Engaging new travel audiences: understanding the Black travellers’ decision-making process

The UK travel market has traditionally been treated as a homogenous group, with little allowance for cultural, ethnic and other differences. Further, stereotypical beliefs about Black and other BAME communities travelling to familiar destinations, rarely exploring new places, has meant little interest in these groups from the travel and tourism sector. A growing Black middle class, who are mostly young, tech-savvy, keen explorers of new destinations and tourism experiences create huge opportunities for travel brands, destinations and tourism marketers.