Businesses in the US and Canada can now self-identify as Black-owned on Tripadvisor. The world’s largest travel guidance company decided to launch the new feature after research showed that 77% of Black-owned businesses and 63% of Hispanic/Latinx-owned businesses actively use their platform.   Tripadvisor aims to use the data gathered on its users to help make accommodation providers and restaurants-owners feel safe and welcomed on the platform.  Now more than ever, it is crucial that POC-led businesses get the recognition they deserve to help amplify their voice and make their businesses