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Black travelers particularly those in the
U.S.,
U.K./
Ireland are paying close attention to how destinations and travel service providers approach diversity and have indicated that it has an influence on their travel decision-making. This is according to the results from
MMGY Global s second and final phase of “
The Black Traveler: Insights, Opportunities & Priorities” research report.
Further, how Black people are represented in marketing and advertising collateral also plays a key role, with 54 percent of U.S. Black travelers agreeing that they are more likely to visit a destination if they see Black representation in travel advertising. In the U.K./Ireland, 42 percent agreed and in Canada 40 percent agreed. There was, however, far less agreement among Black travelers from
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The MMGY study found that spending levels by Black travelers worldwide could take a nosedive in 2021 compared with 2019. Photo Credit: William Perugini/Shutterstock.com
More than 50% of U.S. Black travelers say they re more likely to visit a destination if they see Black representation in travel advertising, according to a data from Part 2 of MMGY Global s Black Traveler: Insights, Opportunities & Priorities research report.
MMGY released the second phase of the two-part report this week, with the latter half of the study showcasing results from a survey of 3,635 Black leisure travelers from the U.S., Canada, France, Germany and the U.K./Ireland.
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After nearly a year of vacation deprivation, frustrated globe-trotters are starting to dream about traveling freely again. We highlight six getaway goals for 2021 and new ways to realize each one
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Linda Lau is looking forward to being jet-lagged as hell, sipping soju and dining at a Michelin-starred restaurant in Seoul with a bunch of strangers. This October, she hopes to attend the kickoff dinner of a “culinary retreat to South Korea that she was supposed to take in fall 2020 that is, before the pandemic stopped travel cold. The rollout of Covid vaccines is giving her and many of us confidence to begin planning trips again. In a survey conducted in December 2020 by research firm Destination Analysts, over 53% of U.S. respondents said the
It s morally important to have a diverse client base.
Cathy Brooks-Oliver, owner of CBO Custom Travel in Scottsdale, Ariz., believes so, emphatically. I m a citizen of this world, and specifically, I am a citizen of the United States. I want my client base to reflect the environment and world that I move in.
And there is also a compelling financial argument behind diversifying your client base.
In a 2018 study, Mandala Research found that Black travelers contributed $63 billion to the U.S. travel and tourism economy, up 31% from $48 billion in 2010. Last month, new research from MMGY Global found that Black leisure travelers spent $109.4 billion on travel in 2019. It s difficult to compare similar, but different studies, yet even so, the increase from Mandala s 2018 number to MMGY s 2019 number would represent a whopping 73%.