New study sheds light on Black U.S. travel: Travel Weekly

New research by MMGY Travel Intelligence provides insight into the travel motivations, planning behaviors and spending patterns of Black travelers in the U.S., who spent $145 billion on domestic travel in 2023. 

The research, conducted last fall in partnership with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP), uncovered key insights for Black travelers in 2025, including for leisure and business travel. BTA president Martinique Lewis called the data a “wake-up call” to destinations that are thinking of adjusting their engagement strategies. 

The study was completed through a national survey of 2,000 Black leisure travelers, intelligence from DK Shifflet’s Travel Performance/MonitorSM and an online survey of 200 NCBMP members. 

Safety and a welcoming atmosphere were at the top of the priority list for Black travelers, with 79% of respondents saying these priorities were highly influential in their travel decisions, according to the research. 

“Creating memories, relaxing and exploring new destinations while feeling safe are paramount for today’s Black travelers,” said Simon Moriarty, MMGY Travel Intelligence research and analytics vice president. “By offering actionable insights, these studies empower travel businesses to develop tailored strategies and solutions that resonate with the needs of each audience, driving both personalization and profitability.”

The research unveiled that 76% of Black travelers plan to take a domestic vacation this year, with more overnight trips than daytrips planned, and 87% of travelers said they would be willing to pay for premium travel upgrades.

Preferences of Black travelers

The study unveiled generational differences among travelers. Word-of-mouth recommendations from loved ones influence decisions, primarily for boomers. Millennials showed a strong preference for destinations that celebrate and emphasize Black culture, while Gen Z and boomers focused on affordability. 

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 this year, the research found. Higher earners allocate 59% of their budget to transportation and accommodations, compared to 51% of lower-income travelers. 

“Once again, the data is clear: Black people do travel, and our buying power does impact communities,” said NCBMP CEO Jason Dunn. “This should no longer be a question but a fact and a speaking point in all boardrooms, particularly in this climate of indecisiveness.” 

The study found that Black leisure travelers differ from the average American leisure traveler in the following ways: They tend to be younger, more likely to be working, less likely to be retired, have a lower median income and more likely to have children living with them. 

Black travelers account for 11% of the U.S. leisure market. The majority — 79% — took their vacations by car, driving an average of 247 miles one way. 

The research found that Black meetings professionals plan an average of 5.5 meetings each year, a drop from 2020, when the average was 7.5. Despite the number of meetings declining, the study unveiled that more meetings with 100 or fewer room nights were planned last year compared to 2020, indicating a rise in the number of smaller meetings.