THE POWER OF YOUTH TRAVEL

How destinations can support the growth of youth, student and educational travel

By David Chapman Director General – WYSE Travel Confederation

Presenting the findings of the NEW Horizons lll survey

To contribute to the personal and professional growth of students and young people and positively impact

our global community by fostering international understanding, responsible international travel,

cultural exchange and education

• 500+ member organisations from 120 countries

• Trading & Networking• Research• Education• Representation• International conference

WHO ARE WE?

THE IMPORTANCE OF YOUTH TRAVEL

• Represents over 20% of international arrivals• Generated $182bn in international tourism

receipts in 2012• Young people are the future of travel• UNWTO estimates an increase from 200 million

international youth trips to date to 300 million by 2020

World’s top 5 football clubs$7.1bn

Facebook’s market value$13.1bn

McDonald’s market value$99.5bn

Annual budget Argentinian gov’t$105.8bn

Youth Travel$182bn

Putting the spend into context:

NEW HORIZONS lll

• The only longitudinal global study of youth travel

• Surveys every 5 years since 2002

• Expanding geographical coverage

• Sample size:

2002 2,3002007 8,5002012 34,000

New Horizons lll

Young travellers

today

Why do they travel?

Where do they go?

What do they do?

How do they research and

book?

How much do they spend?

Where will they travel in the

future?

What do they learn?

AGE PROFILE (IN %)

Under 20 20-22 23-25 26-30 Over 300

5

10

15

20

25

30

35

20072012

WHY ARE THEY TRAVELLING? (IN %)

0

5

10

15

20

25

30

35

40

45

50

MOTIVATIONS (IN %)

Visit friends and relatives living abroad

Help people and make a positive contribution to the destination

Develop my creativity

Be in a calm atmosphere

Test and develop my physical abilities/skills

Relax physically

Have a good time with friends from home

Meet other travellers

Avoid the hustle and bustle of the daily life

Build friendships with people from other countries

Relax mentally

Learn more about myself

Experience everyday life in another country

Interact with local people

Increase my knowledge

Explore other cultures

0 10 20 30 40 50 60 70 80 90100

INFLUENCES ON DESTINATION CHOICE (IN %)

Going somewhere not too different from home

Concerns about natural disasters (e.g. Tsunamis, hurricanes...)

Epidemics (e.g. SARS, bird flu/avian influenza)

Concerns about war and political unrest

Concerns about terrorism and crime

Ability to meet family and friends

Other health related concerns (e.g. Hygiene, quality of food...)

Being able to speak the language

Ability to meet other travellers

Flexibility to change my plans

Ability to do non-tourist activities

Having contact with local people

Travelling as cheaply as possible

Feeling safe in the destination

Ability to widely explore destination

0 10 20 30 40 50 60 70 80 90 100

INFLUENCES ON TRIP TIMING (IN %)

Friends studying there

Special event taking place

Combined trip with work

Friends living there

Availability of special offers (e.g. Cheap air fare)

Suddenly had time available

0 10 20 30 40 50 60

HOW OFTEN DO THEY TRAVEL? (IN %)

Short duration trips in the last 5 years

Long duration trips in the last 5 years

Short duration trips in the last 12 months

Long duration trips in the last 12 months

0

10

20

30

40

50

60

70

2007 2012

TRIPS TAKEN OUTSIDE HOME REGION (IN NO)

2002 2007 20120

2

4

6

8

10

12

BOOKING ONLINE VS AGENCY VISIT (IN %)

Air trav

el

Surfac

e trav

el

Accom

mod

atio

n

Lang

uage

cou

rse

Wor

k ab

road

pro

gram

me

Stud

y ab

road

pro

gram

me

Insu

ranc

e

Tour

s0

10

20

30

40

50

60

70

80

Online In travel agency

BOOKING FACTORS (IN %)

Speed and efficiency

Flexibility to change my travel plans

Ability to book online

Having a travel shop/agent close by

Quality of information and services

Specialised student/youth products

Reputation, quality of travel agency

Range of different products available

Reputation, quality of travel agency

Buying a well-known brand

Mobile booking access

Price

0 10 20 30 40 50 60 70 80 90

INFORMATION SOURCES PRE-TRIP (IN %)

Fam

ily, f

riend

s

Destin

atio

n web

site

s

Revie

w w

ebsite

s

Tour

ope

rato

r

Prod

uct s

uppl

iers

Prin

ted

guid

eboo

ks

Info

rmat

ion

from

pre

viou

s vi

sit

Refer

ral/c

ompa

rison

web

site

s

Tour

ist i

nfor

mat

ion

office

Social

med

ia

Trav

el a

genc

y

New

spap

er, m

agaz

ines

Oth

er b

ooks

TV/rad

io

Emba

ssy/

cons

ulat

e

Exhi

bitio

n/fa

ir/trad

e sh

ows

0

10

20

30

40

50

60

70

80

90

100

WHAT DO THEY WANT FROM A WEBSITE? (IN %)

Info

rmat

ion

abou

t des

tinat

ion

Web

site

with

info

from

diff

eren

t sup

plie

rs

Trav

el re

view

s

Web

site

sav

es m

y en

quiry

Can

book

who

le tr

ip o

n on

e web

site

Spec

ial s

tude

nt a

nd y

outh

pro

duct

s

Trav

el A

pps

Link

to soc

ial m

edia

0

10

20

30

40

50

60

70

HOW DO THEY GET THERE? (IN %)

Other

Bicycle/moped/motorcycle

Car

Rail

Air

Bus

0 5 10 15 20 25 30 35

20072012

WHERE DO THEY STAY? (IN %)

Hos

tel

Hot

el

Apartm

ent

Fam

ily/fr

iend

s

Bed &

bre

akfa

st/p

rivat

e ro

om

Guest

hous

e, p

ension

Stud

ent r

esid

ence

Oth

er

Self

cate

ring

Tent

/car

avan

Couc

hsur

fing

Cam

perv

an/m

otor

hom

e0

5

10

15

20

25

30

35

HOSTELS FAVOURED BY YOUNGER INDEPENDENT TRAVELLERS (IN %)

Under 20 20 - 22 23 - 25 26 - 29 30 - 340

5

10

15

20

25

30

35

40

45

HostelsHotels

HOSTEL DIVERSIFYING THEIR MARKETS (IN %)

Backpacker Traveller Tourist Flashpacker Volunteer0

10

20

30

40

50

60

70

80

20122007

INFORMATION SOURCES ON THE ROAD (IN %)

Exhibition/fair/trade shows

TV/radio

Newspaper, magazines

Product suppliers: airlines, hostels, language schools

Travel agency

Social media (Facebook, etc)

Tour operator brochures/websites

Previous visit

Destination website

Printed guibooks

Tourist information office

Family/friends

0 5 10 15 20 25 30 35 40 45 50

NUMBER OF INFO SOURCES USED (IN NO)

2002 2007 20120

1

2

3

4

5

6

7

8

9

10

DAILY COMMUNICATION USED ON THE ROAD (IN DAILY %)

Emai

l

Letter

s/po

stca

rds

Calls

mad

e on

a la

ndlin

e

Mob

ile te

leph

one

SMS/

text

mes

sage

Social

med

ia

Skyp

e

Inst

ant m

essa

ging

0

5

10

15

20

25

30

35

40

20122007

ACTIVITIES IN THE DESTINATION (IN %)

Au-pair

Academic Study programme

Working as volunteer / intern

Attending sporting events

Working / Earning money

Developing my creativity

Sporting activities / adrenaline activities

Learning a language

Living like a local

Observing wildlife / nature

Nightclubs

Hanging out on beach

Visiting museums

Walking / hiking / trekking

Visiting historical sites

Shopping

Sitting in cafes / restaurants

0 10 20 30 40 50 60

TOTAL SPENDING (IN €)

2002 2007 20120

500

1000

1500

2000

2500

3000

3500

A DECADE OF TRENDS

• Staying young longer• Travelling more often, further away• Spending more of their parent’s money• Living life online• Growing information hunger• Being far away, but keeping in touch

with home• The decline of the backpacker, the rise

of the flashpacker

What can destinations do to attract this market?

• Visas and other border controls• Information is king!• Destination website information• Understand the age and motivations

of your market• On line booking

• WiFi availability• User generated content• Social media

A big thank you to our sponsors: