The U.S. Black travel market is projected to see a significant rise in spending in 2025, according to new research from MMGY Travel Intelligence.
With an average spend increase of $1,300 per traveler compared to the previous year, the total average expenditure is expected to reach $2,992. This jump reflects a growing demand for meaningful, culturally rich, and safe travel experiences among Black travelers across the United States.
Developed in partnership with the Black Travel Alliance (BTA) and the National Coalition of Black Meeting Professionals (NCBMP), the study highlights the shifting motivations, travel habits, and planning behaviors of Black travelers. The research draws from a variety of sources, including a national survey of 2,000 Black leisure travelers, DK Shifflet’s TRAVEL PERFORMANCE/MonitorSM data, and responses from 200 Black meeting planners.
One of the most important findings of the report is the continued emphasis on safety and inclusivity. A vast majority—79%—of U.S. Black travelers say these factors heavily influence where and how they travel. In addition to seeking peace of mind, travelers are prioritizing connection, culture, and relaxation when choosing their destinations.
Interest in domestic travel remains high, with over three-quarters (76%) planning at least one overnight vacation within the U.S. in 2025. Many are opting for overnight stays over day trips, indicating a deeper investment in travel experiences. Travelers are also becoming more selective, favoring premium upgrades in hotels and flights, with 87% stating they are willing to pay for these enhancements.
The report also reveals the strong influence of personal networks. Word-of-mouth remains the most important travel planning tool, particularly among older generations. Many Black travelers are also part of niche travel groups such as Black Travel Movement and Black Women Travels. These communities not only provide travel inspiration but also offer culturally relevant travel opportunities and a sense of belonging.
Millennial travelers are driving interest in destinations that celebrate Black culture, history, and entrepreneurship. Cultural experiences and support for Black-owned businesses are important trip motivators. Meanwhile, both Gen Z and Boomer travelers are placing a stronger emphasis on affordability and high-value experiences, signaling the need for diverse options at different price points.
The data also show that U.S. Black travelers are an influential segment within the broader leisure market. In 2023, they accounted for 11% of all leisure trips in the U.S., totaling 184.12 million trips. Their travel spending reached $145 billion, with the largest portion going toward transportation and food and beverage. A majority of these trips—79%—were made by car, covering an average distance of 247 miles one way.
Black leisure travelers tend to differ slightly from the average U.S. traveler. They are more likely to be younger, employed, and have children at home, while reporting slightly lower median incomes and lower retirement rates. These demographic patterns help shape unique travel behaviors and expectations that differ from the general market.
The report also takes a close look at the professional side of travel. According to responses from members of the NCBMP, Black meeting planners organized an average of 5.5 events in 2024, down from 7.5 in 2020, reflecting a shift toward fewer but more focused meetings. These events typically involve 501 to 2,000 peak room nights and average annual expenditures of over $2 million. Smaller, more personal gatherings are becoming more popular, with 19% of meetings involving 100 or fewer room nights—up from 12% in 2020.
Other professional insights include preferred destinations, types of meetings hosted, challenges faced by meeting planners, and the need for greater diversity and representation within the events and hospitality industries. These findings are supported by survey input from a diverse steering committee and help ensure the authenticity of the report’s findings.
The full report is available for purchase or through MMGY’s Intel Library subscription. Proceeds support the work of the Black Travel Alliance and the National Coalition of Black Meeting Professionals, which continue to advocate for greater inclusion, equity, and visibility in the travel space.
As the industry looks ahead, these findings offer valuable direction for destinations, travel brands, and hospitality providers seeking to better serve this growing and increasingly influential segment of American travelers.
