The rolling force of kinetic energy known as the black travel movement is overcoming millennials all over the world. The black community has pumped over 48 million into the travel industry thus far, with no signs of slowing down. Long gone are the days when we relied on the pages of The Negro Travelers’ Green Book, detailing what areas to avoid, when to travel, and where to dine for our own safety.
In 2016, 27% of the black population spanned further outside of their comfort zone in distance, spending more than ever before. Social platforms, such as Instagram and Facebook, create virtual windows that allow travel influencers to document their experiences and share tips on how to plan the ultimate vacation. Through those websites, we gain further insight and learn that this flourishing demographic is attracted to glitch fares and group experiences that lead to viral moments on Instagram.
The airline industry is not the only one benefiting from this movement; microsites are breeding grounds for travel frenzy, which can take less traveled areas out of obscurity and turn them into the “it” travel destinations of the season. However, one thing that is missing from the equation, is an acknowledgment from the travel industry, in the form of direct marketing to people of color. By excluding this demographic from the conversation, it appears as if black people don’t travel when, in actuality, they do–in fact, now more than ever before!
During a recent conversation with Réal Hamilton-Romeo, Norwegian Air’s U.S. senior public relations manager, I got the opportunity to discuss the current climate, and what it would take for the travel industry to embrace its fastest growing demographic. Réal Hamilton-Romeo is an influencer, who has visited 37 countries and counting, with over 18 years of experience working in and around the travel industry. Before moving to Norwegian Air, she was a reservations agent at KLM Royal Dutch Airlines, led the public relations team for Eos Airlines, and was a member of the JetBlue Airways communications team.
Given Réal’s credentials, I thought it was only right to get some insight on what the black travel movement means to her and her team.
BLACK ENTERPRISE: How did you end up working in the travel industry?
Hamilton-Romeo: I’ve been around the travel industry my entire life—you could say I was born into it. My mother began working for LIAT when she was 18 years old—four years before I was born—and she retired five years ago from Delta Air Lines.
My travel career began when I took a job as a reservation sales agent at KLM Royal Dutch airlines in 1996. My school and work schedules collided, so I had to resign after a few months. Then, in 2007, I was offered a PR position at Eos Airlines.
BE: While walking through major airports, one thing that is apparent is the lack of melanin on the terminal walls or in the pages of the airline travel magazines. Do you think the reason the travel industry is not marketing to people of color is because they simply don’t know how, or is it that the industry just doesn’t want us to be a part of the narrative?
Hamilton-Romeo: Unfortunately, as a woman of color who has often been the only black person or one of few black people in any situation, I am keenly aware of the lack of diversity in the images we see reflected back to us. We’ve been conditioned to view “white†or, more specifically, the “straight, white man†as the beacon of mainstream, and that is not the case. This is why we are constantly hearing terms like “niche marketing,†or “urban division,†and the like to refer to campaigns geared toward black, Latino and LGBTQ communities–to name a few.
The travel industry wants people to spend money, but I think most marketers either subscribe to the philosophy that mainstream print, online, and broadcast [media] outlets will reach everyone, because they do not see the lack of melanin as an issue. They see themselves represented, so how can there be a lack of inclusion? The remaining folks tend to go overboard in the other direction, creating exorbitant campaigns to hit each diverse subgroup.
Now that I am working in the industry, I am seeing a lot more specialized groups emerging. There are several black and Latino travel groups that go to some really cool destinations! They document their travels, and the social media
engagement is amazing. It’s a great thing, but we shouldn’t have to do this. As such, the conversations throughout the industry are now focused on, “How can we engage these groups?” It’s simple: Include a diverse array of people in your marketing materials and collateral.BE: During a recent trip, I was the only black person in first class, while back in coach, the passenger list was fully diverse. On my return trip, I decided to wear my “Black and Abroad†shirt to signify that “the movement†is moving on up [laughs]. My Caucasian seatmate was thrilled to sit next to me and decided to take the opportunity to ask me about my travels and to compare notes. Something we learned together is that the travel bug is universal and transcends all color lines.
Being that you’re a frequent traveler of color that also works in the industry, have you and your colleagues noticed the change in the demographic boarding the planes? In what ways has this changed your marketing strategy?
YES — and I want one of those shirts, too! Again, I am keenly aware of the disparities, but most people aren’t. On a recent trip, I was seated in business class, and I was the only person of color. I placed my designer purse on my seat, while I attended to something elsewhere in the cabin. When I returned, my seatmate looked shocked and quizzically looked at me as if he was trying to find a way to ask if this were actually my seat.
When he could no longer keep his curiosity at bay, he remarked, “Oh, I didn’t know that you were allowed to be up here.â€
I simply smiled and replied, “Oh yes! We can sit anywhere we want to now.â€
Clearly, diversity in travel marketing is not just for our benefit. While I was annoyed, I felt sorry for this ignorant individual. He clearly had no idea that people of color travel in classes of service other than economy! I could only assume he felt as though it was out of my price range, or maybe I belonged in economy [class] because I did not “look†like him. I did not let it get to me; I refused to.
My colleagues, friends, and I have all noticed the changing “face†of travel over the last few years. Travelers are younger, less status conscious, and a lot more diverse. Like previous generations, I think millennials are traveling more, to explore the world around them. With the advent of low-cost and/or value carriers, like Norwegian, they are finding it easier and more affordable to experience the cultures of places they’ve only read about. They now know that they can afford to visit cities like Oslo, Helsinki, Bangkok, and Stockholm instead of merely reading about them.
Obviously, I work for a Norwegian carrier—hopefully, our name was a dead giveaway—and in Norway, they have a very homogeneous demographic. As such, the marketing has often been a reflection of that. However, when you enter one of our aircrafts, you can see how diverse our crew is.
Since joining the company
a year and a half ago, I’ve seen less people-focused advertising and more price-focused advertising. Price appeals to a broader range of people, and I think this is a good way to engage people, who make travel decisions accordingly. Also, having a local team in the markets in which you operate helps. We can flag any issues related to diversity when necessary, and point out the nuances for region specific marketing.BE: Nowadays, flying can be a hassle, with long lines, baggage fees, high fares, a lack of good food on flights, and so on. What does Norwegian Air offer to travelers that makes it more appealing than other airlines?
Hamilton-Romeo: It does feel as though air travel has become extremely complicated over the years, but it doesn’t have to be. Norwegian’s main focus is to make air travel affordable for all. We offer 57 direct routes from the U.S. to Europe and the French Caribbean. From those destinations, you can transfer to a number of other European cities.
In addition to making travel more affordable, we want you to have a nice, smooth travel experience, and that includes giving you the choice to determine what you want to pay for. Whether you want to relax and stretch out in economy, or have an even nicer flight experience in premium, there is a fare option for you. Traveling light? Prefer your own meal? Want to fast-track? All are possible with Norwegian, because we allow you to pay for what you want, and not what you don’t.
BE: Name three of your favorite destinations on the Norwegian route, and one really stand-out thing about that place.
Hamilton-Romeo: My three favorite destinations are Bangkok, Paris, and Athens.
Bangkok is an amazing, fast-paced city. I think next to the delicious food, the pedicabs really stood out to me. It was hard to believe that something so small could take you so far, so quickly.
Paris—need I say more! From shopping and art, to nightlife and cuisine, Paris really has something for everyone. There is nothing like the Eiffel Tower at night.
While I have not visited Athens yet, it holds such a special place in my heart. I think what stands out most to me is the amount of history that resides in each structure and around every corner.
BE: What can we expect to see from Norwegian Air over the next few years, in terms of new routes, perks, and so on?
Hamilton-Romeo: Norwegian is the fastest growing airline in the world. So, over the next few years, you can expect to see growth, growth, and more growth! Our ethos is that everyone should be able to afford to fly, and since we’ve made no secret of our intention to grow our network from the United States, you’ll see more European destinations serviced from cities across the country.
We recently announced 10 new nonstop routes that will begin in the summer, at the cheapest price ever: $65 one-way including taxes. We’ve even enhanced our loyalty program, Norwegian Reward, and included more benefits, so that our American members will have an opportunity to be rewarded as much as the European members.
Kitty Bradshaw is a Passionate Traveler, Brand Ambassador and Lifestyle Influencer currently splitting residences between New York, Los Angeles, and Hawaii. When she is not busy traveling, stalking airfare glitches, giving commentary on CNN.com, or watching classic films — you can find her on the beaches of Waikiki hanging out with friends.