Market Intelligence Report © 2011 Community Marketing Inc. LGBT Travel Strengths, Opportunities & Strategies

Market Intelligence Report© 2011 Community Marketing Inc.

LGBT

Travel

Strengths, Opportunities

&

Strategies

Market Intelligence Report

LGBT Travel Recommendations

Strengths, Opportunities & Strategies

2011/2012

In addition to this final recommendations report, a 65-page online survey report and a 42-page focus groups report is available which provides details referenced by the recommendations.

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2011 LGBT Travel Trends Market Intelligence Report |

About

• Community Marketing, Inc. (CMI) has been conducting LGBT consumer research since 1994. Our practice includes online surveys, telephone surveys, focus groups, field surveys, and advisory boards in North America and Europe. Industry leaders around the world use CMI’s research and analysis as a basis for feasibility evaluations, positioning, economic impact, creative testing, and informed forecasting and marketing planning.

• Key findings have been published in the New York Times, Washington Post, Chicago Tribune, Los Angeles Times, Wall Street Journal, Forbes, USA Today, Chicago Tribune, Miami Herald, CBS News, NPR, Associated Press and many other international, national and regional media.

• CMI has conducted the LGBT tourism research for over thirty destinations worldwide. In addition, CMI clients in other industries include Wells Fargo Bank, Absolut Vodka, MetLife and the US Government, to name a few.

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• 5,907 respondents, primarily in the U.S and Canada

• Respondents were recruited from CMI’s proprietary research panel and 200 LGBT media outlets and partner organizations

• Panelists were asked to take a survey on “West Coast LGBT Travel”

• A chance of winning one of five $100 cash prizes was used as an incentive

Online Survey 4 Focus Groups

Methodology This Recommendations Report is based on an online survey and four focus groups conducted by Community Marketing, Inc. for Travel Portland

June 2011 October 2011

• CMI conducted four LGBT focus groups, two in San Francisco and two in Seattle

• The San Francisco groups were divided between visitors and non-visitors to Portland

• In Seattle, the two groups were divided by gender, between lesbians and gay men

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41%Stayed at a large chain hotel

20% boutique hotel16% friend’s house

Portland Visitors n=626

58%

Stayed 3+ nights39% Traveled alone 60%

Traveled with someone, most often a spouse (40%)

Jan Feb March April May June July Aug Sep Oct Nov Dec

In which months would you consider traveling to Portland? June to September most popular.

Understanding Portland’s LGBT VisitorsPortland Visitor Profile – Last Visit

70% stayed in paid accommodations

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Portland Visitors n=626

47% Oregon Coastal Region

40% Mt. Hood/Columbia River

31% Willamette Valley Region

Visited Portland & another destination Where else did you visit?

$10001/3 of visitors spent

Gay men, CA residents and visitors age 36+ likely to spend somewhat more

Jan Feb March April May June July Aug Sep Oct Nov Dec

In which months would you consider traveling to Portland? June to September most popular.

46%54%Visited Only Portland

OR MORE

Understanding Portland’s LGBT VisitorsPortland Visitor Profile – Last Visit

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Portland visitors tend to skew higher income.Lesbians and married couples are just slightly over-represented.

Visitor Demographics vs. Total Survey Sample

Total Sample Portland Visitors IndexLesbian or gay woman 21% 24% 114Gay man 79% 76% 96

Relationship StatusSingle 44% 41% 93Married or living together 47% 52% 111

Household Incomeless than 50K 24% 19% 8050 - 100 33% 32% 95100K+ 33% 42% 126

Demographics: Among Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907

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Top-of-mind, Portland visitors talk about a ‘green’ and friendly cityIt’s progressive reputation, beauty and great food are also key

List three words or feelings that come to mind about Portland…

(word size reflects number of total mentions)

List three words or feelings that come to mind about Portland… Total visitors n=626;

Portland Visitors

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When asked how they would advise Travel Portland in promoting the city, prior visitors emphasized friendly people, restaurants, the downtown scene and community events

If you were advising Portland's tourism bureau, how would you recommend they motivate you to visit Portland again or for the first time? Total visitors n=626

(word size reflects number of total

mentions)

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RECOMMENDATION 1

With limited budgets, outreach to your known LGBT base

#

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9% Los Angeles8% San Francisco3% San Diego3% Oakland / East Bay

Seattle/Vancouver are key origin markets for Portland visitors; San Francisco, Los Angeles and in-state visitors are also important

Region of Residence – Among Portland Visitors in Past 3 Years, n=639

Where Are Portland Visitors Coming From?Past 3 Year Visitors

New England2%

Mid Atlantic8%

7%East N Central

4%

West S Central

4%

West N Central

3% East S Central

9% South Atlantic

7%

Mountain

52%

PACIFIC

10%

30%

11%

1%

4% Canada (nearly all from Vancouver)

1#

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2

Emphasize Portland as an urban core destination

#RECOMMENDATION

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Portland visitors are likely to define themselves as urban travelers into arts, culture, food and wine

Visitor Traveler Types vs. Total Sample

Do you consider yourself to be...(Mark all that apply); Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907

An eco/green traveler

A music festival traveler

A spa and resort traveler

An outdoor adventure traveler

A wine fan

A foodie

An urban core traveler

An arts and culture traveler

A fun in the sun traveler

0% 10% 20% 30% 40% 50% 60% 70%

19%

20%

34%

37%

38%

45%

50%

56%

58%

28%

24%

37%

47%

46%

54%

60%

62%

63% +5

+6

+10

+8

+8

+9

+3

+4

+9

Difference

2#

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An eco/green traveler

A music festival traveler

A spa and resort traveler

An outdoor adventure traveler

A wine fan

A foodie

An urban core traveler

An arts and culture traveler

A fun in the sun traveler

0% 10% 20% 30% 40% 50% 60% 70%

19%

20%

34%

37%

38%

45%

50%

56%

58%

28%

24%

37%

47%

46%

54%

60%

62%

63%

Outdoor adventure and eco-friendly travel are secondary (but also very important) motivators for Portland visitors

+5

+6

+10

+8

+8

+9

+3

+4

+9

Difference

Do you consider yourself to be...(Mark all that apply); Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907

Visitor Traveler Types vs. Total Sample

2#

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Therefore, Travel Portland communications and imagery should put the urban core message front and center

• Big city feel; walkable small city environment• Interesting downtown architecture and bridges• Independent and edgy population (urban street life)• Art and cultural institutions with emphasis on quirky

& unique vibe• Sense of community and neighborhood

Primary Focus

2#

“I’ve been reading a lot lately about trends that are starting there, and the restaurant scene.” - Non-visitor, San Francisco

16


Secondary supporting messages should play up Portland’s natural beauty and outdoor activities that are also big draws

• Outdoor lifestyle• Great walking city with lots of sights to explore• Fresh air and beautiful scenery

• Bike friendly; great parks; miles of jogging trailsSecondary Focus

2#

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3

Be more specific about urban attractions

#RECOMMENDATION

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3#

1. Distinct neighborhoods

2. Walkable urban core with great public transit

3. Sense of architectural past including historic buildings and bridges

4. Unique independent hotels

5. Distinct local fine/casual dining that has a national buzz

6. Edgy street food and food trucks

7. Local handcrafted vodka drinks, wine and microbreweries

8. No sales tax shopping

9. Powell’s Books

10. Arts and cultural attractions (with an emphasis on different)

Boost awareness and excitement around Portland’s urban reputation by calling out specific attractions and benefits

TOP 10

“Portland

takes quirky

to a new

Level” - Non-

visitor, San Fran

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4

Position Portland’s LGBT community as unique

#RECOMMENDATION

20


4#LGBT travelers are looking for unique experiences; play up Portland’s LGBT community as different vs. other West Coast cities

1. Portland is a place where lesbians, gay men, bisexual, transgender, queer and straights hang out together. Everyone is accepted and valued.

2. Portland’s LGBT nightlife scene is small, friendly, and fun, (not jaded and unfriendly)

3. Scruffy is sexy: Portland’s residents have a natural “look,” which is different than residents in other west coast cities: more outdoorsy, earthy, scruffy and edgy

4. Portland’s gay-owned small businesses and non-profit organizations show a real sense of community

5. Portland’s LGBT events are unique and fun

Focus on…

“Portland’s got a

lot of

personality…not

your average gay

scene” - Visitor,

Seattle

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5

Highlight Portland’s LGBT events as key reasons to consider a visit

#RECOMMENDATION

22


5#Events are important travel motivators in the LGBT community; they often encourage LGBTs to try a new destination

Continue to promote pride and other unique LGBT events…

“You can go to Portland with a whole group of people, and everybody’s welcoming.” - Visitor, Seattle

23


6

Gay male and lesbian messages and imagery should be presented equally and integrated

#RECOMMENDATION

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Gay Men Lesbians LGBT Under Age 36 LGBT Age 36+ Portland Visitors0%

20%

40%

60%

80%

100%

21%29% 28% 22%

51%

43%41% 37% 44%

38%

36%30%

35% 35%

11%

No Interest

Some Interest

Great Interest

Gay men and lesbians are equally important to Portland tourism – Portland should focus on the “whole” community.

How interested are you in visiting Portland for vacation in the next year?

Please rate your interest in visiting the following destinations for vacation in the next year. Gay Men n=4,189; Lesbians n=1,147; Under 36 n=1,247; 36+ n=4,060

Gay Men Lesbians LGBT Under Age 36

LGBT Age 36+

Portland Visitors

of previous visitors are interested in

returning!

64%70%

6#

90%

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Total Visitors Gay men Lesbians Under

Age 36 Age 36+

Portland is an eco-friendly and urban destination, with lots of outdoor activities 79% 62% 75% 67% 64%

Sampling local food, wine, coffee and microbrews 70% 56% 63% 63% 56%

Portland's LGBT community is very integrated with the overall community 56% 51% 63% 59% 52%

Visiting local gardens and outdoor spaces 57% 44% 52% 42% 47%

Visiting the vibrant neighborhoods 58% 44% 44% 46% 43%

Visiting museums or art galleries 38% 38% 41% 40% 39%

Hiking, cycling and other outdoor activities 42% 33% 43% 43% 33%

Touring nearby wine country 38% 35% 37% 38% 35%

Tax-free shopping 41% 33% 36% 43% 31%

Attending live music or performances 42% 29% 45% 40% 30%

Certain motivators are clearly more important to lesbian visitors – outdoor activities, live music scene, integrated LGBT community

% Saying Each Statement Is ‘Very

Motivating’

When you think about Portland, which activities are most motivating to you? Total visitors n=626; Gay Men n=4,217; Lesbians n=1,161; Under 36 n=1,247; 36+ n=4,060

Especially motivating for this

group vs. total

6#

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Travel Portland imagery and messaging should be gender-balanced and customized to reflect these gender differences

• Targeted outreach to the lesbian audience emphasizing Portland’s community vibe and fantastic outdoor activities

• Specific messages to the gay male audience focused more on combination of convenient access/location, urban adventure, unique nightlife and interesting LGBT vibe

CONSIDER CUSTOMIZED CAMPAIGNS

6#

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7

Emphasize nature by day, city by night

#RECOMMENDATION

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The ‘Green’ Portland message has already broken through; more weight needs to get behind ‘nature by day, city by night’

• Integration of nature/green into the urban environment

• List of top urban parks as an attraction

• List of top three-day trips out of Portland: Drive along Columbia Gorge, drive to Oregon Coast, drive to Wine Country. Mention ease of renting a car downtown for day trips.

Natural Beauty message…

7#

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8

Talk about Portland’s amazing summer weather

#RECOMMENDATION

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LGBT’s who haven’t visited Portland largely perceive the weather as cold and rainy

List three words or feelings that come to mind about Portland…

List three words or feelings that come to mind about Portland… Total non-visitors n= 5268

(word size reflects number of total mentions)

NON-Visitors

8#

31


Messaging about Portland’s great summer weather (vs. San Francisco and other west coast cities) should be emphasized

• Survey results indicate that LGBT ‘s generally prefer warm weather travel

• However, the research indicates that LGBTs perceive Portland as cold and rainy

• Participants have not yet received the message that Portland summers are better than California summers (especially San Franciscans who experience cold foggy summers)

PLAY UP SUMMER WEATHER

8#

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9

Encourage business travel, and friends and family travel

#RECOMMENDATION

33


What motivated you to visit Portland? n=626

Friends and family are very important in spreading information and interest in Portland visitation, especially for younger visitors

What motivated you to visit Portland?Among Visitors in Past 3 Years

Visiting friends / family in Oregon

Have visited Portland before

General knowledge of Portland

Business meeting, convention

Recommendation of friends/family

Info from Portland visitor guide

Special offer or package

Info on other travel websites

Info on Travelportland.com

Advertisement for Oregon

Social networking site

Travel agent recommendation

Other

45%

44%

35%

28%

21%

7%

4%

4%

3%

3%

3%

1%

15%

Slightly higher for under age 36 visitors

9#

34


10

West Coast travel is value oriented

#RECOMMENDATION

35


10

#

• Focus group participants from Seattle emphasized that West Coast travel is value-oriented and impulsive

• Seattle residents view Portland as an inexpensive and impulsive destination.

• However, California residents view Portland as the opposite: surprisingly expensive and hard to get to. Education and value products directed towards the California market may be needed to build visitors and buzz.

A big draw for Portland is spontaneous planning and great value; education is needed for key markets in California

“It’s a very affordable

vacation and I can do it in 3

days…”

“I love how close it is, you still feel like you’re taking a vacation…you don’t have to

get on a plane, you could take a train…drive…a budget conscious trip”

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11

Optimize your media and LGBT outreach activities

#RECOMMENDATION

37


Gay men Lesbians Under Age 36 Age 36+

Friends or family 43% 49% 51% 43%

Television 27% 24% 30% 26%

Mainstream newspapers or magazines 25% 22% 20% 26%

Mainstream travel websites 18% 19% 16% 19%

Social media websites (such as Facebook and Twitter) 14% 16% 24% 12%

Mainstream non-travel websites 13% 13% 13% 13%

National LGBT publications 11% 10% 9% 11%

LGBT travel websites 10% 12% 9% 11%

Local LGBT publications 7% 7% 7% 7%

LGBT organizations and charities 5% 8% 7% 5%

LGBT non-travel websites 6% 7% 7% 6%

Friends and family is the key channel for learning about Portland. Mainstream media outperforms LGBT media.

Where have you heard about Portland, Oregon over the last year?

When you think about Portland, which activities are most motivating to you? Total visitors n=626; Gay Men n=4,217; Lesbians n=1,161; Under 36 n=1,247; 36+ n=4,060

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11#A balanced and integrated media and outreach program…

Public RelationsEditorial and articles (in both LGBT print and internet media) were remembered far more than traditional advertising approaches. Most LGBTs are receiving these messages from the mainstream media, not necessarily the LGBT media. LGBT-specific press trips should be encouraged.

Internet MarketingParticipants indicated that they are spending more time online than reading print publications, but they also indicated that banner advertising was not especially effective.

Instead, they indicated that internet contests and promotions, editorial and deals (on booking sites like Orbitz or Travelocity) were most attractive. The key to internet marketing success is to be creative, not just place a series of banner ads. Create an inventory of specific and entertaining LGBT Portland microsites (LGBT or not), and work to promote these websites in your communications.

Social MediaVirtually all LGBT participants are on Facebook. Facebook strategies, both social media and advertising, are encouraged. Social media advertising can be used to direct LGBT travelers to Travel Portland’s website and special Portland travel values.

PrintFocus group participants indicated there is still power in print display ads and editorials. They tend to remember these impressions more than internet impressions. LGBT print should still be part of any campaign. Display advertising in regional LGBT magazines and newspapers is recommended. While national LGBT glossy magazines may not be cost-effective, some magazines like Passport should be considered.

39


A balanced and integrated media and outreach program…

Public Space AdvertisingBus/subway posters/billboards and other outdoor ads were mentioned most often by focus group respondents. Large destination images in the public space seem to be the motivating force. Seattle and San Francisco in particular offer multiple opportunities for public space promotions targeting LGBTs.

LGBT Sports Participants suggested that one way Portland could promote itself is by becoming more involved in LGBT sports teams and leagues. Seattle participants emphasized that organized sports teams in Seattle are huge, as well as the lesbian presence at Seattle Storm games.

Nonprofit Sponsorship Focus group participants emphasized the importance of being involved in the LGBT community. Sponsorship of select nonprofits and events is a great way to make an impression. Developing Travel Portland sections at community event silent auctions can be powerful. The entire Portland travel community can become involved, mostly using product/service donations.

Integration Imagery Many participants emphasized that integration with the mainstream was a theme for Portland. Developing creative that features both straight and gay imagery, and placing those advertisements in both the LGBT and mainstream media is very appealing to the LGBT community. “LGBT-inclusive mainstream ads” are a hot topic among LGBT consumers, but it is still rarely seen. LGBT is one minority that has yet to enjoy full integration in mainstream creative. Portland taking this step would be innovative, emerge from the crowded field, and get noticed.

11#

40


12

Refine Portland’s LGBT promotional pamphlet

#RECOMMENDATION

41


12

#A few refinements can make ‘Out In Portland’s’ promotional pamphlet stand out even more

Overall, the reaction to Portland’s promotional piece was mixed.

• Seattle lesbians with a history of visiting Portland were most positive, while San Francisco non-visitors were least positive. In general, focus group participants liked the piece, but gave practical ways it could be improved.

• The promotional pamphlet played it “too safe.” The piece did not make Portland feel cutting edge, independent, artsy or unique. Future creative should portray Portland as edgier.

• The pamphlet should have a more urban feel.

• Portland’s unique and distinct neighborhoods were mentioned as an important feature, and should be more developed as an attraction. Many appreciated that aspect of the promotional pamphlet.

42


Make the pamphlet more about ‘reasons to visit’ and support with resident stories in other media

Participants wanted specific lists of urban and natural attractions.

• Be specific on the pamphlet. Pictures are more important than words. Some criticized the pamphlet for being too wordy and featured big pictures of static people.

• Many participants were critical of the pamphlet’s emphasis on local resident stories. While some thought it was a nice personal touch, most felt that the city should emphasize the reasons why people should visit the city. For the resident stories, many felt that Portland would be better served in a promotional piece if the text was cut down to just a couple sentences per person and allowed people to explore their story more on a website.

• Some said that they would have been far more interested in stories about why out of town visitors love Portland, not why residents love Portland.

12

#

43


Thank you…

David PaisleySenior Research DirectorCommunity Marketing, Inc.

Tel. [email protected]

Community Marketing, Inc.

584 Castro St. #834 • San Francisco, CA 94114 Tel +1 415/437-3800 • Fax +1 415/552-5104 [email protected]

Community Marketing, Inc. is an NGLCC Certified LGBT Owned Business Enterprise.

mailto:[email protected]

Documents

Market Intelligence Report © 2011 Community Marketing Inc. LGBT Travel Strengths, Opportunities & Strategies