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Most Black Travelers Are Choosing Destinations Based On Representation
Representation is important for Black travelers in the United States.
In fact, more than half said they are more likely to visit destinations where they see Black representation in travel advertising, according to the second and final phase of MMGY Global’s The Black Traveler: Insights, Opportunities, & Priorities research report.
The numbers drop in the UK, where 42 percent of Black travelers are likely to choose a destination based on representation; 40 percent in Ireland and the UK, 27 percent in France, and just 15 percent in Germany, as reported in Travel Pulse.
In addition to representation, safety is another key factor for Black travelers, especially amid a global pandemic. 71 percent of respondents in the U.S. and Canada said that safety was influential in their decision. 58 percent of U.K. and Ireland-based travelers agreed. Less than a third in Germany and France consider safety a priority.
Destinations that spark enthusiasm to learn more about another culture and the chance to relax were also high on the list— in all six countries surveyed— with cultural activities, nature and wellness experiences, visiting attractions, and attending family events at the top.
The majority of Black travelers surveyed said they plan to take an overnight leisure trip in 2021.
The recent study from MMGY Global surveyed more than 3,630 Black leisure travelers from the U.S., Canada, France, Germany, the U.K. and Ireland. Phase I, released in November, revealed that Black U.S. leisure travelers spent $109.4 billion on domestic travel in 2019.
“The findings of this report, along with the sustained calls by black travelers for diversity and equality, should be an impetus for the travel industry to make a long-needed change,” said MGY Global CEO Clayton Reid in a statement. “Companies should be prepared to demonstrate their moral and ethical commitment to ensuring black travelers are given the service and hospitality that they so rightly deserve.”