CEO DATELINE - Report: Adventure travel industry should market more to people of color
CEO DATELINE - Report: Adventure travel industry should market more to people of color
- October 30, 2020 |
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WILLIAM EHART
A new report from the Adventure Travel Trade Association shows that minority groups are an overlooked market opportunity for companies in the space.
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The study, commissioned by ATTA, Flywire, and the Dominican Republic Tourism Board, reveals that consumers who identify as people of color represent more than $51 Billion in potential adventure travel revenue, according to an article on ATTA's site.
It shows that 36 percent of U.S. outbound adventure travelers were non-white: that's 22 million adult men and women of color. Further, responses to the survey show that spending patterns on adventure travel among people of color are very similar to those of whites.
Black adventure travelers spent $19 billion on adventure travel in 2018-19, while Hispanic Americans spent $16 billion and Asian Americans $13 billion.
"For too long the travel industry has not spent time or money on meaningful quantitative and qualitative research on travelers of color, including adventure travel," said ATTA CEO Shannon Stowell. "The findings clearly show what a miss this has been in terms of economic opportunity and highlights why representation matters in all facets of our businesses."
ATTA, a for-profit trade group based in Monroe, Wash., says the industry is composed mostly of "small businesses working in rural or wilderness environments."
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