People

New Study Proves Black Millennials Love To Travel, Are Looking For Companies That Understand Them

By Travel Noire

Share

We know that black millennials love to travel. Look around at your friends and family and count the amazing trips they’ve taken recently. But new research from DigitasLBi shows that more than 70 percent of black millennial travelers (black people between the ages of 20-36 who consider travel a priority and who are involved in booking their own travel) would pay more to travel with a brand that understands them and their identity.

Black millennial travelers make up a pretty large segment of the travel industry. There are nearly 5 million black millennial travelers in the U.S. alone — which is approximately 43 percent of the U.S. black millennial population as a whole.

And these travelers are active — 94 percent have taken a personal trip in the past two years, while 76 percent have traveled in the past six months. But they would travel even more and spend more money doing so if marketing and experiences were more targeted toward their identity.

And these feelings aren’t just superficial. Almost a quarter of black millennial travelers polled said they have experienced racial discrimination while booking travel, and almost 30 percent have experienced discrimination in the past two years during travel.

Black millennials want to feel safe as it relates to their race and ethnicity while traveling, and it’s something that heavily weighs in on where to go and who to go with when they’re booking their trips. Being somewhere that’s accepting of their identity is important to them.

So, it’s time for companies to step up to the plate and give black millennial travelers what they want — safe, inclusive travel with relevant messaging and a strong community.


“Black millennial travelers are a significant and influential segment of the travel industry, who for some time have been underserved,” says Ronnie Dickerson, VP/Group Director at DigitasLBi, “For the last several years, we’ve witnessed the emergence and growth of black travel communities who have effectively reshaped the image of black millennial travel and travelers alike. The impact of black millennials, through buying power and social currency, in an industry rapidly being reshaped by tech disruption and changing travel behaviors, cannot be understated.

According to Dickerson, the travel industry as a whole has an opportunity to learn, focus, align and help fuel positive travel experiences for black millennials. This research helps add evidence to this opportunity for these consumers.

When is the last time you took a trip? Join the 5 million black millennial travelers in exploring the world around them today!

Share
Travel Noire

Travel Noire

A platform of cultivated insights from a global community of black travelers.

Want more?

Get exclusive, unpublished tips from Travel Noire's CEO to help you get off the beaten path, into the hearts of locals and onto a better, more cultured life.

How To Spend a Day In Black-Owned Austin, Texas

How To Spend a Day In Black-Owned Austin, Texas

Austin, Texas is a hotbed of business and innovation, especially for black millennials. It is the standout city of culture, people and history in the Lone Star State.   Heading to the city of music? Here’s a list of black-owned businesses to check out in Austin, Texas.   Get The News In East Austin, pick […]

Rachel George

How To Spend A Day In Black-Owned Atlanta

How To Spend A Day In Black-Owned Atlanta

Atlanta is a city full of opportunities for residents and visitors.  The city has become a melting pot of people, food music, and culture. Taking a trip down south? Check out Atlanta’s best black-owned businesses on your trip. Just Add Honey Tea  Tea lover? Well this place is perfect for you. In 2006, New Orleans […]

Rachel George

5 Ways Millennials Can Save Money For The Next Big Trip

5 Ways Millennials Can Save Money For The Next Big Trip

As we enter the final quarter of the year, it’s time to plan and budget for next year’s travel destinations. What’s the first thing we need? MONEY.   Trust and believe, traveling nonstop would be great if money wasn’t an issue. Between hotel stays, fine dining, and adventure you can’t get at home, you always […]

Rachel George