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SARASOTA, Fla. (November 18, 2022) — Miles Partnership, a leading tourism marketing consultancy, has announced that it will be partnering with Tourism Diversity Matters (TDM) to create a 2023 Apprenticeship Program.
Developed to support recent or upcoming diverse college graduates who have a concentration in business studies and a passion for the travel and hospitality industry, the TDM Apprenticeship Program is a paid opportunity for the selected apprentice to gain valuable hands-on experience at Miles Partnership. The apprentice will receive training in various areas of the company, including diversity, equity and inclusion (DEI), finance and operations, followed by greater exposure to distinct career tracks such as DEI, marketing and communications and strategic planning.
“We are thrilled to be the first tourism marketing agency to launch an apprenticeship program in collaboration with TDM,” said Melissa Cherry, Chief Diversity & Inclusion Officer and SVP at Miles Partnership. “Participating in the TDM Apprenticeship Program aligns with Miles’ mission to enrich lives through travel—which is only possible through an
iolite group’s groundbreaking consumer study, The Multicultural Multiplier: Cultural Diversity’s Impact on Travel Intent, explores the impact that cultural diversity has on traveler intentions. The research was fielded in early 2022 and targeted leisure travelers from the U.S., Canada, Mexico, U.K. and China to understand the impact that showcasing cultural diversity has on traveler audiences, uncover insights to enhance marketing effectiveness for culturally diverse experiences and define profiles of cultural curious travelers. Miles, along with Destinations International and Brand USA, had the opportunity to support this critical study, which you can find a summary of here.
Three key highlights
In the latest annual Traveler Segments Edition of The State of the American Traveler, Destination Analysts and Miles Partnership shared original insights into critical segments of U.S. travelers and custom research on post-pandemic shifts. Mark Ellwood, editor-at-large with Robb Report, gave a unique look at affluent and luxury travelers, highlighting the evolution, outcomes, and desires that have developed in this new travel landscape.
Travelers are craving inspiration, adventure and diversity, and not just in experiences; 45% of Gen Z travelers say they identify as a non-caucasion race and seek greater representation in destinations. While inflation and high travel prices have put a pause on some immediate travel decisions, all segments are unanimous in agreeing that travel is a high priority in the next 12 months.
VFR (visiting friends and family) makes up 40% of the U.S. leisure traveler population, adventurers encompass the top trip