Ten years ago, the NAACP conducted a study to evaluate various industries where the "African American dollar" provided substantial support. The study concluded that in the travel and Lodging industry, for example, although African American consumers spent more than $4 billion per year, the industry provided very little return on African American consumers' investment. In 1997, the Lodging industry received a D- (0.99) on the ERI Report Card. After ten years of NAACP evaluations, combined with corporate adjustments to those evaluations, we are encouraged by the fact that in 2006 the overall grade for the Lodging industry is a C+ (2.54).
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