Skift Take
U.S. attractions could do a much better job of serving travelers of color. It's not just a matter of marketing and content curation but hiring practices as well.
Attractions in the U.S. have significant room for improvement when it comes to serving and satisfying people of color, according to a new study by PGAV Destinations, a design firm that works with museums, zoos, resorts, landmarks, and other entertainment.
The U.S. is projected to become majority-minority by 2045, according to the census, but minority visitors were less satisfied with attractions than their white counterparts last year, according to PGAV’s 2019 Voice of the Visitor report, conducted with H2R Market Research.
Minority visitors were less satisfied with their last attraction experience than their white counterparts, 76 percent versus 89 percent, and were less likely to recommend the attraction to friends and family, 39 percent versus 50 percent. The report noted that baby boomers were more likely to give high satisfaction scores, while younger, tech-savvy millennial
