Studies in Diversity, Equity & Inclusion Research
DIVERSITY, EQUITY & INCLUSION SERIES
The Black Traveler: Insights, Opportunities and Priorities
In early 2021, MMGY Travel Intelligence released its inaugural study of underrepresented traveller audiences: The Black Traveler: Insights, Opportunities & Priorities. It was created to identify the needs, behaviours and sentiment of the Black travel community on behalf of Black traveller advocacy organisations. Both phases of this groundbreaking report are available now for purchase.
Phase I and Phase II of the Study:
Phase I: The first phase report explores the leisure and meetings segments of the U.S. Black travel economy. It draws from the DK Shifflet TRAVEL PERFORMANCE/Monitor TM and details the findings of over 4,800 surveys of Black leisure travellers within the United States as well survey findings from 200 members of the National Coalition of Black Meeting Professionals (NCBMP). The Black traveller report shares insights into the spending power of Black U.S. leisure travellers in addition to an in-depth analysis of historical travel behaviours, interests and trends. The report is available now for purchase.
Phase II: The second phase report is an international study that shares data from a new custom survey analysing the current opinions and attitudes of Black leisure travellers globally. The survey also delves deeper into the decision-making process for vacation planning and uncovers the barriers and experiences that Black leisure travellers encounter across several global markets including the U.S., Canada, UK/Ireland, France and Germany. The report is available now for purchase.
The Black Traveler: Insights, Opportunities & Priorities report was made possible by Choice Hotels International®, Tripadvisor and Virginia Tourism Corporation, as well as by input and oversight from a steering committee of diverse industry experts and through partnerships with travel advocacy organisations, including the Black Travel Alliance (BTA), the NCBMP and the National Association of Black Hotel Owners, Operators and Developers (NABHOOD). Net proceeds from study sales were donated back to the BTA, NABHOOD and NCBMP – as well as several other nonprofit groups.