how to sell Youth Travel by Lisa James
gents looking for extra revenue shouldn’t discount the youth of today. The sector generated $230 billion in global tourism receipts in 2013 and the number of young travellers is set to increase almost 50% between 2013 and 2020.
A Why sell it
The United Nations World Tourism Organization (UNWTO) forecasts there will be 320 million youth travellers globally by 2020 – a 47% increase over 2013. What’s more, research by World Youth Student and Educational Travel Confederation (WYSE) among ‘millennials’ revealed 66% prefer to use specialist youth travel agents. “Young travellers are looking for guidance from someone with expert knowledge of destinations and travel needs and can be very loyal if they have a good experience,” says WYSE Director-General David Chapman. WYSE research shows young people are less likely to be put off travelling because of adverse conditions, negative reputation or media hype.
Who to sell to
The client could be a gap-year student wanting a round-the-world experience; someone seeking a shorter adventure; a language learner or culture vulture – or a young group of people wanting to book their fi rst parent-free getaway.
What to sell
According to research by WYSE, 34% of the youth demographic wants to travel to ‘explore’ and 28% to ‘relax and have fun’, so it’s wise to brush up on suitably ‘hip’ destinations and get familiar with the package holidays that are suitable for
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52% of total youth travel bookings come via agencies
youngsters. Adventure travel is increasingly important to young people, a large proportion of whom travel to explore other cultures (91%). More are opting for outdoor activities, such as walking, hiking and exploring – 18.7% of respondents indicated they participated in these activities in 2007, increasing to 48% in 2013.
Where to sell
Anywhere from summer Med hangouts to traditional gap-year favourites and ‘off the beaten track’ locations. According to WYSE, the US is the top destination for adventure travel, followed by Canada and Australia. New Zealand, Thailand and Argentina are also high on the list. AITO specialist, Oasis Overland's General Manager, Ceris Borthwick, says: “Traditionally, our Africa overland trips have been the most popular of all the areas we operate in and we’re still seeing good numbers of people booking these, but South America seems to be more on the rise this year, particularly Peru.”
Youth Travel essentials
Average total youth travel spend has increased by 40% since 2007
BOOK IT: Explore (
explore.co.uk) says a popular option is its 23-day Old Siam, River Kwai and Islands in the Sun tour, from £2,589 including fl ights. One of Oasis Overland’s (
oasisoverland.co.uk) most popular trips is a 15-week Kingdoms & Carnivals tour from Quito to Rio de Janeiro, costing from £2,975 (plus additional local payments). Flights are extra.
OTHER TOUR OPERATORS:
oasisoverland.co.uk acacia-africa.com trekamerica.co.uk intrepidtravel.com exodus.co.uk tucantravel.com
MORE INFORMATION:
wysetc.org
FAST FACTS: 63% of customers book with an agency in person
Youth travel has grown at around 9% per year compared with 3% for international tourism as a whole
(All stats from WYSE Travel confederation) When to sell
The youth market is less seasonal than other sectors, such as the family market, and even if young clients are looking for a summer break, it’s possible to sell in the shoulder season (post-exam holidays in June, or pre-university holidays in early September). Otherwise, gap-year students and those on extended breaks are free to travel whenever they like. So, in theory, youth travel can provide a revenue stream throughout the year.
What’s new
Traditional brands are also expanding into this growing sector. MSC Cruises, for example, has scheduled six Mediterranean party cruises on MSC Armonia in August and September 2015. Aimed at the youth market, they include excursions such as nightclubs and beach parties in Ibiza and guest on-board DJs. Thomson, meanwhile, has launched Thomson Scene for 18-35s.
sellingtravel.co.uk
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