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African-Americans make major impact on group travel

 


Courtesy Visit Florida
African-Americans are traveling in increasing numbers, and one of their most popular ways of traveling is in extended-family groups.

“The African-American market is definitely growing in the group travel market,” said Charlie Presley, founder of the African American Travel Conference (AATC), which annually brings together representatives of the group travel industry and planners of African-American travel. “Group travel is the No. 1 preference in the African-American market.

“The African-American community participates twice as much in group travel as the U.S. population as a whole.”

Presley said AATC, which meets April 18-20 in Baltimore, tracks some 3,500 African-American travel groups, which purchase $437 million of group travel each year, with the average group spending $125,000 annually on travel.

Even with this, Presley thinks the travel industry is missing a key point with African-Americans.
“African-American groups are the perfect affinity market,” he said. “They are community driven and possess a strong network of communications inside their social groups.

“African-American groups are truly multigenerational. It is common for a group to contain an age range from 30 to 80 on the same trip. They travel as a community family, and age restrictions are a nonfactor.

“African-American groups are social organizations within the community. They are unique in group travel and are the portal to vast amounts of group bookings.”

Presley said a key to reaching African-American groups is the group leader.

“The group leader is the heart and soul of the African-American travel community,” he said. “The group leader is the trusted and known commodity to the traveler. Virtually all group travel in the African-American market is group-leader driven.

“The average AATC group leader is a Pied Piper, an independent that has a following of travelers. They might not have an affiliation with what the travel industry recognizes as a group. The African-American group may draw from a half-dozen social organizations, and as many as 25 percent of the people on the trip may be a result of knowing another traveler.”

Presley said that although the majority of African-American groups are Pied Piper-led, church groups and social organizations also represent segments of the market.

“These three — Pied Pipers, church and social organizations — make up around 75 percent of the market,” he said.

Another surprising aspect of the African-American market is that it is value driven. “The African-American group is much more upscale driven than the travel industry realizes,” said Presley. “While willing to pay for service and product, a return of value is expected.”

And African-American groups are loyal.

“Once successful in the African-American market, word of mouth spreads rapidly,” said Presley. “This free advertising is a result of the members of the group who travel with a number of other groups and passing on good travel results to that group leader.

“Above all, African-American group leaders value knowing who they are doing business with. Once a relationship is built, it will last for decades.”

Presley said that where an African-American group travels is not as important to them as is the trip’s activities. “Theater, culinary and culture are the big three,” he said.

Top destinations with AATC members are New York City, Toronto, Florida and Las Vegas.

“Cruise participation is much higher in the African-American community,” said Presley. “Sixty-five percent of AATC groups report actively cruising.”

Presley said the African-American community also is plugged in, with 80 percent of AATC groups reporting that they use the Internet for travel research.