on student travel ❖
jacqueline kassteen
&
YOUTH
STUDENT T R AV E L TRENDS I N 2 011 O
China looms as a hot destination for students, many of whom will enroll in study abroad programs.
nce a year, professionals in the youth, student and educational travel industry gather at the World Youth and Student Travel Conference (WYSTC) to formulate partnerships, strengthen business relationships and discover the latest youth trends both globally and regionally. This fall's event in Beijing revealed the behavior of youth and student travelers today, where they’re coming from, where they’re headed and what industry professionals can do to connect with them and gain their business. YOUTH AND STUDENTS TODAY There are 1.7 billion people on Earth today who are 1530 years old. In an insightful seminar entitled Global Youth Trends, WYSTC speaker John Solomon discussed this important consumer group in both the context of a radically changing global youth population and an emerging China. Solomon predicts that in a not-too-distant future, Chinese
Photos Courtesy of © 2010 JUPITER IMAGES Corporation
12 December 2010
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FAMILY TRADITION: The Williams Family Legacy Presented by
Exhibit Closes December 31, 2011 Don’t miss one of the most powerful exhibitions ever to be displayed at the museum, examining the personal lives of Hank Williams and Hank Williams Jr. and exploring the dynamics that inspired some of the most influential country music ever recorded. Your group will be inspired by this incredible story of love heartache and redemption.
VISIT The Country Music Hall of Fame® and Museum
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Country Music Hall of Fame® and Museum is operated by the Country Music Foundation, Inc., a section 501(c)(3) non-profit educational organization chartered by the state of Tennessee in 1964.
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Where every visit creates lasting memories Motorcoach travelers know that Pigeon Forge is the perfect place to make memories. Could be because there’s so much to see and do here … shopping, shows, Dollywood® or the majestic beauty of our Smoky Mountains. Or it could be that warm welcome they receive, kind of like visiting an old friend. Whatever the reason, they know that every visit creates memories that will last a lifetime.
PigeonForgeTours.com 1-800-285-7557
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youth will be trendsetters and influence brand decisions globally. Millennials are “the largest, most diverse, educated and influential shoppers on the planet,” according to Gen Buy. The more a brand fits into their lifestyle, the more inclined they are to gain personal identification with that brand. This identity connection in turn means that youth today are extremely brand loyal. Once they find a product or service they like, they continue to come back to it. And for a generation born into the social media era, they are naturally inclined to share their opinions with their friends and family – nearly every minute of every day. TOMORROW’S TRENDS Solomon predicts that we could see this trend reversing. Young people
Come join us for a fun-filled experience of sandy beaches, endless shopping & dining, Broadway-style entertainment (Alabama Theatre & Carolina Opry) golf & more! For your next motor coach tour, the Fairfield Inn Myrtle Beach North is a perfect fit. We offer COMPLIMENTARY motor coach parking, a COMPLIMENTARY tour leader room, on board motor coach greeting, welcome reception, COMPLIMENTARY breakfast and porterage at the best available rate. A perfect location for value conscious travelers. Reserve your tour group today! Please call 843-361-8000 or email the Sales Department at dos.fimbeach@parkplacehg.net, or visit our website at www.marriott.com/myrfn
14 December 2010
Photo Courtesy of © 2010 JUPITER IMAGES Corporation
on student travel ❖
A student trip to New York City is not complete without a harbor cruise.
Situated only moments to the historic district, the beautiful & unique "round" Holiday Inn Charleston Riverview captures the spirit of Charleston and invites you to enjoy the spectacular views of the cityscape and the Ashley River. As our special guest, we offer express check-in and checkout, COMPLIMENTARY on-site motor coach parking, porterage service & COMPLIMENTARY shuttle service to & from the Historic District of Charleston as well as the SC Aquarium & Ft. Sumter Tours. Enjoy the amazing & beautiful panoramic view of the city of Charleston & the Ashley River atop the hotel from our full-service Harbor View Restaurant & Lounge. Reserve your tour group today! Please call 843-460-1440 or email Brandy Olson at bolson@hiriverview.com, or visit our website at www.hiriverview.com
today are in a state of “hyper selfawareness” of their own emotions, thoughts, actions and desires, but in time that can become so exhausting that they will begin to limit the extent of their openness and restrict their social profiles to only their closest contacts. Quality will win out over quantity. What does this mean for those of us whose customers are youth and students? Currently they can be your biggest mouthpiece, easing the strain on your marketing budget. But if their social circles shrink, so does your brand exposure; therefore, companies might also need to focus more on the quality of their offer and rely less on simply reaching the masses. Luckily, the youth market has a higher lifetime value than other
Looking for the perfect place to stay with plenty to offer your guests, all within walking distance of the hotel? Look no further than the Harbor Front Hampton Inn & Suites in downtown Fernandina Beach! As our special guest, we offer express check-in and check-out, parking for your motor coach, baggage handling, a welcome reception and COMPLIMENTARY welcome bags. Your guests will enjoy a COMPLIMENTARY full hot breakfast in our Café while taking in the beautiful views of the historic Fernandina Harbor. We have over 50 restaurants, shops and attractions within walking distance from the hotel making us the perfect destination spot for your tour! Reserve your tour group today! Please call Celeste Christian at 904-491-4911, or visit our website at www.hamptoninnandsuitesameliaisland.com
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travel sectors - today’s backpackers and students are tomorrow’s honeymoon, family, business and leisure travelers, as well as foreign employees in local industries. Plus, not only do they return to destinations they like, they also continue to travel to more destinations, further enriching and unifying the industry. At a value of approximately US $136 billion per year, the youth travel industry commands great power and is set for growth. Solomon highlighted another trend he nicknamed the Peter Pan Syndrome, meaning that today’s youth want to stay younger, longer. Students are now prone to defer life’s big decisions and are increasingly turning to gap years, especially with strong unemployment figures intimidating them. For the global youth travel industry, this means even more revenue potential.
W Y S E T R AV E L C O N F E D E R AT I O N The WYSE Travel Confederation (wysetc.org), which is endorsed by the UNWTO and UNESCO, is a not-for-profit membership association that supports the global youth travel industry and creates new opportunities for youth and student travelers worldwide. It consists of various niche associations such as:
• International Student Identity Card Association (ISIC) • STUDY WYSE Association • Safe Travel Accommodation for Youth Association (STAY WYSE) • International Association for Student Insurance Services (IASIS) • WYSE Work Abroad Association • International Au Pair Association (IAPA) The Confederation’s annual event, the World Youth & Student Travel Conference, connects the many sectors and organizations in this niche market. Bringing these industries together provides a singular opportunity to pursue innovative partnerships, develop marketing and distribution channels, and tap into new markets. WYSTC will take place in Europe in September 2011. Event photos, seminar videos, industry and event news can be found at http://wire.wystc.org.
Navy Pier is Chicago’s top-visited, year-round attraction, featuring restaurants, rides, shops, dining cruises, free entertainment and so much more!
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December 2010 15
STUDENT TRAVEL PLANNING GUIDE PROVIDES VALUABLE LESSONS
T
our planners interested in expanding their student travel offerings—or jumping into the student market for the first time— will find a gold mine of practical tips in the 2011 edition of Student Travel Planning Guide. A comprehensive resource for planning student/youth trips, the 36-page guide is published by Premier Tourism Marketing, parent company of Leisure Group Travel. Randy Mink, managing editor of Student Travel Planning Guide, said, “Teachers, travel agents and other tour planners will find the handy guide a welcome addition to their arsenal of resources. There is nothing like it out there.” Written by educators, the second annual edition of Student Travel Planning Guide provides how-to advice on planning and executing successful youth trips. Directory listings pinpoint attractions, tour companies and destinations eager for student travel business. Sections include:
✓ Setting a Trip-Planning Timeline ✓ Working with Tour Providers ✓ Choosing a Tour Hotel ✓ Student Discipline ✓ Choosing Chaperones ✓ Group Travel Insurance ✓ Post-Trip Activities ONLINE RESOURCES
I
n addition to Student Travel Planning Guide, Premier Tourism Marketing offers InSite on Student Travel, both a website and monthly e-newsletter. The website, with listings and links to thousands of student/youth-friendly destinations and businesses, is designed to be the premier research tool for the market. The e-newsletter takes its cue from InSite on Leisure Group Travel, offering news, destination reports and practical tips. To obtain a copy of Student Travel Planning Guide or subscribe to the e-newsletter, visit insite.studenttraveldirectory.com. 16 December 2010
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on student travel ❖ STUDENT ORIGIN MARKETS – WHERE DOES IT ALL BEGIN? China and India are the main source countries for the US $17 billion overseas student industry, which employs 125,000 people and funds 25 percent of university teaching. Research shows that 645,000 Chinese students will be studying abroad by 2025, a staggering 84 percent increase from 2007. Young Chinese today take an active interest in other cultures and yearn to travel and study abroad. They place a premium on Western education, and with a market the size of China, the potential is lucrative. By 2015 there will be 500 million people under the age of 30 in China, roughly the population of the European Union. And with current figures showing 256 million youth online in China, it’s no secret how to reach them. In the next five to ten years, the powerhouses of China and India will be joined by a number of emerging source markets such as Brazil, Chile, Bolivia, Peru, the Czech Republic, Vietnam, Pakistan, Russia, Georgia and Central Asian states such as Kyrgyzstan and Tajikistan. WHERE ARE YOUTH GOING? Once again, China takes the crown and is pegged to be the world’s No. 1 tourist destination by 2015. By next year alone, the total China travel market (inbound and outbound) is forecasted at $65 billion, and by then over 20 percent of it will be online. (Source: PhoCus Wright – Emerging Online Travel Marketplace). The study abroad industry is a key component: China plans to attract 500,000 international students in 2020, including 150,000 in universities. Qiu Xiaoping from the Beijing Municipal LeisureGroupTravel.com
Commission of Education also delivered a speech during WYSTC’s opening session, encouraging further cooperation in education and culture communication. “The Chinese government is more open
Beirut, Nairobi and Cape Town are becoming the new destinations of choice. Perhaps then it was no coincidence that a new hop-on, hop-off travel company, Falafel Travel Corp., was launched
Industry leaders recently gathered in Beijing to discuss youth travel issues.
to international academic communication programs as increasing numbers of overseas students are coming to study in China,” Qiu said. Meanwhile, “countries like Chile, Colombia, the Czech Republic, Romania and Saudi Arabia are becoming more integrated in global trade and could begin to attract students,” stated Angel Calderon of Australia’s RMIT University in his recent paper “Emerging Countries for Student Recruitment in Tertiary Education.” Youth travelers are continually hailed as pioneers and trend-setters, forging new tourism frontiers and opening up new markets through their adventurous spirit and desire for new experiences. By appealing to this market, places like
at WYSTC by Australian Frank Scerri. The company will begin operation of its backpacker bus across Jordan, Israel and Egypt in March 2011. “People are genuinely excited about this product, but the biggest question I have had is about security in the region,” he said. “These countries are very safe places to travel, and the people are extremely friendly.” WHAT REALLY MATTERS? Solomon told the WYSTC audience that this generation is not one of creators but one of sharers. Youth today are often considered to be lazy or spoiled since technology has created things for them; they are used to getting whatever they want or need at any time or place. He December 2010 17
ON BROADWAY IMPERIAL THEATRE
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on student travel ❖
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cited a trend coined “now-stalgia,” clarifying that rather than looking ahead towards a brighter future, they are looking backwards and revitalizing old fashions, movies, songs and video games. Therefore, companies must provide the tools for them to have new experiences. Furthermore, with youth’s addiction to social media and sharing quick updates or moments, businesses not only need to create new moments for them but also facilitate the subsequent sharing of those experiences. “But don’t just sell experiences, sell meaningful experiences,” WYSTC keynote speaker Daniel Levine of The Avant-Guide Institute urged. Levine highlighted the global financial meltdown as the key reason for a sudden cultural change: “a social earthquake.” He showed that travel opportunities that reflect the desire for education, learning and personal experience are becoming increasingly popular. Solomon echoed this in stressing that youth are leading the trends towards self-improvement, eco-awareness, social responsibility, community involvement and volunteering. Millennials are particularly attracted to travel offerings that move beyond the mainstream and provide value-driven, conscientious experiences. The message from this year’s WYSTC was loud and clear: • Travel products and services need to be unique and of high-quality • Your company must create new, enriching experiences for youth and students • Give your customers the tools and opportunities to engage with you and with your potential customers • If China isn’t already part of your business plan, then find the right partners and get into this market now LGT
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Jacqueline Kassteen is the communications and marketing officer of WYSE Travel Confederation LeisureGroupTravel.com
Attractions across America offer student groups educational components as well as fun
NEW YORK CITY Student groups can fly over the Statue of Liberty, ride the Cyclone roller coaster and experience other New York City landmarks at NY SKYRIDE, the virtual tour simulator attraction on the second floor of the Empire State Building. Its latest add-on package, for groups of up to 80, is a meal plan ($6 a person) at Rosa’s Pizza, inside the city’s tallest skyscraper. NY SKYRIDE, an entertaining introduction to America’s largest city, offers free, downloadable school curriculums (certified by the State of New York for grades 6-12) and walking tours. In the virtual tour, the city comes to life via specially designed seats and a platform that move in sync to a two-story-tall HD screen. The narrator is actor Kevin Bacon. Groups can combine SKYRIDE with Fast Track admission to the Empire State Building Observatory, reducing wait time by 75 percent. The combo plan for student groups is $26 a person. Many groups, though, just do the SKYRIDE ($12), according to Renee Wilson, assistant director of business development. (212-299-4904, skyride.com)
Standards, is designed to empower educators with the tools they need to deliver lessons in areas such as history, political science, social studies and media before and after visiting the wax museum. The Presidents Gallery, one of the museum’s special features, will have life-sized wax figures of all 44 U.S. presidents from George Washington to Barack Obama.
News student travel
The gallery is expected to be complete by February. Madame Tussauds offers an array of buffet dinner options in conjunction with an evening group visit. Popular choices include pasta bars, pizza parties and hot sub sandwich bars. Catering is provided by La Prima Catering. (888923-0334, madametussauds.com)
CAST IN WAX Student groups at Madame Tussauds Washington D.C. can add an educational seminar or scavenger hunt to their visit. Current seminars are available in two subjects: art history and marketing and public relations pertaining to the tourism industry. Scavenger hunts are offered in short (20-25 questions) and long (40-50 questions) formats. Madame Tussauds has a mini-educational curriculum guide and poster featuring the 44 U.S. Presidents. The guide, developed in accordance with the U.S. Department of National Social Studies Standards and National Council for the Social Civil Rights Movement Studies LeisureGroupTravel.com
December 2010 19
News student travel
UNDER THE SEA The National Aquarium, a student travel hotspot in Baltimore, offers school groups a variety of tours and programs, including scientific investigations and animal presentations. Topics range from sharks and Australian ani‡ &RQYHQLHQWO\ ORFDWHG QHDU , , ZLWK HDV\ DFFHVV WR , DQG , mals to coral reef ecosystems. There’s ‡ ILQHO\ DSSRLQWHG JXHVW URRPV DQG even a squid dissection lab. The ChesaVXLWHV ‡ &RPSOLPHQWDU\ :LUHOHVV LQWHUQHW peake Bay Explorations program lets ‡ 5HIULJHUDWRU DQG PLFURZDYH LQ DOO JXHVW students test water samples and measure URRPV oysters to draw conclusions about the ‡ 0D\DQ $GYHQWXUH :DWHUSDUN ‡ 6TXDUH )HHW RI )OH[LEOH PHHWLQJ health of the bay. For advanced high VSDFH school biology students, a behind-the‡ )XOO 6HUYLFH )LWQHVV &HQWHU ‡ +RXU %XVLQHVV &HQWHU scenes tour emphasizes water chemistry, ‡ +DQJWLPH 5HVWDXUDQW DQG /RXQJH animal care, exhibit maintenance and aquarium careers. All programs support the Maryland Volunteer State Curriculum in Science. Teacher booklets are available to provide classroom activities that prepare students for the program and discussion after the 3 ‡ 7 )UHH visit. Groups may pre-order box lunches, ZZZ 7KH:DYHUWRQ+RWHO FRP dine in one of the Aquarium’s cafes or eat in the waterfront park. Besides exhibits, Aquarium highlights include a dolphin show and the 4-D Immersion Theater, which combines 3-D film with sensory effects such as mist, wind, snow, bubbles, steam, leg ticklers and seat vibrations. (410-5763833, aqua.org/teachers)
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TOP OF CHICAGO Skydeck Chicago, the 103rd-floor observation deck atop the 110-story Willis Tower, offers new educational tools for student groups, including a 37-page guide, The Hows, Whats and Wows of Willis Tower—A Guide for Teachers. On a clear day, four states— Illinois, Indiana, Wisconsin and Michigan—are visible from the nation’s tallest building (formerly Sears Tower). A scavenger hunt encourages students to check off sights like the Lincoln Park Zoo, Buckingham Fountain, Navy Pier and O’Hare Airport. Students especially
Daring students brave The Ledge at Willis Tower's Skydeck Chicago.
like The Ledge, a glass balcony experience that extends 4.3 feet from outside the building, giving them a clear view 1,353 feet straight down. Free bus parking is available for groups with reservations. (312-875-9447, theskydeck.com) TROPICAL FUN White Water, the water fun park in Branson, Mo., unveils Aloha River at Hula Hula Bay in May 2011. The park’s newest area will provide a setting of lush Polynesian jungles reminiscent of the South Pacific. Floating riders maneuvering through the calm waters will meet with unexpected twists and turns, water features, fountains, misters and geysers. The 800-plus-foot river will be the park’s longest ride. New seating areas LeisureGroupTravel.com
and cabanas are being added. Favorite rides at White Water include the seven-story Kalani Towers for speed racing, Tropical Twister and Bermuda Triangle. (800-417-7770, silverdollarcity.com) PARK AFTER DARK Students can wake up to giraffes, zebras and hippos on sleepover programs offered by Busch Gardens Tampa Bay. Included are special animal encounters, hands-on educational activities, a pizza dinner, continental breakfast and overnight accommodations. Also available are two- or three-night camp adventures with behind-the-scenes encounters. There’s also time to enjoy the theme park’s rides, shows and attractions. Busch Gardens Camps support the National Science Education Standards and Florida Sunshine State Standards. (877-248-2267, buschgardens.org) NEW IN MYRTLE BEACH A WonderWorks attraction will open in March 2011 at Broadway at the Beach entertainment complex in Myrtle Beach, S.C. The first attraction of its kind in the Carolinas, it will feature more than 100 interactive exhibits. WonderWorks will be located adjacent to Soar & Explore’s zip line and ropes course, an attraction opened by WonderWorks management earlier this year. It will appear as a four-story, classically-designed building that appears UPS to have landed upside down. GRO -3833 Exhibits include the hurricane shack, 576 UR 410CALL MAKE YOON where guests will feel the effects of TO ERVATI RES winds reaching 74 miles per hour; a bed of nails, where visitors will feel the sensation of 3,500 sharp nails; the WonderWall, where people can create a 3-D impression of their bodies by pressing onto a wall made of 40,000 plastic pins; the XD Theater 4-D Extreme Motion Ride, which uses special effects and fullmotion seats to take guests along an amazing adventure that transcends time, space and imagination; and Shuttle Landers, where visitors can experience the challenge of landing the Discovery Space Shuttle. Other WonderWorks attractions are in Orlando and Panama City Beach, Fla. and Pigeon Forge, Tenn. (wonderworksonline.com) LGT LeisureGroupTravel.com
BE TAKEN.
501 East Pratt Street • Baltimore, MD 21202 aqua.org