The Black Traveler: Insights, Opportunities & Priorities

The Black Traveler: Insights, Opportunities & Priorities study announced in September 2020 was created to identify the needs, behaviors and sentiment of the Black travel community on behalf of Black traveler advocacy organizations. The report is released in two phases.

Phase I of The Black Traveler: Insights, Opportunities & Priorities report details insights into the leisure and meetings segments of the U.S. Black travel economy. It analyzes findings from MMGY Global’s 2019 Shifflet TRAVEL PERFORMANCE/MonitorTM, which surveyed 4,800 Black leisure travelers within the United States, and a survey of 200 members of the National Coalition of Black Meeting Professionals in 2020 (NCBMP). The Black Traveler report shares insights into the Black U.S. leisure traveler spend in 2019 – the most recent year reflecting normal travel spent prior to COVID-19. Available now for purchase. 

Phase II of The Black Traveler: Insights, Opportunities & Priorities report shares data from a new custom survey analyzing the current opinions and attitudes of Black leisure travelers globally. The survey also delves deeper into the decision-making process for vacation planning and uncovers the barriers and experiences that Black leisure travelers encounter across international markets including the U.S., Canada, UK/Ireland, France and Germany. Available Now.

The Black Traveler: Insights, Opportunities & Priorities report was made possible by Choice Hotels International®, Tripadvisor and Virginia Tourism Corporation, as well as by input and oversight from a steering committee of diverse industry experts and through partnerships with travel advocacy organizations, including the Black Travel Alliance (BTA), the NCBMP and the National Association of Black Hotel Owners, Operators and Developers (NABHOOD). Net proceeds from study sales will be donated back to the BTA, NABHOOD and NCBMP – as well as several other not-for-profit groups.