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Black travelers particularly those in the
U.S.,
U.K./
Ireland are paying close attention to how destinations and travel service providers approach diversity and have indicated that it has an influence on their travel decision-making. This is according to the results from
MMGY Global s second and final phase of “
The Black Traveler: Insights, Opportunities & Priorities” research report.
Further, how Black people are represented in marketing and advertising collateral also plays a key role, with 54 percent of U.S. Black travelers agreeing that they are more likely to visit a destination if they see Black representation in travel advertising. In the U.K./Ireland, 42 percent agreed and in Canada 40 percent agreed. There was, however, far less agreement among Black travelers from