Skift, the largest industry intelligence platform providing media, insights and marketing to key sectors of travel, recently featured research conducted by H2R Market Research in conjunction with PGAV Destinations.
Skift’s article “U.S. Attractions Fail to Satisfy Minority Visitors” highlighted key findings from PGAV’s 2019 Voice of the Visitor report, conducted by H2R. While the U.S. is projected to become majority-minority by 2045, the data showed minority visitors are less satisfied with attractions than their white counterparts.
“U.S. attractions could do a much better job of serving travelers of color. It’s not just a matter of marketing and content curation but hiring practices as well,” said Skift’s Sarah Enelow-Snyder.