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Blacks and Travel - US - December 2011

Black buying power is on the rise and is expected to reach $1.1 trillion by 2014, according to the Selig Center for Economic Growth. Despite tough economic times, Blacks are still traveling in the U.S. and abroad, taking cruises and booking luxury hotels. Black households are more likely than the national average to include children in their travel, meaning that theme parks are an ideal form of entertainment for these consumers. U.S. Blacks are a blend of immigrants and U.S.-born, all diverse, intrinsically multicultural, and enjoy exploring the world, making them an essential consumer group for the travel industry.

This report provides insights that will help marketers engage the Black consumer through the following topics:

  • International and domestic travel among Blacks, including business and personal, how much they spend, and how often they travel
  • Factors that deter Blacks from traveling, and how marketers can address these to encourage Black consumers to travel more
  • Blacks’ preferred methods of booking travel, the transportation they use, and their favorite activities when on vacation
  • Preferred theme parks among Blacks, and an analysis of why certain theme parks are succeeding with this consumer segment
  • International and domestic cruises, including Blacks’ preferred destinations
  • Accommodations that Black consumers prefer, and reasons that attract them to these hotels/motels
  • Advertising strategies that have been employed in television, print, and online campaigns targeting Black consumers, including analysis of those that are most effective in engaging this audience
  • An overview of the U.S. Black population, including Black affluents and Black immigrants and their importance to the travel industry

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Advertising
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                    • A profile of the travel-minded Black consumer
                      • Domestic travel
                        • International travel
                          • Cruise ship vacations
                            • Theme parks
                              • Accommodations
                                • Marketing strategies
                                  • U.S. Black consumer
                                  • Insights and Opportunities

                                    • Heritage travel
                                      • The Black affluent traveler
                                      • Inspire Insights

                                          • Trend: “The Real Thing”
                                            • Trend: “The Power of One”
                                            • A Profile of the Travel-Minded Black Consumer

                                              • Key points
                                                • Travel within the U.S.
                                                  • One quarter of young Black men have traveled for business
                                                      • Figure 1: Reason for taking a trip within the U.S. in the past 12 months, by age and gender, June 2011
                                                    • More than half of all Blacks travel domestically for vacation
                                                        • Figure 2: Reason for taking a trip within the U.S. in the past 12 months, by household income, June 2011
                                                      • Travel outside the U.S.
                                                        • Young Black women most likely to travel internationally
                                                            • Figure 3: Reason for taking a trip outside the U.S. in the past 12 months, by age and gender, June 2011
                                                          • Affluent Blacks most likely to travel internationally
                                                              • Figure 4: Reason for taking a trip outside the U.S. in the past 12 months, by household income, June 2011
                                                            • Reasons for not traveling
                                                              • Black men find no need to travel, Black women concerned about cost
                                                                  • Figure 5: Reasons for not traveling in the past 12 months, by gender, June 2011
                                                                • Upper-income Blacks concerned about price of travel
                                                                    • Figure 6: Reasons for not traveling in the in the past 12 months, by household income, June 2011
                                                                  • Travel arrangements
                                                                    • Young Blacks most likely to book travel online
                                                                        • Figure 7: Ways of making travel arrangements, by age and gender, June 2011
                                                                      • Upper-income Blacks most likely to book travel online
                                                                          • Figure 8: Ways of making travel arrangements, by household income, June 2011
                                                                        • Who consumers travel with
                                                                          • Men most likely to travel alone or with friends
                                                                              • Figure 9: Who consumers travel with when on vacation, by gender, June 2011
                                                                            • Young Blacks most likely to travel with friends
                                                                                • Figure 10: Who consumers travel with when on vacation, by age, June 2011
                                                                            • Domestic Travel

                                                                              • Key points
                                                                                • Likelihood and frequency of travel
                                                                                  • Blacks travel less domestically than the average respondent
                                                                                    • Figure 11: Number of domestic trips taken in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                  • Middle-aged Black women travel the most
                                                                                    • Figure 12: Number of domestic trips taken by Black consumers in the past 12 months, by age and gender, February 2010-March 2011
                                                                                  • Amount spent on a domestic trip
                                                                                    • Budget U.S. travel is essential for Blacks
                                                                                      • Figure 13: Amount spent on each domestic trip taken in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                    • Older Black men spend the most on domestic travel
                                                                                      • Figure 14: Amount spent on each domestic trip taken by Black consumers in the past 12 months, by age and gender, February 2010-March 2011
                                                                                    • Means of transportation
                                                                                      • Blacks are the most likely to use trains and buses
                                                                                        • Figure 15: Means of transportation for domestic trips taken in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                      • Black men travel by car, but Black women index higher for RVs
                                                                                        • Figure 16: Means of transportation for domestic trips taken by Hispanics in the past 12 months, by age and gender, February 2010-March 2011
                                                                                      • Activities realized during your trip
                                                                                        • Most Blacks travel to visit friends and family
                                                                                          • Figure 17: Activities realized during domestic travel, by age and gender, June 2011
                                                                                      • International Travel

                                                                                        • Key points
                                                                                          • Frequency of international travel
                                                                                            • Blacks’ frequency of travel slightly trails the national average
                                                                                                • Figure 18: Number of international trips taken in the past three years, by race/Hispanic origin, February 2010-March 2011
                                                                                              • Black women travel internationally more often than men
                                                                                                • Figure 19: Number of international trips taken by Hispanics in the past three years, by household income, February 2010-March 2011
                                                                                              • Amount spent on an international trip
                                                                                                • A majority of Blacks spend less on international trips
                                                                                                  • Figure 20: Amount spent on each international trip taken in the past three years, by race/Hispanic origin, February 2010-March 2011
                                                                                                • Black men spend the most on international travel
                                                                                                  • Figure 21: Amount spent on each international trip taken by Black consumers in the past three years, by gender, February 2010-March 2011
                                                                                                • Means of transportation
                                                                                                  • Blacks most likely to travel internationally by ship
                                                                                                    • Figure 22: Means of transportation for international trips taken in the past three years, by race/Hispanic origin, February 2010-March 2011
                                                                                                  • Black men travel by plane, Black women travel by ship
                                                                                                    • Figure 23: Means of transportation for international trips taken by Hispanics in the past three years, by gender, February 2010-March 2011
                                                                                                  • Activities realized during your trip
                                                                                                    • Black women prefer beaches and cruises
                                                                                                      • Figure 24: Activities realized during international travel, by gender, June 2011
                                                                                                  • Cruise Ship Vacations

                                                                                                    • Key points
                                                                                                      • Likelihood of taking a cruise
                                                                                                        • Blacks more likely than average respondent to take a cruise
                                                                                                          • Figure 25: Likelihood of taking a cruise ship vacation in the past three years, by race/Hispanic origin, February 2010-March 2011
                                                                                                        • Cruise ship vacation destination
                                                                                                          • Blacks prefer Caribbean cruise destinations
                                                                                                            • Figure 26: Likelihood of having taken a cruise ship vacation and destination preferred by Black consumers that have taken a cruise ship vacation in the past three years, by gender, February 2010-March 2011
                                                                                                        • Theme Parks

                                                                                                          • Key points
                                                                                                            • Theme parks visited
                                                                                                              • Theme parks should encourage more Blacks to visit
                                                                                                                • Figure 27: Likelihood of visiting a theme park in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                                              • Blacks prefer Six Flags
                                                                                                                • Figure 28: Theme parks visited in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                                              • The theme park visitor
                                                                                                                • Disney World attracts Black households without children
                                                                                                                  • Figure 29: Theme parks visited by Black consumers in the past 12 months, by the presence of children in the home, February 2010-March 2011
                                                                                                                • Northeast Blacks visit Florida Disney parks
                                                                                                                  • Figure 30: Theme parks visited by Black consumers in the past 12 months, by region, February 2010-March 2011
                                                                                                              • Accommodations

                                                                                                                • Key points
                                                                                                                  • Length of stay
                                                                                                                    • Many Blacks go on day trips
                                                                                                                      • Figure 31: Average number of nights stayed overnight during domestic travel, by race/Hispanic origin, February 2010-March 2011
                                                                                                                    • Type of accommodations used during domestic travels
                                                                                                                      • Blacks prefer Best Western
                                                                                                                        • Figure 32: Best Western, TV ad, July 2011
                                                                                                                        • Figure 33: Holiday Inn Express, TV ad, August 2011
                                                                                                                        • Figure 34: Type of accommodations used during domestic trips taken in the past 12 months, by race/Hispanic origin, February 2010-March 2011
                                                                                                                      • Lower-income Blacks index highest for choosing several luxury hotels
                                                                                                                        • Figure 35: Type of accommodations used by Blacks during domestic trips taken in the past 12 months, by household income, February 2010-March 2011
                                                                                                                      • Young Black men among most likely to choose luxury hotels
                                                                                                                        • Figure 36: Type of accommodations used by Blacks during domestic trips taken in the past 12 months, by age and gender, February 2010-March 2011
                                                                                                                        • Figure 37: Price level of hotels where Black consumers stay, by age and gender, June 2011
                                                                                                                      • Most affluent Blacks stay at mid-priced hotels
                                                                                                                        • Figure 38: Price level of hotels Black consumers stay at, by household income, June 2011
                                                                                                                      • Important factors when selecting a hotel
                                                                                                                        • Young Blacks only book luxury hotels for special occasions
                                                                                                                          • Figure 39: Factors considered when selecting a hotel among Black consumers, age and gender, June 2011
                                                                                                                        • Methods of booking a hotel
                                                                                                                          • Black men more likely than women to book through travel agents
                                                                                                                            • Figure 40: Method of booking a hotel reservation for trips taken in the past 12 months, by gender, June 2011
                                                                                                                          • Middle and upper-income Blacks book hotels online
                                                                                                                            • Figure 41: Method of booking a hotel reservation for trips taken in the past 12 months, by household income, June 2011
                                                                                                                        • Marketing Strategies

                                                                                                                          • Key points
                                                                                                                            • Television
                                                                                                                              • Accommodations
                                                                                                                                • Great Wolf Lodge
                                                                                                                                  • Figure 42: Great Wolf Lodge, TV ad, October 2011
                                                                                                                                • Choice Hotels
                                                                                                                                  • Figure 43: Choice Hotels, TV ad, May 2011
                                                                                                                                • Louisville, Kentucky tourism bureau
                                                                                                                                  • Figure 44: Louisville Visitor’s Bureau, TV ad, August 2011
                                                                                                                                • Memphis, Tennessee tourism bureau
                                                                                                                                  • Figure 45: Memphis City Visitor’s Bureau, TV ad, August 2011
                                                                                                                                • Atlanta, Georgia tourism bureau
                                                                                                                                  • Figure 46: Atlanta Visitor’s Bureau, TV ad, September 2011
                                                                                                                                • British Virgin Islands
                                                                                                                                  • Figure 47: British Virgin Islands Visitor’s Bureau, TV ad, October 2011
                                                                                                                                • Online
                                                                                                                                  • Visit Florida
                                                                                                                                    • Festival at Sea
                                                                                                                                      • Soul of America
                                                                                                                                        • American Airline’s Black Atlas
                                                                                                                                          • Print
                                                                                                                                            • Hilton
                                                                                                                                              • Figure 48: Hilton HHonors, Magazine ad
                                                                                                                                            • United Airlines
                                                                                                                                              • Figure 49: United Airlines, Magazine ad
                                                                                                                                            • Disney Vacation Club
                                                                                                                                              • Figure 50: Disney Vacation Club, Magazine ad
                                                                                                                                          • U.S. Black Population

                                                                                                                                            • Key points
                                                                                                                                              • U.S. population by race/Hispanic origin
                                                                                                                                                • Figure 51: Population, by race and Hispanic origin, 2000-15
                                                                                                                                                • Figure 52: Population, by race/Hispanic origin, 1970-2020
                                                                                                                                                • Figure 53: Asian, Black, and Hispanic populations, 1970-2020
                                                                                                                                              • U.S. Black population
                                                                                                                                                • Black population by age
                                                                                                                                                  • Figure 54: U.S. Black population, by age, 2005-15
                                                                                                                                                  • Figure 55: Total U.S. population, by age, 2005-15
                                                                                                                                                • U.S. Black geographic concentration
                                                                                                                                                  • Figure 56: Black geographic concentration, by region, 2007
                                                                                                                                                • Black population by state
                                                                                                                                                  • Figure 57: States with largest Black population, 2008
                                                                                                                                                  • Figure 58: States with the highest share of Black residents, 2008
                                                                                                                                                • Black metros
                                                                                                                                                  • Figure 59: Metropolitan status of Black households, 2001 and 2007
                                                                                                                                                  • Figure 60: Top 10 metropolitan areas with the largest number of Black residents, 2006-08
                                                                                                                                                • Black purchasing power
                                                                                                                                                  • Black income
                                                                                                                                                    • Figure 61: Median household income by race and Hispanic origin of householder, 2010
                                                                                                                                                    • Figure 62: Household income distribution for all households and Black households, 2008
                                                                                                                                                  • Income of Black households versus total U.S. households
                                                                                                                                                    • Figure 63: Share of Black households with incomes of $50K or more versus total U.S. households, 2002 and 2008
                                                                                                                                                  • Purchasing power by race/Hispanic origin
                                                                                                                                                    • Figure 64: Purchasing power, by race/Hispanic origin, 2008
                                                                                                                                                    • Figure 65: Top 10 states with the largest share of Black buying power, 2008
                                                                                                                                                    • Figure 66: Top 10 states, by rate of growth of Black buying power, 1990-2008
                                                                                                                                                  • Black affluents
                                                                                                                                                    • Black households
                                                                                                                                                      • Figure 67: Average household size, by race/Hispanic origin/race of householder, 2001 and 2008
                                                                                                                                                      • Figure 68: Black households and all households, by presence and ages of children, 2009
                                                                                                                                                    • Country of origin/heritage
                                                                                                                                                      • African immigrants
                                                                                                                                                          • Figure 69: U.S. immigrants, baccalaureate and advanced degrees, by continent/region of origin, 2000
                                                                                                                                                        • Caribbean immigrants
                                                                                                                                                          • Top five countries of origin
                                                                                                                                                            • Geographic location
                                                                                                                                                              • Neighborhood characteristics
                                                                                                                                                              • Appendix—Other Useful Consumer Tables

                                                                                                                                                                  • Figure 70: Who consumers travel with when on vacation, by gender and age, June 2011
                                                                                                                                                                  • Figure 71: Foreign countries visited in the past three years, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                  • Figure 72: Foreign countries that Blacks have visited in the past three years, by gender, February 2010-March 2011
                                                                                                                                                              • Appendix—Trade Associations

                                                                                                                                                                Companies Covered

                                                                                                                                                                • Air Transport Association of America Inc., The
                                                                                                                                                                • American Bus Association
                                                                                                                                                                • American Hotel & Lodging Association (AH&LA)
                                                                                                                                                                • American Society of Travel Agents
                                                                                                                                                                • AMR Corporation (American Airlines)
                                                                                                                                                                • AOL
                                                                                                                                                                • Baymont Inns & Suites
                                                                                                                                                                • Best Western International Inc.
                                                                                                                                                                • Carlson Companies Inc.
                                                                                                                                                                • Choice Hotels International
                                                                                                                                                                • Days Inns Worldwide Inc.
                                                                                                                                                                • Delta Air Lines, Inc.
                                                                                                                                                                • DoubleTree Hotels
                                                                                                                                                                • Expedia Inc.
                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                • Hilton Hotels Corporation
                                                                                                                                                                • Hyatt Corporation
                                                                                                                                                                • Interactive Travel Services Association
                                                                                                                                                                • InterContinental Hotels Group PLC
                                                                                                                                                                • International Air Transport Association
                                                                                                                                                                • International Trade Administration
                                                                                                                                                                • International Travel Services Association (ITSA)
                                                                                                                                                                • La Quinta Corporation
                                                                                                                                                                • Marriott International, Inc.
                                                                                                                                                                • Motel 6
                                                                                                                                                                • National Association for Stock Car Auto Racing (NASCAR)
                                                                                                                                                                • National Railroad Passenger Corporation
                                                                                                                                                                • National Tour Association (NTA)
                                                                                                                                                                • Office of Travel and Tourism Industries
                                                                                                                                                                • Orbitz Inc.
                                                                                                                                                                • Paramount Parks Inc.
                                                                                                                                                                • Radisson Hotels & Resorts
                                                                                                                                                                • Receptive Services Association (RSA)
                                                                                                                                                                • Red Roof Inns
                                                                                                                                                                • Sheraton Hotels & Resorts
                                                                                                                                                                • Six Flags, Inc.
                                                                                                                                                                • Starwood Hotels & Resorts Worldwide, Inc.
                                                                                                                                                                • The United States Tour Operators Association (USTOA)
                                                                                                                                                                • Travelocity.com L.P.
                                                                                                                                                                • Travelodge Hotels Inc.
                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                • U.S. Department of Homeland Security
                                                                                                                                                                • UAL Corporation (United Airlines)
                                                                                                                                                                • Universal Studios Inc.
                                                                                                                                                                • US Department of Commerce
                                                                                                                                                                • Walt Disney Company, The
                                                                                                                                                                • Wyndham Worldwide Corporation

                                                                                                                                                                Blacks and Travel - US - December 2011

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