Safety, Community and Cultural Representation
Drive Decision-Making
NEW
YORK, Oct. 3, 2024 /PRNewswire/ -- Tripadvisor
and Group Black today unveiled their "Black Travel Today" report, a
comprehensive study exploring the unique travel preferences,
behaviors, and considerations of Black travelers in the US. The
findings reveal the importance of safety, community, and cultural
representation in shaping travel decisions and provide valuable
insights for brands and destinations aiming to attract and serve
this growing and important group of travelers.
Among the report's key findings:
- 44% of Black travelers consider the cultural and
racial diversity of a destination as the primary factor in
determining its safety, more than any other consideration
- 70% of Black travelers are more likely to consider
destinations that actively promote their inclusivity efforts.
Cities represent not only a preferred destination type for Black
Travelers, but are also seen as a safer option for travelers
offering a sense of cultural connection.
- 45% of Black travelers are more likely than the
general population to prefer urban areas.
The study also reveals that Black travelers exhibit a more
measured and intentional approach to travel planning and
budgeting.
- 23% of Black travelers are more likely than the
general population to set aside money in a dedicated savings
account for travel.
- 36% of Black travelers are more likely than the
general population to use digital tools and apps for saving
specifically for travel.
Black travelers also increase their spending across various
non-travel categories before a trip:
- 44% increase their spending on clothing, compared
to 36% of the general population.
- 28% increase their spending on haircare, compared
to 18% of the general population.
- 24% increase their spending on health and wellness
products, compared to 19% of the general population.
- 23% increase their spending on skincare, compared
to 21% of the general population.
"'Black Travel Today' offers clear proof that there is a
significant growth opportunity for brands and destinations that
engage authentically with Black American consumers specific to
their travel plans and desires," said Bonin
Bough, Co-founder and Chief Strategy Officer at Group
Black.
"Our findings emphasize the diversity within the Black travel
community, and the importance of understanding their unique
perspectives and needs," said Adam
Ochman at Tripadvisor. "Travel brands clearly have an
opportunity to build deeper connections with Black travelers
through authentic representation and community engagement."
For more information and to access the full report, please visit
HERE.
About Group Black
Group Black is a MBE certified media
company dedicated to connecting brands with diverse audiences.
Committed to fostering an inclusive media ecosystem, Group Black
amplifies diverse storytelling and deepens the investment pipeline
for diverse-owned businesses. Informed by marketing and creative
expertise, Group Black crafts contextually relevant strategies that
resonate with a multicultural generation. Group Black is where
culture calls home.
About Tripadvisor
Tripadvisor, the world's largest
travel guidance platform*, helps millions of people each month**
become better travelers, from planning to booking to taking a trip.
Travelers across the globe use Tripadvisor's website and app to
discover where to stay, what to do and where to eat based on
guidance from those who have been there before. With more than a
billion reviews and contributions, travelers turn to Tripadvisor to
find deals on accommodations, book experiences, reserve tables at
delicious restaurants and discover great places nearby.
Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor,
Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and
operate a portfolio of travel media brands and businesses,
operating under various websites and apps.
* Source: SimilarWeb, unique users de-duplicated
monthly, May 2024
**
Source: Tripadvisor internal log files
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content:https://www.prnewswire.com/news-releases/tripadvisor-and-group-black-release-2024-black-travel-today-report-302266772.html
SOURCE Group Black
