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

Blacks want to see Blacks in travel advertising

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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