Travel is a transformative experience, but for Black travelers in the U.S., the decision to explore new destinations comes with unique considerations. Tripadvisor’s recent research, conducted in partnership with Group Black, highlights a $100 billion market of U.S. Black travelers — an economic force that offers significant opportunities for travel brands and destinations. But success in this space means understanding what matters most to these travelers.
Our new “” report reveals four key drivers — culture-driven, comfortable, curated and communal— that Black travelers prioritize when selecting where to go. These “Four C’s” represent actionable insights for brands looking to engage this growing demographic.
Culture-driven: Seeking authentic experiences
For Black travelers, culture plays a crucial role in deciding where to go. In fact, 44% of Black travelers prioritize cultural and racial diversity when determining if a destination is safe. It’s not just about having a good time; it’s about feeling connected to the culture of a place. Black travelers want to experience the authenticity of a destination — whether that’s through local food, traditions or historical context.
As Bonin Bough, cofounder and chief strategy officer at Group Black, shared during our discussion at Advertising Week this year, it’s about more than just ticking off tourist attractions. He recalls his transformative experiences traveling with family through Africa and Mexico, where cultural relevance and connection made the trips memorable and meaningful. For brands, this means leaning into cultural touchpoints and offering experiences that resonate deeply with Black travelers.
Comfortable: Prioritizing safety and inclusivity
Comfort goes hand-in-hand with safety. Our research found that 70% of Black travelers prefer destinations that visibly promote inclusivity. Travelers want to feel welcome, not just as tourists but as valued guests in the community. This includes marketing strategies that reflect diversity and hospitality practices that ensure all visitors feel safe.
Bough shared a personal story about entering a store that displayed a Confederate flag — a moment that highlighted the critical role safety and acceptance play in the travel experience. For many Black travelers, even in familiar destinations, there is an added layer of consideration regarding safety, making inclusivity a top priority.
This is where the power of UGC (user generated content) platforms, such as Tripadvisor, lies — in its authenticity. Travelers rely on reviews photos, and personal stories to guide their decisions, helping them assess whether a destination is right for them. When issues such as discrimination or unsafe practices are flagged in reviews, it empowers future travelers to make informed decisions, knowing the information comes directly from others who have been there. This level of trust and community-driven input is why UGC platforms are indispensable in the modern travel landscape.
Curated: Tailored travel experiences
Black travelers are discerning consumers who value curated, personalized experiences. Our report shows that Black travelers are more likely to spend on clothing, hair care, skincare and wellness before a trip — creating a significant opportunity for brands to tailor their offerings to meet these needs.
Working with trusted travel guidance platforms can help brands create meaningful touchpoints with Black travelers during this planning stage. As Bough noted, travelers come to Tripadvisor for advice, not just for pricing or deals. This is a moment for brands to step in with curated content that speaks directly to the preferences and desires of Black travelers, whether it’s through hair care tips for travel, wellness recommendations or tailored clothing suggestions.
Communal: The power of word-of-mouth and shared experiences
One of the strongest drivers for Black travelers is community. Our research found Black travelers are 23% more likely to visit destinations based on recommendations from peers. Word-of-mouth remains a key influence, as travelers seek places where they know they will feel safe and welcome, based on shared experiences.
As Bough emphasized, this isn’t unique to Black travelers — other marginalized groups such as female travelers, Asian Americans and Hispanic travelers often face the same questions of safety and inclusion. This is why community validation is so crucial, and why brands that actively engage with communities of color are likely to see greater returns. Events such as Black Ski Week, for example, have created spaces where Black travelers can feel fully connected, confident and comfortable, while also driving massive economic benefits for the destination.
The business opportunity: Inclusivity and economic growth
Investing in inclusivity is not just about social good; it’s a business imperative. Bough pointed out that underserved communities, such as Black travelers, are where real growth happens. Brands that take the time to understand and serve this demographic are tapping into a significant economic opportunity, one that can drive long-term revenue growth.
As the “Black Travel Today” report demonstrates, brands that prioritize inclusivity and safety will not only win the loyalty of Black travelers but also unlock significant economic potential. Brands have a unique opportunity to foster deeper connections with this community. Those that adapt to these demographic shifts and invest in culturally relevant experiences will define the next era of travel growth, while those that don’t risk being left behind.
For more information, view the full report .
Hilary Fischer-Groban is the senior director of brand, insights and communications at Tripadvisor.