Black Meetings & Tourism - BM&T Partners With Mandala Research To Provide Comprehensive Overview Of African-American Traveler

Industry Briefs
BM&T Partners With Mandala Research To Provide Comprehensive Overview Of African-American Traveler
Black Meetings and Tourism (BM&T), in association with Mandala Research, announces the release of The African American Traveler , the most comprehensive overview of African-American travel patterns available to date. This study, based on a survey of 1,000 travelers in the U.S., is the first of its kind to thoroughly document the preferences, behaviors, and economic value of this important segment of the Travel market. The survey reveals three primary segments within the African-American travel market: “Curious and Engaged” – 32 percent of the respondents who indicated the availability of African American history sites and culture was a key reason in trip selection; “Family Reunion” travelers, 29 percent defined as those who said they attended a social or family event during their most recent trip; and “Business Travelers,” the 27 percent who said they had taken one or more business trips in the last 12 months. Half of the travelers surveyed suggest they’d be more inclined to visit attractions that offer more exhibits about African-American history and culture, and that percentage increases to 74 percent among Curious and Engaged travelers. Another key motivator showed that 44 percent of African-Americans would visit more parks if they saw greater diversity among employees and visitors, a number that increased significantly to 65 percent amongst the Curious and Engaged segment. A high priority is also placed on offering educational experiences for children when traveling, with 46 percent indicating it is very important for leisure trips to include activities that teach their children about African-American history and culture. Publishing for over 17 years, BM&T is the travel industry’s leading publication for news targeting the African-American meeting, convention and leisure traveler and throughout the industry is considered the media link to this exciting, lucrative and growing market. “Since we are a part of this community, we understand what motivates these consumers, why their buying differs from the mainstream and how to reach them in a significant and appropriate way”, explains Matt Thomas, senior MICE Editor and vice president of Sales. For more than 13 years Mandala Research has been recognized as a leading firm that offers a diverse range of research products and services – along with expert analysis – to Fortune 500 companies, non-profit organizations, and government agencies. “We know that some of the travel industry’s greatest untapped domestic opportunities involve diverse markets, particularly the African-American market,” said Laura Mandala, managing director of Mandala Research. “Understanding what motivates this lucrative segment will allow travel providers to refine their marketing and hiring practices, as well as better tailor their products and services.” “The days of assuming that your market is segmented only by age, gender, income education or geography are gone forever” shares Solomon J. Herbert, publisher and editor-in-chief of BM&T. Herbert asserts that “Our teaming with Mandala Research complements BM&T’s strengths with a well balanced blend of consumer PR strategy and marketing expertise.” The African American Traveler report is sponsored by US Cultural & Heritage Tourism Marketing Council, Shop America Alliance, the State of Louisiana, Texas A&M, the City of Baltimore, The Henry Ford Museum, and the Museum Store Association. To purchase a full copy of the report, visit Mandala’s website address www.MandalaResearch.com. A 20% discount will be provided for all BM&T advertising clients.

Industry Briefs

BM&T Partners With Mandala Research To Provide Comprehensive Overview Of African-American Traveler

Black Meetings and Tourism (BM&T), in association with Mandala Research, announces the release of The African American Traveler , the most comprehensive overview of African-American travel patterns available to date. This study, based on a survey of 1,000 travelers in the U.S., is the first of its kind to thoroughly document the preferences, behaviors, and economic value of this important segment of the Travel market.

The survey reveals three primary segments within the African-American travel market:

“Curious and Engaged” – 32 percent of the respondents who indicated the availability of African American history sites and culture was a key reason in trip selection;
“Family Reunion” travelers, 29 percent defined as those who said they attended a social or family event during their most recent trip;
and “Business Travelers,” the 27 percent who said they had taken one or more business trips in the last 12 months.

Half of the travelers surveyed suggest they’d be more inclined to visit attractions that offer more exhibits about African-American history and culture, and that percentage increases to 74 percent among Curious and Engaged travelers. Another key motivator showed that 44 percent of African-Americans would visit more parks if they saw greater diversity among employees and visitors, a number that increased significantly to 65 percent amongst the Curious and Engaged segment.

A high priority is also placed on offering educational experiences for children when traveling, with 46 percent indicating it is very important for leisure trips to include activities that teach their children about African-American history and culture. Publishing for over 17 years, BM&T is the travel industry’s leading publication for news targeting the African-American meeting, convention and leisure traveler and throughout the industry is considered the media link to this exciting, lucrative and growing market. “Since we are a part of this community, we understand what motivates these consumers, why their buying differs from the mainstream and how to reach them in a significant and appropriate way”, explains Matt Thomas, senior MICE Editor and vice president of Sales.

For more than 13 years Mandala Research has been recognized as a leading firm that offers a diverse range of research products and services – along with expert analysis – to Fortune 500 companies, non-profit organizations, and government agencies. “We know that some of the travel industry’s greatest untapped domestic opportunities involve diverse markets, particularly the African-American market,” said Laura Mandala, managing director of Mandala Research. “Understanding what motivates this lucrative segment will allow travel providers to refine their marketing and hiring practices, as well as better tailor their products and services.”

“The days of assuming that your market is segmented only by age, gender, income education or geography are gone forever” shares Solomon J. Herbert, publisher and editor-in-chief of BM&T. Herbert asserts that “Our teaming with Mandala Research complements BM&T’s strengths with a well balanced blend of consumer PR strategy and marketing expertise.” The African American Traveler report is sponsored by US Cultural & Heritage Tourism Marketing Council, Shop America Alliance, the State of Louisiana, Texas A&M, the City of Baltimore, The Henry Ford Museum, and the Museum Store Association.

To purchase a full copy of the report, visit Mandala’s website address www.MandalaResearch.com. A 20% discount will be provided for all BM&T advertising clients.