Issue link: https://digital.copcomm.com/i/1094854
B M & T ••• January/February 2019 ••• www.blackmeetingsandtourism.com 25 WAKE UP a n d w e l - come to the year 2019 where Diversity and Inclusion are no longer the exception, but are in fact the RULE. As long time advocates for representation of Women, LGBT persons, people of color and all ethnic groups, at BM&T we applaud the "Me Too" move- ment and the growing demands of all groups to have a "seat at The Equal Opportunity table." Progressive leaders in our industry are now understanding the importance of recog- nizing the varied and unique markets that make up our traveling public. The next time you get on a plane look around at the differ- ent faces you see. Looking at the U.S population it just seems to make sense to be inclusive and diverse in your outreach and appeal. Of course, because Travel is a business and the bottom line of business is based on ROI, the numbers matter. Among the major ethnic markets, the African-American segment, which BM&T serves, actually has a well- established record of economic impact and consistent growth in this industry. In 2001 the African-American market was identified by the USTA (United States Travel Association), formerly the TIA (Travel Industry of America) as the number ONE fastest growing segment in the travel industry. Even after September 11, 2001, African- Americans continued to travel slightly longer distances and with greater frequency than their general market counterparts. An often- cited travel pattern of African-American trav- elers is that they are 3 times more likely to travel in groups. Historically, Black people have tended to travel in groups for cama- raderie and to some extent for protection. Now with the increased popularity of Black travel clubs and networks, African-American "baby boomers," with more time and money, are exploring the world in a way they were never able to before and to Millennials of color, Travel is being considered somewhat of a "rite of passage." Another African-American travel pattern with some historic roots is that the recom- mendation(s) of friends or family members is often given strong consideration as decisions are made in choosing travel experiences. A word to the wise marketer, they not only go where they are invited, welcomed and valued, they SPREAD THE WORD. According to the 2018 African American Traveler Study*, produced.by Mandala Research, "the importance of African- American culture and history also plays a role in destination choice for these travelers. Sixty- four percent of cultural African-American travelers say the availability of African- American cultural and heritage attractions is very important to their choice of destination for their leisure travel." So what do today's numbers look like for this market? In their recently published sec- ond study documenting the impact of African American LEISURE travelers, Mandala Research reported the contribution of this market segment to the United States travel and tourism economy was $63 billion in 2018. BM&T is currently working with Mandela Research (and encouraging your company to join us) to conduct a compara- ble study to substantial the revenue generated from African-American business travel; Meetings, conferences and conventions. Presently the generally accepted figure for this component of African-American Travel is $9 billion, which would put a $72 billion total value for this ethnic market alone. A noteworthy point made in Mandala's report is "the universal draw of the African- American experience." This study documents that "among domestic and international travel- ers the African-American story in America is one that resonates with cultural travelers of all types – the general market traveler, the interna- tional visitor – because the story of African- Americans is the story of America. African- Americans have contributed to the evolution of almost every facet of our culture – music, food, dance, art, literature, academics and social change movements. Attractions such as the Civil Rights Trail, Mississippi Blues trail, historic Overtown in Miami, and tours of Harlem gospel choirs, all of which are attended heavily by visitors from Germany, China and Japan, among others, well demonstrate this fact." As astute travel industry professionals, for reasons that are quite clear, BEHIND the curve on this issue is NOT where you want to be or to remain. If ever there were a time to get from behind the curve in your efforts to target the burgeoning African-American mar- ket, NOW is that time. Specifically what are some BM&T suggestions for doing that? In this industry we've all heard of best practices, so let's start there. After over 25 years of cov- ering this niche market, BM&T has some compelling stories. Thankfully, many of them are success stories. One of our often cited examples of a des- tination that is consistently rewarded for embracing the African-American niche mar- ket, is that of MIAMI, FL. While the circum- stances that eventually resulted in their suc- cess may not resonant with all of their indus- try counterparts, more than likely there are some beneficial lessons that have value on dif- ferent levels for the majority. The year was 1990 after three major racially motivated riots in Miami, human rights icon Nelson Mandela was invited to receive a proclamation and the key to the city. Because Mandela acknowledged Fidel Castro for sup- porting him dur- ing his 30 years of imprisonment, the Miami city leaders rescinded the offi- cial welcome. This triggered what prominent Miami African-American attorney, H.B. Smith refers to as "the quiet riot." This led to a boy- B Y G L O R I A & S O L O M O N H E R B E R T B Y G L O R I A & S O L O M O N H E R B E R T ARE YOU BEHIND THE CURVE IN YOUR EFFORTS TO TARGET THE AFRICAN-AMERICAN TRAVEL MARKET? ing his 30 years of