What
The economic value of African-American travelers has increased to $63 billion in 2018 from $48 billion in 2010, according to a new study by Mandala Research.
Why It Matters
The African-American travel market has grown rapidly in the last eight years. While this travel group has the same concerns as general travelers — such as being too busy to travel (28 percent) — a significant portion (15 percent) considers the impact of racial profiling in their travel choices. Showing your sensitivity to these issues, as well as your expertise in favorite destinations and experiences, can lead to more success with travelers.
What They Are Saying
“We’ve been able to confirm through our many studies among domestic and international travelers that the African-American story in America is one that resonates with cultural travelers of all types – the general market traveler, the international visitor — because the story of African Americans is the story of America,” said representatives from Mandala Research. “African Americans have contributed to the evolution of almost every facet of our culture — music, food, dance, art, literature, academics and social change movements. The success of attractions such as the Civil Rights Trail, Mississippi Blues trail, historic Overtown in Miami, and tours of Harlem gospel choirs, all of which are attended heavily by Germans, Japanese as well as American travelers, is testament to the universal draw of the African-American experience.”
“Historically, black people have tended to travel in groups for camaraderie and to some extent for protection,” said Gloria and Solomon Herbert, publishers of Black Meetings and Tourism Magazine. “Now with the increased popularity of black travel clubs and networks, African American 'baby boomers,' with more time and money, are exploring the world in a way they were never able to before. For millennials of color, travel is being considered somewhat of a rite of passage. Now this market is actively courted through marketing and promotions by prime destinations such as Baltimore, Bermuda, Miami, Virginia and other key markets. Their outreach makes them attractive locations for African-American leisure and business travelers."
Fast Facts
- African American “cultural” travelers are the highest spenders, with an average per trip spend of $2,078 versus $1,345 for all African American travelers.
- More than half reported that their most recent leisure destination was between 100-500 miles from home with Florida, New York City/New York, and Atlanta being top U.S. destinations and Caribbean/Bahamas (38 percent) and Mexico (26 percent) mentioned as leading international destinations.
- Food is a leading spend category, with folks most interested in regional and local specialties.
- Shopping is also a leading spend category, with vacationers visiting malls (41 percent), outlet malls (34 percent) and downtown areas (28 percent).
The Details
Mandala Research
www.mandalaresearch.com
