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!

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