Table of Contents
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
- 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
Back to top