As long-simmering racial tensions have come to a head around the globe in recent weeks, travel brands are starting to reckon with the inequalities that exist within the industry and how they can be a part of the solution.
Initiatives such as the Black Travel Alliance’s #PullUpForTravel campaign, for example, are calling for travel companies to release their diversity metrics in areas including employment, conferences and trade shows, as well as paid advertising and marketing campaigns, in an effort to foster transparency and accountability.
Unfair playing field
Understanding just how deep racial disparities run in travel influencer marketing is part of the problem, says Justine Abigail Yu, PR and communications manager at travel community Wanderful.
“There’s a dearth of info and data because we’re not collecting this race-based data on travel influencer marketing,” she says. “It’s mostly anecdotal for now, even though we can clearly see which demographics dominate the top travel influencers in the space.”