Tripadvisor x Group Black: Panoplai's Platform Uncovered Game-Changing Travel Insights

Industry

Hospitality

Challenge

Traditional travel marketing tends to generalize audience behaviors, missing the unique preferences of diverse groups. To address this gap, Group Black and Tripadvisor partnered with Panoplai to uncover real-time insights into the travel habits of Black U.S. travelers—aiming to help brands build more authentic and effective connections with this audience.

Results

Panoplai's insights were compiled into a Black Travel Report, which received significant media coverage. Additionally, these findings are helping travel brands redefine their strategies, fostering more genuine connections with Black travelers.

www.groupblack.co/

50M+

Combined reach from media outlets

2-5M+

Potential reach

Faster insights

40%

lowered research cost

"Panoplai helps us scale our most valuable survey responses, open-ends, without losing the nuance that makes them so important."

Ryan Gillis

Associate Director of Research & Insights @ Tripadvisor

About Tripadvisor x Group Black

Group Black, a media company dedicated to connecting brands with diverse audiences, teamed up with Tripadvisor, a global leader in travel guidance, to tackle a critical gap in the travel industry: understanding the unique preferences and behaviors of Black travelers.

The Challenge

Traditional travel marketing often overlooks the unique preferences and behaviors of diverse groups, particularly Black U.S. travelers. This gap limits brands' ability to connect authentically with this key audience. To address this, Group Black and Tripadvisor partnered with Panoplai to uncover real-time, actionable insights into the travel habits of Black U.S. travelers, aiming to help brands build more genuine and effective connections.

The Solution

Group Black and Tripadvisor used Panoplai's platform to conduct a comprehensive study with over 2,000 respondents (1,004 Black travelers and 1,029 general U.S. travelers). Leveraging Panoplai's AI-powered platform, they extracted in-depth tailored insights that highlighted key themes relevant to Black travelers. This data-driven approach enabled the creation of the Black Traveler Report, a strategic tool that brands can use to refine their marketing approaches and engage this audience more meaningfully.

$100 billion in spending power makes Black U.S. travelers a key market segment in need of deeper understanding.

The Results

The insights are helping travel brands redefine their strategies, fostering more genuine connections with Black travelers by addressing their specific desires and needs. By implementing these insights, brands have achieved:

Increased engagement
Enhanced brand loyalty
ROI growth projections

Panoplai’s platform stands out by delivering real-time, actionable insights that empower clients to deeply understand and authentically connect with their audience. The combination of AI-powered survey tools, demographic targeting, and nuanced analytics enabled Group Black and Tripadvisor to craft a data-driven narrative that drives results.

About Panoplai

Panoplai is an AI-powered market research platform built for teams that need speed without sacrificing depth. We help content strategists, marketers, and product leaders uncover AI consumer insights, run advanced survey-based audience targeting, and build dynamic digital twin personas. From lead generation to content ops to product-market fit, Panoplai turns static data into fast, scalable intelligence. Want to see for yourself? Let's talk.