Better & Wiser: What Multiethnic Travelers Really Want
You’re showing diversity in your campaigns, but many of these travelers still feel unseen.
Why Diverse Marketing Falls Short Without Meaningful Connection
Representation is visible in travel marketing, but too often, it lacks depth. Our new study shows that while diverse faces are present in campaigns, many Black, Asian and Hispanic travelers still feel unseen, misunderstood or left out.
Based on insights from 1,200 U.S.-based leisure travelers, Beyond Representation: Engaging Multiethnic Travel Audiences reveals why traditional marketing efforts fall short and how DMOs can create experiences that truly resonate.
This research is not just about marketing optics. It is about building real connection. Multiethnic travelers represent a growing, high-value segment. If destinations want to attract them, they must evolve how they communicate, starting with listening.
The Better & Wiser study is a collaboration between Noble Studios, Wiser Insights and Uniquely Driven. We invite DMOs, brand partners and travel marketers to explore the full findings, apply them and share them widely.
Better & Wiser:
An Exclusive Report
Key Findings at a Glance
- 76% of multiethnic travelers say mainstream travel marketing does not resonate with them
- Travelers prioritize personal interests and experiences over identity-based messaging
- Inclusion is about how welcome people feel, not how many people look like them
- Novelty, curiosity and cultural exploration drive decisions more than comfort or familiarity
- Authenticity and transparency build trust while performative marketing erodes it
