As a Black woman, I was propositioned on multiple occasions as if I was a prostitute. It’s a hideous memory to recount, it was even more awful to live through. Racist assumptions meant I was demeaned and left feeling unsafe and unwelcome. Unsurprisingly, I haven’t returned to Italy.

It’s not a story unique to me. The 2022 Black Pound Report conducted the most comprehensive survey of Multi-Ethnic consumers undertaken in the UK. When it came to travel, many respondents reported similar negative holiday experiences. Stories of people being stared at, dinners where people have been made to feel uncomfortable because of their race, mixed-ethnicity couples finding themselves being treated differently because one was White and the other Multi-Ethnic.

It’s a problem, but it is also an opportunity for change. For years, the travel industry has been ahead of others in embracing diversity and inclusion. Perhaps that’s only natural for a sector that is fascinated by the wealth of cultures and identities that exist globally. However, the report identifies more can be done to make everyone feel welcome on holiday.

Safety is a huge consideration for Multi-Ethnic holidaymakers, with six in 10 saying it is a factor. That’s not just geo-political safety, but individual security. Multi-Ethnic travellers are more than twice as likely to want to know they will be accepted by the local community when they travel.

Multi-Ethnic travellers are more likely to research a destination and brand before travelling. Well over half ask friends, family and colleagues – and they are more likely to read reviews. A third look to social media compared with just 13% of white travellers.

Multi-Ethnic travellers are twice as likely to want to read newspaper reviews, and three times as likely to seek out magazine reviews. Travel brands can build trust by proactively recommending inclusive destinations, hotels, airlines and cruise partners.

Brands that can build trust with authentic and real-world inclusive approaches will win the hearts of Multi-Ethnic travellers. And in so doing, they could secure high-value customers. The report shows they are twice as likely to want to choose a luxury or premium holiday, and they are more open to long-haul travel too. There is a big market opportunity for heritage travel packages with 28% of Multi-Ethnic consumers citing this as a reason to travel, rising to 35% for Black holidaymakers.

Don’t miss out

Interestingly, the report found that Multi-Ethnic travellers are more open to choosing new travel brands. While 70% of White consumers would stick with a brand they have travelled with before, the number was only 48% among Multi-Ethnic consumers. The report also shows they are more likely to want to shop locally too so the opportunity for agents to win this business is immense.

Embracing diversity is not just about doing right by your fellow human being. The Black Pound Report shows it is good for business too, to the tune of £4.5 billion. That’s the disposable income of Multi-Ethnic people in the UK, and brands are missing out by overlooking them.

Understand the concerns that Multi-Ethnic travellers have – think about and consider how you can build trust. Be prepared to share reviews and be inclusive in your marketing. Those travel brands and agents that are thoughtful about diversity and inclusion will create holiday experiences that are memorable for all the right reasons.

Lydia Amoah is chief executive of Backlight and founder of the Black Pound Report.