RECENT RESEARCH, which included a quantitative online survey, has found that British Black and Asian respondents travel more frequently both within and outside the UK than their White counterparts.
The findings were released as part of a report by the University of Surrey in collaboration with Women in Travel CIC, which concluded that destinations and travel businesses must address concern about racial discrimination to capitalise on untapped market.
The Surrey report, one of the most recent of it’s kind in the UK to provide a snapshot of the travel characteristics, motivations and decision-making processes of travellers from these ethnic groups, highlights commonalities and differences with other groups of travel enthusiasts, and identifies how ongoing prejudice and stereotyping mean travel companies and destinations could be missing out on a lucrative market.
Significantly, it was revealed that safety concerns and racial discrimination are fundamental constraints on the choices of British Black and Asian travellers, according to research. Respondents from British Black and Asian communities reported instances of racial harassment, microaggressions and/or discrimination while travelling, experiences which influenced their decision-making behaviour.
Jamie-Lee Abtar, Multicultural Community Lead at Women in Travel CIC, said: “A growing British Black and Asian middle class, who are keen explorers of new destinations and tourism experiences, creates huge opportunities.
“Travel and tourism companies that address the specific concerns of these travellers and help them overcome their barriers to travel will benefit from a large market. It makes business sense, as well as being the right thing to do to improve inclusion.”
Ninety-two per cent of British Black and Asian respondents travelled within the UK at least once a year and ninety-nine per cent travelled abroad, compared with 85 per cent of white respondents saying they travelled within the UK and 73 per cent abroad.
British Black and Asian respondents were also more likely to enjoy multiple trips, although the duration of white respondents’ UK trips was typically longer.
The researchers found that the stereotypical belief that travellers from British Black and Asian communities prefer familiar destinations, visit friends and family, and rarely explore new places is wrong.
On the contrary, leisure and recreation were cited as the primary reason for travelling within the UK and abroad, and adventure was the second most common reason British Black and Asian respondents gave for travelling abroad.
Further disproving the stereotype, British Black and Asian survey respondents said word of mouth and online information were their leading sources of travel information, whereas white respondents cited past experience as their preferred source of information.
The report also noted the problem of underrepresentation in the travel industry, with an example of the lack of diversity in advertising, and scarcity of Black and Asian professionals working at senior levels suggested as areas requiring change in order to enable the industry to better target this market segment.
Dr Albert Kimbu, Head of the Department of Tourism and Transport at the University of Surrey’s School of Hospitality and Tourism Management and project lead, said: “There is a serious dearth of research into this undervalued segment of the travelling public, which means the industry is missing out.
“The time is ripe to integrate more perspectives into mainstream discourses relating to travel and tourism.
“The industry can’t pretend that race has no impact on travellers’ experiences. We need collaboration across the industry with a wide variety of active voices to co-create travel experiences through a balanced approach that will ensure equality, diversity, and inclusion in the tourism sector.”
Read the Executive Summary here or obtain the full report by visiting the the Women in Travel CIC website here.
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