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WhatMarketing services firm MMGY Global is expected to launch a new Black travelers research study by late October. According to an announcement shared today, The Black Traveler: Insights, Opportunities & Priorities report will be the first installment of a comprehensive market research series. All net proceeds will benefit three partner organizations, Black Travel Alliance (BTA), National Coalition of Black Meeting Professionals (NCBMP) and National Association of Black Hotel Owners, Operators and Developers (NABHOOD), among other nonprofit groups.
Why It MattersThere has long been a striking absence of available research centered on Black travelers — an unfortunate but unsurprising reality that correlates with the lack of Black representation in the travel industry. However, the research initiative led by MMGY Global, in partnership with Black advocacy groups, represents a much-needed shift toward understanding the needs, preferences and behaviors of the Black community.
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The inaugural October study will pull data from two new surveys: one evaluating Black leisure travelers across the globe, and the other assessing NCBMP’s Black meetings professionals. Survey questions will be developed with input from BTA, NCBMP and NABHOOD, as well as feedback from a steering committee composed of diverse industry experts. According to MMGY Global, the study will also analyze results from its 2019 Shifflet Travel Performance/Monitor in addition to the development of an accurate measure of the Black traveler's economic power.
Equipped with such insight, travel advisors and suppliers should be able to better service this crucial and sizable market, as well as work together to foster a more diverse and inclusive travel industry.
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Fast Facts- Supporting sponsors of the initiative include Choice Hotels International, Tripadvisor and Virginia Tourism Office.
- To analyze Black travelers’ sentiments about leisure travel, the survey will encompass a random sample of 4,500 Black travelers from the U.S., Canada, France, Germany and the U.K./Ireland.
What They Are Saying“It is imperative for our industry to better understand the needs, behaviors and concerns of underrepresented traveler communities,” said Clayton Reid, CEO of MMGY Global. “As companies begin to evaluate their approach to diversity, equity and inclusion internally, they also need to create products, experiences, services and marketing campaigns that connect with the needs of diverse markets. Companies, including ours, have a moral obligation to ensure their brands reflect the communities they serve. We are proud to be able to partner with our sponsors and advocacy groups to bring this research to life.”
“Black people are boldly traveling the globe, but unfortunately, when we look at the travel industry as a whole, we do not see ourselves — nor do we see an effort by the companies and services we support to make us feel welcomed and valued,” said Martinique Lewis, president of BTA. “This is why the Black Travel Alliance is partnering with MMGY to gather data to help right these wrongs. Not only will the study highlight the travel preferences, attitudes, behaviors and needs of Black travelers, it will also offer insights on the size and value of this important market in North America and Europe. This will help us move beyond making the emotional and moral argument to presenting a strong business case for greater representation of Black people in all areas and levels of the travel industry.”
This will help us move beyond making the emotional and moral argument to presenting a strong business case for greater representation of Black people in all areas and levels of the travel industry.
“Since its founding, NCBMP has made a significant impact in the hospitality community in the pursuit of equity, relevancy and empowerment,” said Jason Dunn, chairman of the NCBMP. “Through this study, we will be able to strengthen and empower the collective voices of Black meetings professionals by providing a comprehensive analysis of our contribution to the meetings industry and providing solutions for the challenges we and those that we plan for face.”
The DetailsBlack Travel Alliancewww.blacktravelalliance.com
National Association of Black Hotel Owners, Operators and Developerswww.nabhood.net
National Coalition of Black Meeting Professionalswww.ncbmp.com