� IN FOCUS l EDUCATION Classact


Emma English, chief executive of the British Educational Travel Association, says the sector is worth billions to the UK economy. George Clode and Samantha Mayling report


S


tudent and youth travel is a lucrative sector, representing almost two-


fifths of all international arrivals to the UK. Young travellers are likely to


return in future years, perhaps bringing families with them, highlighting the importance of catching them early. But companies capitalising on the market need to keep ahead of rapidly changing trends and technology – and persuade the government to support them. Emma English, British


Educational Travel Association chief executive, said: “Educational travel plays a major role in the global travel and tourism industry and is able to deliver long-term benefits to destinations that successfully capture this growing market. “Young travellers stay in a destination longer than an average traveller and spend more money with local businesses, which increases the economic impact.”


� VISA POLICIES However, she warned that strict visa policies, currency fluctuations and customer safety concerns are challenges. “We also need to improve our image overseas to ensure that young visitors continue to see the UK as a welcoming destination,” added English.


“Other destinations are growing 22 TravelGBI | February 2018


in popularity and this is chiefly down to friendlier visa policies and increased in-country presence and promotion. “Competitor destinations


have equipped themselves with an attractive value proposition, secured government support to develop youth travel-friendly policies and pepped up their marketing efforts to lure more young visitors.”


She said the industry must lobby


government so the UK stays on the wish-list for young travellers. “Youth, student and educational


travel is able to deliver long-term benefits to the UK and we must ensure that government recognises and supports this sector,” she said.


� ADVOCATES As in other travel sectors, young travellers are seeking more authentic experiences, and want unique, tailored experiences, allowing them to get “close up and personal and behind the scenes”, said English. However, educational tours


offer travellers more than just sightseeing, as they must enrich the knowledge of the individual and deliver a deeper understanding than that available from a classroom setting. “They also want experiences that


give them bragging rights on social media as they will avidly share each part of their experience – good or bad,” said English.


“They are your most important


advocates.” Furthermore, consumers in the


educational sector are very tech savvy. “They have the power to search


for the best deals and compare. They demand high standards, the best service and value for money,” she added.


This means that companies in the sector invest more in technology than areas such as product development. “Staying on top of trends and being able to connect and develop relationships with their consumers is in the forefront for many of our members,” she said.


� CHANGING LIVES As well as bringing benefits to the UK, educational travel has positive impact on young people and communities. “Educational travel or travel with a purpose can be life-changing,” said English. “It helps young people become


more flexible, and gives them a greater global perspective, making them more tolerant and able to adapt to change.


“The skills and independence


they develop during travel is so important to their future lives, from interesting stories to tell, to future employability and personal development.


“It also helps them create a


network of friends around the world.” Beta supports firms in the sector


by providing a forum to help them develop products and network. The association represents more than 120 organisations including retailers; school travel organisers;


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