Diversity in Travel: A Focus on Black Travelers
An in-depth series of studies has been commissioned by a top New York-based research group to address the issue of diversity in travel. MMGY Global has come together with various travel advocacy organizations to tackle the under-representation of specific communities in the travel industry, in a series of studies that will push for significant change. The first study to be released will focus on the experiences of Black travelers.
The Collaboration for Change
Several Black travel groups are working alongside MMGY Global on the study concerning Black leisure travelers and Black meeting professionals involved in travel event management and hospitality. One of the groups steering this initiative, along with the National Coalition of Black Meeting Professionals and the National Association of Black Hotel Owners, Operators and Developers, is the Black Travel Alliance. This organization comprises international content creators advocating for equal opportunities and meaningful representation of Black voices within the travel industry.
Commitment to Long-Term Change
BTA’s president, Martinique Lewis, tells Lonely Planet that the team is involved in every aspect of the study, dedicated to ensuring it creates long-term change that extends beyond just market research. This change aims to elevate Black travelers to a place of importance within the industry. She explains, “We want to ensure that anyone involved in this survey is committed not just for this moment but always. When the excitement fades, what will the travel industry do to support and amplify Black voices?”
The Importance of Representation
Despite Black Americans contributing over $60 billion annually to the travel industry, their stories and voices are often sidelined. This is a global issue that manifests across various sectors, from storytelling to publishing and tourism boards to industry panels. Therefore, addressing these gaps is crucial for tourism to progress.
The study aims to identify the needs, behaviors, and concerns of under-represented groups by utilizing data from a random sample of 4,500 Black travelers from the US, Canada, France, Germany, Ireland, and the UK. Clayton Reid, CEO of MMGY, emphasizes that “as companies begin to evaluate their approach to diversity, equity, and inclusion, the study will also determine how the industry can develop products, experiences, services, and marketing campaigns that resonate with diverse markets.”
Looking Forward
Ursula Petula Barzey, the BTA’s Research Committee Chair, reflects on the necessity to evolve past merely emotional appeals: “After events like the murder of George Floyd, we see temporary gestures of solidarity, yet fail to advance the conversation. Our goal is to ensure there is a business case for change, which can motivate destinations, organizations, and travel brands to take action.”
The results of the report, The Black Traveler: Insights, Opportunities & Priorities, will be published in late October. For more information, click here.
