The Black Traveler: Insights, Opportunities & Priorities

In early 2021, MMGY released its inaugural study of under-represented travelers audiences: The Black Traveler: Insights, Opportunities & Priorities. It was created to identify the needs, behaviors and sentiment of the Black travel community on behalf of Black traveler advocacy organizations. Both phases of this groundbreaking report are available now for purchase.

Phase I: The first phase report explores the leisure and meetings segments of the U.S. Black travel economy. It draws from MMGY’s DK Shifflet TRAVEL PERFORMANCE/MonitorTM, and details the findings of over 4,800 surveys of Black leisure travelers within the United States, and a survey of 200 members of the National Coalition of Black Meeting Professionals in 2020 (NCBMP). The Black Traveler report shares insights into the spending power of the Black U.S. leisure traveler in addition to an in-depth analysis of historical travel behaviors, interests, and trends. Available now for purchase.

Phase II: The second phase report is an international study that shares data from a new custom survey analyzing the current opinions and attitudes of Black leisure travelers globally. The survey also delves deeper into the decision-making process for vacation planning and uncovers the barriers and experiences that Black leisure travelers encounter across several global markets including the U.S., Canada, UK/Ireland, France and Germany. Available Now.

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 organizations, 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 will be donated back to the BTA, NABHOOD and NCBMP – as well as several other not-for-profit groups.