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54% of US Black travelers are more likely to visit a destination that has Black representation in its travel ads

14 January 2021 (Edited 05 February 2021)

US Black travelers spent US$109.4 billion on domestic leisure travel, $20.2M on international in 2019

Travel and tourism marketers MMGY Global released on Wednesday the results of the final phase of their research report The Black Traveler: Insights, Opportunities & Priorities based on surveys of 3,635 Black leisure travelers from the US, Canada, France,Germany and UK/Ireland. MMGY created this study on behalf of Black traveler advocacy organizations to identify the needs, behaviors and sentiment of the Black travel community.

Key findings:

  • Black travelers are paying close attention to how destinations and travel companies approach diversity.
  • 54% of U.S. Black travelers agreeing that they are more likely to visit a destination if they see Black representation in travel advertising, vs. 42% in UK/Ireland, 40% in Canada, 27% in France and 15% in Germany.
  • 71% of US and Canadian Black travelers said perceived safety for Black travelers influenced their choice of destination, vs. 58% in UK/Ireland, 312% in France, and 21% in Germany - differences which Ursula Petula Barzey of the Black Travel Alliance attribute to the more muted awareness and discussions about racial issues currently prevailing in Europe.
  • Leading sources of inspiration for Black travelers cited were:
    1. Need for relaxation
    2. Enthusiasm for visiting someplace new and experiencing different cultures
  • Favorite activities at leisure destinations cited were:
    1. Cultural activities
    2. Nature
    3. Wellness
    4. Visiting attractions
    5. Attending family events
  • US Black travelers spent $109.4B on domestic leisure travel in 2019, $20.2B on international.
  • 75% say they plan to take at least one overnight leisure trip in 2021.
    • US respondents said they plan to take at least 2 domestic overnight trips
    • UK/Ireland respondents said they plan to take at least 2 international overnight trips.

Sponsors of the research included:

  • Black travel Alliance
  • National Coalition of Black Meeting Professionals (NCBMP)
  • National Association of Black Hotel Owners, Operators and Developers (NABHOOD)
  • Choice Hotels International
  • TripAdvisor
  • Virginia Tourism Corporation

Comment: Although 2021 likely won't be up to 2019 in terms of trips, room-nights and spend, there will still be a great deal of money to be made by travel destinations and companies that make an effort to attract Black visitors.

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