Traditional tourism marketing has been absent-minded in regards to listening to, consistently representing, and affecting travelers of color and their decision making on destinations. (Hint from the data: Your tourism marketing isn’t working!! I’ll talk more about that in the presentation though.)
Don’t make the mistake of missing out on this multi-billion dollar (annual) sector of the market!
Don’t get caught online as the focus of the next cancel culture campaign because your tourism marketing is absent, tone-deaf, or offensive!
Both our influence and our spending power is increasing! Be on the right side of history.
First things first, you need the reality of the data. That’s why you’re here. Welcome!
Traditional tourism marketing has been absent-minded in regards to listening to, consistently representing, and affecting travelers of color and their decision making on destinations. (Hint from the data: Your tourism marketing isn’t working!! I’ll talk more about that in the presentation though.)
Don’t make the mistake of missing out on this multi-billion dollar (annual) sector of the market!
Don’t get caught online as the focus of the next cancel culture campaign because your tourism marketing is absent, tone-deaf, or offensive!
Both our influence and our spending power is increasing! Be on the right side of history.
First things first, you need the reality of the data. That’s why you’re here. Welcome!
Most importantly, this survey was taken by real-life travel community members! These are known, tangible, avid travelers that make up a percentage of the 25,000+ member community, NOMADNESS Travel Tribe. This survey had grassroots execution and marketing, to truly garner the voice of the people!
From April through September 2020, NOMADNESS designed and launched the BIPOC Diversity in Travel Survey that asked travelers from various regions, ethnic, and racial backgrounds to reflect on their travel behavior and desires, before and during COVID-19. Individuals primarily within, and also outside of the NOMADNESS Travel Tribe community, received invitations to participate in the study through various social media posts, newsletter invitations, and direct email.
The survey was completed by 5,299 participants online over two months. 4,611 participants were included in the final analysis. We aggregated data and analyzed surveys from participants who responded to at least 80% of the questions, indicated being 21+ years old, and took at least 5 minutes to share their input. We excluded surveys that fell outside this criteria.
To our knowledge, this is the largest sample size to date for data on this demographic with eighty-nine data points and six sections aggregated from our participants, exploring diversity in travel and tourism behavior.
These six sections focused on: COVID-19 Behaviors, Marketing + Representation, Travel Behaviors + Desires, Technology, Extended Demographics, and NOMADNESS Engagement.
From April through September 2020, NOMADNESS designed and launched the BIPOC Diversity in Travel Survey that asked travelers from various regions, ethnic, and racial backgrounds to reflect on their travel behavior and desires, before and during COVID-19. Individuals primarily within, and also outside of the NOMADNESS Travel Tribe community, received invitations to participate in the study through various social media posts, newsletter invitations, and direct email.
The survey was completed by 5,299 participants online over two months. 4,611 participants were included in the final analysis. We aggregated data and analyzed surveys from participants who responded to at least 80% of the questions, indicated being 21+ years old, and took at least 5 minutes to share their input. We excluded surveys that fell outside this criteria.
To our knowledge, this is the largest sample size to date for data on this demographic with eighty-nine data points and six sections aggregated from our participants, exploring diversity in travel and tourism behavior.
These six sections focused on: COVID-19 Behaviors, Marketing + Representation, Travel Behaviors + Desires, Technology, Extended Demographics, and NOMADNESS Engagement.
Participants - the largest sample size to date for data on this demographic, to be released in the US for 2020
Data points covered
sections focused on: COVID-19 behaviors, Marketing + Representation, Travel Behaviors + Desires, Tech, Demographics, and NOMADNESS Engagement
Both Qualitative and Quantitative data - The numbers are great! Our Tourism RESET partners also deep dove into the ‘why’ behind the numbers through in-depth interviews with some of the top influencers of the black travel movement. All qualitative interviews are woven into the data report
Trends + Insights - Our research led us to clear trends to keep your eyes on, and insights that the industry should be aware of when considering marketing campaigns to catch the eye of this demographic
Additionally, helping to ‘bring the numbers to life’ through this survey data, NOMADNESS partnered with Tourism RESET where Dr. Alana Dillette and Dr. Stefanie Benjamin interviewed fifteen participants, including some of the top influencers in the Black travel movement — including Kellee Edwards, Oneika Raymond, and Fletcher Cleaves. Our research led us to clear trends and insights that the industry should be aware of when considering marketing campaigns to catch the eye of this demographic.
Fifteen in-depth interviews were audio recorded via the platform Zoom, ranged from 60 – 90 minutes, and curated specifically for each participant. These insights are housed within the Trends + Insights section.
Both age demographics are key to travel industry recovery, as they will be the first to resume international leisure tourism once restrictions are lifted.
In addition to having a focus that covers travelers of color, we also have an Extended Demographics section that allowed our participants to chose their race/cultural/ethnic identity
One of the six sections of our report covers the impact of COVID-19 both during and anticipated behaviors after COVID restrictions are lifted
Not only do we have the largest sample size in the industry, but we also know who these survey takers are, following our Methodology. These are real community members of BIPOC travel, with 70% coming from NOMADNESS Travel Tribe
One of the six sections our data covers is the Tech that our demographic uses when approaching travel decisions
There were no financial investments by any partner companies or destinations in the creation of the survey, or execution in getting participants. Because of this, the data set is also owned by a Black-female run company — further representing the BIPOC demographic in travel data.
Multiple qualitative interviews that include some of the biggest names in Black travel specifically, including Oneika Raymond and Kellee Edwards.
We have specified Bucketlist countries that our respondents have identified for future travel. In addition, we have answers to both WHY they WOULD and WOULDN’T travel to a specific destination.
Our research team has compiled a 4 hour/half day seminar that is tailored to a company/destination’s BIPOC traveler needs. Our seminar, and road map workbook, is based directly off our 89 page data report, and HOW TO IMPLEMENT IT for success.
Make data-driven decisions while advocating for equity and meaningful representation of BIPOC voices
Create a data driven approach to diversity, equity and inclusion
Better connect with the needs of BIPOC travelers through products, experiences, and services
Understand the authentic preferences, choices & decision making behind BIPOC travelers
Amplify the needs, behaviors and concerns of a traditionally marginalized population in travel
Here’s a sneak peek at a few of our stats from the full report
Make data-driven decisions while advocating for equity and meaningful representation of BIPOC voices
Create a data driven approach to diversity, equity and inclusion
Better connect with the needs of BIPOC travelers through products, experiences, and services
Understand the authentic preferences, choices & decision making behind BIPOC travelers
Amplify the needs, behaviors and concerns of a traditionally marginalized population in travel
Here’s a sneak peek at a few of our stats from the full report
Still not sure if the customizable seminar option is right for your business?
Let’s jump on a quick call and find out.
Absolutely, here are the links to our open Registration dates!
NOMADNESS Founder, Evita Robinson will be conducting a 60-90 minute presentation of the Trends + Insights found in our data survey. Speaking not just to the ‘what’ of the numbers, but also the possible conclusions on the ‘why’ of the numbers
The presentation is followed by a panel that includes our researchers at Tourism RESET, Dr. Alana Dilette, Dr. Stefanie Benjamin, and a number of our influencers + community survey takers, to amplify our mission of : Bringing the numbers to LIFE!
The full survey is available now!