MMGY Global is partnering with several Black travel groups to launch a new research study on Black travelers and Black meeting planners.
The travel marketing and research company said the traveler study, "The Black Traveler: Insights, Opportunities & Priorities," will be the first in a series that will look at underrepresented groups in travel.
The research, to be published in October, will survey both Black leisure travelers and meetings professionals and aims to develop an accurate measure of the economic power of travelers as well as identify priorities and challenges in the meetings space, MMGY said.
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The study is 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 National Coalition of Black Meeting Professionals (NCBMP) and the National Association of Black Hotel Owners, Operators and Developers.
BTA president Martinique Lewis predicted the study "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."
A comprehensive analysis of the contributions of Black meetings professionals, NCBMP chairman Jason Dunn said, can provide "solutions for the challenges we and those that we plan for face."
"It is imperative for our industry to better understand the needs, behaviors and concerns of underrepresented traveler communities," said MMGY Global's CEO, Clayton Reid. "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."
To gauge the sentiment of Black leisure travelers, MMGY said it will survey a random sample of 4,500 Black travelers from the United States, Canada, France, Germany, the United Kingdom and Ireland, and will also poll members of the NCBMP for insights into Black meeting planners.