Blacks don’t travel. Blacks don’t like to swim, and so they don’t visit beaches.
Are these statements some of the luggage in your head that needs to be unpacked? Misperceptions such has these are what regularly keep brands and their marketers from the $40 billion in annual revenues this consumer generates for the travel industry. And you may not have even considered the segment of affluent African Americans who frequently indulge in luxury travel.
What is it that you’re missing, you ask? Well, let’s start with the true to life facts and statistics. The fascinating information we’ve gathered from our recent surveys and focus groups with wealthy African Americans will give you valuable insight.
The Definition of Affluence
We ascribe the term affluent to those with annual individual incomes of at least $75,000; though our data demonstrates that AARs (African American RoyaltonsTM) deliver median annual household incomes of $246,000 with many individual incomes exceeding $700,000.
Are You Here for Business or Pleasure?
In an online lifestyle survey Diversity Affluence conducted with UPTOWN Magazine in 2008, a tenth of AARs said they travel on business at least once a week and almost half do so several times a year. When asked how often AARs take a vacation, 67% said several times a year.
We found international travel was common with over 70% of participants owning a passport and having used it in the past year. One third travel internationally at least three times a year, and a tenth every other month.
The purpose of AARs travel ranges from being related to: (business) annual meetings; executive groups; associations; professional organizations; and corporate incentive trips, or (leisure) spa resorts and day spas; weekend getaways; arts, cultural and charity events; charter tours and trips; cruises; anniversary celebrations; destination weddings; honeymoons; holidays; and outdoor activities.
The Lifestyle of Affluence
In both of our recent economic studies, we found the South Atlantic and Middle Atlantic states represented 50% of affluent African American households. Our 2008 focus group participants, representing that same region, revealed luxury travel was #1 on their list of top seven purchasing categories.
These African American RoyaltonsTM had characteristic lifestyle patterns as frequent domestic and international travelers who surround themselves with luxury items and experiences along the way. On the average, 50% purchase luxury items while traveling for business and pleasure. Fine dining and social scenes are of much interest locally and when traveling.
This consumer group is comfortable with treating themselves to the very best, and they research purchases extensively. AARs conduct most of their research online, but word of mouth recommendations significantly influence their choices.
Where Should Your Compass Point?
It is essential for marketers to know where and how to spend their dollars. This is especially true in cost conscious times when every company is scrutinized and accountability takes center stage. The destinations, travel activities, media outlets that attract AARs are distinctive.
Our survey showed leisure travel within the U.S. to be most frequent, as expected, but international destinations like Canada, Europe, the Caribbean and Mexico are also popular. Many African Americans travel where they have familial connections, such as Africa and the Caribbean, and others are attracted to “experience” travel opting to explore exotic locales or visit cultural and historical sites representing their heritage. Since roughly 20% of our survey participants said they run, swim and play tennis regularly, and with the growth of the African-American golf community by thirty per cent in the last decade, destinations offering these activities are quite popular.
Don’t overlook destinations that are all about pampering or those with family appeal. In our findings, AARs nationwide expressed the sentiment that their hard work motivated them to look for ways to reward themselves with exclusive and unique getaways. And remember that many wealthy African Americans families have children to factor into their travel plans. Walt Disney World gets it: they placed a recent ad on BlackNews.com.
Luxury travel resources and those dedicated to the African American community are out there – research them well. Publications, some dedicated to travel such as Odyssey Couleur, and other lifestyle publications with travel features, such as UPTOWN Magazine and The Green Magazine (Golf beyond the links.), offer both print and online advertising and partnership opportunities. For example, the May/June issue of The Green Magazine has an article titled, “Recession Savvy Getaways.”
Have Cash, Will Travel
So which comes first, that AARs aren’t visiting your destination or that you aren’t marketing to them?
Our studies have proven over, and over, that a brand that sends the wrong message – or worse, an offensive one – will immediately lose potential customers and send them to the competition. We believe that any marketer who learns the nuances of this core group of consumers, and the vehicles to properly reach them, will possess the means to unlock their vast buying potential.
For more FREE insight: Sign up to receive our free monthly eNewsletter, the Royaltons Report. Join our LinkedIN Luxury Brand Executives Diversity Marketing Group. Follow us on Twitter. You can also buy our strategic insights papers.
Tags: affluent african americans, African American travel, Luxury Travel, wealthy african americans
