By Danny Guerrero, CEO & Founder, The Culturist Group

For many place marketers in ethnically diverse places, the challenge of creating and communicating inclusivity is often guided by demographic considerations first. However, recent research from both Expedia Group's "Journeys for All" and "The Future of Travel" studies, a project supported by The Culturist Group, reveals that place marketers must transcend the limitations of demographic categorisation to foster genuine belonging among increasingly diverse travellers through shared emotions, values, and cultural relevance.

Both studies emphasise that belonging—not just representation—should be the primary goal for travel marketers. As "The Future of Travel" explains: "Belonging is the desired outcome; identify and focus on the destination and product drivers that achieve belonging."

This represents a significant evolution from simply including diverse faces in marketing materials to creating environments and experiences where all travellers feel genuinely welcomed and valued.

The emotional core of travel

"The Future of Travel" study, which gathered stories from 263 multicultural participants across 40 states in the U.S., uncovered three powerful emotional narratives that unite travellers across demographic boundaries:

1. Connection: Building meaningful relationships and finding community
2. Self-Discovery: Seeking deeper understanding through new experiences
3. Overcoming Adversity: Transcending limitations and conquering challenges

What's striking is how these emotional needs transcend traditional demographic categories. As the study notes, "travellers, regardless of race, gender, sexuality, ability, or culture, have more in common than what is different."

The shared human experience

Rather than fragmenting audiences into demographic segments, successful travel marketers are recognizing the common humanity in all travellers. The research shows that 86% of participants revealed similar values and needs, including:

• Sympathy and altruism
• Cautiousness and openness
• Trust and positive sentiment

This suggests that effective marketing should focus on universal human stories while acknowledging the unique perspectives and challenges faced by different travellers.

The business case for inclusion

Beyond ethical considerations, Expedia's research makes a compelling business case for inclusive practices that reflect and uphold diversity. The fact is that travellers continue to affirm that they prefer to do business with companies and places that have made commitments to these practices:

• 73% of underserved travellers are more likely to book repeatedly with companies demonstrating a commitment to diversity and inclusion
• 71% consider staff training in diversity and inclusion important
• 70% are more likely to plan trips when they see themselves authentically represented in travel ads

These findings suggest that fostering belonging through operational and marketing practices isn't just right—it's profitable.

As Greg Schulze, Chief Commercial Officer at Expedia Group, noted in the study, "embedding inclusive practices across our products and services does more than enhance brand appeal and loyalty. It creates significant growth opportunities by meeting the needs of more travellers."

From identity-based to values-based connection

While identity certainly influences travel decisions (70% of Black, LGBTQIA+, and Hispanic participants factor their identity into travel inspiration), the research suggests a more nuanced approach is needed to ensure true inclusive marketing and messaging strategies.

Travel brands should recognise that travellers are seeking destinations and experiences that align with their values and provide pathways to personal growth, cultural connection, joy, self-reflection, and wonder—emotional needs that transcend demographic categories.

Moving forward: Human-centred travel marketing

To create truly inclusive travel experiences, marketers must:

1. Focus on universal human emotions while acknowledging diverse perspectives, needs, and potential barriers
2. Prioritise welcome and kindness as foundational elements of the travel experience
3. Create environments where travellers can be their authentic selves
4. Maintain year-round commitment to inclusive practices across all touchpoints
5. Address safety, accessibility, and belonging as non-negotiable priorities

The future of place marketing lies not in increasingly granular demographic segmentation, but in recognizing our shared humanity while honouring the unique journeys each traveller brings to the experience. As "The Future of Travel" research concludes, "empathy and compassion are necessary ingredients to establish belonging and welcome." By focusing on the human experience rather than demographic categories, place marketers can create meaningful connections and cultivate genuine belonging for all travellers.