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."