In early 2007, the SFCVB Education & Research Foundation commissioned Community Marketing, Inc. (CMI) to conduct research to survey gay and lesbian consumers regarding their travel habits and motivators. The research consisted of an online survey (completed by over 1,600 respondents) and four focus groups (two in Seattle and two in Chicago). In addition, the report contains relevant data from CMI’s 2005 and 2006 Lesbian/Gay/Bisexual/Transgender (LGBT) Travel Survey. CMI has conducted the LGBT Travel Survey for 11 years.
SFCVB members may download the report at no charge by entering
their Company ID and PIN below. If you need help with your ID and PIN, contact
David Newberry (dnewberry@sfcvb.org; 415-227-2611).
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| Average annual household income |
$116,000 (all overnight
visitors)
$122,200 (overnight visitors in
commercial accommodations) |
| Gender/Orientation |
87% gay male – 12% lesbian |
| Average spending/ person day |
$301.43 (overnight visitors in
commercial
accommodations) Includes lodging,
dining, retail,
sightseeing/entertainment,
local transportation |
| Average nights of lodging in SF |
3.7 |
| Persons per room |
1.61 |
| Reason for visiting San Francisco |
42% Leisure / vacation
23% See friends and relatives
13% Business
12% Convention
10% Gay party weekend |
| Traveled alone |
39% |
| Traveled with partner |
39% |
| Top 5 Attractions Visited |
79% Daytime in the Castro
69% Nighttime in the Castro
65% Fisherman’s Wharf
53% Cable Cars
45% Museums & Art Galleries |
| Top 5 Neighborhoods Visited |
85% The Castro
68% Union Square
58% Chinatown
51% SOMA
51% Embarcadero/Ferry Building |
| Top 3 Excursions |
33% Sausalito/Marin/Muir Woods
31% Napa / Wine Country
27% Berkeley / Oakland |
|
| All Survey
Respondents* |
| Average Annual Household
Income |
$94,500 |
| Gender/Orientation |
82% gay male – 16%
lesbian |
| Median
Age |
46 |
| Very/Mostly Positive
Impression of SF |
77% |
| Will Visit SF in the Next
3 Years |
80% |
| Used the Internet to plan
their trip |
90% |
| “SF is a
great vacation destination
for LGBT travelers” |
88% agree |
| “SF is a
place where you can do a little
bit of everything” |
73% agree |
| “Compared
to other major cities, SF
is a clean city” |
39% agree |
| |
|
| *Research
conducted by Community Marketing, Inc., (CMI). 1,657
qualified responses were obtained from respondents
living outside the immediate Bay Area (other than
94xxx zip codes). 584 of the 1,657 respondents (35%)
had been to San Francisco in the last three years.
The report terms these respondents as “recent
visitors.” |
