 Toronto

Rank DesHnaHon

21 Houston

21 Phoenix

21 Tampa

24 Aus#n

24 Bal#more

24 Hawaii

24 Vancouver

28 Montreal

28 Nashville

30Columbus,Detroit,Pi`sburgh,SanAntonioSt.Louis

The2015ReportSincewecannotaskeveryquesQoneveryyear,weincludedsomeinteresQngresultsfromthe2015studywhichCMIfeelsaresQllrelevant.

CMI’s20thAnnualLGBTTourism&HospitalitySurvey USAOverviewReport

27

2015ResultsRecap

Howlonghasitbeensinceyouwentonyourfirstvaca#onasafullyoutLGBTtraveler?

BeingOutasanLGBTTraveler:AhighpercentageofLGBTcommunitymembershavebeentravelingasfullyoutLGBTtravelersfor15yearsormore.Thisisofinterestasnewmarke#ngini#a#vesshouldrecognizethatthe“mind-set”ofalong-termfullyoutLGBTtravelermaybedifferentthanayoungLGBTperson.

Bases:USAGayandBisexualMenn=2,264;USALesbiansandBisexualWomenn=1,406

Lessthanayearago

1to4yearsago

5to10yearsago

11to14yearsago

15ormoreyearsago

Iamnotfullyout

Notapplicableorprefernottoanswer

18%

11%

14%

9%

39%

6%

4%

20%

14%

17%

10%

29%

5%

4%

GayandBisexualMen

LesbiansandBisexualWomen


28

2015ResultsRecap

35%

64%

1%

40%

59%

1%

Inthepast12monthshaveyoutakenanovernightvaca#ontripprimarilytovisitanLGBTfriend?

VisiHngLGBTFriends:Des#na#onslikeFortLauderdaleandPalmSprings,knownfortheirhighpropor#onofLGBTresidents,havealwaysbeenknowntoa`ract“visi#ngLGBTfriendstravel.”CMItestedtheconceptna#onallyandfoundthat40%ofgayandbisexualmenand35%oflesbiansandbisexualwomenhadtakenanovernightvaca#ontripprimarilytovisitanLGBTfriendinthepast12months.Whentheydo,justunderhalfexclusivelystayattheLGBTfriend’shouse,whiletheotherhalfspendatleastsome#meinpaidaccommoda#ons.TheimpactofLGBTfriendvisita#oncanbesubstan#alforhotels,restaurantsanda`rac#onsinthesecommuni#es.

OnthelasttriptakentoprimarilyvisitanLGBTfriend,didyou…?

AmongGayandBisexualMen AmongLesbiansandBisexualWomen

Yes

NotSure

No

*Men *WomenStayovernightatLGBTfriend'shouse 44% 51%

Stayovernightinahotelorpaidaccommoda#on 32% 26%

Combina#onofboth 25% 23%

Bases:USAGayandBisexualMenn=2,264;USALesbiansandBisexualWomenn=1,406;USAGayandBisexualMen(VisitedanLGBTFriend)n=909;USALesbiansandBisexualWomen(VisitedanLGBTFriend)n=494


29

2015ResultsRecap

Haveyoutakenacruiseinthepast12monthsofatleastonenightatsea?

16%ofLGBTstookacruiseinthepast12months.

18%ofgayandbisexualmentookacruise,comparedto13%oflesbiansandbisexualwomen.

TypesofCruisesTakeninthePast12MonthsAmongCruiseTakersOnly•MulQpleSelecQonsPermiYed

Bases:AllUSALGBTsn=3,768;USAGayandBisexualMenn=2,262;USALesbiansandBisexualWomenn=1,404

Millennials GenX Boomers

Mainstream/generalpopula#oncruisedeparture 91% 71% 69%

LGBTchartercruise(likeAtlan#sorOlivia),smallLGBTgrouponamainstreamcruiseorganizedbyatravelagentorsmallLGBTgroupona

mainstreamcruiseorganizedbyfriendsorfamily13% 33% 33%

Cruises:16%ofLGBTcommunitymembersreportedhavingtakenanytypeofcruiseinthepastyear.Ofthosewhotookacruise,mostofthesecruisesweremainstream/generalpopula#oncruisedepartures.However,athirdofolderLGBTsreportedtakingsometypeofLGBTgrouporchartercruise.ThepercentagesignificantlydropsforMillennials.


30

2015ResultsRecap

WorkVacaHonDaysUse:LGBTswhoareemployedfull-#mereceivedamedian20vaca#ondaysperyear.Ofnote,thosewhoreceivetwoweeksofvaca#onperyeartendtotakethefullamounts.Thosewhoreceivemorethantwoweeksarelesslikelytousetheirfullvaca#on#mealloca#on.

VacaHonDayUse

Bases:USALGBTs(EmployedFull-AmeandResponded)n=2,016

Results by Number of Vacation Days Available

1-7 Days

8-14 Days

15-21 Days

22-30 Days

31+ Days

% of LGBTs Surveyed 7% 24% 39% 21% 8%

% Taking Less Vacation Time than Available 52% 17% 41% 51% 45%

% Taking the Maximum Vacation Time Available or More than Available 48% 83% 59% 49% 55%

Median Days Used 5 10 15 23 35

Median#ofVacaAonDays

%UsingMaximumProvidedDaysorMore

62%

Median#ofVacaAonDaysUsed15(75%ofAvailable)

15


31

2015ResultsRecap

Inthepast12months,haveyoupar#cipatedinanyoftheseLGBT-specificac#vi#eswhileonvaca#oninadifferentcitythanyoulive?Pleasemarkallthatapply.

Whenonvaca#oninadifferentcity,Ihave...


Wenttoagay/lesbianbar

WenttoanLGBTneighborhood

WenttoarestaurantintheLGBTneighborhood

Wenttoagay/lesbiannightclub

PurchasedclothesorotherretailitemsintheLGBTneighborhood

Usedada#ngwebsiteormobileapptomeetothers

AèndedanLGBTPrideevent

AèndedanLGBTpartyeventotherthanPride

SpentanightinanLGBT-dedicatedhotelorguesthouse

VisitedthelocalLGBTcommunitycenter

AèndedanLGBTfundraisinggalacos#ng$100ormore

AèndedanLGBTconference

GayandBisexualMen


66%

61%

61%

47%

35%

31%

25%

24%

20%

10%

7%

7%

38%

39%

37%

22%

18%

4%

19%

17%

7%

9%

4%

9%

LGBTAcHviHesWhileonVacaHonbyGender:TheresultsindicatethatLGBT-specificac#vi#esinades#na#onwhileonvaca#onares#llquiteimportant,especiallyforgayandbisexualmen.GoingtotheLGBTneighborhood,havingdinnerintheLGBTneighborhoodandgoingtoagaybarwereimportant.


32

2015ResultsRecap

Inthepast12months,haveyoupar#cipatedinanyoftheseLGBT-specificac#vi#eswhileonvaca#oninadifferentcitythanyoulive?Pleasemarkallthatapply.

Whenonvaca#oninadifferentcity,Ihave...

Millennials GenX Boomers

Wenttoagay/lesbianbar 60% 56% 46%

WenttoanLGBTneighborhood 56% 53% 46%

WenttoarestaurantintheLGBTneighborhood 49% 51% 48%

Wenttoagay/lesbiannightclub 48% 39% 28%

AèndedanLGBTPrideevent 31% 22% 19%

Usedada#ngwebsiteormobileapptomeetotherswhileonvaca#on 29% 20% 13%

AèndedanLGBTpartyeventotherthanPride 28% 19% 18%

PurchasedclothesorotherretailitemsintheLGBTneighborhood 22% 30% 28%

AèndedanLGBTconference 10% 8% 8%

VisitedthelocalLGBTcommunitycenter 8% 8% 11%

SpentanightinanLGBT-dedicatedhotelorguesthouse 8% 14% 16%

AèndedanLGBTfundraisinggalacos#ng$100ormore 4% 6% 7%

LGBTAcHviHesWhileonVacaHonbyGeneraHon:TheresultsindicatethatLGBT-specificac#vi#esinades#na#onwhileonvaca#onaremorepopularforMillennialsthanBabyBoomers,especiallygoingtoLGBTneighborhoodsandLGBTnightlife.AèndinganLGBTPrideeventwhileonvaca#onwasespeciallypopularforMillennials,comparedtoBabyBoomers.

Bases:USALGBTMillennialsn=774;USALGBTGenXn=1,171;USALGBTBoomersn=1,490


33

2015ResultsRecap

36%

64%

Ifyouhadtopickone...Whentravelingwithyourchildren,whatismoreimportanttoyouandyourfamily,whenyouare…?

AmongParentsofChildrenUnder18

LGBTFamilies:Thisques#onwasaskedforthethirdyearinordertotracktrends.Asinpastyears,whentravelingwithchildren,themajorityofLGBTparentsaremo#vatedbychild-friendlydes#na#onsandchild-friendlyhotels,overLGBT-friendlydes#na#onsandhotels.Ofnoteisthatoverthethreeyear#meperiod,LGBTparentshavebecomeevenmorededicatedtochoosingchild-friendlyop#ons.LGBT-friendlypreferencedropped10%fordes#na#onsand5%forhotelsoverthethreeyearperiod.

CHOOSINGAVACATIONDESTINATION

CHOOSINGAHOTEL

Bases:USALGBTParentsofChildrenUnder18n=291;USAGayandBisexualMaleParentsofChildrenUnder18n=75;USALesbiansandBisexualFemaleParentsofChildrenUnder18n=204

32%

68% Child-friendly Child-friendly

LGBT-friendlyLGBT-friendly

70%oflesbianandbifemaleparentschosechild-friendly,comparedto63%ofgayandbisexualmaleparentsfor

des#na#onconsidera#on.


34

2015ResultsRecap

Yousaidyouhavechildrenoverage18.Areyoualsoagrandparent?

LGBTGrandparents:Longoverlooked,manyLGBTsaregrandparentswhotravelwithgrandchildren.2015CMILGBTCommunitySurveyrespondentswhohavechildrenoverage18included32%ofLGBTBabyBoomerlesbianandbisexualwomen,17%ofBabyBoomergayandbisexualmen,and18%oftransgendercommunitymembers.Inthisreport,56%ofparentsofchildrenoverage18werealsograndparents,and28%wentonavaca#onwiththeirgrandchildreninthepastyear.Mul#genera#onaltravelisahottopicinthetravelindustryrightnow,andtheLGBTcommunityshouldbeincludedinthatdiscussion.

ofparentsofchildrenoverage18arealsograndparents.56%

59%ofgayandbisexualmenwithchildrenoverage18aregrandparents

comparedto53%oflesbianandbisexualfemaleparentsof18+children.

Bases:USALGBTParentsofChildrenOver18n=482;USAGayandBisexualMaleParentsofChildrenUnder18n=228;USALesbiansandBisexualFemaleParentsofChildrenUnder18n=239;USALGBTGrandparentsn=265

WentonavacaHonwiththeirgrandchildren.28%


35

2015ResultsRecap

EventTravel/AhendanceinPast12Months

Bases:USAGayandBisexualMenn=2,251;USALesbiansandBisexualWomenn=1,401;USATransgenderRespondentsn=132

BEAREVENT

LESBIAN/BIWOMEN’SEVENT

TRANSGENDERCOMMUNITYEVENT

10% 19% 26%

ofgayandbimenhaveaèndedabearevent.

oflesbian/biwomenhaveaèndedalesbian/biwomen’sevent.

oftransindividualshaveaèndedatransevent.

Community-SpecificEvents:LGBTsegmentcultural,spor#ngandprofessionaleventsarebigbusiness.10%ofgayandbisexualmenreportedaèndingaBearcommunityeventthepastyear.19%oflesbiansandbisexualwomenreportedaèndingalesbian/biwomen’seventinthepastyear.26%oftransgendercommunitymembersreportedaèndingatransgendereventinthepastyear.


36

2015ResultsRecap

Inthepast12months,inwhichtypeofaccommoda#onsdidyoustay?

TypeofHotelBooked:LGBTsbookawidevarietyofhotelsandaccommoda#ons,andolendifferenttypeswithinthesameyear.Thisgraphprovidesaviewofgenderdistribu#onacrossvarioustypesofhotels.Itisnotedthatgaymentrendhigherwithmoretradi#onalhotels,andlesbianstrendhigherwith“non-hotel”accommoda#ons(althoughlesbiansares#llmorelikelytostayintradi#onalhotels).


GayandBisexualMen


Largeurban/citycorebrandhotel 54% 47%Amidrangehotelbrand 53% 51%

Mediumsizedhotelinacity 42% 41%Aluxuryhotelbrand 34% 27%

Bou#queorsmalldesignorientedhotel 30% 21%Anyhotellocatedinthesuburbsofacity 27% 24%

Abudgethotelbrand 23% 22%Smallhotelormotelinacity 22% 19%

Mediumsizedhotelinaresortarea 20% 17%Largehotelinaresortarea 19% 16%Anymotelalongahighway 17% 16%

Smallmul#roomguesthouseorB&Binacity 12% 13%SmallB&Binaresortarea 10% 10%

Bookedanapartmentorcondorentedbyowner 10% 11%Couchsurfedforfree 9% 11%

Bookedanen#rehouserentedbyowner 8% 12%Stayedovernightinmyownvaca#onhome 8% 6%

Campedinatent 5% 12%Bookedapaidroominsomeone’shouse 4% 6%

RVPark 2% 6%Bookedanapartmentorunita`achedtosomeone’shouse 2% 3%

Stayedovernightinmyown#meshare 4% 7%


37

2015ResultsRecap

ActualBookingMethod(MulHple)

PreferredBookingMethod(PickOne)

63% Directonhotel'swebsiteorapp 43%

46% Onlinetravelagencybookingwebsiteorapp(e.g.,Orbitz,Kayak,Hotels.com) 34%

21% Telephonedirectlytohotel 7%

17% Rental-by-ownerorsharedeconomywebsite(e.g.,Airbnb,HomeAway.com,VRBO.com) 6%

10% Atravelagent 3%

8% Dealswebsite(e.g.,Groupon,LivingSocial) 2%

5% Creditcardrewardswebsite(e.g.,ChaseUl#mateRewards,CapitalOneNoHassleRewards) 1%

Past12MonthActualBookingMethodsUsedvs.PreferredBookingMethods

Actualvs.PreferredAccommodaHonBookingMethods:TheLGBTcommunitybothbooksandpreferstobookdirectlyonahotel'swebsiteoveronlinetravelsites.While17%ofLGBTsbookedanaccommoda#ononarental-by-ownerorsharedeconomywebsite(e.g.Airbnb,HomeAway,VRBO),only6%preferthatmethod.

Bases:AllLGBTUSA(“Inthepast12months,whichofthefollowingservicesdidyouusetobookahotelorotheraccommodaAon?”)n=3,772;AllLGBTUSA(“Ifyouhadtopickjustone,whatisyourpreferredwayofbookinghotels?”)n=3,752


38

2015ResultsRecap

Past12MonthActualBookingMethodsUsedvs.PreferredBookingMethods

Actualvs.PreferredAccommodaHonBookingMethodsbyAgeandGender:LGBTMillennialsprefertobookusingonlinetravelagenciesoverdirecthotelbookings,whileBabyBoomerspreferdirecthotelbookings.Rental-by-ownerorsharedeconomywebsitebookingswerestrongeramongMillennials.

Bases:AllLGBTUSA(“Inthepast12months,whichofthefollowingservicesdidyouusetobookahotelorotheraccommodaAon?”)n=3,772;AllLGBTUSA(“Ifyouhadtopickjustone,whatisyourpreferredwayofbookinghotels?”)n=3,752;(BasesVarySlightlybyQuesAon)USALGBTMillennialsn=774;USALGBTGenXn=1,171;USALGBTBoomersn=1,490;USAGayandBisexualMenn=2,264;USALesbiansandBisexualWomenn=1,406

Gay/BiMen BookingDifferencesbyGender Lesbians/BiWomen

65% Actuallybookeddirectonhotel'swebsiteorapp 60%46% Preferbookingdirectonhotel'swebsiteorapp 40%15% Actuallybookedviarental-by-ownerorsharedeconomywebsite(e.g.Airbnb,etc.) 21%4% Preferbookingviarental-by-ownerorsharedeconomywebsite(e.g.Airbnb,etc.) 9%

ActualBooking PreferredBooking

Millennials GenX Boomers Millennials GenX Boomers

55% 66% 65% Directonhotel'swebsiteorapp 37% 45% 46%50% 53% 43% Onlinetravelagencybookingwebsiteor 42% 38% 29%23% 18% 16% Rental-by-ownerorsharedeconomywebsite 10% 6% 6%16% 18% 26% Telephonedirectlytohotel 4% 4% 9%10% 8% 8% Dealswebsite(e.g.,Groupon,LivingSocial) 4% 3% 2%8% 9% 11% Atravelagent 2% 2% 4%6% 5% 5% Creditcardrewardswebsite 1% 1% 1%


39

2015ResultsRecap

Yousaidthatyouhavestayedina“sharedeconomy”orrentalbyowneraccommoda#oninthepastyear.Pleasetelluswhyyouusedthisserviceoveratradi#onalhotel.

Among“SharedEconomy”orRentalbyOwnerCustomers

Cheaperprice Moreroom/spaceforthemoney(goodvalue) Tobeinaspecificneighborhood(locaHon)

TohaveadifferentexperiencefromtradiHonalhotels Goodexperienceinthepast

Be`erconnec#ontolocalcommunity SiteslikeAirbnbareLGBT-friendly

Iwascurioustotryit Friend’srecommenda#on

TostaywithotherLGBTpeople Iwanttosupportthe“sharingeconomy”

It'strendyamongmyfriends Meetnewfriends

GayandBisexualMen


59%58%

54%44%

40%29%

26%23%

14%14%13%

7%6%

59%65%

57%51%

41%32%

21%17%

11%10%

18%6%4%

Bases:USAGayandBisexualMenn=333;USALesbiansandBisexualWomenn=294

ReasonstoBookSharedEconomyAccommodaHon:ThemajorreasonsthatLGBTsbookasharedeconomywebsitewerecheaperprice,be`ervalue,andtobeinaspecificneighborhood.Ofnoteisthat23%ofgayandbisexualmenand17%oflesbiansandbisexualwomensaidtheytrieditinthepast12monthsbecausetheywerecurious.


40

FormoreinformaHon:LetushelpyoubeherunderstandyouropportuniHes,growyourLGBTmarketshare,andimprovereturnoninvestment.

CMI'shighlyspecializedservicesarebasedon25yearsofdedicatedexperience,producingLGBTQ(lesbian,gay,bisexual,transgender,queer/ques#oning)marketintelligenceforleadingcorporateclientsandorganiza#onsacrossthecountryandaroundtheworld.

Servingavarietyofindustries,weleverageourin-houseproprietarypanelofmorethan75,000community-representa#veLGBTconsumerstoproduceconsumersurveystudies,recruitandfacilitatefocusgroups,interviews,etc.Addi#onally,ourteamofexpertsoffersstrategicconsul#ngandmarke#ngplanningbasedonconsumerinsight,andweproducecustomLGBTresearch/sales/marke#ng/bestprac#cescorporatetrainingandconferencepresenta#ons.

Diversityprocurement:CommunityMarke#ng,Inc.isanNGLCC-Cer#fiedLGBTOwnedBusinessEnterprise.

CommunityMarkeHng&Insights584CastroSt.#834SanFrancisco,CA94114USATel+1415/437-3800•Fax+1415/552-5104info@CommunityMarke#ngInc.comVisitwww.communitymarke#nginc.com

lgBt Market research:There is a difference!

LGBT research is meant to help marketers understand the LGBT community, and make educateddecisions about strategies and tactics to reach them. Not all research is the same, however. AtCommunity Marketing & Insights, we leverage unique experience, methodologies and our ownproprietary panel to generate the valid and actionable results that our clients depend on.

CMI’s ProPrIetary Panel: who are you talkIng to?Community Marketing & Insights (CMI) has recruited for our proprietary consumer panel over the past 25 years by partner-

ing with over 300 LGBT media, organizations, events and social media throughout the USA, Canada, the UK, Germany, Australia, Chinaand beyond. The panel is thus highly representative of LGBT consumers who interact with the LGBT community and media.

CMI research is trusted by—and frequently quoted in—The New York Times, USA Today, The Wall Street Journal, ChicagoTribune, Los Angeles Times, Miami Herald, Forbes, Ad Week, NPR, CNN, CBS News, Associated Press, etc.

Other research providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those whotrust the researcher enough to indicate in a survey that they are gay or lesbian. They may also use lists from one or two LGBT publish-ers, which is likely to skew results.

If you are a marketer looking for valid LGBT consumer insights about products, services, or advertising creative and market-ing strategies, “general market” panel development approaches are not likely to yield LGBT community members who interact withthe media where you are placing ads.

CMI’s QuantItatIve surveys: sIze does MatterCMI has conducted hundreds of LGBT-dedicated quantitative surveys since the early 1990s, covering a wide variety of top-

ics, industries and interests. Through these studies, we both observe and influence the trends of this market.

Size does matter when it comes to surveys. Our panel has grown to over 70,000 qualified LGBT consumers—the largest ofits kind, by far. Our Annual LGBT Community Survey® study has attracted up to 45,000 survey participants representing 150 countries,making it the largest such study in the world. We leverage our long history, experience and expertise to guide you, fine-tuning ourportfolio of research panels, methodologies and approaches to best match your market intelligence goals.

If your communications channels are via the LGBT media, you’ll want to depend on research that represents these con-sumers’ interests, preferences, sensitivities and motivations.

Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on thequality and demographic representation of their panel—or “reinvent the wheel” at your expense.

It’s not possible to fathom the diversity and complexities within LGBT (see below) through a small sample. And with smallsamples, you lose the opportunity to derive statistically-significant crosstabs based on gender, geographical location, age, income,experience, product choice, etc. Can you really make the assumption that a Millennial lesbian couple in Seattle has the same purchas-ing motivations and behaviors as a 67-year-old gay man in Atlanta? Generalities and sweeping statements about “the LGBT market”based on comparatively small samples can distort the validity of research findings, wasting your investment of time and resources.

lgBt Panel dIversIty Is IMPeratIve, BeCause there Is no “lgBt Market”Community Marketing & Insights emphasizes that there is no “gay market,” just as there is no single “Asian market.” The

LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities. Add to that varia-tions in geographical location, age, income, relationship status, gender identity and more, and it becomes essential to discover whichopportunities within LGBT will help you achieve your goals. Fine-tuning your approaches based on highly refined, well-targetedmatches within LGBT will make your outreach initiatives more efficient and cost-effective, optimizing your marketing investment.

General market surveys that may include a small subset of “the gay community” just scratch the surface of the diverse andvaried of opportunities marketers can enjoy if properly explored and understood.

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/437-3800 • Fax +1 415/[email protected] • www.CMI.info

get a deePer understandIng of the lgBt CoMMunIty: QualItatIve researCh

For over two decades, CMI has produced the most consistent, longest-running series of LGBT community surveys in theworld. But we don’t stop there. Quantitative (data) research is important, but it’s just one side of the coin. Our full range of researchservices uncover the rest of the story through qualitative research, most notably derived from focus groups.

We pre-qualify our focus group participants from among our survey panelists, identifying the best candidates based on char-acteristics such as age, gender, relationship status, geographical location, and even a propensity or history of using the client’s prod-ucts or services. We maintain sufficient numbers of panelists to conduct groups in most major metro areas across the USA, Canada,UK, Germany, Australia and China, as well as many other markets. Sometimes the same creative, tested in different regions, can yielddifferent perspectives. Isn’t it wise to know that—and adjust your plans—before investing in marketing campaigns?

CMI is the only LGBT-dedicated research provider that produces and facilitates qualitative research, including focus groupstudies (both in-person and online), in-depth interviews, online communities and advisory boards, which can round out a comprehen-sive market intelligence plan.

By producing online surveys only, other research companies are telling only half of the story…at best. Without actual con-sumer interaction, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts. Nor can they adequately adviseyou on the sensitivities and complexities that can only be uncovered by qualitative research—extremely important considerations thataverages and assumptions extrapolated from survey statistics are likely to miss.

In-house everythIng. we don’t outsourCe!Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research software.

We conduct all of our research in-house—because nobody knows this market segment as well as we do.

Unlike many other firms, CMI will never sell or represent another research company’s services. Nor will we outsource yourprojects and report on the results of a third party’s work. Without being intimately involved in every aspect of a project—discussingclient goals, designing the study, building and implementing the survey, and engaging directly with consumers in focus groups—it isdifficult to gain the insights that we regularly deliver. CMI’s hands-on LGBT research specialization spanning over two decades isunmatched.

value for the InvestMentYou might think that with this kind of specialization and experience, you’d have to invest considerably more for Community

Marketing & Insights services than for research from other companies. With our specific focus on LGBT market intelligence, howev-er, and the cumulative 60+ years of LGBT-dedicated experience among the CMI team, we’re able to keep your costs low. We don’tspend your money locating qualified survey or focus group participants, and we won’t waste time trying to source comparative dataor case studies. We’ve already done all that, for your benefit, over the past 25 years.

At CMI, we’re not running a large operation juggling many accounts and projects with varied focus. Our client dedication andLGBT market specialization delivers you superior intelligence at a fraction of the cost.

we are trusted. why thIs Is IMPortant:Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because our company is LGBT-owned and

-operated, and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT consumers rec-ognize that we use research data to build corporate relationships that ultimately lead to social progress, better conditions for LGBTemployees, and more sensitive communications.

Proudly lgBt-owned and -oPeratedOne of the questions in HRC’s Corporate Equality Index application is whether the applicant company includes LGBT-owned

suppliers when sourcing products and services. When you contract with Community Marketing & Insights, you not only gain the ben-efit of our long-standing leadership in this field, you are working with one of the world’s only LGBT-owned market research providers.Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.

and Proud of our CoMMunIty CItIzenshIPCMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous community-

based organizations. We also participate in leading business and advocacy organizations, events and conferences within the commu-nity, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR and the International Gay & LesbianTravel Association. Our community connection is not only the right thing to do, it is essential for maintaining authentic communityrelationships to benefit our clients.

Proud to serve these and other companies, organizations, universities, government institutions and researchers with

LGBT Community Research Studies,Strategic Consulting and Corporate Training

since 1992

584 Castro St. #834 • San Francisco CA 94114 USA • Tel +1 415/[email protected] • www.CMI.info

cmi’s 21st annual survey on lgbt tourism & hospitality · cmi’s 21st annual lgbt tourism...

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