Black Millennial Travelers Plan Trips Around Safety and Acceptance
Photo Credit: A still from a promo video for the Fly Brother TV show featuring host Ernest White II (left). White says he would not pay more to avoid discrimination while traveling. Fly Brother
Skift Take
New data suggest that black travelers make decisions based on safety and acceptance, but should black travelers have to pay more than their white counterparts for those benefits?
Black millennial travelers in the U.S. actively prioritize safety and acceptance during the travel booking process, and some will pay more for services targeted to their demographic, according to a new study. Others argue that paying more for black-friendly services amounts to a tax on black travelers.
According to the study, conducted by Harris Poll on behalf of marketing agency DigitasLBi, 80 percent of black millennial travelers say they are more likely to plan a trip somewhere they believe will be accepting of their race or ethnicity. Thirty-eight percent say that safety, as it relates to their race or ethnicity, is one of the most important factors when booking trip accommodations.
Current events show there are reasons for black travelers to prioritize safety and acceptance. The NAACP recently issued its first state-specific travel advisory for Missouri, due to discriminatory legislation as well as a history of police brutality. Also recently, con
