Shade and Travel caters to Black travelers with curated group trips that blend luxury, culture, and community.
By Amina Ali
New Jersey Urban News
https://njurbannews.com/
When Shania Roper started Shade and Travel, she wanted to make the world more accessible for people who love to explore but face barriers in planning and affording trips. Now, her company has grown into a luxury travel brand that caters primarily to travelers of color, offering curated experiences that go beyond typical vacations.
Roper, the founder and CEO of Shade and Travel, said her “aha moment” came while organizing trips for friends. Growing up in a military family, she had traveled extensively, but noticed that many of her peers either didn’t have passports or were hesitant to plan trips themselves.
“I realized that I was always the one saying, ‘Let’s go here, let’s do this,’” Roper said. “People were excited about travel, but many wanted to do it in a group. That’s how our group travel division began.”
Curated Group Travel Experiences
The first group trip, to Aruba in 2022, was small and relied on word-of-mouth promotion among friends and content creators. Since then, the company has expanded its offerings to include trips around the world, with itineraries designed to combine luxury, adventure, and cultural immersion.
Brandon Phelps, travel host for Shade and Travel, works closely with Roper to create rapport among travelers, many of whom come alone or with only a partner.
“We give independent travelers a chance to explore the world, meet people of similar backgrounds, and enjoy experiences that aren’t typical for them,” he said.
The company’s trips include a mix of activities, including cultural excursions, culinary experiences, outdoor adventures, and fine dining, along with free time for travelers to customize their experience. Roper emphasized the care taken to ensure that itineraries are inclusive and considerate of travelers’ comfort and safety.
Affordable Luxury and Responsible Travel
“We’re a luxury brand, but we started as affordable luxury,” Roper said. “We stay at four- or five-star hotels, offer private excursions, and provide payment plans so these experiences are attainable.”
Shade and Travel also centers its business on responsible tourism. Roper ensures that tours and accommodations support local economies rather than large corporations.
“It’s about being respectful to the communities we visit and making sure our spending benefits them directly,” she said.
Centering Black Travelers in Luxury Travel
The company has a particular focus on serving Black travelers, highlighting experiences and destinations where they may be underrepresented.
“We want our guests to feel like they have a seat at the table,” Roper said. “You don’t have to wait, this is your time to see the world and experience it fully.”
Looking ahead, Roper hopes Shade and Travel will continue to grow globally through partnerships with larger travel companies while maintaining its group travel model. Future trips may cater to specific demographics, such as mother-daughter groups, singles, or older travelers, allowing for even more personalized experiences.
Advice for Aspiring Entrepreneurs
For aspiring Black entrepreneurs, Roper and Phelps advise networking, persistence, and not being afraid to ask for help. “
You’re going to hear a lot of ‘no’s,’ but don’t let fear hold you back,” Roper said. “Think outside the box and keep moving forward.”
Shade and Travel’s approach to curated, inclusive luxury travel shows that adventure and cultural enrichment can be accessible to those who may have historically been overlooked in the industry.
This story is part of NJ Urban News’ Black Business Spotlight, uplifting Black-owned excellence across New Jersey. Know a business we should feature? Email us at editorial@njurbannews.com
