Research informs strategic approach to attracting youth and student travellers to destinations

A panel session led by WYSE Travel Confederation at ITB Berlin earlier this month highlighted that countries and destinations from Ireland to The Philippines are actively working to realise the full potential of the youth and student travel industry market.

All four panellists – representatives from the Tourism Promotions Board Philippines, Fáilte Ireland, South African Tourism and STA Travel – agreed that young people are the future of travel.

These organisations are targeting youth travellers through strategic marketing campaigns in order to gain market share in a sector that generated USD 230 billion in tourism receipts in 2013 and accounted for 227 million arrivals in 2014.

The power of youth travel

Emma Hudson, Director of Marketing, Partnerships and Campaigns for STA Travel pointed out that millennial travellers are most likely to return to a destination later in life, so countries and destinations should be encouraging youth travellers to visit. This could be as simple as suggesting a short stay as part of an extended flight layover.

Using research to break down barriers

The session highlighted that research is crucial to understanding what youth travellers are looking for in an experience, the activities they would like to take part in and their spend.

Thulani Nzima, CEO of South African Tourism, explained that South Africa has seen a dramatic increase in youth traveller arrivals since adopting a strategic approach to attracting this demographic. “We do not develop a strategy that is not informed by strong analytics and data,” he said, before revealing that young travellers now account for over 30% of South Africa’s tourist arrivals.

South African tourism’s strategy is informed through information captured on departure and through its internal strategic research unit, along with testing the impact of marketing messages on the youth consumer.

Jenny De Saulles added that Fáilte Ireland conducts exit interviews and in-destination qualitative research amongst travellers, and takes the time to benchmark Ireland against unique youth experiences in other countries. She explained that demographically-segmented research on inbound youth tourism is a crucial aspect of the destination marketing for Ireland, where youth travellers account for 30% of arrivals.

Domingo Ramon C. Enerio III, COO of the Philippines Tourism Promotions Board, admitted that the Philippines is still in its infancy in terms of targeting youth travellers, but is actively working on this through initiatives like the ‘It’s more fun in the Philippines’ campaign and a partnership with STA Travel.

Panellists

Domingo Ramon C. Enerio, III Emma Hudson .

Thulani Nzima Jenny De Saulles

Download our latest research – free for WYSE Travel Confederation members

For the latest insight into youth and student travellers, download WYSE Travel Confederation’s Millennial Traveller reports. Full reports are available free of charge for WYSE Travel Confederation members and to purchase by non-members:

Millennial Traveller

The Millennial Traveller report offers insight into the general travel behaviours and attitudes of millennial travellers – a generation of young people characterised by its familiarity with new technologies.

To read more about the millennial airline passenger, read the full report. The Millennial Traveller report series is available free of charge to members of WYSE Travel Confederation.

Non-members

If you are not a member, download our FREE executive summary, or purchase the full report for just EUR 99.95.

Millennial Traveller II

The second report in WYSE Travel Confederation’s Millennial Traveller series focuses on four types of services utilised by millennial travellers: travel agents, airlines, tour operators and hostels.

To read more about the millennial airline passenger, read the full report. The Millennial Traveller report series is available free of charge to members of WYSE Travel Confederation.