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CMI's 18

th
Annua| LG81 1rave| Survey
November 2013
New ork New ork New ork
oute cooteots commoolty Motkeuoq, loc.
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

San lranclsco-based, LC81 Cwned/CperaLed company founded ln 1992 serves cllenLs
LhroughouL Lhe uSA, Canada, Lurope, SouLh Amerlca, AusLralla and !apan
20+ years of consumer research, sLraLeglc consulung, markeung plannlng, communlcauons,
conference producuon and Lralnlng servlces
ConducLed research and provlded sLraLeglc consulung for leadlng brands, lncludlng Pyau,
klmpLon PoLels & 8esLauranLs, Las vegas Convenuon & vlslLors AuLhorlLy, CreaLer lorL
Lauderdale Convenuon & vlslLors 8ureau, vlslL hlladelphla, Canadlan 1ourlsm Commlsslon,
SLockholm 1ourlsL 8oard, !apan nauonal 1ourlsm Crganlzauon, rudenual llnanclal, Wells
largo 8ank, Callo Wlnerles, A8SCLu1, AeLna lnsurance, Lsurance, 1argeL 8rands, Amerlcan
Cancer SocleLy, kalser lamlly loundauon, Lhe uS Census 8ureau ooJ mooy mote.
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

CMI's 18
th
Annua| LG81 1rave| Survey
1hls reporL ls based on approxlmaLely 3,100
LC81 respondenLs who reslde ln Lhe unlLed
SLaLes, collecLed ln november 2013.
8espondenLs were recrulLed from
CommunlLy Markeung & lnslghLs'
proprleLary research panel.
CMl's panel reecLs Lhe readershlp/
membershlp/auendees of Lhls broad range
of over 230 LC81 focused medla ouLleLs,
organlzauons and evenLs. 1hls means LhaL
Lhe resulLs summarlzed here are hlghly
represenLauve of consumers who are
lnLeracung wlLh Lhe LC81 communlLy.
Who Did We Talk To?
10 mlnuLe onllne survey conducLed ln
CcLober - november 2013.
1he survey was made avallable Lhrough an
emall lnvlLauon Lo a random subseL of
CMl's 70,000-member LC81 consumer
research panel.
As an lncenuve, respondenLs were glven Lhe
opuon Lo enLer a drawlng for one of ve
$100 prlzes, or donaLe wlnnlngs Lo a charlLy
of Lhelr cholce.
How Did We Talk To Them?
oute cooteots commoolty Motkeuoq, loc.
CMI's 18
th
Annua| LG81 1rave| Survey
art 1:
Growth 1rend kesumes, A|though S||ght|y, for LG81
Le|sure 1rave|, Connnued Sohen|ng of 8us|ness 1rave|

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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

Ooesuoo. compotloq yoot ttovel Jotloq tbe post 12 mootbs, to yoot ttovel lo tbe 12 mootbs befote tbot, JlJ yoo ttovel mote, oboot tbe some, ot less ovet tbe
lost yeot tboo lo tbe ptevloos yeot?

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
1rave| |n ast 12 Months vs. r|or ear
23
27
22
27
31 30
24
30
21
24
20
19
47
44
S1
44
42 44
4S
40
44
40
S7
SS
29 30
27
28 27
26
31 30
3S 36
23
26
Men Women Men Women Men Women Men Women Men Women Men Women
Increased
Same
Decreased
Cvera||
1rave|
Le|sure] Vacanon]
no||day 1rave|
8us|ness 1rave| # of I||ghts 1aken # of N|ghts |n note|s
# of Loca| ]
Staycanons
LG81 trave| growth trend |s |arge|y unchanged over the past 12 months, w|th sma||
|ncreases |nd|cated for |e|sure trave|. nowever, the trend towards a decrease |n bus|ness
trave| connnues from recent years.
*Coy/blsexool meo ote llsteJ os meo, lesbloos/blsexool
womeo os womeo fot eose of tepotuoq.
1C1AL
u.S.
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J, 25-44 o=1,415, 45-64 o=1,402
Gay and b|sexua| men took an average of seven tr|ps |ast year, four |e|sure tr|ps and
three for bus|ness. Lesb|ans and b|sexua| women took a s|m||ar number of |e|sure tr|ps
and one fewer bus|ness tr|p. 1hese numbers are |arge|y unchanged from |ast year.

Gay]
8|sexua| Men
Lesb|ans]
8|sexua|
Women
# 1kIS
4 4 4 3
# k1 AIk ILIGn1S
3 2 3 3
# nC1LL NIGn1S
9 7 8 9
8USINLSS 1kIS
3 2 2 3
Le|sure ]
Vacanon
now many tota| tr|ps d|d you take |n the past 12 months, where you
stayed |n pa|d accommodanons at |east one n|ght?
Avetoqe # 1tlps, lost 12 Mootbs
Age 2S - 44 Age 4S - 64
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

Cru|ses are more popu|ar among men, and those who are 4S-64 years of age. Lead|ng
preferred cru|se ||nes are Carn|va| Cru|se L|ne, koya| Car|bbean and no||and Amer|ca.
1op LG81 charter cru|se compan|es: At|anns among men, C||v|a among women.
1ak|ng At Least Cne
Cru|se |n ast ear
16
12
11
17
1op 6 Cru|se L|nes Ior
USA LG81s 1ak|ng A Cru|se
11
13
14
13
19
23
rlncess
CelebrlLy
norweglan
Polland Amerlca
8oyal Carlbbean
Carnlval Crulse Llnes
Cf Gay Men and Lesb|ans
Who Went on a Cru|se.
1op LG81 Charter Cru|se
Compan|es
11
20
Gay]8|sexua|
Men
Lesb|ans ]8|sexua|
Women
Lesb|ans ]
8|sexua|
Women
2S-44
rs.
4S-64
rs.
Gay]
8|sexua|
Men
nave you taken a cru|se |n the past 12 months on any of
the fo||ow|ng cru|se ||nes or compan|es?
8ose. u5A lC81 o=J,184, Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J, 25-44 o=1,415, 45-64 o=1,402
8
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

Iewer than 10 of LG81 respondents reported tak|ng an organ|zed tour of any k|nd |n
the past year.
In the |ast 12 months, have you taken an organ|zed tour
(|nvo|v|ng three n|ghts or more) w|th a tour company?
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J, 25-44 o=1,415, 45-64 eots o=1,402
Ind|canng
"es"
6
7
3
8
Gay]8|sexua|
Men
Lesb|ans]8|sexua|
Women
Age 2S - 44
Age 4S - 64
oute cooteots commoolty Motkeuoq, loc.
CMI's 18
th
Annua| LG81 1rave| Survey
art 2:
1rave| Monvanons, 1rends and Irequency

10
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
12
2
12
6
13
6
11
10
12
26
31
30
40
16
41
4
S
S
S
10
12
12
13
16
17
27
29
3S
36
44
lamlly Lravel (wlLh klds)
WlnLer / skl
8omance
MalnsLream fesuvals / evenLs
8esorL / spa
Luxury
8esLauranL / wlne
LnLerLalnmenL
LC81 parues / evenLs
CuLdoor / acuve advenLure
8each desunauon
Museum / culLure
Lconomy / budgeL
urban core
Warm weaLher
8y Gender: When asked to p|ck the|r "trave| sty|e," we found s|gn|hcant gender d|erences. Gay
and b|sexua| men are far more ||ke|y to descr|be themse|ves as urban core trave|ers. Lesb|an and
b|sexua| women favor outdoor adventure. 8ut one th|ng that more agree on |s warm weather.
Look|ng back at a|| your trave| over the |ast few years, what "k|nd" of trave|er are you? (Mark up to 3)
Cay and
8lsexual Men
Lesblans and
8lsexual Women
11
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. 25-44 o=1,415, 45-64 o=1,402
4
6
8
8
14
9
12
16
9
22
33
28
26
40
39
3
3
3
8
10
11
12
13
14
18
27
30
30
33
46
WlnLer / skl
MalnsLream fesuvals / evenLs
lamlly Lravel (wlLh klds)
8omance
LnLerLalnmenL
Luxury
8esLauranL / wlne
LC81 parues / evenLs
8esorL / spa
CuLdoor / acuve advenLure
urban core
8each desunauon
Museum / culLure
Lconomy / budgeL
Warm weaLher
8y Age: S|m||ar|y, age |nuences how respondents descr|be the|r trave| persona||nes. C|der LG81s
are pr|mar||y warm weather trave|ers. ounger LG81s are more ||ke|y than o|der LG81s to
descr|be themse|ves as budget, urban core, outdoor adventure trave|ers.
Look|ng back at a|| your trave| over the |ast few years, what "k|nd" of trave|er are you? (Mark up to 3)
23-44
43-64
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

M|d-range hote|s are by far the most popu|ar cho|ce |n the LG81 commun|ty. nowever,
commun|ty cho|ces are qu|te w|despread among many categor|es. 1 |n 4 women |nd|cated us|ng
hote| a|ternanves compared to 1 |n S men.
When trave||ng for |e|sure or vacanon |n the past 12 months,
what type of accommodanon d|d you most ohen book?
Gay]8|sexua|
Men

Lesb|ans]
8|sexua|
Women
Mld-range hoLel
39 40 39 40
8ouuque hoLel
13 8 13 11
SLayed free wlLh famlly or frlends
12 16 13 10
8udgeL hoLel
12 13 11 12
Luxury hoLel
12 8 10 11
8enLed aparLmenL / condo / house
3 6 3 6
My own umeshare / fracuonal ownershlp unlL
2 4 1 3
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J, 25-44 o=1,415, 45-64 o=1,402
Age 2S - 44 Age 4S - 64
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2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J

8y Gender: Good va|ue pr|ce for accommodanon and free |nternet are the two most |mportant
monvators wh||e book|ng a hote|, for both men and women. n|gh-end des|gn |s s|gn|hcant|y more
|mportant to men than women.
Cther than pr|ce or |ocanon, how |mportant are the fo||ow|ng amen|nes to you when book|ng a hote|?
X loJlcouoq vety lmpottoot
2
S
6
12 12
19
1S
9
1S
21
40
74
8S
4
7
9
14 14
16 16
17
18
20
32
73
82
Cay and
8lsexual Men
Lesblans and
8lsexual Women
Cood value lree
lnLerneL /
Wl-ll
lree
breakfasL
ool Cym /
Lness
cenLer
Plgh-end
deslgn
Luxury
llnens
ln-hoLel
resLauranL
upscale
LolleLrles
lree
cockLall
hour
lmpresslve
lobby
8uslness
cenLer
ln-room
mlnl bar
14
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. 25-44 o=1,415, 45-64 o=1,402
8y Age: Good va|ue pr|ce for accommodanon and free |nternet are the two most |mportant
monvators wh||e book|ng a hote|, for a|| age groups. Cf note regard|ng o|der LG81s, hote|
restaurants are s|gn|hcant|y more |mportant.
Cther than pr|ce or |ocanon, how |mportant are the fo||ow|ng amen|nes to you when book|ng a hote|?
X loJlcouoq vety lmpottoot
23-44
43-64
3
9
6
13
16
13
16
18
22
13
31
73
83
3
7
8
13 13 13
16
17
20 20
37
73
83
Cood value lree
lnLerneL /
Wl-ll
lree
breakfasL
ln-hoLel
resLauranL
ool Cym /
Lness
cenLer
Luxury
llnens
upscale
LolleLrles
Plgh-end
deslgn
lree
cockLall
hour
8uslness
cenLer
lmpresslve
lobby
ln-room
mlnl bar
13
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
8y Gender: kest and re|axanon |s the ma|n monvator for any LG81 vacanon, w|th other |nterests
be|ng w|de|y d|sbursed. komance w|th partner and nature are far more |mportant to |esb|ans and
b|sexua| women. An LG81 scene |s far more |mportant to gay and b|sexua| men.
10
6
1
8
11
S
4
9
13
13
9
32
39
18
36
1S
18
32
44
44
6S
2
4
4
S
S
6
7
8
8
14
18
20
24
28
34
34
3S
3S
39
44
61
lamlly frlendly (wlLh klds)
SporLs-relaLed
llnd romance / daung
Wellness, spa, healLh LreaLmenLs
eL frlendly
LxLended a buslness Lrlp
Meeung locals
MalnsLream fesuvals, falrs and oLher evenLs
8omance wlLh parLner
LC81 fesuvals, falrs and oLher evenLs
Shopplng
8omance wlLh parLner
naLure, Lhe envlronmenL, advenLure, hlklng, eLc.
LnLerLalnmenL, nlghLllfe, gamlng, gambllng, eLc.
Sun, beach
LC81 bars, clubs, eLc.
urban acuvlues
lood and/or wlne
vlslung frlends or relauves
CulLure, arLs, herlLage, rellglon
8esL, relaxauon
Cther than pr|ce, what were your ma|n |nterests when p|ck|ng a
desnnanon for vacanon? (Choose up to hve)
Cay and
8lsexual Men
Lesblans and
8lsexual Women
16
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. 25-44 o=1,415, 45-64 o=1,402
8y Age: ounger LG81s are much more monvated by v|s|nng fr|ends, enterta|nment and LG81
n|ght||fe.
4
6
4
6
6
6
6
8
9
13
14
28
31
23
30
30
34
43
33
41
64
3
4
3
6
7
7
8
9
10
14
16
21
24
24
29
29
33
36
37
46
62
llnd romance / daung
lamlly frlendly (wlLh klds)
SporLs-relaLed
Meeung locals
Wellness, spa, healLh LreaLmenLs
LxLended a buslness Lrlp
eL frlendly
MalnsLream fesuvals, falrs and oLher evenLs
8omance wlLh parLner
LC81 fesuvals, falrs and oLher evenLs
Shopplng
LnLerLalnmenL, nlghLllfe, gamlng, gambllng, eLc.
LC81 bars, clubs, eLc.
8omance wlLh parLner
urban acuvlues
naLure, Lhe envlronmenL, advenLure, hlklng, eLc.
lood and/or wlne
vlslung frlends or relauves
Sun, beach
CulLure, arLs, herlLage, rellglon
8esL, relaxauon
Cther than pr|ce, what were your ma|n |nterests when p|ck|ng a
desnnanon for vacanon? (Choose up to hve)
23-44
43-64
17
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

arents: When trave||ng w|th ch||dren, the ma[or|ty of LG81 parents are monvated by ch||d-
fr|end|y desnnanons as we|| as ch||d-fr|end|y hote|s, over LG81-fr|end|y desnnanons and hote|s.
When trave||ng w|th your ch||dren, what |s more |mportant to you and your
fam||y, when you are choos|ng a vacanon desnnanon]hote|?
Amooq loteots
|ck|ng a
Desnnanon
|ck|ng a
note|
8ose. Coy/8lsexool Meo o=64, lesbloos/8lsexool womeo o=141
Gay]8|sexua|
Men
Lesb|ans]8|sexua|
Women
43
41
S7
S9
41
40
S9
60
Chlld-lrlendly
LC81-lrlendly
18
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
Most LG81s v|ew themse|ves as p|anners when |t comes to vacanon trave| (shown by gender).
S8
62
64
S8
7S
67
33
34
1S
10
S
4
28
26
2S
28
14
1S
31
34
S2
49
2S
20
14
12
10
14
11
18
36
31
33
41
70
7S
Women
Men
Women
Men
Women
Men
Women
Men
Women
Men
Women
Men
Do you agree or d|sagree w|th the fo||ow|ng
statements about your trave| hab|ts?
neuLral
ulsagree
Agree
l am Lhe planner when arranglng vacauons
l prefer Lo reLurn Lo famlllar and favorlLe
desunauons
l Lend Lo Lravel Lo desunauons where l have
frlends or famlly
l Lend Lo Lravel for work more Lhan vacauon
l Lend Lo be sponLaneous and noL research or
plan ouL my vacauon acuvlues
l rarely Lravel Lo Lhe same place Lwlce
*Coy/8lsexool Meo ote llsteJ os Meo, lesbloos/8lsexool
womeo os womeo fot eose of tepotuoq.
19
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
8y Gender: Ior both men and women, r|de rema|ns the top LG81 event |nuenc|ng trave|. 8ear
events are do|ng qu|te we|| for gay and b|sexua| men, wh||e women's events of a|| k|nds are do|ng
we|| for |esb|ans and b|sexua| women.
kank Desnnanon

V|s|ted
1 LC81 rlde evenL 16
2 Lesblan communlLy evenL 11
3 Women's evenL (noL lesblan-speclc) 7
4 LC81 culLural, arLs or lm evenL 6
3
LC81 professlonal assoclauon meeung or
conference
3
6 LC81 clrculL parLy / dance evenL 2
7 LC81 Lheme evenL (llke "Cay uays" ln Crlando) 2
8 LC81 famllles evenL 2
In the past 12 months, have you trave|ed to another c|ty (requ|r|ng an overn|ght
stay) to auend any of the fo||ow|ng commun|ty events? (Mark a|| that app|y)
kank Desnnanon

V|s|ted
1 LC81 rlde evenL 19
2 8ear communlLy evenL 7
3 LC81 culLural, arLs or lm evenL 6
4 LC81 Lheme evenL (llke "Cay uays" ln Crlando) 6
3
LC81 professlonal assoclauon meeung or
conference
3
6 LeaLher communlLy evenL 3
7 LC81 clrculL parLy / dance evenL 4
8 LC81 sporLs LournamenL 2
20
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8ose. 25-44 o=1,415, 45-64 o=1,402
8y Age: r|de event re|ated trave| |s very popu|ar for LG81s of a|| ages, even younger LG81s.
kank Desnnanon

V|s|ted
1 LC81 rlde evenL
16
2 LC81 culLural, arLs or lm evenL
7
3
LC81 professlonal assoclauon meeung or
conference
3
4 8ear communlLy evenL
3
3 LC81 Lheme evenL (llke "Cay uays" ln Crlando)
4
kank Desnnanon

V|s|ted
1 LC81 rlde evenL
22
2 LC81 culLural, arLs or lm evenL
6
3
LC81 professlonal assoclauon meeung or
conference
3
4 LC81 clrculL parLy / dance evenL
3
3 LC81 Lheme evenL (llke "Cay uays" ln Crlando)
3
4S-64 ears 2S-44 ears
In the past 12 months, have you trave|ed to another c|ty (requ|r|ng an overn|ght
stay) to auend any of the fo||ow|ng commun|ty events? (Mark a|| that app|y)
21
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

Gay men are far more ||ke|y to have spent a n|ght |n an LG81-ded|cated guesthouse. Interest |n
LG81-ded|cated propernes |ncreases w|th age.
In the past 12 months have you spent a n|ght |n an LG81-ded|cated hote| or guesthouse?
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
12
23
26 26
30
20's 30's 40's 30's 60's
LC81-dedlcaLed hoLel/
guesLhouse booklng lncreases
wlLh age among gay and
blsexual men.

lndlcaung
?es"

24

12
Gay]8|sexua|
Men
Lesb|ans]8|sexua|
Women
oute cooteots commoolty Motkeuoq, loc.
CMI's 18
th
Annua| LG81 1rave| Survey
art 3:
kesearch, 8ook|ng & urchas|ng

23
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

61
S6
S3
44
42
40 40
38
32
27
S6
S1
4S
44
38
31
41
36
3S
20
Arucles on
LC81 webslLes
Arucles ln
LC81 prlnL
magazlnes
ulsplay ads ln
LC81 prlnL
magazlnes
LC81 Lravel
guldebooks
8anner ads on
LC81 webslLes
LC81 Lravel
maps
LC81 Lravel
blogs
LC81 Lravel
emall
newsleuers
LC81 Lravel
lacebook
pages
LC81 lhone
or oLher
smarLphone
app
W|th|n the LG81 med|a, what has |nuenced you over the past 12 months when
research|ng and mak|ng your desnnanon se|ecnons?
X loJlcouoq Mojot ot 5ome lofoeoce
8y Gender: Desnnanon se|ecnon |s most |nuenced by arnc|es on LG81 webs|tes, for both men
and women. 8oth segments a|so take cues from arnc|es and d|sp|ay ads |n LG81 pr|nt magaz|nes.
Cay and
8lsexual Men
Lesblans and
8lsexual Women
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
24
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

61
39
33
49
41 41
40
39
30
20
60
33
48
41
42
34
33
44
37
30
Arucles on
LC81 webslLes
Arucles ln
LC81 prlnL
magazlnes
ulsplay ads ln
LC81 prlnL
magazlnes
LC81 Lravel
guldebooks
8anner ads on
LC81 webslLes
LC81 Lravel
emall
newsleuers
LC81 Lravel
maps
LC81 Lravel
blogs
LC81 Lravel
lacebook
pages
LC81 lhone
or oLher
smarLphone
app
8y Age: Desnnanon se|ecnon |s |nuenced by arnc|es on LG81 webs|tes for a|| ages. C|der LG81s
are more |nuenced by pr|nt med|a than younger LG81s. ounger LG81s are much more
|nuenced by LG81 trave| b|ogs than are o|der LG81s.
23-44
43-64
W|th|n the LG81 med|a, what has |nuenced you over the past 12 months when
research|ng and mak|ng your desnnanon se|ecnons?
X loJlcouoq Mojot ot 5ome lofoeoce
8ose. 25-44 o=1,415, 45-64 o=1,402
23
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

62
60
S6
S0
42
39
38
3S
33
28
24
16
S4
SS
46
49
40
36
34 34 34
31
21
22
Arucles ln
malnsLream
prlnL
magazlnes
Arucles on
malnsLream
webslLes
ulsplay ads
ln
malnsLream
prlnL
magazlnes
MalnsLream
Lravel
guldebooks
MalnsLream
Lravel blogs
MalnsLream
Lravel maps
8anner ads
on
malnsLream
webslLes
MalnsLream
Lravel emall
newsleuers
CLher
malnsLream
soclal medla
MalnsLream
Lravel
lacebook
pages
MalnsLream
lhone or
oLher
smarLphone
app
lnLeresL
plns and
boards
8y Gender: W|th|n the ma|nstream med|a, pr|nt magaz|nes connnue to p|ay an |nuenna| ro|e for
both men & women.
W|th|n the ma|nstream or genera| med|a, what has |nuenced you over the past 12
months when research|ng and mak|ng your desnnanon se|ecnons?
X loJlcouoq Mojot ot 5ome lofoeoce

Cay and
8lsexual Men
Lesblans and
8lsexual Women
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J
26
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

64
39
37
33
41
39
37
36
28
23
19
13
33
39
30
47
33
32
46
37
38
34
29
20
Arucles ln
malnsLream
prlnL
magazlnes
Arucles on
malnsLream
webslLes
ulsplay ads
ln
malnsLream
prlnL
magazlnes
MalnsLream
Lravel
guldebooks
MalnsLream
Lravel maps
MalnsLream
Lravel emall
newsleuers
MalnsLream
Lravel blogs
8anner ads
on
malnsLream
webslLes
CLher
malnsLream
soclal medla
MalnsLream
Lravel
lacebook
pages
MalnsLream
lhone or
oLher
smarLphone
app
lnLeresL
plns and
boards
W|th|n the ma|nstream or genera| med|a, what has |nuenced you over the past 12
months when research|ng and mak|ng your desnnanon se|ecnons?
X loJlcouoq Mojot ot 5ome lofoeoce

8y Age: nowever, the |nuence of ma|nstream pr|nt magaz|nes |s far greater among o|der LG81s,
wh||e younger LG81s turn more to ma|nstream |nternet s|tes.
23-44
43-64
8ose. 25-44 o=1,415, 45-64 o=1,402
27
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

ounger LG81s are much more ||ke|y to use the|r mob||e dev|ces for tr|p p|ann|ng and
|nformanon, both before and dur|ng a tr|p.
es!
8efore a
1r|p.
es!
Dur|ng a
1r|p.
46
46
SS
38
67
63
77
S9
Gay]8|sexua| Men
Lesb|ans]8|sexua|
Women
2S-44
4S-64
Gay]8|sexua| Men
Lesb|ans]8|sexua|
Women
2S-44
4S-64
In the past 12 months, d|d you use a mob||e dev|ce for trave| |nformanon?
8ose. Coy/8lsexool Meo o=2,094, lesbloos/8lsexool womeo o=98J, 25-44 o=1,415, 45-64 o=1,402
28
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8y Gender: 8oth men and women use mob||e dev|ces for a w|de var|ety of trave|-re|ated
purposes, espec|a||y check|ng |oca| weather, |ook|ng at maps to get d|recnons and to hnd about
restaurants]d|n|ng.
14
19
21
8
23
2S
3
2S
19
3S
34
24
S8
S8
S9
S4
84
8S
88
17
19
19
23
24
27
27
28
33
43
44
49
S6
S6
S8
62
82
84
86
CeL a cab
PoLel Check-ln
8evlewed a hoLel experlence
use an LC81 desunauon app for Lravel lnformauon
urchase uckeLs Lo an evenL or auracuon
use a general desunauon app for Lravel lnformauon
uaung purposes whlle on a Lrlp
8esearch local shopplng
8esearch LC81 nelghborhood
CeL a moblle lghL boardlng pass
8esearch local / publlc LransporLauon
8esearch LC81 nlghLllfe
llnd hoLel lnformauon
updaLed my lacebook page
8esearch desunauon auracuons
lllghL Check-ln
llnd resLauranL/dlnlng lnformauon
Look aL local maps / dlrecuons
Check local weaLher
What d|d you do us|ng your mob||e dev|ce? (Check a|| that app|y)
8ose. Coy/8lsexool Meo o=1,476, lesbloos/8lsexool womeo o=679
Cay and
8lsexual Men
Lesblans and
8lsexual Women
29
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

8y Age: ounger LG81s use the|r mob||e dev|ces far more than o|der LG81s, espec|a||y updanng
Iacebook pages, research|ng auracnons, research|ng n|ght||fe and for danng purposes.
21
23
20
19
20
33
23
30
28
49
46
44
66
60
63
62
84
86
88
11
13
16
19
21
22
23
24
26
33
36
38
46
33
33
39
81
83
83
CeL a cab
uaung purposes whlle on a Lrlp
use an LC81 desunauon app for Lravel lnformauon
PoLel Check-ln
8evlewed a hoLel experlence
8esearch LC81 nelghborhood
urchase uckeLs Lo an evenL or auracuon
8esearch local shopplng
use a general desunauon app for Lravel
8esearch LC81 nlghLllfe
8esearch local / publlc LransporLauon
CeL a moblle lghL boardlng pass
updaLed my lacebook page
llnd hoLel lnformauon
8esearch desunauon auracuons
lllghL Check-ln
llnd resLauranL/dlnlng lnformauon
Look aL local maps / dlrecuons
Check local weaLher
What d|d you do us|ng your mob||e dev|ce? (Check a|| that app|y)
23-44
43-64
8ose. 25-44 o=1,142, 45-64 o=875
oute cooteots commoolty Motkeuoq, loc.
CMI's 18
th
Annua| LG81 1rave| Survey
art 4:
Desnnanon kank|ng & note| 8rand keca||

31
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

1op U.S. Desnnanons | Le|sure + 8us|ness | U.S. LG81
8ose. u5A lC81 o=J,184
kank Desnnanon V|s|ted
1 new ?ork ClLy, n? 29
2 Chlcago, lL 24-23
2 San lranclsco, CA 24-23
4 Las vegas, nv 21-22
4 Los Angeles / WesL Pollywood, CA 21-22
4 WashlngLon, uC 21-22
7 8osLon, MA 14-13
7 lL. Lauderdale / WllLon Manors, lL 14-13
7 San ulego, CA 14-13
10 ALlanLa, CA 11-12
10 uallas, 1x 11-12
kank Desnnanon V|s|ted
10 uenver, CC 11-12
10 Mlaml/ SouLh 8each, lL 11-12
10 new Crleans, LA 11-12
10 Crlando, lL 11-12
10 alm Sprlngs, CA 11-12
10 hlladelphla, A 11-12
10 Seaule, WA 11-12
19 Ausun, 1x 9-10
19 hoenlx/1empe/Scousdale, AZ 9-10
19 orLland, C8 9-10
19 1ampa/SL. eLersburg, lL 9-10
32
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

1op U.S. Desnnanons | Le|sure Cn|y | Gay & 8|sexua| Men
8ose. Coy/8lsexool Meo o=2,094
!"#$% %!' "($ )$ *+( ,$)*(- .*!*(.
kank Desnnanon V|s|ted
1 new ?ork ClLy 23
2 San lranclsco 18
2 Chlcago 18
2 Las vegas 18
3 Los Angeles / WesL Pollywood 13
3 WashlngLon, uC 13
7 lL. Lauderdale/WllLon Manors, 13
8 alm Sprlngs 10-11
8 Crlando 10-11
8 San ulego 10-11
8 8osLon 10-11
8 Mlaml/ SouLh 8each 10-11
kank Desnnanon V|s|ted
8esL of
1op 20
ALlanLa, uenver, Pawall, key WesL /
llorlda keys, new Crleans, hlladelphla,
orLland, rovlnceLown, Seaule
7 - 8
8esL of
1op 20
Ausun, 8alumore, uallas, napa CounLy,
Sonoma CounLy, hoenlx, 1ampa/SL.
eLersburg
3 - 6
33
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

1op U.S. Desnnanons | Le|sure | Lesb|ans and 8|sexua| Women
lesbloos/8lsexool womeo o=98J
!"#$% /(.0)!$. )$ *+( ,$)*(- .*!*(.
kank Desnnanon V|s|ted
1 new ?ork ClLy 13
1 San lranclsco 13
3 Las vegas 13-14
3 Chlcago 13-14
3 Los Angeles / WesL Pollywood 11-12
6 WashlngLon, uC 10
7 8osLon 8-9
7 San ulego 8-9
7 Crlando 8-9
7 Seaule 8-9
kank Desnnanon V|s|ted
8esL of
1op 20
ALlanLa, Pawall, rovlnceLown, orLland,
Sonoma CounLy
7
8esL of
1op 20
key WesL / llorlda keys, Mlaml/ SouLh
8each, napa CounLy, alm Sprlngs.
hlladelphla, 1ampa/SL. eLersburg
3-6
34
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

kank Desnnanon V|s|ted
1
sL
1ler
Chlcago, new ?ork ClLy, San lranclsco,
WashlngLon, uC
7+
2
nd
1ler ALlanLa, uallas, Las vegas, Los Angeles 3-6
3
rd
1ler
Ausun, 8osLon, uenver, PousLon, Crlando,
hlladelphla, orLland, hoenlx, Seaule
3-4
1op U.S. Desnnanons | 8us|ness | U.S. LG81
8ose. u5A lC81 o=J,165
33
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

1op Internanona| Desnnanons | Le|sure| U.S. LG81
8ose. u5A lC81 o=J,165
Desnnanon V|s|ted
Canada 13
Lngland 7
lrance 7
Mexlco 7
Spaln 6
Cermany 3
lLaly 3
MonLreal, Canada 3
1oronLo, Canada 3
vancouver, Canada 3
Any Carlbbean lsland (non-crulse) 4
uerLo vallarLa, Mexlco 4
AusLralla 3
neLherlands 3
Desnnanon V|s|ted
Cancun, Mexlco 3
Creece 2
1halland 2
Chlna (Malnland) 2
CosLa 8lca 2
Czech 8epubllc 2
uenmark 2
Pong kong 2
Slngapore 2
Sweden 2
vlcLorla, Canada 2
36
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

$123 4567 839: ;<2= > ?<@3A36B39 ;<2=<6 45AC<6 1D 3AA1AE

1op 1rave| Desnnanons | Le|sure | Canad|an LG81s
8ose. coooJloo lC81s o=464
kank Desnnanon V|s|ted
1 MonLreal 27
1 1oronLo 27
3 vancouver 21
3 new ?ork ClLy 21
3 Seaule 13
3 Las vegas 13
7 Calgary 11-12
7 Cuawa 11-12
7 Pallfax 11-12
7 San lranclsco 11-12
11 8an 8-9
11 Carlbbean lsland (non-crulse) 8-9
kank Desnnanon V|s|ted
11 Lngland 8-9
11 lL. Lauderdale/WllLon Manors 8-9
11 lrance 8-9
11 Cuebec ClLy 8-9
11 vlcLorla 8-9
11 WhlsLler 8-9
19
8osLon, 8ualo, Chlcago, Pawall, Los
Angeles, Mlaml, Crlando, alm Sprlngs,
orLland, uerLo vallarLa, Spaln,
WashlngLon uC
6-7
37
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

In prev|ous years, the survey asked parnc|pants to wr|te |n from memory the s|ng|e brand that d|d
the best [ob outreach|ng to the LG81 commun|ty. 1h|s year we a||owed parnc|pants to wr|te |n up
to three se|ecnons, |ncreas|ng a|| brand percentages. 1he change |n quesnon format caused |arge
|ncreases for n||ton and Marr|ou, and sma|| |ncreases for the bounque brands of k|mpton and W.
nowever, the top hve brands rema|n unchanged from |ast year. n||ton rema|ns the top brand
chosen for the second year |n a row.
Cf a|| the hote| brands or cha|ns |n the wor|d, wh|ch cha|n]brand does the best
[ob outreach|ng to the LG81 commun|ty? (Wr|te-|n up to three)
#1: 36 #2: 34 #3: 19 #4: 17 #S: 1S
8ose. u5A lC81 o=1,477
1op 8rands as Wr|te-|n from Memory
oute cooteots commoolty Motkeuoq, loc.
CMI's 18
th
Annua| LG81 1rave| Survey
art S:
1rave| Informanon from other
kecent CMI keports

Same-Sex Coup|es: Wedd|ngs & Lngagements US Cverv|ew keport
39
Where was your recepnon he|d or where w||| |t be he|d?
Among Marrled, Cu, u or Lngaged
21
17
10
9
8
6
6
S
4
3
2
1
7
kestootoot
ltlvote teslJeoce
notel
loocuoo spoce wbete fooJ ooJ bevetoqes ote ptovlJeJ
loocuoo spoce wbete yoo btloq yoot owo cotetet
Otbet
nlstotlc bome ot bollJloq
kellqloos spoce
lobllc potk ot beocb
ltlvote clob
Moseom
clty boll ot clvlc spoce
ulJ oot occot / uosote
Irom CMI's 2013 Same-Sex Wedd|ng Survey: Same-sex couples use a wlde varleLy
of locauons for Lhelr recepuon. AbouL 10 used a hoLel for Lhelr recepuon.
8ase: Marrled/Cu/u/Lngaged n=466
Same-Sex Coup|es: Wedd|ngs & Lngagements US Cverv|ew keport
40
D|d you go on a honeymoon aher your wedd|ng, and |f so, where?
Among Marrled, Cu or u

8ase: Marrled, Cu or u: All LC81 n=360, Male Same-sex Couples n=198, lemale Same-sex Couples n=147
es
No
S7
of a|| coup|es went on a honeymoon
49
S1
6S
3S
Irom CMI's 2013 Same-Sex Wedd|ng Survey: A sllghL ma[orlLy (37) of same-sex
couples lndlcaLed golng on a honeymoon aer Lhelr ceremony. 1here was no clear
wlnner for honeymoon desunauons. 8esponses varled wldely across Lhe unlLed
SLaLes, Canada and Lurope. 1he desunauon wlLh Lhe hlghesL number paruclpanLs
was Pawall, buL LhaL only represenLed 7 of couples.
Ma|e Same-sex Coup|es Iema|e Same-sex Coup|es
41
2013 LC81 CommunlLy Survey US Cverv|ew keport | 7
Lh
Ldluon

1lckeLs for
performlng arLs
vacauon of 3
nlghLs or more
SmarLphone
Salon servlces/
spa LreaLmenLs
lurnlLure
Plgh uenluon
1v
1ableL compuLer
LapLop
compuLer
urchased/
leased a new
auLomoblle
Ma[or klLchen
appllance
Irom CMI's 2013 LG81 Commun|ty Survey
ln Lhe pasL year, nearly 40 of LC81s lndlcaLed Laklng a ma[or vacauon of ve nlghLs or
more. 1ravel ls clearly an LC81 prlorlLy compared Lo oLher ma[or purchases.
8ose. Coy/8l Meo o=10,866, lesbloos/8l womeo o=4,096
1op urchases, ast ear
62
43
38
32
31
24
22
19
18
16
64
34
42
44
28
21 21
19
18
13
Cay / 8l Men
Lesblan / 8l Women
42
2013 LC81 1ravel Survey US Cverv|ew keport | 18
Lh
Annual

F1663B2 ;<2= G9 21 H35A6 3I36 41A3J
Dav|d a|s|ey
Sen|or kesearch D|rector
Commun|ty Markenng & Ins|ghts
384 CasLro SL. #834, San lranclsco, CA 94114 uSA
1el +1 413/437-3800 - lax +1 413/332-3104
www.CMl.lnfo
davld[CMl.lnfo

commoolty Motkeuoq, loc. ls oo NClcc cetufeJ
lC81 OwoeJ 8osloess otetptlse.
Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA +1 415/437-3800 www.CommunityMarketingInc.com





About Community Marketing &!Insights: The facts are plain: As a niche market segment, gay men
and lesbians have a significant amount of disposable income. Most critically, their dollars go to product
and service suppliers that recognize their unique buying motivations and preferences, and offer them
differentiated value.

Community Marketing, Inc. (CMI) has been helping a wide variety of industry leaders master the
subtleties of this market since 1992. Our unique and specialized services are based on 20+ years of
experience and case studies, and include market research (online surveys, focus groups, intercepts,
interviews, advisory boards, etc.), with our proprietary panel of 70,000+ LGBT consumers; strategic
consulting; marketing planning, and marketing plan implementation/management. We produce custom,
on-site training sessions, develop conferences, symposia and webinars, and speak at industry events.

Whether your organization is just learning about the market, or is updating its strategy, Community
Marketing &!Insights can accelerate your plans, reduce your risks and deliver measurable results.
Because the LGBT community comprises a slice of the worlds population, there is no singular gay
market. Youll find singles, couples and families in every age and ethnicity. And youll find a world of
diverse interests. CMIs proven, powerful portfolio of services helps deliver your targeted markets.

Community Marketing &!Insights has earned its position as the global leader in LGBT market research
and development. Through the companys tireless efforts, doors have opened around the world for gay
and lesbian consumers. We have helped grow LGBT market recognition through research, media relations
and education; and have brought opportunities to many of the worlds leading marketers.

CMI Community Marketing &!Insights projects and training include:
ABSOLUT (Pernod Ricard)
Aetna Insurance
American Cancer Society
Blue Cross/Blue Shield
Chicago History Museum
E. & J. Gallo Winery
Esurance (an Allstate Company)
Gilead Pharmaceuticals
Hyatt Hotels & Resorts
Japan Air Lines
Japan National Tourism Organization
Kaiser Family Foundation (> Than AIDS campaign)
Kimpton Hotels & Restaurants
MetLife
MillerCoors Brewing Company
NYC & Co.
Prudential Financial
Switzerland Tourism
Target Brands
U.S. Government: Census Bureau, and HUD (Housing & Urban Development)
Visit Philadelphia
Wells Fargo Bank
Wyndham Vacation Ownership
And many others
SAMPLE DEMOGRAPHICS OF USA LGBT PANELISTS
48 MEDIAN AGE
47% LIVE WITH PARTNER
55% COLLEGE GRADUATES
68% ARE EMPLOYED
60% HHI >$50K
6% PURCHASED A HOME IN THE PAST
12 MONTHS
7% PLAN TO PURCHASE A HOME IN THE NEXT
12 MONTHS
39% PURCHASED A SMARTPHONE IN THE PAST
12 MONTHS
24% PLAN TO PURCHASE A SMARTPHONE IN THE
NEXT 12 MONTHS
39% DRINK WINE WEEKLY
39% DRINK BEER WEEKLY
45% DRINK SPIRITS OR COCKTAILS WEEKLY
PAST 12 MO. PURCHASES
40% MAJOR VACATIONS
18% AUTOMOBILE
39% SMARTPHONE
19% LAPTOP COMPUTER
23% HDTV
30% FURNITURE
22% TABLET COMPUTER
63% PERFORMING ARTS TICKETS
15% MAJOR KITCHEN APPLIANCES
12% E-READER
25% LGBT FUNDRAISING GALA TICKETS
40% LIKED A BUSINESS ON FACEBOOK
65% READ LGBT BLOGS / WEBSITES
31% CLICKED ON A FACEBOOK AD
15% CLICKED ON A MOBILE APP AD
60% MAKE REGULAR DONATIONS TO 1+
NON-PROFITS OR CHARITIES
AND MORE!
CMIS LGBT
CONSUMER RESEARCH PANEL 2013-14
DID YOU KNOW?
Gay men and lesbians own more homes and cars, travel more, spend more
on electronics, and have the largest amount of disposable income of any
niche market. And its a sizeable niche: LGBT consumers make up 5% or
more of the U.S. consumer market. Community Marketing & Insights will
help you connect with this inuential demographic.
CMIS LGBT CONSUMER PANEL: WHAT MAKES IT UNIQUE?
Accurate, targeted market intelligence
Utilizing quantitative and qualitative market research methodologies,
Community Marketing & Insights helps companies better understand and
more effectively reach the LGBT community. Our consumer panel provides
insights through online surveys, focus groups, intercepts and more.
The largest, most representative panel
With over 20 years in business, Community Marketing & Insights has
developed a research panel of more than 70,000 LGBT consumers. Weve
partnered with media outlets and LGBT-oriented organizations and events
throughout the country and around the world to recruit a qualied panel that
is geographically representative of the LGBT population.
Candid responses, honest feedback
As an LGBT-owned and operated rm, weve established trust with our
panelists. We speak their language and know how to communicate effec-
tively with them. As a result, our panelists are willing to talk with us frankly
and frequently, even about sensitive issues.
Community Marketing & Insights experience & expertise
Since 1992, Community Marketing & Insights has provided market research,
strategic consulting and marketing planning services to a wide variety of
clients. Weve provided LGBT consumer intelligence to numerous market
leaders like Wells Fargo Bank, Target Brands, Prudential, ABSOLUT Vodka,
Travelocity, MillerCoors Brewing Co., Japan National Tourism Organization,
E&J Gallo Wineries, OraSure Technologies, Chicago History Museum,
Tourism Toronto, MetLife, Hyatt Hotels & Resorts, and many companies,
as well as the American Cancer Society, Kaiser Family Foundation and the
U.S. Government (Census Bureau and H.U.D.).
We also present public and custom onsite educational seminars and
workshops. Community Marketing & Insights has produced or presented at
LGBT marketing symposia on six continents.
Learn more on our website, www.communitymarketinginc.com
Community Marketing, Inc., 584 Castro St. #834, San Francisco CA 94114 USA 415/437-3800
LGBT Market Research:
There is a difference!
Market research studies and resulting statistics are meant to help marketers understand the LGBT
communities, and influence educated decisions about their strategies and tactics. However, not all
research is the same. Community Marketing & Insights methodologies and experience are distinct from
those of others when considering approaches, respondent panelsand ultimatelythe validity and
utility of sought-after results.
WHO ARE YOU TALKING TO?
Community Marketing & Insights (CMI) has developed our proprietary consumer panel over the past 20+ years by cir-
culating field surveys at leading LGBT events, and by partnering with LGBT organizations and media across the USA,
Canada, the UK, and around the world. These partners distribute our survey invitations via print ads, web banners, email
broadcasts and social networks to their memberships and/or readers. The resulting panels are highly representative of
LGBT consumers who interact with the LGBT community and media. This is important: If your communications channels
are via the LGBT media, youll want to depend on research that represents these consumers interests, preferences, sensi-
tivities and motivations. CMI research is trusted byand frequently quoted inthe New York Times, USA Today, the Wall
Street Journal, Forbes, Chicago Tribune, Los Angeles Times, Miami Herald, Ad Week, NPR, CBS News, Associated Press, etc.
Other providers typically send out widely distributed panel invitations (via Yahoo, etc.), and then sort for those who trust the
researcher enough to indicate that they are gay or lesbian in the context of a survey. This approach, attempting to represent the gay
community at large, may be appropriate for direction in sociological or academic studies, but not for developing clear, representative
advertising or marketing related strategies. Other researchers use lists from one or two LGBT publishers, which may skew results. For
marketers desiring valid LGBT consumer insights about products, services, advertising creative and marketing strategies, these panel
development approaches are not likely to yield LGBT community members who are interacting with the media where you are placing ads.
IN RESEARCH, SIZE DOES MATTER.
CMI has conducted over a hundred LGBT-dedicated research studies since the early 90s, covering a wide variety
of topics, industries and interests. Through our work, we both observe and influence the trends of this market. Size does
matter in the case of research. Our research panel has grown to over 70,000 qualified LGBT consumers, the largest of its
kind, by far. Our 6th Annual LGBT Community Survey

study attracted over 45,000 survey participants, representing 148


countries, making it the largest such study in history. We leverage our long history/experience/expertise for your benefit,
and fine-tune our portfolio of research panels, methodologies and approaches to best match your market intelligence goals.
Without access to this enormous resource of qualified LGBT consumer panelists, other companies have to compromise on the
quality and demographic representation of the panel, or reinvent the wheel at your expense. One cannot fathom the diversity and
complexities within LGBT (see below) on a small sample. And with small samples, you loose the opportunity to derive statistically-sig-
nificant cross tabs on gender, geographical location, age, income, experience, product choice, etc. Can you really make the assumption
that a 28 year old lesbian in Seattle has the same purchasing motivations and behaviors as a 67 year old gay man in Atlanta?
Generalities and sweeping statements about the gay market based on comparatively small samples can distort the results of research
findings, potentially wasting your investment of time and resources.
DIVERSITY: THERE IS NO LGBT MARKET
Community Marketing & Insights emphasizes that there is no gay market, just as there is no singular Asian mar-
ket. The LGBT communities represent a broad and dynamic spectrum of interests, sensitivities, preferences and priorities.
Those, plus variations in geographical location, age, income, relationship status, gender identity and more, make it even
more important to discover which opportunities within LGBT will help you achieve your goals. Fine tuning your approach-
es based on highly refined and well-targeted matches within LGBT will make your outreach initiatives more efficient and
cost-effective, and will significantly improve your marketing ROI.
General surveys on the gay market are likely to only scratch the surface of the diversity and varieties of opportunities mar-
keters can enjoy if properly explored and understood.
continues...
TWO SIDES OF THE COIN: QUANTITATIVE AND QUALITATIVE
Since 1994, CMI has taken pride in operating the most consistent, longest-running series of LGBT community sur-
veys in the world. But we dont stop there. Quantitative (data) research is one important side of a coin, but only tells half of
the story. The other side of a comprehensive research initiative involves qualitative research, most notably derived from
focus groups. We pre-qualify our focus group participants from among our survey panelists, identifying the best candi-
dates based on characteristics such as age, gender, relationship status, geographical location, and even a propensity or his-
tory of using the clients products or services. We maintain sufficient numbers of panelists to conduct groups in most major
metro areas across the USA, Canada, UK, Germany and Australia, as well as many secondary markets. Weve found that
the same creative, tested in different regions, often yields substantially differing results. Isnt it wise to know thatand
adjust your plansbefore investing in marketing campaigns? CMI is the only LGBT-dedicated research provider that pro-
duces and facilitates LGBT focus group studies and other qualitative research options. We have developed and reported on
focus groups covering a wide variety of topics, plus we have operated telephone interviews, field surveys, advisory board
series and multi-year customer satisfaction survey projects which can round out a comprehensive market intelligence plan.
Producing only online surveys, other research companies are telling half of the story (at best). Without actual consumer inter-
action, they cannot fathom the deeper insights hiding behind the bar graphs and pie charts, nor can they adequately advise you on the
sensitivities and complexities that are only uncovered in qualitative research... extremely important considerations that averages and
extrapolated assumptions based only on survey statistics are likely to miss.
WE DONT OUTSOURCE!
Community Marketing & Insights maintains our own research panels and utilizes advanced, sophisticated research
software. We do all of our research in-house, because nobody knows this market segment as well as we do. We never sell
or rep another companys services, nor will we outsource your project to a 3rd party.
Some firms work as reps of research companies, or outsource clients projects, and report on the results of the 3rd partys work.
But without being intimately involved in every aspect of the project, from discussing the clients goals and designing the study, to build-
ing the survey, implementing it and writing the report, and without engaging directly with consumers in focus groups, it is difficult
to gain the insights that can only come from CMIs hands-on LGBT research specialization spanning nearly two decades.
TRUSTED
Community Marketing, Inc., founded in 1992, pioneered LGBT consumer research. Because we are LGBT-owned
and -operated and well known in the community, we have earned the recognition and trust of our survey panelists. LGBT
consumers recognize that we use research data to build corporate relationships, which ultimately lead to better conditions
for LGBT employees, social progress, and sensitive communications.
PROUDLY LGBT-OWNED AND -OPERATED
One of the questions in HRCs Corporate Equality Index application is whether the applicant company includes
LGBT-owned suppliers when sourcing products and services. When you contract with Community Marketing, you not
only gain the benefit of our long-standing leadership in this field, you are working with one of the only LGBT-owned mar-
ket research providers. Community Marketing, Inc. is an NGLCC Certified LGBT-Owned Business Enterprise.
COMMUNITY CITIZENSHIP
CMI is involved in the LGBT community: We volunteer time, donate resources and raise funds for numerous com-
munity-based organizations. We also participate in the communitys leading business and advocacy organizations, events
and conferences, such as Out & Equal, HRC, National Gay & Lesbian Chamber of Commerce, GLAAD, NCLR,
International Gay & Lesbian Travel Association, National Lesbian & Gay Journalists Association, etc. This community con-
nection is not only the right thing to do, it is essential for initiating appropriate relationships for our clients.
VALUE
Youd think that with this kind of specialization and experience, youd be investing considerably more for
Community Marketing & Insights services than for research from other companies. But it is due to our specific focus on LGBT
market intelligence, and the cumulative 60+ years of dedicated LGBT research among the CMI team, that we can actually
keep your costs low. We are not spending your money to locate qualified survey or focus group participants, nor are we
spending our time (or your money) trying to source comparative data or case studies. Weve done all that over the past 20
years for your benefit. And we are not running a large operation that juggles many accounts and projects of differing scope
and focus. CMIs client dedication and market specialization delivers you superior intelligence at a fraction of the cost of
other firms.
584 Cast r o St . #834 San Fr anci sco, CA 94114 USA Tel 415/ 437- 3800 Fax 415/ 552- 5104
i nf o@Communi t yMar ket i ngI nc. com www. Communi t yMar ket i ngI nc. com

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