While Americans cope with new economic realities, many by shifting consumer priorities and curbing household expenses across-the-board, a new national survey conducted online by Witeck Combs Communications and Harris Interactive(R) shows marked differences in travel expectations over the next four months.
On balance, for all American adults sampled who also say they plan to travel in the next four months - gay, lesbian, bisexual and transgender (GLBT) consumers report on average they are likely to spend about $2,300 between May and August 2009 for both leisure and business travel, while heterosexuals on average they are likely to spend about $1,500 during that same period.
The new nationwide survey of 2,401 U.S. adults, (ages 18 and over), of whom 146 self identified as gay, lesbian, bisexual and transgender, was conducted online between April 13 and 21, 2009, by Harris Interactive, a global market research and consulting firm, in conjunction with Witeck-Combs Communications, Inc., a strategic public relations and marketing communications firm with special expertise in the GLBT market. Note that this survey was completed prior to the publicly reported cases of swine flu in Mexico City and the flu contagion.
The new survey also focused on ways that U.S. travel consumers plan to economize or to specifically reduce their leisure travel budget this summer - compared with their leisure travel last summer. For instance, when all adults who traveled a year ago were asked whether they would increase, decrease or take the same number of airline trips this coming summer - 6 out of 10 (62%) of GLBT respondents stated they would stay the same (55%) or increase (7%), while only 36% of heterosexuals also said they will stay the same (27%) or increase them (9%).
Likewise, both samples (that traveled last summer) were asked if they expected to spend more, less or about the same on travel this summer as they did a year ago. Nearly 6 out of 10 (58%) of GLBT adults reported plans to spend the same (53%) or more (5%) while 49% of heterosexuals reported plans to spend the same (39%) or more (10%).
George Carrancho, American Airlines' marketing manager responsible for outreach to GLBT consumers, and a member of the board of the International Gay & Lesbian Travel Association, said, 'All travel marketers today are working harder than ever in this tough economy. From my experience, however, the very smartest ones also express their welcome and reputation for inclusion to gay and lesbian travelers, who are among our most consistent, loyal and profitable customers.'
What strategies, in addition, will travelers apply to cut leisure travel costs in the next four months and where will they find savings? Gay and non-gay travelers, not surprisingly, think slightly differently. For example, when those who are cutting down on leisure travel spending were asked which of these actions (if any) they will take to reduce leisure travel expenses, here are the responses [and please note that the total number of GLBT responses is quite low, and therefore these specific findings should be considered directional]:
• Find less expensive activities: 61% of heterosexuals agree, as do 51% of GLBT adults.
• Find less expensive meal options: 60% of heterosexuals agree, while only 42% of GLBT adults concur.
• Find less expensive accommodations: 69% of GLBT adults agree, while only 51% of heterosexuals say so.
• Cook own meals rather than dine out: 39% of heterosexuals think so, but only 24% of GLBT adults.
• Stay with friends or family instead: 39% of heterosexuals say fine, but only 26% of GLBT adults agree.
• Take a 'staycation' instead of vacation: 32% of heterosexuals will stay home, but only 18% of GLBT adults will do the same.
'The global economy today throws a stark light on current travel and hospitality trends, and will clearly shape and reshape consumer plans for the rest of 2009,' said Bob Witeck, CEO of Witeck-Combs Communications. 'All of us must cope, yet with these findings GLBT households again confirm that travel remains a comparatively strong priority even within shrinking household budgets.'
'Harris Interactive frequently conducts travel related survey research projects, including those focused on the GLBT marketplace. This is not the first time that we have unearthed consistent and significant differences between GLBT and heterosexual travelers,' said Allison Powell, Research Director for Harris Interactive's Travel and Tourism Research Group.
Witeck added that, 'Make no mistake, gay households, like all others, are struggling. No demographic research suggests these consumers are wealthier or better prepared during this economic downturn. Yet - they still believe that new destinations, new trips and new opportunities matter - which is a hopeful sign for all travel leaders.'
The online survey also gives further hint to these contrasting outlooks, for example when the entire sample of U.S. adults was asked their expectations for the nation's economy as well as their own household's financial condition. Among heterosexuals sampled, 39% predict U.S. economic improvement in the coming year, while 49% of GLBT adults responded the same. Moreover, when asked specifically about their own household financial conditions, over a third of GLBT households (34%) expect them to improve in the next 6 months (with 16% expecting them to worsen) - compared with 23% of heterosexuals expecting improvement, and 32% expecting them to worsen over the next 6 months.
Methodology
Harris Interactive conducted the study online within the United States between April 13 and 21, 2009, among 2,401 adults (ages 18 and over), of whom 2,196 indicated they are heterosexual and 146 self-identified as gay, lesbian, bisexual and transgender. Figures for age, sex, race, education, region and income were weighted where necessary to bring them into line with their actual proportions in the population. In addition, the results for the gay and lesbian sample were weighted separately based on profiles of the gay and lesbian population that Harris Interactive has compiled through many different online surveys. Propensity score weighting also was used to adjust for respondents' propensity to be online. Full data tables and methodology are available at www.harrisinteractive.com.
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