A group of content creators has called on marketing organisations and travel brands to review their businesses to work towards “meaningful representation of black voices in the industry”.
The Black Travel Alliance, formed in the wake of the killing of George Floyd in Minneapolis, is urging brands and destination management organisations to provide “more than social media activism”.
The alliance has created a Black Travel Scorecard covering five areas, which it is calling on DMOs and brands to communicate publicly through the hashtag #PullUpForTravel. The areas are:
– Employment: Current number and percentage of black people in management and on staff
– Conferences and tradeshows: Black representation on speaker panels, workshops and sessions
– Paid advertising/marketing campaigns: Black representation in TV, radio, print and digital channels including social media
– Press: Black representation on press trips
– Philanthropy: Contributions and support such as mentorship and intern programmes, to black charities and community groups
The alliance believes that the data “will demonstrate true allyship”, adding that the areas are “key towards ending the systemic lack of diversity in the travel industry”.
Content creator Jeff Jenkins, a founding member of the alliance, said: “Black Travel Alliance was heartened to see that many destinations and travel brands showed support during #BlackOutTuesday. However, dismantling systemic racism requires more than social media activism. Destination management organisations and travel brands need to truly become more inclusive in their hiring practices and marketing campaigns.”
The Black Travel Alliance cited a 2018 report from Mandala Research which highlighted that black Americans spend $63 billion on travel each year.