What Black Travelers Want: Culture, Comfort, Curated, Communal

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Travel has never been a one-size-fits-all experience.

Each traveler, or perhaps demographic of travelers, has their own wants, needs and goals when it comes to planning a journey.

That includes Black Americans.

A new report published by Tripadvisor in partnership with Group Black says that for Black Americans, there has always been “specific considerations, challenges, and joys” shaping their travel experience.

What’s more, it seems that Black travelers’ decisions typically revolve around four core considerations, termed the “four Cs.” 

“Travel must be culture-driven, comfortable, curated and communal,” says the report, titled, Black Travel Today. “And as the travel industry continues to evolve into a more powerful – and profitable – movement, we must not ignore the Black travel community’s significant presence and purchasing power.”

Here are some of the key takeaways from the study, which attempts to shed light on the unique travel preferences and behaviors of Black travelers and how they drive tourism.

Culture-Driven Travel

For many Black travelers, trips that connect with their roots, heritage and personal experiences are especially meaningful.

“When traveling to a new place, whether it be Harlem or the Himalayas, Black travelers immerse themselves in the local culture to find familiarity in the unfamiliar,” says the report.

Some of the data on this front, provided by the report, includes:

• 70 percent prefer destinations promoting inclusivity
• 66 percent try to support Black-owned businesses
• 57 percent rely on recommendations from other Black travelers

Travel that’s comfortable

The lion’s share of Black travelers, 44 percent, consider the cultural or racial diversity of a destination to determine if it is safe for them. This consideration tops all others, according to the report.

“Because safety continues to be a top priority, Black travelers often ask for tips on destinations where they’d feel welcome,” says the report.

On this front, the report says, Black travelers are 40 percent more likely than the general population of travelers to consider safety.

Here’s where Black travelers find safe destination recommendations:

• 40 percent from friends and family
• 37 percent from online reviews and ratings
• 35 percent from crime statistics and safety reports
• 35 percent from personal experiences 
  

Travel that’s curated

The study also reveals the fact that for Black travelers, the experience is often “measured and intentional.”

That means the planning, saving and orchestrating of a trip are “as important as the trip itself,” says the report.

“Whether it’s an uncle ready to debut his linen pants for the all-white night or an epic girl’s trip in shades of pink, every detail is thoughtfully curated,” the report adds.

What’s more, Black travelers “save and splurge” on travel that allows them to show up as their best selves, per the report. That effort includes:

• 36 percent being more likely to use digital tools and apps to help with saving
• 23 percent more likely to set aside money in a dedicated savings account
• 14 percent less likely to list ‘managing travel costs’ as a top challenge
  
  

Travel that’s communal

Finally, the topic of communal travel. For Black travelers, vacationing with others becomes a “shared memory of culture, connection and community,” says the report.

In fact, Black travelers are more likely than the average traveler to prioritize traveling in groups, particularly with family.

Here’s a closer look at those statistics:

• 47 percent travel with immediate family compared to 43 percent of the general population of travelers 
• 31 percent travel with friends, compared to 22 percent of the general population of travelers
  

The bottom line?

“Travel brands that embrace Black travelers’ preference for social interaction, both in real life and online, can craft experiences that boost brand loyalty,” says the report.

This article originally appeared in TravelPulse.