Minority Travel Trends Revealed In TIA Study

NATIONAL REPORT— Hotel chains should take a closer look at just how they market to minority travelers, since new research shows this portion of America’s traveling public is growing at a rapid clip. According to a report released by the Travel Industry Association of America (TIA), a “significant increase” in travel has been noted by minority Americans, including African-American, Hispanic-American and Asian-American travelers. Data mined from the survey of 300,000 American households showed that Hispanic travel volume increased 20% from 2000 to 2002, Asian-American travel volume increased 10% and African-American travel volume increased 10%. These figures are significant when considered with the fact that U.S. travel overall during the same period increased 2%. It can be said, therefore, that based on the research, minority travelers are anticipated to make up a larger number of the general traveling public going forward. Hotels that tune into what these specific consumer sets are looking for may benefit in capturing one or more of these segments’ loyalty. For example, it was revealed in the survey that 33% of Hispanic trips include three or more people from the same household, which uncovers an important need for Hispanic travelers to spend time with family. In contrast, 51% of African-American trips are made by adults traveling alone or with someone outside their household. Meanwhile, approximately 46% of Asian-American trips are generated by single, never married households. It was also noted that minority travelers spent quite a bit when on the road. According to the survey, in 2002, (latest figures) minority travelers generated 18% of all person-trips taken in the U.S., but they generated 19% of domestic travel expenditures. In fact, 15% of Hispanic households spend $1,000 ore more– not including transportation— when on a trip. The same is true for Asian-American households. About 10% of African-American households spend $1,000 or more, excluding transportation. As for where these folks travel, the survey revealed that the most popular Hispanic destinations reported were Las Vegas, Los Angeles, and San Antonio. African-American travelers prefer Atlanta, Orlando, and Washington D.C., while Asian-American travelers prefer Las Vegas, Los Angeles, and San Francisco. The TIA’s report on minority travel trends, called The Minority Traveler, is based on a survey of 300,000 American households