Tripadvisor and Group Black Release 2024 "Black Travel Today" Report
Tripadvisor and Group Black have released the 'Black Travel Today' report, offering insights into the travel preferences of Black travelers in the US. Key findings include:
- 44% of Black travelers prioritize cultural and racial diversity when assessing destination safety
- 70% are more likely to consider destinations promoting inclusivity
- 45% prefer urban areas, seen as safer and culturally connected
- Black travelers show a more intentional approach to travel planning and budgeting
- They increase pre-trip spending on clothing (44%), haircare (28%), health and wellness (24%), and skincare (23%)
The report highlights opportunities for brands and destinations to engage authentically with Black American consumers, emphasizing the importance of understanding their unique perspectives and needs in travel.
Tripadvisor e Group Black hanno pubblicato il rapporto 'Black Travel Today', che offre approfondimenti sulle preferenze di viaggio dei viaggiatori neri negli Stati Uniti. I principali risultati includono:
- Il 44% dei viaggiatori neri dà priorità alla diversità culturale e razziale quando valuta la sicurezza delle destinazioni
- Il 70% è più incline a considerare destinazioni che promuovono l'inclusività
- Il 45% preferisce aree urbane, considerate più sicure e culturalmente collegate
- I viaggiatori neri mostrano un approccio più intenzionale alla pianificazione e al budget di viaggio
- Aumentano la spesa prima del viaggio per abbigliamento (44%), cura dei capelli (28%), salute e benessere (24%) e cura della pelle (23%)
Il rapporto evidenzia le opportunità per i marchi e le destinazioni di interagire in modo autentico con i consumatori afroamericani, sottolineando l'importanza di comprendere le loro prospettive e necessità uniche in fatto di viaggi.
Tripadvisor y Group Black han publicado el informe 'Black Travel Today', que ofrece una visión sobre las preferencias de viaje de los viajeros negros en EE. UU. Los hallazgos clave incluyen:
- El 44% de los viajeros negros prioriza la diversidad cultural y racial al evaluar la seguridad de los destinos
- El 70% tiene más probabilidades de considerar destinos que promueven la inclusividad
- El 45% prefiere áreas urbanas, consideradas más seguras y culturalmente conectadas
- Los viajeros negros muestran un enfoque más intencional en la planificación y presupuesto de viaje
- Aumentan el gasto previo al viaje en ropa (44%), cuidado del cabello (28%), salud y bienestar (24%) y cuidado de la piel (23%)
El informe destaca las oportunidades para que las marcas y destinos se relacionen de manera auténtica con los consumidores afroamericanos, enfatizando la importancia de comprender sus perspectivas y necesidades únicas en relación con los viajes.
트립어드바이저와 그룹 블랙(Group Black)이 미국 흑인 여행객들의 여행 선호도에 대한 인사이트를 제공하는 'Black Travel Today' 보고서를 발표했습니다. 주요 발견 사항은 다음과 같습니다:
- 흑인 여행객의 44%가 목적지 안전성을 평가할 때 문화적, 인종적 다양성을 우선시합니다
- 70%는 포용성을 촉진하는 목적지를 고려할 가능성이 더 높습니다
- 45%는 더 안전하고 문화적으로 연결된 것으로 여겨지는 도시 지역을 선호합니다
- 흑인 여행객들은 여행 계획 및 예산 책정에 있어 더 의도적인 접근을 보여줍니다
- 여행 전 의류(44%), 헤어케어(28%), 건강 및 웰빙(24%), 스킨케어(23%)에 대한 지출을 증가시킵니다
이 보고서는 브랜드와 목적지가 미국 흑인 소비자와 진정으로 참여할 수 있는 기회를 강조하며, 그들의 독특한 관점과 여행에 대한 필요를 이해하는 것의 중요성을 강조합니다.
Tripadvisor et Group Black ont publié le rapport 'Black Travel Today', offrant des perspectives sur les préférences de voyage des voyageurs noirs aux États-Unis. Les principales conclusions incluent :
- 44% des voyageurs noirs privilégient la diversité culturelle et raciale lors de l'évaluation de la sécurité des destinations
- 70% sont plus susceptibles de considérer des destinations promouvant l'inclusivité
- 45% préfèrent les zones urbaines, perçues comme plus sûres et culturellement connectées
- Les voyageurs noirs montrent une approche plus intentionnelle en matière de planification et de budget de voyage
- Ils augmentent leurs dépenses avant le voyage pour les vêtements (44%), les soins capillaires (28%), la santé et le bien-être (24%) et les soins de la peau (23%)
Le rapport souligne les opportunités pour les marques et les destinations d'interagir authentiquement avec les consommateurs afro-américains, en mettant l'accent sur l'importance de comprendre leurs perspectives et besoins uniques en matière de voyage.
Tripadvisor und Group Black haben den Bericht 'Black Travel Today' veröffentlicht, der Einblicke in die Reisevorlieben von schwarzen Reisenden in den USA bietet. Zu den wichtigsten Ergebnissen gehören:
- 44% der schwarzen Reisenden priorisieren kulturelle und rassische Vielfalt bei der Bewertung der Sicherheit von Reisezielen
- 70% ziehen es eher in Betracht, Reiseziele zu wählen, die Inklusivität fördern
- 45% bevorzugen städtische Gebiete, die als sicherer und kulturell verbunden angesehen werden
- Schwarze Reisende zeigen einen gezielteren Ansatz beim Reisen und Budgetieren
- Sie erhöhen ihre Ausgaben vor der Reise für Kleidung (44%), Haarpflege (28%), Gesundheit und Wellness (24%) sowie Hautpflege (23%)
Der Bericht hebt die Chancen für Marken und Reiseziele hervor, authentisch mit afroamerikanischen Verbrauchern zu interagieren, und betont die Bedeutung des Verständnisses ihrer einzigartigen Perspektiven und Bedürfnisse in Bezug auf Reisen.
- 70% of Black travelers are more likely to consider destinations that actively promote inclusivity
- Black travelers show a more intentional approach to travel planning and budgeting
- 23% of Black travelers are more likely to set aside money in a dedicated savings account for travel
- 36% of Black travelers are more likely to use digital tools and apps for saving specifically for travel
- Black travelers increase pre-trip spending across various categories, potentially benefiting related industries
- 44% of Black travelers consider cultural and racial diversity as the primary factor for destination safety, indicating potential concerns about discrimination
Safety, Community and Cultural Representation Drive Decision-Making
Among the report's key findings:
44% of Black travelers consider the cultural and racial diversity of a destination as the primary factor in determining its safety, more than any other consideration70% of Black travelers are more likely to consider destinations that actively promote their inclusivity efforts. Cities represent not only a preferred destination type for Black Travelers, but are also seen as a safer option for travelers offering a sense of cultural connection.45% of Black travelers are more likely than the general population to prefer urban areas.
The study also reveals that Black travelers exhibit a more measured and intentional approach to travel planning and budgeting.
23% of Black travelers are more likely than the general population to set aside money in a dedicated savings account for travel.36% of Black travelers are more likely than the general population to use digital tools and apps for saving specifically for travel.
Black travelers also increase their spending across various non-travel categories before a trip:
44% increase their spending on clothing, compared to36% of the general population.28% increase their spending on haircare, compared to18% of the general population.24% increase their spending on health and wellness products, compared to19% of the general population.23% increase their spending on skincare, compared to21% of the general population.
"'Black Travel Today' offers clear proof that there is a significant growth opportunity for brands and destinations that engage authentically with Black American consumers specific to their travel plans and desires," said Bonin Bough, Co-founder and Chief Strategy Officer at Group Black.
"Our findings emphasize the diversity within the Black travel community, and the importance of understanding their unique perspectives and needs," said Adam Ochman at Tripadvisor. "Travel brands clearly have an opportunity to build deeper connections with Black travelers through authentic representation and community engagement."
For more information and to access the full report, please visit HERE.
About Group Black
Group Black is a MBE certified media company dedicated to connecting brands with diverse audiences. Committed to fostering an inclusive media ecosystem, Group Black amplifies diverse storytelling and deepens the investment pipeline for diverse-owned businesses. Informed by marketing and creative expertise, Group Black crafts contextually relevant strategies that resonate with a multicultural generation. Group Black is where culture calls home.
About Tripadvisor
Tripadvisor, the world's largest travel guidance platform*, helps millions of people each month** become better travelers, from planning to booking to taking a trip. Travelers across the globe use Tripadvisor's website and app to discover where to stay, what to do and where to eat based on guidance from those who have been there before. With more than a billion reviews and contributions, travelers turn to Tripadvisor to find deals on accommodations, book experiences, reserve tables at delicious restaurants and discover great places nearby.
Tripadvisor LLC is a wholly owned subsidiary of Tripadvisor, Inc. (Nasdaq: TRIP). The subsidiaries of Tripadvisor, Inc. own and operate a portfolio of travel media brands and businesses, operating under various websites and apps.
* Source: SimilarWeb, unique users de-duplicated monthly, May 2024
** Source: Tripadvisor internal log files
View original content:https://www.prnewswire.com/news-releases/tripadvisor-and-group-black-release-2024-black-travel-today-report-302266772.html
SOURCE Group Black
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