LGBT Tourism & Hospitality ITB Academy 2014 - ITB Berlin

LGBT Tourism & Hospitality ITB Academy 2014 - ITB Berlin

LGBT-Dedicated Consumer Research, Corporate Training, and Strategic Consulting LGBT Tourism & Hospitality ITB Academy 2014 Entire contents © Communi...

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LGBT-Dedicated Consumer Research, Corporate Training, and Strategic Consulting

LGBT Tourism & Hospitality ITB Academy 2014

Entire contents © Community Marketing, Inc.

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Thank you!

Community Marketing & Insights is the Science Partner of ITB

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WHAT WE’LL TALK ABOUT TODAY 1. ABOUT COMMUNITY MARKETING & INSIGHTS 2. LGBT RESEARCH: DEMOGRAPHICS & KEY FINDINGS 3. FOCUS: RETURN ON INVESTMENT 4. FOCUS: DIVERSITY TRAINING 5. CONNECTIONS

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

About Community Marketing & Insights

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• San Francisco-based, LGBT Owned/Operated company founded in 1992 serves clients throughout the USA, Canada, Europe, Australia and Japan

• 20+ years of LGBT consumer research, strategic consulting, marketing planning, communications, and executive training • Dedicated research panel of 70,000+ LGBT consumers

• Online surveys, focus groups, virtual focus groups, telephone surveys, intercepts, MROCs, IDIs and other methodologies • The CMI team produces the Annual LGBT Marketing Conference in New York City, and speaks at numerous conferences throughout the year. • Community Marketing, Inc. is an NGLCC Certified LGBT Owned Business Enterprise

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Research, development, communications and marketing strategies. Proudly serving industry leaders since 1992 Some of CMI’s LGBT Tourism Research, Education & Marketing Clients

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Research, development, communications and marketing strategies. Proudly serving industry leaders since 1992 Beyond Tourism: LGBT Research & Consulting for...

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT Demographics

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

The LGBT Community represents a “slice” of the entire world population. Every interest, every culture, every profession, etc.

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Why does the LGBT community receive so much attention in the travel Industry? ✓ Travel as part of cultural identity ✓ Perception of greater income / wealth ✓ Targeted (= affordable) outreach opportunities ✓ Exceptionally brand / destination loyal ✓ Although only 5% of the adult population, surveys show LGBT travel patterns are nearly double that of the American general population. ✓ Mostly “Dual Income - No Kids”… but that is changing

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17th Annual LGBT Travel Survey: USA Panel

Travel Motivations, Trends & Frequency

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Past Year Purchases Men were more likely to purchase a major vacation while women were more likely to purchase smartphones and salon and spa services. Top Purchases, Past Year 62% 64%

Gay / Bi Men 43%

44%

42% 34%

38% 32%

31%

28% 24%

Tickets for Vacation of 5 performing arts nights or more

Lesbian / Bi Women

Smartphone

Salon services/spa treatments

Furniture

21%

22% 21%

High Definition Tablet computer TV

19% 19%

Laptop computer

18% 18%

Purchased/ leased a new automobile

16%

13%

Major kitchen appliance

Base: Gay/Bi Men n=10,866; Lesbians/Bi Women n=4,096

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Kind of traveler? Two-thirds of LGBTs say they are warm weather travelers • ‘Urban core’ travel is more associated with gay men • More lesbians say they are into outdoor activities and family travel What kind of traveler are you? 67% 66%

Warm weather 54% 51% 49% 53% 46% 46% 46%

Culture (museums, heritage, etc.) Beach destinations Restaurants, wine and cuisine Urban core activities

29%

43% 40% 42% 42% 41% 43%

LGBT destinations Entertainment (concerts, theater, etc.) Economy / budget 32%

Outdoor / active adventure

29% 31% 27% 24% 21% 24% 21% 21%

Resort / spa Luxury Mainstream festivals/events

LGBT parties / events Winter / ski Family travel (with kids)

What kind of traveler are you?

42%

12% 9% 7%

18%

USA Gay men n= 4,059; USA Lesbians n= 1,247

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Kind of traveler? Two-thirds of LGBTs say they are warm weather travelers • ‘Urban core’ travel is more associated with gay men • More lesbians say they are into outdoor activities and family travel What kind of traveler are you? 67% 66%

Warm weather 54% 51% 49% 53% 46% 46% 46%

Culture (museums, heritage, etc.) Beach destinations Restaurants, wine and cuisine Urban core activities

29%

43% 40% 42% 42% 41% 43%

LGBT destinations Entertainment (concerts, theater, etc.) Economy / budget 32%

Outdoor / active adventure

29% 31% 27% 24% 21% 24% 21% 21%

Resort / spa Luxury Mainstream festivals/events

LGBT parties / events Winter / ski Family travel (with kids)

What kind of traveler are you?

42%

12% 9% 7%

18%

USA Gay men n= 4,059; USA Lesbians n= 1,247

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Kind of traveler? Two-thirds of LGBTs say they are warm weather travelers • ‘Urban core’ travel is more associated with gay men • More lesbians say they are into outdoor activities and family travel What kind of traveler are you? 67% 66%

Warm weather 54% 51% 49% 53% 46% 46% 46%

Culture (museums, heritage, etc.) Beach destinations Restaurants, wine and cuisine Urban core activities

29%

43% 40% 42% 42% 41% 43%

LGBT destinations Entertainment (concerts, theater, etc.) Economy / budget 32%

Outdoor / active adventure

29% 31% 27% 24% 21% 24% 21% 21%

Resort / spa Luxury Mainstream festivals/events

LGBT parties / events Winter / ski Family travel (with kids)

What kind of traveler are you?

42%

12% 9% 7%

18%

USA Gay men n= 4,059; USA Lesbians n= 1,247

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Among a variety of consumer products and services, an “LGBT friendly” reputation influences travel purchases in particular. Impact of destination’s or company’s “LGBT-friendliness” on decision-making (Past 12 months) 5 pt. scale, Top 2 box summary 44% 43%

Retail store choice 40% 39%

Destination(s) I visited on vacation 33% 31%

Hotel choice and purchase Vodka choice and purchase

23%

14% 20% 21%

Airline choice and purchase

Online travel agency purchase

15%

18% 19%

Cruise line choice and purchase

15%

Insurance choice and purchase

18%

15% 16%

New bank account Rental car choice and purchase

19%

12% 12%

In the past 12 months, how much did a destination’s or company’s “LGBT-friendliness” (advertising, sponsorships, political support, etc.) favorably influence your actual purchases? Gay men n= 4,059; Lesbians n= 1,247

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

When LGBT parents are forced to choose between child-friendly or gay friendly… most seek child-friendly destinations and hotels

Gay-friendly

Gay-friendly

Child-friendly

Child-friendly

Base: 2012 Gay Men n=119; Lesbians n=121 Results from CMI’s 2011 Gay and Lesbian Travel and Tourism Study

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT-Dedicated Tourism Marketing significantly influences choice of destinations. • 69% of US respondents are more likely to visit a destination because its tourism office/CVB does LGBT-dedicated outreach. • 39% indicate they spend more. • 38% stay longer. 18

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT Tourism Through Events Which LGBT events have you traveled to another city (overnight) to attend in the last year?

20%

Pride Event Avg. nights stayed for LGBT events

4!

Other types of events LGBT theme event

8%

LGBT cultural, arts or film event

7%

Bear community event

7%

Leather community event

6%

LGBT professional assoc. meeting or conference

5%

Circuit party/dance event

5%

In the past 12 months, have you traveled to another city (requiring an overnight stay) to attend any of the following community events?

Total n=5,157

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LGBT Healthcare Marketing | Washington, DC | October 17, 2013

Involvement in Charities & Non-Profits Nearly half of all gay/bi men and lesbian/bi women contribute to a charity or non-profit at least annually, while those in the transgender community are more likely than L, G or B to volunteer for one or more non-profits. Which of the following apply to you personally? 54% 49%

47%

Gay / Bi Men

Lesbians / Bi Women

46% 42%

Transgender

33% 30% 27% 22%

24%

25% 22% 21% 17%

15% 15%

14% 11%

I make cash donations I volunteer for one or I purchased ticket(s) to I make cash donations I use the services of to one or more more non-profits an LGBT fundraiser to one or more one or more noncharities / non-profits gala charities / non-profits profits annually monthly

I am employed by a non-profit

10%

8% 7%

I included asset donation in my will or trust

Base: Gay/Bi Men n=10,741; Lesbians/Bi Women n=4,033; Transgender n=418

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT Media and Sponsorship Makes an Impact • Companies advertising in the LGBT media and sponsoring LGBT charities favorably influences 70% to 80% of LGBT consumers When a company advertises in LGBT media or sponsors LGBT charities, has it influenced your purchasing decisions? Past 12 Months Sponsors LGBT charities

Advertises in LGBT media

Strong Influence Some Influence

Gay Men

Lesbians

31%

39%

48%

45%

39%

48%

40%

37%

Base: Gay Men n=10,963; Lesbians n=1,976

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Media Consumption • The LGBT audience’s media consumption habits between mainstream and LGBT media are complex, and communications through both are important • Significant generational differences exist in viewing print media. In the past week, have you read, viewed, or listened to…?

Base: Gay Men 18-29 n=2,260, 30-44, n=3541 45-59 n=4,802; Lesbians 18-29 n=354, 30-44 n=688, 45-59 n=935

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

“LGBT?” Mean what you say. Bisexual and transgender-inclusive? Transgender and bisexual community events are often overlooked by many sponsors; provides opportunity to be first to market.

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

“LGBT?” Mean what you say. Bisexual and transgender-inclusive? Transgender and bisexual community events are often overlooked by many sponsors; provides opportunity to be first to market.

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Same-Sex Couples: Weddings and Engagements Community Marketing & Insights in partnership with The Gay Wedding Institute September 2013

Entire contents © Community Marketing, Inc.

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Focus: Return on Investment

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT ROI Tracking Techniques Six Common ROI Evaluation Techniques in the LGBT Market 1. Impressions and PR coverage in gay media 2. Clicks on gay microsites (and perhaps tracked sales) 3. Anecdotal: Increased sales as noted by reps 4. Codes on display ads, coupons, etc. 5. Self-identification techniques 6. Baseline (Pre and Post) Research Studies

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

LGBT Self-Identification Techniques:

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Philadelphia Case Study

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Philadelphia Case Study

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

2005 Press Release: After only 18 months in the LGBT market, research found that for every $1 invested into LGBT marketing, Philadelphia yielded $153 ROI.

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Entire Destination Benefits from Gay & Lesbian Travelers: Comparing General Market to LGBT Visitors

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Among LGBT visitors, those aware of the campaign stayed longer and spent more while in Philadelphia. Trip Spending: Aware vs. Unaware Visitors $1.200 $1.000 $800

$1.013

$743

$600 $400 $200 $0

Aware of Ads

Unaware of Ads 33

Focus: LGBT Diversity Training

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

First, Get Your House in Order For corporations “LGBT-Friendly” Means Appropriate Personnel Policies •

Nondiscrimination based on sexual orientation and gender identification included in company hiring policies



Treat your employees’ hetero spouses and same-sex partners the same way when determining employee benefits



Include LGBT sensitivity issues in your sales and customer service training



Involve your LGBT employees in outreaching to the community



Participate in community involvement programs



Become members of LGBT organizations

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Terminology Matters in the LGBT Community OK:

LGBT, gay, lesbian, partner, husband /wife marriage equality sexual orientation, gender identity

Not OK:

sexual preference, alternative lifestyle, your friend, those people, that market, homosexual, gay marriage

Caution:

queer, lifestyle, GLBT, same-sex marriage 36

Connections

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

www.IGLTA.org 38

Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

TAG Approved® Accommodations www.TAGAPPROVED.com Qualification Best Practices Training & Conferences Research Communications

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

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Community Marketing & Insights | LGBT Tourism & Hospitality | ITB Academy 2014

Free Downloads CMI’s 18th Annual LGBT Travel Survey Report Same-Sex Marriage and Engagement Survey Report

LGBTmarketresearch.com

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More information: www.CMI.info Thomas Roth, President Community Marketing & Insights 584 Castro St. #834 San Francisco, CA 94114 Tel 415/437-3800 • Fax 415/552-5104 [email protected] Community Marketing, Inc. is an NGLCC Certified LGBT Owned Business Enterprise.