A new study by MMGY Travel Intelligence, presented in collaboration with the Black Travel Alliance and the National Coalition of Black Meeting Professionals, highlights the travel motivations, planning behaviors and spending patterns of U.S. Black travelers.
Among notable findings is that 76% of Black travelers plan to vacation in the U.S. this year, and that 79% of the segment report that feeling safe and welcomed in a destination is a top priority. To that end, Black travelers are strongly influenced by trip recommendations from friends or family, and 46% are part of Black travel groups, such as Black Travel Movement and Black Women Travels, organizations that empower, connect and support members as they select and experience destinations around the world.
In terms of dollars, Black leisure travelers pack an increasingly powerful punch. They spent $145 billion on travel in 2023, according to the report, and expenditures are on the rise for the segment. In 2025, the estimated average spend, per Black traveler (per trip) is $2,992.
Our Analysis: If You Haven’t Already Invested in Black Travelers, Now’s the Time
As a country, we are watching diversity, equity and inclusion (DEI) initiatives be cut or fully canceled by federal agencies, corporations, retail giants, local government bodies and more. But many members of the travel industry remain stalwart in the mission to bolster all humans — no matter what boxes they check — in “life, liberty and the pursuit of happiness.” We cannot be performative about this. Action is the only option.
Understanding is the first step, and MMGY’s report shares plenty of data to get us started. For example, Black travelers say that they are strongly inclined to choose destinations that celebrate Black culture, support Black-owned businesses and offer culturally relevant experiences. Researching the above, and connecting with fellow travel advisors who have already done some of this work, opens the door to the Black travel market — an actionable and caring step, as well as a smart business move.
Admitting we don’t know fully understand something — in this case, what Black travelers want — may feel uncomfortable. But by leaning into that discomfort, we grow, and anyone willing to do the necessary work to be more inclusive and reach a new audience is likely to be rewarded.
Fast Facts: Black Travelers Are Spending More, Often Choose Road Trips and Look for Cultural Relevancy
- Of U.S. Black leisure travelers, 79% traveled by car in 2023, for an average of 247 miles, one way.
- Eighty-seven percent of Black travelers report that they are willing to pay more for premium travel upgrades (such as hotel accommodations or airline seat selections).
- Travel spending by Black travelers is expected to increase by $1,300, per person, in 2025.
- Black millennials are inclined to book destinations that celebrate Black culture and support Black businesses, while Gen Zers and Boomers in the segment name affordability as a key reason to book.
- Higher-income Black travelers allocate 59% of their budget to transportation and accommodations, compared to 51% among lower-income travelers.
What They Are Saying: Black Travelers Are a Significant Customer Base, and Businesses Should Take Notice
“Creating memories, relaxing and exploring new destinations while feeling safe are paramount for today’s Black travelers,” said Simon Moriarty, vice president of research and analytics for MMGY Travel Intelligence. “By offering actionable insights, these studies empower travel businesses to develop tailored strategies and solutions that resonate with the needs of each audience, driving both personalization and profitability.”
"The data shown in these reports speaks to the significance of Black travelers," said Martinique Lewis, president of the Black Travel Alliance. "It is also a wake-up call to many destinations that are considering adapting their current engagement strategy."
"Once again, the data is clear: Black people do travel, and our buying power does impact communities,” said Jason Dunn, CEO of National Coalition of Black Meeting Professionals. "This should no longer be a question, but a fact, and a speaking point in all boardrooms, particularly in this climate of indecisiveness."