The Spending Power of Black U.S. Travelers Is Over $100 Billion — and This Is What They Want

A new report released by Tripadvisor and Group Black sheds light on the unique travel preferences, behaviors, and considerations of Black travelers in the U.S. The report, entitled “Black Travel Today,” originated from a call to action for the travel industry to recognize the Black community’s significant presence and purchasing power. As noted by a previous MMGY study, this demographic spends more than $100 billion annually on travel.

Conducted by Group Black, a media company committed to connecting brands with diverse audiences, in partnership with Tripadvisor, the study explored the travel habits of more than 1,000 Black travelers and 1,000 general population travelers across the U.S. The findings revealed that Black travelers’ decisions revolve around four core considerations, termed the “four Cs”: culture-driven, comfortable, curated, and communal.

The study found that 70 percent of Black travelers are inclined to choose destinations that openly promote inclusivity efforts, while 66 percent seek to support Black-owned businesses during their travels. Safety is also a top concern, as Black travelers are 40 percent more likely than the general population to weigh safety concerns when selecting a destination. According to the study, this heightened focus on safety often leads to a preference for urban destinations, as opposed to rural or outdoor areas, particularly in the American South and West.

The “measured and intentional” nature of Black travel is another key insight from the study. Black travelers are 23 percent more likely than their general population counterparts to save money in dedicated travel savings accounts. Moreover, they are 36 percent more likely to utilize digital tools and apps to facilitate their saving efforts, specifically for travel purposes. A communal aspect is also evident, as Black travelers prioritize group travel, especially with family, underscoring the importance of shared experiences and connectivity during their journeys.

These findings demonstrate the significance of safety, community, and cultural representation in influencing travel decisions and offer valuable insights for brands and destinations seeking to attract and accommodate this growing and influential group of travelers. To learn more about the methodology and read the report, visit Tripadvisor’s website.