Empowering journeys for all with inclusivity in travel

The travel experience for Black travelers is heavily shaped by how the industry and society respond to their identity, influencing everything from their travel choices to the brands they support to the importance of representation.

Black travelers say their identity often restricts their travel options and affects all aspects of their planning and experience, as 41% feel restricted by their identity when choosing destinations and activities. Because of this, Black travelers dedicate significant time making sure travel destinations are safe and welcoming for all — approximately eight hours on planning and an additional six hours verifying the safety and inclusiveness of locations.

Over half of Black travelers have a strong preference for — and loyalty to — travel brands that explicitly support and promote inclusive practices. Six in 10 (66%) Black travelers say they are more likely to book again with a travel provider and 67% are more likely to join or stay active in a company’s loyalty program if it publicly supports diversity and inclusion.

Black travelers value representation by brands. Nearly three in four (71%) say that seeing themselves authentically portrayed in ads significantly increases their likelihood of booking travel with that business. However, only 18% feel very well represented in travel advertisements, presenting an opportunity for the industry to do better with authentic representation in marketing efforts.

Access to information and language accessibility are common barriers faced by Latino travelers, and it shapes how they plan trips. Seven in 10 (74%) wish it were easier to find the information they need to plan travel, while 77% believe language options that match their preference is an important booking feature. These priorities lead to extra time invested in trip research and planning. 

Latino travelers spend around seven hours researching and planning trips and four additional hours researching safety, accessibility, and how welcoming their destination is. The time invested is even greater among bilingual Spanish speakers than Latino non-Spanish speakers, with Spanish speakers investing around seven hours in research and non-Spanish speakers spending five hours on average. 

To find the information they are looking for, Latino travelers rely on multiple platforms, including search engines and social media, more so than traditional travel resources like destination websites. To help ease the burden for others, Latino travelers say they share their positive (79%) and negative (62%) travel experiences on social media.

Although identity plays a role in travel decisions for many underserved audiences, it profoundly shapes the travel experiences of LGBTQIA+ communities, impacting how, where, and how frequently they travel. Nearly half (45%) feel their identity limits their options, and they spend more time on trip planning and research than any other underserved group. 

LGBTQIA+ travelers seek information and resources to help them plan their trips, and 71% say finding the necessary information should be easier. And 80% believe finding destinations where they know they will be welcomed is a key aspect of research and planning. 

Over half (55%) of LGBTQIA+ travelers value reviews and recommendations from people who share their identity, but 23% say it’s difficult to find these reviews. As such, LGBTQIA+ travelers place importance on inclusive booking features that spotlight LGBTQIA+-friendly destinations, including a filter for reviews specifically from the LGBTQIA+ community. 

Affordability, safety, and inclusivity are top priorities for travelers with disabilities, but accessibility and respect from travel providers are paramount.  

Compared to other inclusive booking features and functionality, 46% of travelers with disabilities find it vital to get user reviews and recommendations from people like them to make informed decisions. They also want accurate and specific information in the planning phase, such as access to live customer service representatives and up-to-date, high-quality photos.  

To learn more about the obstacles many underserved travelers face, including those travelers with intersectional identities, and opportunities for the travel industry to address these pain points, download Journeys for All: An Expedia Group Study on Inclusion in Travel.