Tripadvisor and Group Black Release 2024 "Black Travel Today" Report

Rhea-AI Summary

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.

Positive

• 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

Negative

• 44% of Black travelers consider cultural and racial diversity as the primary factor for destination safety, indicating potential concerns about discrimination

News Market Reaction

-1.72%

1 alert

-1.72% News Effect

On the day this news was published, TRIP declined 1.72%, reflecting a mild negative market reaction.

Data tracked by StockTitan Argus on the day of publication.

Safety, Community and Cultural Representation Drive Decision-Making

NEW YORK, Oct. 3, 2024 /PRNewswire/ -- Tripadvisor and Group Black today unveiled their "Black Travel Today" report, a comprehensive study exploring the unique travel preferences, behaviors, and considerations of Black travelers in the US. The findings reveal the importance of safety, community, and cultural representation in shaping travel decisions and provide valuable insights for brands and destinations aiming to attract and serve this growing and important group of travelers.

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 consideration
• 70% 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 to 36% of the general population.
• 28% increase their spending on haircare, compared to 18% of the general population.
• 24% increase their spending on health and wellness products, compared to 19% of the general population.
• 23% increase their spending on skincare, compared to 21% 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

FAQ

What are the key findings of the 'Black Travel Today' report by Tripadvisor (TRIP)?

The report reveals that 44% of Black travelers prioritize cultural diversity for safety, 70% prefer inclusive destinations, 45% favor urban areas, and they show a more intentional approach to travel planning and budgeting. It also highlights increased pre-trip spending on various categories.

How do Black travelers approach travel planning according to Tripadvisor's (TRIP) study?

The study shows that Black travelers have a more measured and intentional approach to travel planning. They are 23% more likely to set aside money in a dedicated savings account for travel and 36% more likely to use digital tools and apps for travel savings.

What factors influence destination choice for Black travelers according to Tripadvisor's (TRIP) report?

According to the report, 44% of Black travelers consider cultural and racial diversity as the primary factor for safety, and 70% are more likely to consider destinations that actively promote their inclusivity efforts. Cities are also preferred as they are seen as safer and offer cultural connections.

How does pre-trip spending differ for Black travelers compared to the general population in Tripadvisor's (TRIP) study?

The study shows that Black travelers increase pre-trip spending more than the general population: 44% vs 36% on clothing, 28% vs 18% on haircare, 24% vs 19% on health and wellness products, and 23% vs 21% on skincare.