New MMGY Travel Intelligence Report Reveals Key Trends Among US Black Travelers for 2025 as Safety, Cultural Experiences, and Increased Spending Shape Travel Decisions
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A new report from MMGY Travel Intelligence, in collaboration with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP), highlights shifting travel behaviors, motivations, and spending patterns among U.S. Black travelers for 2025. The findings reveal a growing emphasis on safety, cultural engagement, and premium travel experiences, alongside an expected increase in travel expenditures.
Safety and a Welcoming Atmosphere Remain Top Priorities
The study, based on a national survey of 2,000 Black leisure travelers and additional research from DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM, found that 79% of Black travelers consider safety and inclusivity key factors in travel decisions. This continues a trend from previous years, reinforcing the need for destinations and businesses to address these concerns.
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BTA President Martinique Lewis emphasized the importance of these findings, noting that destinations must evolve their engagement strategies to better serve this growing travel segment.
Travel Spending and Preferences Shift for 2025
The report also reveals significant shifts in travel spending. Black travelers are expected to increase their average expenditure by $1,300 per person, bringing the projected total to $2,992 per traveler in 2025. Higher-income travelers allocate nearly 60% of their budget to transportation and accommodations, while affordability remains a key consideration for Gen Z and Boomer travelers.
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Key findings on travel planning and motivations include:
- 76% plan to take a domestic vacation in 2025, with overnight leisure trips favored over day trips.
- 87% are willing to pay for premium upgrades, including hotel accommodations and airline seat selections.
- 46% participate in Black travel groups, seeking culturally tailored experiences and community-driven travel.
- Millennials prioritize destinations celebrating Black culture, while Gen Z and Boomers focus on affordability.
Black Leisure Travel: A Growing Market Segment
The report underscores the growing influence of Black leisure travelers in the U.S. travel market. Data from DK Shifflet’s 2023 TRAVEL PERFORMANCE/MonitorSM shows that:
- Black travelers accounted for 184.12 million trips, representing 11% of the total U.S. leisure market.
- The segment spent $145 billion on travel in 2023, with the largest expenses directed toward transportation and food.
- 79% of Black travelers prefer road trips, with an average one-way distance of 247 miles.
The findings confirm that Black travelers are a significant economic force in the tourism industry, influencing spending trends across multiple categories.
Trends in Black Meeting and Business Travel
A separate survey of 200 Black meeting professionals conducted in January 2025 offers insights into the business travel sector:
- Meeting planners organize an average of 5.5 events per year, down from 7.5 in 2020, reflecting a shift toward virtual and consolidated meetings.
- Typical events involve 501–2,000 peak room nights, with annual spending exceeding $2 million per respondent.
- Smaller meetings with 100 or fewer room nights grew from 12% in 2020 to 19% in 2024, highlighting a trend toward more intimate gatherings.
NCBMP CEO Jason Dunn reinforced the economic impact of Black meeting professionals, calling for greater industry recognition of their influence.
Implications for the Travel Industry
The MMGY Travel Intelligence report provides a critical roadmap for travel businesses aiming to engage with the Black travel market. The data affirms that Black travelers not only represent a growing share of tourism spending but also demand more personalized, culturally rich, and safety-conscious travel experiences.
As destinations and brands adapt to these insights, the importance of inclusive marketing, premium service offerings, and community engagement will be key to capturing this influential and expanding demographic in 2025 and beyond.
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