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Published on Tuesday, June 16, 2020

Black alliance calls out travel companies on diversity

A new alliance of black travel content creators is calling on travel brands worldwide to reveal their true diversity following the growth of the Black Lives Matter movement.

Black Travel Alliance, born out of the social unrest following the death of George Floyd in the US, has launched a 'Black Travel Scorecard' to evaluate destination management companies and travel brands in five key areas:

- Number and percentage of black people employed and in management
- Number and percentage of black speakers at conferences in 2019
- Black representation in advertising and marketing campaigns, including social media in 2019
- Black representation on press trips
- Charitable contribution to black charities and community groups

It is asking companies to state on social media their metrics in these five areas with the hashtag #PullUpForTravel by June 19, which is symbolic as it will be Juneteenth, which celebrates the ending of slavery in the US.

Citing a 2018 report from Mandala Research, the alliance said black Americans alone spend $63 billion on travel every year yet it claimed large travel companies have no or few black managers or employees.

"Similarly, there is a major lack in black representation on press trips and in marketing campaigns, even from cities and countries that attract or constitute a large number of black people," it said.

Referring to the fact that many organisations posted a black square on Instagram to show their support for black people with the hashtag #blackouttuesday, the alliance added: "More than a mere black square on social media, the alliance believes this data will demonstrate true allyship, and that these areas are key towards ending the systemic lack of diversity in the travel industry."

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