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MMGY partners with Black Travel Alliance and the National Coalition of Black Meeting Professionals for an in-depth, multiyear examination of this growing travel segment – Image Credit MMGY
A recent study by MMGY Travel Intelligence, in collaboration with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP), highlights the growing significance of the U.S. Black travel market, now valued at $145 billion. The report offers insights into Black travelers’ travel motivations, spending habits, and planning behaviors, indicating a shift in preferences for 2025.
The comprehensive research study, facilitated by MMGY Travel Intelligence, BTA, and NCBMP, unveils the evolving preferences of U.S. Black travelers. The research findings were collated from multiple data sources, including a national survey of 2,000 Black leisure travelers, intelligence from DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, and an online survey of 200 members of the NCBMP.
An important finding of the study is the growing significance of safety and a welcoming atmosphere, with 79% of respondents citing these factors as highly influential in their travel decisions. The report also notes that creating memorable experiences, exploring new destinations, and feeling safe are paramount to Black travelers today.
The survey conducted by MMGY in the fall of 2024 further reveals high intent to travel among Black travelers. Over three-quarters (76%) plan to take a domestic vacation in 2025, with more overnight leisure trips planned than day trips. Word-of-mouth recommendations from friends and family remain the primary driver of travel planning decisions, with 87% of Black travelers expressing a willingness to pay for premium travel upgrades.
Travel expenditures are expected to increase by $1,300 per traveler compared to the past 12 months, bringing the average total spend to $2,992 in 2025. Higher-income travelers allocate 59% of their budget to transportation and accommodations, compared to 51% among lower-income travelers.
The report’s section on Black leisure segment profiles compares Black travelers to the U.S. leisure travel market overall. Findings include that the U.S. Black leisure travel market accounted for 11% of the U.S. leisure market in 2023, with this audience spending $145 billion on their travels.
The report’s Black Meeting Planner Segment Profile noted a decrease in the average number of meetings planned per year, from 7.5 in 2020 to 5.5 in 2025, suggesting a trend towards consolidation or virtual meetings.
In conclusion, the report indicates a growing and significant U.S. Black travel market, with specific trends and behaviors that travel businesses should consider when developing their strategies. The study is now available for purchase, with proceeds benefiting the BTA and NCBMP.
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