The black millennial in United States in America usually plans to have a vacation or a weekend stay, where their ethnicity will be accepted and appraised.
This is revealed according to a study by Harris Poll that 80% of the black millennial travellers say that they are more likely to plan a trip somewhere they believe will be accepting of their race or ethnicity.
Around 38% of the black travellers of Generation Y relate their race or ethnicity. According to them, they will give stress on this nature when they will book the hotels and other accommodations.
The black travellers give special importance of the safety during travels and acceptance in the hospitality sector. The issue of having this mentality is very common, as there is discrimination between black and whites.
The black travel movement is dominated by millennial women, which is leading black travel community, Nomadness Travel Tribe is approaching 90 percent female, and they prioritise the safety even more than their male counterparts.
According to the recent study around 24% of the black millennial travellers have experienced racial discrimination while booking travel and 29% have experienced the racial discrimination in past two years while travelling.
Another study revealed that about 1,011 black travellers in the US between the ages of 20 and 36 respond positively to messages targeted to their demographic, and some are willing to pay more as a result. About 72% percent of black millennial travellers say that when a brand acknowledges their racial or ethnic identity of the place.
Around 56 percent would pay more if the messaging were more relevant to their personal identity, and of those, 47 percent said they would pay $100–199 more for accommodations per night. Around 22 percent would pay $200–299 more per night.
