Black American Travelers: A $145 Billion Market Seeking Safety, Welcome, and Premium Experiences
New research reveals that Black American travelers are a powerful economic force in the hospitality industry, spending $145 billion on travel in 2023 alone. This segment, representing 11 per cent of the U.S. leisure travel market, presents significant opportunities for hotels, resorts, and other hospitality providers who understand their unique preferences and priorities.
Key Priorities: Safety and Welcoming Atmosphere
According to the latest MMGY Travel Intelligence report, conducted in partnership with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP), safety and a welcoming atmosphere continue to be the dominant concerns for Black travelers.
These findings underscore the importance of hospitality properties in ensuring the safety of all guests, specifically communicating these assurances to Black travelers, and demonstrating inclusive practices throughout the guest experience.
High Travel Intent and Spending Power
The outlook for 2025 shows robust travel intentions among Black Americans:
- 76 per cent of Black travelers plan to take a domestic vacation in 2025
- Average planned spending is projected to increase by $1,300 per traveler
- Total average spend expected to reach $2,992 per traveler in 2025
Perhaps most noteworthy for upscale properties, 87 per cent of Black travelers express willingness to pay for premium travel upgrades, including higher-tier hotel accommodations and enhanced service offerings.
Unique Market Characteristics
The comprehensive report, based on surveys of 2,000 Black leisure travelers and data from DK Shifflet’s TRAVEL PERFORMANCE/Monitor, highlights several distinctive characteristics of this market segment:
- Black leisure travelers tend to be younger than the average U.S. traveler
- They are more likely to be employed and less likely to be retired
- They typically have a lower median income but are more willing to allocate resources to travel experiences
- They are more likely to have children in their household, suggesting opportunities for family-friendly accommodations and activities
Transportation and F&B Drive Spending
Transportation and food and beverage account for the largest share of Black travelers’ spending. This presents clear opportunities for hospitality businesses to develop targeted offerings:
- Enhanced dining experiences that cater to diverse tastes and cultural preferences
- Transportation partnerships and convenience amenities
- Value-added packages combining premium accommodations with dining experiences
The Community Connection
Nearly half (46 per cent) of Black travelers are members of Black travel groups like Black Travel Movement and Black Women Travels. These communities foster connection and provide culturally tailored experiences.
This suggests opportunities for hospitality businesses to develop partnerships with these influential organizations and create experiences that resonate with their members.
Generational Differences
The research also reveals important generational distinctions:
- Millennials show particularly strong interest in destinations that celebrate Black culture and provide opportunities to support Black-owned businesses
- Gen Z and Boomers place greater emphasis on affordability while still seeking memorable experiences
- Boomers rely heavily on word-of-mouth recommendations from friends and family when making travel decisions
Strategic Implications for Hospitality Providers
These findings suggest several actionable strategies for hotels, resorts, and other hospitality businesses:
- Emphasize Inclusive Messaging: Ensure marketing materials authentically represent diverse travelers and explicitly communicate welcoming policies.
- Staff Training: Invest in cultural competency training for all guest-facing employees to ensure a welcoming environment.
- Premium Upgrade Opportunities: Develop and clearly communicate premium accommodation and service options, as 87 per cent of Black travelers express willingness to pay for upgrades.
- Family-Friendly Amenities: Create and promote experiences that cater to families with children.
- Culinary Excellence: Invest in distinctive food and beverage offerings, potentially highlighting diverse culinary traditions.
- Community Partnerships: Develop relationships with Black travel organizations to create special packages or experiences for their members.
“Once again, the data is clear: Black people do travel, and our buying power does impact communities,” notes NCBMP CEO Jason Dunn. “This should no longer be a question but a fact and a speaking point in all boardrooms, particularly in this climate of indecisiveness.”
As BTA President Martinique Lewis states, this research represents “a wake-up call to many destinations that are considering adapting their current engagement strategy.” It also represents a significant opportunity for forward-thinking hospitality providers to better serve an influential market segment with substantial and growing economic impact.
By understanding and addressing the specific priorities of Black travelers—particularly safety, welcoming atmosphere, premium experiences, and cultural relevance—hospitality businesses can meaningfully engage with this $145 billion market while creating more inclusive environments for all guests.
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Source: TravelPulse