Study Is First in a Series to Be Conducted by MMGY Travel Intelligence to Understand and Advocate for Underrepresented Traveling Communities
KANSAS CITY, MO (September 9, 2020) — MMGY Global has announced that it is developing a series of market research studies to be informed by diverse travel advocacy organizations to better identify the needs, behaviors and sentiment of underrepresented travel communities. The first installment of these studies, powered by MMGY Travel Intelligence, is titled The Black Traveler: Insights, Opportunities & Priorities and focuses on Black leisure travelers and meetings professionals. The Black Traveler study is set to be published in late October.
The Black Traveler: Insights, Opportunities & Priorities report will include results from:
- MMGY Global’s 2019 Shifflet TRAVEL PERFORMANCE/Monitor™ profiling Black leisure travelers within the United States
- the development of an accurate measure of the economic power of the Black traveler
- a new survey analyzing the current opinions and attitudes of Black leisure travelers globally, and
- a new survey of Black meetings professionals from the members of the National Coalition of Black Meeting Professionals (NCBMP).
To ensure the two new surveys appropriately document the true sentiment of the Black traveler, survey questions are being developed with oversight and input from a steering committee of diverse industry experts and through partnerships with travel advocacy organizations, including the Black Travel Alliance (BTA), the NCBMP and the National Association of Black Hotel Owners, Operators and Developers (NABHOOD).
MMGY Global and its supporting sponsors, including Choice Hotels International, Tripadvisor and Virginia Tourism Office, have committed that all net proceeds will be donated back to the three partner organizations – BTA, NABHOOD and NCBMP – as well as several other not-for-profit groups.
“It is imperative for our industry to better understand the needs, behaviors and concerns of underrepresented traveler communities. As companies begin to evaluate their approach to diversity, equity and inclusion internally, they also need to create products, experiences, services and marketing campaigns that connect with the needs of diverse markets. Companies, including ours, have a moral obligation to ensure their brands reflect the communities they serve. We are proud to be able to partner with our sponsors and advocacy groups to bring this research to life,” said MMGY Global’s CEO, Clayton Reid.
Surveying Leisure and MICE Travel
While analyzing Black travelers’ sentiments about leisure travel, the survey will look at the decision process in planning a vacation and capture their experiences while traveling. A random sample of 4,500 Black travelers from the United States, Canada, France, Germany and the United Kingdom/Ireland will be surveyed.
“Black people are boldly traveling the globe, but unfortunately, when we look at the travel industry as a whole, we do not see ourselves – nor do we see an effort by the companies and services we support to make us feel welcomed and valued. This is why the Black Travel Alliance is partnering with MMGY Global to gather data to help right these wrongs. Not only will the study highlight the travel preferences, attitudes, behaviors, and needs of Black travelers, it will also offer insights on the size and value of this important market in North America and Europe. This will help us move beyond making the emotional and moral argument to presenting a strong business case for greater representation of Black people in all areas and levels of the travel industry,” said Black Travel Alliance President Martinique Lewis.
The impact of Black travelers is not limited to leisure travel; they also play a major role in groups and meetings travel. However, the process for planning events aimed at this subset of travelers presents its own unique issues. Through the NCBMP, The Black Traveler: Insights, Opportunities & Priorities study will also illuminate the challenges meeting planners face; identify the top priorities they have when booking groups of various sizes in different types of destinations, and the characteristics of a truly successful meeting or conference event according to these planners.
“Since its founding, NCBMP has made a significant impact in the hospitality community in the pursuit of equity, relevancy and empowerment. Through this study, we will be able to strengthen and empower the collective voices of Black meetings professionals by providing a comprehensive analysis of our contribution to the meetings industry and providing solutions for the challenges we and those that we plan for face,” said Jason Dunn, Chairman of the NCBMP.
MMGY Global continues to make advancements in advocating for a more diverse, equal and inclusive travel industry by championing voices of underrepresented travel groups through research and insights, and by leveraging the work of its recently appointed Diversity, Equity and Inclusion Council. This body represents a global team of travel marketing and communications experts who are working to advocate for better representation of all communities in agency operations, thought leadership, programs and client campaigns.
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About MMGY Global
With more than 38 years of experience, MMGY Global is the world’s leading integrated global marketing firm specializing in the travel, hospitality and entertainment industries. With nine operating brands across the world, the award-winning organization maintains a global communications practice in all marketing channels, serving many of the world’s premier travel and tourism brands. As a company dedicated to the global travel industry, MMGY Global strives to create a connected, inclusive and peaceful world by promoting travel as a cultural bridge of understanding. For more information, visit https://www.mmgyglobal.com/diversity-in-travel/
About Black Travel Alliance
Black Travel Alliance is a new group of Black travel content creators from across the globe. Our three pillars of the community are alliance, amplification and accountability. As travel authors, bloggers, broadcasters, journalists, photographers, podcasters, social media influencers and vloggers, we unify to amplify. We also aim to provide training and business support to our members, as well as hold destinations and travel brands accountable on the issue of diversity in travel marketing and storytelling. For more information, visit www.blacktravelalliance.com.
About National Council of Black Meeting Professionals
NCBMP is dedicated to the training needs of Black hospitality professionals and to those who support Black meetings and events. Since its founding, NCBMP has made a significant impact in the hospitality community by advocating for equity and helping members maximize their ROI.
About National Association of Black Hotel Owners, Operators and Developers
NABHOOD is an organization aimed at increasing the number of African Americans developing, managing, operating and owning hotels and expanding vendor opportunities and executive-level jobs for minorities, thereby creating wealth within the African American community. The key to achieving this is the Annual International African American Hotel Ownership & Investment Summit & Trade Show. This four-day summit is designed to educate attendees on becoming a hotel owner or investor; share minority investment trends; explore supplier opportunities; find out how to market to minorities; and identify and address diversity issues affecting the industry.