The US multicultural population continues to grow, accounting for about four in 10 Americans. This makes identifying diverse cultural needs and preferences necessary for travel brands to understand and address. In 2025, consumers of all backgrounds remain committed to travel, but tariff uncertainty and – in some cases – other government policies can create some hesitancy, making people more choosy about destinations and travel options. The picture becomes more nuanced for multicultural travelers, who bring with them attitudes and behaviors tied to their identity. Various aspects of heritage, culture and lifestage influence their choices, driving some to prioritize family vacations to familiar destinations while others seek new experiences or pursue activities related to their background.
It’s important that marketers not think of these multicultural groups as monoliths. Granted, travelers generally want to feel safe and welcome, want to relax and connect with their companions, and feel taken care of by travel brands. To this latter point, marketers must realize that each group is made up of a complex collection of demographics and identities. This means brands must be knowledgeable about these nuances in order to be able to communicate with them in an effective, trustworthy way.
This report looks at the following areas:
- Opportunities and challenges for the travel industry in marketing to and attracting multicultural audiences, including: Black or African American, Asian or Pacific Islander, Hispanic or Latino/Latina and LGBTQ+ consumers
- How tariffs and other policies have affected the outlook for the travel industry
- The makeup of the US multicultural and LGBTQ+ population
- The similarities and differences in travel attitudes and behaviors among multicultural and LGBTQ+ compared to the average, including:
- Travel information sources
- Motivation for different types of vacations
- Areas to splurge and save on big vacations
- Reasons to avoid a destination, and how marketers can address these issues
- Brand and marketing strategies to attract multicultural travelers
Travel and tourism brands aiming to engage multicultural and LGBTQ+ travelers must prioritize understanding and addressing the unique needs and concerns of each group.
Mike Gallinari, Senior Travel & Leisure Analyst
Market Definitions
For the purposes of this Report, Mintel has used the following definitions:
The vacations and tourism market includes both leisure and business travel segments, including: traveler accommodations, domestic and international passenger air transportation services, deep-sea passenger water transportation services, scenic and sightseeing transportation services and travel agencies and tour operators.
A vacationer or traveler is an internet user aged 18+ who has gone on an overnight leisure trip in the last 12 months.
Multicultural refers to adults who identify as Black or African American, Asian or Pacific Islander, Hispanic or Latino/Latina.
LGBTQ+ refers to consumers who are lesbian, gay, bisexual, transgender, nonbinary, or another non-heterosexual/non-cisgender identity. Mintel identified LGBTQ+ respondents through self-reported data collection allowing respondents to self-identify if preferred:
- “Are you…?” [Male, Female, Nonbinary, Questioning, Another gender, Prefer to not disclose]
- “Are you transgender? We understand that this can be a personal subject, so please be assured that all answers are confidential and no responses will be looked at individually.” [Yes, No, Questioning, Prefer to not disclose]
- “Are you…?” [Heterosexual or straight, Gay or lesbian, Bisexual, Asexual, Pansexual, Questioning/Unsure, Something else, Prefer to not disclose]
Collapse All
-
EXECUTIVE SUMMARY
- What you need to know
- Market size & forecast
- Market predictions
- What consumers want & why
- Opportunities
- Market city vacations to young Black consumers
- Draw Hispanic travelers with special events
- Provide focused assistance to Asian travelers with lots of options
- Wellness and welcomeness pique LGBTQ+ travelers’ interests
-
MULTICULTURAL AMERICA: AN OVERVIEW
- Increase in multicultural Americans provides more opportunities and nuance to multicultural travel
- Growing multicultural population demands attention from travel brands
- Graph 1: US population (millions), by race and ethnicity, 2010-23
- Graph 2: population growth (% annual change), by race and ethnicity, 2010-23
- Asian households have the highest median household incomes, making greater spending on travel more possible
- Graph 3: median household income, by race and Hispanic origin, 2023
- More children among Asian, Hispanic households provides family travel targeting opportunities
- Graph 4: households – family vs non-family type, by race/Hispanic origin, 2024
- Graph 5: households – family vs non-family – detailed type, by race/Hispanic origin, 2024
- Distribution of Black population lends itself to East Coast, Southeast domestic travel
- Help Asian American travelers discover the treasures nearby
- Help Asian travelers discover the treasures nearby
- One-size-fits-all “Asian” marketing falls short
- Hispanic population centers are both deep and wide, requiring more strategic targeting
- Campaigns must be specific to cover the mosaic of Hispanic cultures
- Though largely Mexican, the Hispanic demographic is diversifying
- US Hispanic consumers have vastly different origin countries and culture that can be mapped across states and regions
- The top origin countries of US Hispanic consumers are concentrated in very different states
- LGBTQ+ identity, especially bisexuality, is a growing segment
- Graph 6: percentage of LGBTQ+ adults in the US, 2012-24
-
MARKET DYNAMICS
- Market context
- Travel spending to be affected if economic contraction continues
- Graph 7: quarterly real GDP growth, 2021-25
- Employment steady, but tariffs can hit would-be multicultural travelers hard
- Graph 8: unemployment rate, 2019-25
- Falling consumer confidence can depress travel later in the year
- Graph 9: consumer sentiment index, 2022-25
- Domestic policy can negatively affect multicultural travel
- Market size and forecast
- Economic uncertainty has tempered growth projections
- Travel growth continues, though at a more moderate pace, as tariff implications are expected to impact discretionary spending
- Graph 10: total consumer spending and fanchart forecast of vacations & tourism, at current prices, 2019-29
- Market size and forecast for vacations & tourism at current prices, 2019-29
- Market size and forecast for vacations & tourism at inflation-adjusted prices, 2019-29
- Multicultural consumer segments increasing spend on travel
-
CONSUMER INSIGHTS
- Consumer fast facts
- Overall travel behaviors and attitudes
- Economic pressure may provide a boost to domestic travel as consumers may put off international vacations
- Graph 11: vacations taken in the last 12 months, 2024 and 2025
- Black and Hispanic consumers lag in trip frequency
- Social media needs to inform, not just inspire
- Graph 12: sources of travel information, 2025
- Family and relaxation remain top vacation motivations
- Graph 13: vacation motivations – aggregate across all vacation types^, 2025
- Ensure destination marketing conveys a sense of safety and welcoming
- Ensure destination marketing conveys a sense of safety
- Graph 14: reasons to avoid a destination, 2025
- Lean into events and experiences to promote splurging
- Graph 15: areas in which to splurge and save, 2025
- A warm welcome is important, maybe now more than ever
- Graph 16: attitudes toward identity and travel, 2025
- Ensure multicultural representation to improve effectiveness
- Graph 17: attitudes toward travel marketing, 2025
- Black consumers and travel
- Black travelers are ready to make memories
- Eight in 10 Black consumers vacationed in the past year, though lag the average for many vacation categories
- Graph 18: vacations taken in the last 12 months, Black consumers vs all, 2025
- Younger Black travelers resemble their generational counterparts
- Graph 19: vacations taken in the last 12 months, Black consumers vs all, by generation, 2025
- Reach Black travelers through a variety of online outlets
- Graph 20: sources of travel information, Black travelers vs all travelers, 2025
- Black travelers are online, but generations have their preferred styles
- Graph 21: sources of travel information, Black travelers vs all travelers, by generation, 2025
- Straight shooting makes for effective influencer strategy
- Higher-income Black travelers scope out new destinations on social
- Graph 22: sources of travel information, Black travelers vs all travelers, $75K+ HHI, 2025
- Black travelers have multiple motivations to suit the destination
- Graph 23: vacation motivations by vacation type, Black travelers, 2025
- Wellness can be a springboard to decision for higher-HHI Black travelers
- Graph 24: vacation motivation – to improve my well-being, Black travelers vs all travelers, $75K+ HHI, 2025
- Re-visitation hinges on the perception of a group wary of unwelcoming vibes
- Graph 25: reasons to avoid a destination, Black consumers vs all, 2025
- Give higher-HHI Black travelers advanced tools for planning and booking
- Graph 26: reasons to avoid a destination, Black consumers vs all, $75K+ HHI, 2025
- Discover Atlanta connects inspiration with trip planning for a largely Black audience
- Cities are a key destination type for a cohort looking to treat themselves
- Graph 27: vacation areas in which to splurge, Black travelers vs all, 2025
- Pinpoint offers to areas travelers want to spend
- Different generations have varying priorities for where to spend and where to splurge when traveling
- Graph 28: vacation areas in which to splurge, Black travelers vs all, by generation, 2025
- Target higher-HHI Black travelers with premium destinations
- Graph 29: vacation areas in which to splurge, Black travelers vs all, $75K+ HHI, 2025
- Visit Houston partnership highlights the city’s food scene
- No matter how desirable the attractions, higher-HHI Black travelers won’t go if they don’t feel welcome
- Graph 30: attitudes toward identity and travel, Black travelers vs all, $75K+ HHI, 2025
- Inclusivity has been a successful, if ongoing, process
- Graph 31: attitudes toward travel marketing, Black travelers vs all, by generation, 2025
- Hispanic consumers and travel
- Lay the groundwork for outreach now as Hispanic travelers may become more discerning
- Focus on supporting domestic travel and promoting repeat vacation experiences
- Graph 32: vacations taken in the last 12 months, Hispanic consumers vs all, 2025
- Underscore the value of domestic travel to Hispanics in the Northeastern US
- Graph 33: vacations taken in the last 12 months – outside the US, Hispanic consumers vs all, by region, 2025
- Use a multilingual approach in marketing family, solo and foreign travel
- Graph 34: vacations taken in the last 12 months, Hispanic consumers vs all, by language spoken at home, 2025
- Younger Hispanics are receptive to social and other media
- Graph 35: sources of travel information, Hispanic consumers vs all, by generation, 2025
- Media is an outsized inspiration for bilingual Hispanic travelers
- Graph 36: sources of travel information, Hispanic travelers vs all travelers, by language spoken at home, 2025
- latinainminnesota provides an insider’s view to a Spanish-speaking audience
- Well-being can take higher-HHI Hispanic travelers down a variety of paths
- Graph 37: vacation motivations – to improve my well-being, Hispanic travelers vs all travelers, 2025
- Lean on event travel to encourage Hispanics in the West to travel domestically
- Graph 38: vacation motivations for domestic travel – for a special event, Hispanic travelers vs all travelers, by region, 2025
- Las Vegas connects regional Hispanic consumers with event travel
- Use bilingual outlets to highlight destinations’ uniqueness and wellness benefits
- Graph 39: vacation motivations for domestic travel, Hispanic travelers vs all travelers, by language spoken at home, 2025
- Hyundai’s bilingual campaign touches on Hispanic travel motivations
- Aggressive immigration enforcement can create new barriers to travel
- Graph 40: reasons to avoid a destination, Hispanic consumers vs all, by generation, 2025
- A general feeling of uncertainty can make marketing Hispanic travel difficult
- Willingness to splurge on sports a potential boon for World Cup cities
- Graph 41: vacation areas in which to splurge, Hispanic travelers vs all, $75K+ HHI, 2025
- Lufthansa provides insight in how to market the 2026 World Cup
- Help connect higher-HHI Hispanic travelers with their place in America’s history
- Graph 42: attitudes toward identity and travel, by Hispanic origin, HHI and region, 2025
- Social media campaigns can be improved to meet Hispanic travelers’ needs
- Graph 43: attitudes toward travel marketing, Hispanic travelers vs all, by generation, 2025
- Asian consumers and travel
- Asian travelers are active, but need encouragement to spend more than they have to
- Increased international travel may cut into domestic revenue potential
- Graph 44: vacations taken in the last 12 months, Asian consumers vs all, 2025
- Foreign destinations directly try to set themselves in contrast with domestic locations
- Brands targeting Asian travelers must pierce strong personal networks
- Graph 45: sources of travel information, Asian travelers vs all travelers, by generation, 2025
- British Airways reflects shared Indian family values
- Asian travelers’ desire for popular destinations means refined messaging is needed to stand out
- Graph 46: vacation motivations – to see a popular destination, Asian travelers vs all travelers, 2025
- Underscore that vacation destinations are safe and easy to plan for
- Graph 47: reasons to avoid a destination, Asians vs all, by generation, 2025
- Enhance the experience to convince savings-minded Asian travelers to spend
- Graph 48: vacation areas in which to save, Asian travelers vs all travelers, 2025
- Heritage trips and a warm welcome will connect with Asian travelers
- Graph 49: attitudes toward identity and travel, Asian travelers vs all travelers, by generation, 2025
- LGBTQ+ consumers and travel
- Older LGBTQ+ travelers look for support
- LGBTQ+ interest in solo, friend travel may mean more elastic budgets
- Graph 50: vacations taken in the last 12 months, LGBTQ+ vs all, 2025
- “Social” is the keyword when reaching out to LGBTQ+ travelers
- Graph 51: sources of travel information, LGBTQ+ travelers vs all travelers, total and by generation, 2025
- Market new destinations on social to an audience with the ability to spend
- Graph 52: sources of travel information, LGBTQ+ travelers vs all travelers, $75K+ HHI, 2025
- Event travel for domestic destinations has more appeal with LGBTQ+ travelers
- Graph 53: vacation motivations for domestic travel, LGBTQ+ travelers vs all travelers, 2025
- Destination avoidance out of concerns for personal safety and feeling unwelcome is more prevalent among LGBTQ+ travelers
- Graph 54: reasons to avoid a destination, LGBTQ+ vs all, by generation and by HHI, 2025
- LGBTQ+ travelers may be convinced to splurge on wellness, other areas
- Graph 55: vacation areas in which to save/splurge, LGBTQ+ vs all travelers, by generation, 2025
- Older and wealthier LGBTQ+ travelers need to feel more supported by brands
- Graph 56: attitudes toward identity and marketing, LGBT+ travelers vs all, by generation and HHI, 2025
-
INNOVATION AND MARKETING STRATEGIES
- Marketing and advertising
- A culturally-focused, interest-based strategy pays off for Atlanta
- Asserting support for diversity, even against adversity, makes a brand stand out
- Common travel problems can be presented through a multicultural lens
- Partnership with multicultural brands can help travel companies address guest needs often overlooked in the mass market
- Draw on unique history to increase curiosity of multicultural travelers
- Ft. Lauderdale expands its accommodating message
-
APPENDIX
- Market definition
- Consumer research questions
- Consumer research methodology
- Generations
- Abbreviations and terms
- Forecast
- Forecast fan chart methodology
Market Intelligence Made Easier With Mintel
The first Mintel Market Intelligence report was published over 50 years ago. Since then, we have provided our unique insights and understanding of consumers, innovation and global markets to thousands of customers worldwide. Here’s why our customers rely on Mintel:
- Gain a comprehensive, 360-degree view of the market: Mintel reports blend consumer research, market forecasts, product innovation tracking, and competitive analysis, allowing businesses to see every angle of their industry and identify new opportunities quickly.
- Make decisions with confidence, grounded in robust data: Each report draws on up-to-date, reliable information from trusted sources and industry experts, ensuring your strategies are based on solid evidence rather than speculation.
- Benefit from expert analysis and practical recommendations: Mintel’s reports are written by experienced analysts who interpret complex data and provide clear, actionable insights you can trust to guide your next moves.
- Stay ahead with actionable intelligence on market trends and consumer behaviour: By combining fresh research with long-term market monitoring, our reports help businesses anticipate changes and adapt strategically. So you’re prepared to make informed decisions and drive growth.
What goes into a Mintel Market Intelligence Report?
Curious about how a Market Intelligence report comes together? We like to think of it as building a detailed puzzle. We start with individual pieces: data from consumers, market statistics, industry trends, and online conversations. Then our expert analysts add world-class human insight and industry knowledge. The pieces are assembled to reveal a clear, comprehensive picture of a market.
The Four Pillars of Our Research
We use a combination of four main research methods when creating our reports, each adding a valuable perspective:
- Consumer Research: Direct surveys with real people, giving us clear, current insights into what people think and do.
- Desk Research: In-depth review of trusted data sources. We use this rich database, plus powerful internal tools that track new products and market sizes, to detect trends and guide forecasts.
- Trade Research: Insights from conversations with industry experts. Their real-world experience helps us understand what’s happening behind the scenes.
- Brand and Social Media Research: Analysis of online opinions and trends. This lets us spot trends, measure brand sentiment, and capture feedback in real time, adding further depth to our research.
Bringing It All Together
Each of these four pillars provides a different piece of the puzzle. Consumer research tells us what customers think, desk research provides the factual framework, trade research offers an insider’s view, and social media analysis reveals public sentiment.
Our expert analysts are skilled in weaving these diverse data streams together. They apply a range of quantitative and qualitative analysis techniques to uncover the deeper story, connecting the dots to deliver clear, actionable insights. This comprehensive, multi-layered process is how we transform raw data into a market intelligence report you can trust to inform your most important business decisions.
£ 3,695 (Excl.Tax)
-
Download today with instant access
Pay via credit card or invoice (net 30 payment terms)
-
Multiple formats provided
We send a PDF, Powerpoint and Excel Databook straight to your inbox. An interactive version of the report is also available on our online platform
-
Interactive databook included
Focus on the data that matters most to you with a customisable databook avaliable on our platform
-
Save 20% when you purchase two or more reports
Offer available for this month only
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn moreTrusted by global industry leaders
There is no question that Mintel is the go-to resource for the best quality market research, but I did not think it was an affordable option for Abacus Marketing to consider. As a small marketing agency, we only work with a few new clients each year.
However, we have a very high-end consultative approach to our work, so we really do need a partner like Mintel to provide the big agency experience we are always aiming to deliver. Our clients come from an incredibly diverse range of industry sectors, so we obviously need access to market research reports from a very wide spectrum of marketplaces – and that is precisely what we got.
Stephen Taylor-Brown, Managing Director, Abacus
We’ve found it so useful working more closely with Mintel. They helped support our recent flagship event for our top suppliers by providing a really unique viewpoint on the future of online retailing.
Nick Carroll from their Retail Team was also an excellent panelist, sharing useful and actionable consumer insights. We definitely look forward to working with Mintel again on future projects.
Zac Steele, E-Commerce Trading Development Manager, Waitrose & Partners
We use Mintel to inform our thinking and reinforce strategy. If you’re presenting new ideas, it’s essential they are underpinned by robust data and evidence, and clearly rooted in fact.
Mintel gives us all that. It’s a great brand and one that is trusted by clients.
Marie Stafford, European Director, The Innovation Group, VML
We use Mintel Reports, mostly for financial services and ecommerce markets, plus a few retail and technology ones.
As a leading payments provider, we value additional insights into consumer behaviour, opinions and trends that are shaping the many different markets we operate in. Mintel is a very good and very quick way for us to obtain those insights.
We use Mintel to get a view on where a particular market is going, which can support us in product development and help us identify opportunities or indeed risks, it is a very useful barometer of a market’s potential.
Andrew Neeson, Market Intelligence Manager, VocaLink
One of the biggest challenges we face is the need to get smart on a business or category real quick.
We are talking to clients who live and breathe their category every day and the expectation is that we will be able to get caught up very quickly, and bring the thinking that can help them.
We need to do that often in a matter of days, so it’s not a small ask. Mintel gives us a very articulate view of category conditions and does so at the speed we need it.
Jeff White, Business Development Director, Deutsch
Next Starts Here
Whatever your business needs, we have the solution. From market intelligence reports to customised growth strategies.
Learn more
