Catering to “niche markets” in the travel industry is all the rage nowadays. But when it comes to targeting minorities for their vacation needs, most agency campaigns tend to feel forced and under-researched. This is where Evita Robinson’s pioneering Nomadness Travel Tribe comes in.
Creating Nomadness as a “new age travel movement” in September 2011, Robinson understood that while statistics of American travelers are still very low (currently estimated to be between five and six percent of the population) it’s the growing audience of people of color travel agents are zeroing in on. Nomadness has an online community of over 10,000 members, with over 80 percent female and 85 percent of African-American descent. With regular meet-ups across the world (members live in three dozen countries and collectively have over 30,000 stamps in their passports), Robinson has cultivated a powerful community of upwardly mobile, urban travelers.
Having traveled to over 20 countries herself and lived on three different continents, Robinson knows a thing or two about maintaining a beauty regimen while wandering the globe. Fresh from her sold-out inaugural #NMDN ALTERnative Travel Conference in New York City last month, she shares her favorite lifestyle tips for being a woman on the move.