2 LGBT Travel Recommendations Market Intelligence ReportLGBT Travel RecommendationsStrengths, Opportunities & Strategies2011/2012In 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.
3 AboutCommunity Marketing, Inc. (CMI) has been conducting LGBT consumer research since 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.
4 Methodology Online Survey 4 Focus Groups This Recommendations Report is based on an online survey and four focus groups conducted by Community Marketing, Inc. for Travel PortlandOnline Survey4 Focus GroupsJune 2011October 20115,907 respondents, primarily in the U.S and CanadaRespondents were recruited from CMI’s proprietary research panel and 200 LGBT media outlets and partner organizationsPanelists 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 incentiveCMI conducted four LGBT focus groups, two in San Francisco and two in SeattleThe San Francisco groups were divided between visitors and non-visitors to PortlandIn Seattle, the two groups were divided by gender, between lesbians and gay men
5 41% 70% Understanding Portland’s LGBT Visitors 58% Stayed 3+ nights Portland Visitor Profile – Last Visit70%stayed in paid accommodations41%Stayed at a large chain hotel20% boutique hotel16% friend’s house39%Traveled alone60%Traveled with someone, most often a spouse (40%)58%Stayed 3+ nightsIn which months would you consider traveling to Portland? June to September most popular.JanFebMarchAprilMayJuneJulyAugSepOctNovDecPortland Visitors n=626
6 46% $1000 Understanding Portland’s LGBT Visitors Portland Visitor Profile – Last VisitVisited Portland & another destination46%54%Visited Only PortlandWhere else did you visit?47%Oregon Coastal Region40%Mt. Hood/Columbia River31%Willamette Valley Region$10001/3 of visitors spentGay men, CA residents and visitors age 36+ likely to spend somewhat moreOR MOREIn which months would you consider traveling to Portland? June to September most popular.JanFebMarchAprilMayJuneJulyAugSepOctNovDecPortland Visitors n=626
7 Visitor Demographics vs. Total Survey Sample Portland visitors tend to skew higher income.Lesbians and married couples are just slightly over-represented.Visitor Demographics vs. Total Survey SampleTotal SamplePortland VisitorsIndexLesbian or gay woman21%24%114Gay man79%76%96Relationship StatusSingle44%41%93Married or living together47%52%111Household Incomeless than 50K19%8033%32%95100K+42%126Demographics: Among Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907
8 List three words or feelings that come to mind about Portland… Top-of-mind, Portland visitors talk about a ‘green’ and friendly cityIt’s progressive reputation, beauty and great food are also keyList three words or feelings that come to mind about Portland…Portland Visitors(word size reflects number of total mentions)List three words or feelings that come to mind about Portland… Total visitors n=626;
9 (word size reflects number of total mentions) When asked how they would advise Travel Portland in promoting the city, prior visitors emphasized friendly people, restaurants, the downtown scene and community events(word size reflects number of total mentions)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
10 1 With limited budgets, outreach to your known LGBT base # RECOMMENDATIONWith limited budgets, outreach to your known LGBT base
11 Where Are Portland Visitors Coming From? Seattle/Vancouver are key origin markets for Portland visitors; San Francisco, Los Angeles and in-state visitors are also important1#Where Are Portland Visitors Coming From?Past 3 Year Visitors4% Canada (nearly all from Vancouver)11%7%East N Central52%New England2%10%West N Central7%4%8%Mid AtlanticPACIFIC30%Mountain9%Los Angeles8%San Francisco3%San DiegoOakland / East BayWest S Central9%South Atlantic4%1%3%East S CentralRegion of Residence – Among Portland Visitors in Past 3 Years, n=639
12 2#RECOMMENDATIONEmphasize Portland as an urban core destination
13 Visitor Traveler Types vs. Total Sample Portland visitors are likely to define themselves as urban travelers into arts, culture, food and wine2#Visitor Traveler Types vs. Total SampleDifference+5+6+10+8+9+3+4Do you consider yourself to be...(Mark all that apply); Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907
14 Visitor Traveler Types vs. Total Sample Outdoor adventure and eco-friendly travel are secondary (but also very important) motivators for Portland visitors2#Visitor Traveler Types vs. Total SampleDifference+5+6+10+8+9+3+4Do you consider yourself to be...(Mark all that apply); Portland Visitors in Past 3 Years, n=639 vs. Total Survey Sample n=5907
15 Therefore, Travel Portland communications and imagery should put the urban core message front and center2#Primary FocusBig city feel; walkable small city environmentArt and cultural institutions with emphasis on quirky & unique vibeInteresting downtown architecture and bridgesIndependent and edgy population (urban street life)Sense of community and neighborhood“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 draws2#Secondary FocusOutdoor lifestyleFresh air and beautiful sceneryGreat walking city with lots of sights to exploreBike friendly; great parks; miles of jogging trails
17 3#RECOMMENDATIONBe more specific about urban attractions
18 “Portland takes quirky to a new Boost awareness and excitement around Portland’s urban reputation by calling out specific attractions and benefits3#“Portland takes quirky to a newLevel” - Non-visitor, San FranTOP 10Distinct neighborhoodsEdgy street food and food trucksWalkable urban core with great public transitLocal handcrafted vodka drinks, wine and microbreweriesSense of architectural past including historic buildings and bridgesNo sales tax shoppingPowell’s BooksUnique independent hotelsArts and cultural attractions (with an emphasis on different)Distinct local fine/casual dining that has a national buzz
19 4#RECOMMENDATIONPosition Portland’s LGBT community as unique
20 LGBT travelers are looking for unique experiences; play up Portland’s LGBT community as different vs. other West Coast cities4#Portland is a place where lesbians, gay men, bisexual, transgender, queer and straights hang out together. Everyone is accepted and valued.Portland’s LGBT nightlife scene is small, friendly, and fun, (not jaded and unfriendly)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 edgyPortland’s gay-owned small businesses and non-profit organizations show a real sense of communityPortland’s LGBT events are unique and funFocus on…“Portland’s got a lot of personality…not your average gay scene” - Visitor, Seattle
21 5 Highlight Portland’s LGBT events as key reasons to consider a visit #RECOMMENDATIONHighlight Portland’s LGBT events as key reasons to consider a visit
22 Events are important travel motivators in the LGBT community; they often encourage LGBTs to try a new destination5#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#RECOMMENDATIONGay male and lesbian messages and imagery should be presented equally and integrated
24 of previous visitors are interested in returning! Gay men and lesbians are equally important to Portland tourism – Portland should focus on the “whole” community.6#How interested are you in visiting Portland for vacation in the next year?90%of previous visitors are interested in returning!70%64%Gay MenLesbiansLGBT Under Age 36LGBT Age 36+Portland VisitorsPlease 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
25 Certain motivators are clearly more important to lesbian visitors – outdoor activities, live music scene, integrated LGBT community6#Especially motivating for this group vs. totalTotal VisitorsGay menLesbiansUnder Age 36Age 36+Portland is an eco-friendly and urban destination, with lots of outdoor activities79%62%75%67%64%Sampling local food, wine, coffee and microbrews70%56%63%Portland's LGBT community is very integrated with the overall community51%59%52%Visiting local gardens and outdoor spaces57%44%42%47%Visiting the vibrant neighborhoods58%46%43%Visiting museums or art galleries38%41%40%39%Hiking, cycling and other outdoor activities33%Touring nearby wine country35%37%Tax-free shopping36%31%Attending live music or performances29%45%30%% 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
26 CONSIDER CUSTOMIZED CAMPAIGNS Travel Portland imagery and messaging should be gender-balanced and customized to reflect these gender differences6#CONSIDER CUSTOMIZED CAMPAIGNSTargeted outreach to the lesbian audience emphasizing Portland’s community vibe and fantastic outdoor activitiesSpecific messages to the gay male audience focused more on combination of convenient access/location, urban adventure, unique nightlife and interesting LGBT vibe
27 7#RECOMMENDATIONEmphasize nature by day, city by night
28 Natural Beauty message… The ‘Green’ Portland message has already broken through; more weight needs to get behind ‘nature by day, city by night’7#Integration of nature/green into the urban environmentList of top urban parks as an attractionList 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…
29 8#RECOMMENDATIONTalk about Portland’s amazing summer weather
30 List three words or feelings that come to mind about Portland… LGBT’s who haven’t visited Portland largely perceive the weather as cold and rainy8#List three words or feelings that come to mind about Portland…NON-Visitors(word size reflects number of total mentions)List three words or feelings that come to mind about Portland… Total non-visitors n= 5268
31 Messaging about Portland’s great summer weather (vs Messaging about Portland’s great summer weather (vs. San Francisco and other west coast cities) should be emphasized8#Survey results indicate that LGBT ‘s generally prefer warm weather travelHowever, the research indicates that LGBTs perceive Portland as cold and rainyParticipants 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
32 9 Encourage business travel, and friends and family travel # RECOMMENDATIONEncourage business travel, and friends and family travel
33 What motivated you to visit Portland? Friends and family are very important in spreading information and interest in Portland visitation, especially for younger visitors9#What motivated you to visit Portland?Among Visitors in Past 3 YearsSlightly higher for under age 36 visitorsWhat motivated you to visit Portland? n=626
34 10#RECOMMENDATIONWest Coast travel is value oriented
35 “It’s a very affordable vacation and I can do it in 3 days…” A big draw for Portland is spontaneous planning and great value; education is needed for key markets in California10#Focus group participants from Seattle emphasized that West Coast travel is value-oriented and impulsiveSeattle 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.“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”
36 11#RECOMMENDATIONOptimize your media and LGBT outreach activities
37 Where have you heard about Portland, Oregon over the last year? Friends and family is the key channel for learning about Portland. Mainstream media outperforms LGBT media.Gay menLesbiansUnderAge 36Age 36+Friends or family43%49%51%Television27%24%30%26%Mainstream newspapers or magazines25%22%20%Mainstream travel websites18%19%16%Social media websites (such as Facebook and Twitter)14%12%Mainstream non-travel websites13%National LGBT publications11%10%9%LGBT travel websitesLocal LGBT publications7%LGBT organizations and charities5%8%LGBT non-travel websites6%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
38 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.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.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.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 11 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.Nonprofit SponsorshipFocus 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.LGBT SportsParticipants 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.Integration ImageryMany 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.
40 12#RECOMMENDATIONRefine Portland’s LGBT promotional pamphlet
41 A few refinements can make ‘Out In Portland’s’ promotional pamphlet stand out even more 12#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 12#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.
43 Thank you… David Paisley Community Marketing, Inc. Senior Research DirectorCommunity Marketing, Inc.TelCommunity Marketing, Inc. 584 Castro St. #834 • San Francisco, CA Tel / • Fax /Community Marketing, Inc. is an NGLCC Certified LGBT Owned Business Enterprise.