Study reveals unique preferences of Black American travelers

Tripadvisor, in partnership with Group Black, has released a groundbreaking study titled “Black Travel Today,” shedding light on the unique preferences, behaviors, and considerations of Black travelers in the United States. The comprehensive report, based on surveys of over 2,000 travelers, including 1,004 Black respondents, reveals significant insights that could reshape how the travel industry approaches this vital demographic.

The study underscores the importance of safety, cultural representation, and community in shaping Black travelers’ decisions. A striking 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. This emphasis on safety and belonging is further reflected in the finding that 70% of Black travelers are more likely to consider destinations that actively promote their inclusivity efforts.

Urban environments emerge as a preferred choice for Black travelers, with 45% more likely than the general population to favor cities. These urban destinations are perceived not only as safer options but also as hubs of cultural connection. This preference stands in stark contrast to outdoor or rural destinations, particularly in the American South and West, which are less favored due to historical context and perceived risks.

The report also highlights a more measured and intentional approach to travel planning among Black travelers. They are 23% more likely than the general population to set aside money in a dedicated savings account for travel, and 36% more likely to use digital tools and apps specifically for travel savings. This meticulous planning extends to pre-trip spending, with Black travelers more likely to increase expenditures on clothing (44% vs. 36% of general population), haircare (28% vs. 18%), and health and wellness products (24% vs. 19%) before their journeys.

Bonin Bough, Co-founder and Chief Strategy Officer at Group Black, emphasized the growth opportunity revealed by the study: “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.”

Adam Ochman from Tripadvisor echoed this sentiment, stating, “Our findings emphasize the diversity within the Black travel community, and the importance of understanding their unique perspectives and needs. Travel brands clearly have an opportunity to build deeper connections with Black travelers through authentic representation and community engagement.”

The report also touches on the importance of community and shared experiences for Black travelers. They are more likely than the average traveler to prioritize traveling in groups, especially with family, highlighting a preference for social interaction both in real life and online.

As the travel industry continues to evolve, the “Black Travel Today” report is a crucial resource for brands and destinations seeking to create more inclusive and welcoming experiences. The study’s findings suggest that success in attracting and serving Black travelers will hinge on addressing safety concerns, promoting cultural diversity, and crafting marketing strategies that authentically reflect the Black travel experience.