SESSION: MAKING THE GRADE: TARGETING THE STUDENT MARKET NEIDRA MARC BILLINGS REITER

TOURISM PROJECT BOARD MEMBER, MANAGER, VISIT STUDENT YOUTH HOUSTON ASSOCIATION (SYTA) Getting Your Share of the Student & Youth Travel Market

Visit Houston Summit

Marc Reiter CSTP CEO Unique & Tours, Inc. Immediate Past President of SYTA SYTA OVERVIEW • North America’s leading membership association for businesses that serve the student and youth travel market. • Student travel is a $185 billion and represents 24% of all global tourism annually. U.S. Domestic market $5.6 billion.

• SYTA represents three million youth travelers annually.

• Over 850 member companies:

➢ Tour Operators, Travel Agencies

➢ Hotels

➢ Attractions

➢ Restaurants

➢ DMO’s/PMO’s and more… STUDENT & YOUTH TRAVELERS BY THE NUMBERS…

of all travelers worldwide are 23% YOUTH OR STUDENTS There are 65 MILLION young people (ages 5-25) IN THE U.S. AND CANADA

The U.S. Student Group Market UNDER 18 is

5.6 Billion Dollar industry with an average spend of $755 per student. STUDENT & YOUTH: DEFINED

DAY TRIPS

OVERNIGHT TRIPS

GROUP/TRAVEL

INTERNATIONAL TRAVEL TYPES OF TRAVELERS SERVED BY SYTA MEMBERS AGE BREAKDOWN

20%

15%

10%

5%

0% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 WHY: TEACHERS ORGANIZE TRAVEL Cultural awareness/broaden horizons 80%

Out of class experience 69% Overall benefits of travel 61% Useful for academic performance 54% Useful for curriculum 54% Established tradition in our school 39% 24% Useful for students' future… Timing of School Trips US Teachers

40% OVERALL INTERNATIONAL TRIPS 35% 30% 25% 20% 15% 10% 5% 0% SEP OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG

10 PERCENTAGE OF DOMESTIC STUDENT GROUP TRIPS BY DESTINATION as reported by U.S. TEACHERS & U.S. TOUR OPERATORS

Within 50 Miles Within Own State Neighbouring Interstate State

34% | 30% | 15% 13% | 24% | 5% 18% 62% Top Ten Student Destinations in the US Teachers/US Tour Operators

New York Boston Los Angeles Washington DC Miami San Francisco Chicago Orlando San Diego Philadelphia

12 WHAT IT MEANS to be “Student Friendly”

A Look at the Key Requirements for HOTELS

ATTRACTIONS

RESTAURANTS HOTELS PRIMARY CONCERNS

AFFORDABILITY | HOTEL RATING | MOTORCOACH ACCESS

PRE-ARRIVAL CHECK-IN | STUDENT-FRIENDLY & HELPFUL STAFF

ROOMING LIST AVAILABLE PRIOR TO ARRIVAL

INCLUSIVE BREAKFAST WITH HOT ITEMS

LARGE # OF CONCENTRATED DOUBLE-DOUBLE ROOMS ATTRACTIONS DESIRED QUALITIES

EASY CHECK-IN | TECHNOLOGY DRIVEN | ENTERTAINMENT QUALITY

EDUCATIONAL COMPONENTS | ABLE TO HANDLE LARGE GROUPS

DEAL WITH SHORT ATTENTION SPANS | GROUP-FRIENDLY BRIEFING/MEETING AREA

MULTI-MEDIA/MULTI-SENSORY | DEAL WITH LARGE GROUP COMMUNICATIONS ISSUES

STUDENT-FRIENDLY & HELPFUL STAFF | LOCATION NEAR OTHER MAJOR ATTRACTIONS

HANDS-ON ACTIVITIES THAT TIE TO SCHOOL CURRICULUM RESTAURANTS DESIRED QUALITIES

BUFFETS | FOOD COURTS | BOX LUNCHES | ATMOSPHERE / NOVELTY

LOCATION / ACCESSIBILITY | MINIMUM WAIT (10 MINUTES)

QUICK TURN-AROUND (45-60 MINUTES) | DIRECT ENTRY & EXIT TO MOTORCOACHES

STUDENT/YOUTH-FRIENDLY & HELPFUL STAFF ) |

MULTIPLE ENTRÉE CHOICES AT SINGLE LOCATION MOTORCOACHES DESIRED QUALITIES

PRICE | CLEANLINESS | SAFETY RECORD | AMENITIES ON BOARD

LATE MODEL COACHES | STUDENT/YOUTH-FRIENDLY DRIVERS

EXPERIENCED DRIVERS FAMILIAR WITH LOCATION

DRIVER CELL PHONES/DIRECT COMMUNICATION ACCESS WHAT TO EXPECT When Working with a Student TOUR OPERATOR SELLING CYCLE

• Selling cycle can typically take 9-12 months.

• This length of time is determined by:

➢ Planning Time required for Destinations

➢ Approval Process

➢ Fundraising Schedule

➢ Cost of Trip

➢ Educational Content

➢ Festival or Special Event for Music and Performance Groups SCHOOL BOARD APPROVAL

• On rare occasion, group may already have trip approved prior to contacting a Tour Operator, but typically they will need an itinerary, budget and certificates of in hand before they can take the trip to the school board for approval.

• School boards meet once a month and teachers/directors will try to get on the agenda, but sometimes have to wait a month, or two, to even be added to the agenda. ADVANTAGES OF TRAVELING WITH A TOUR OPERATOR

• Insurance/Certificate of Insurance • Best Group Rates • Experience (what works/what to avoid) • Knowledge of the Destination • Professional Tour Director/Escort • Industry Affiliates (SYTA, ABA, NTA, AMA, CLIA, etc…) HOW YOU CAN GET STARTED

REVIEW YOUR MARKETING MATERIALS AND WEBSITE

• Show photos of students and youth (not families) • Include student, youth or education groups as a category you serve • Offer sample itineraries that include your business HOW YOU CAN GET STARTED

TOUR OPERATORS NEED PRICING 9-12 MONTHS OUT

• Have rates available or simple sell sheets with your pricing • Predetermined itineraries that make it easy to sell your service • Be flexible with deposit requirements, dates and guarantees, when Tour Operators are trying to book so far in advance • Return phone calls

23 CHOOSING A PERFORMANCE VENUE

• How to Pick a Location • What We Need to Provide • Benefits of Taking a Performance Group

24 HOW TOUR OPERATORS FIND THEIR CUSTOMERS

• Marketing Strategies

25 WHAT WE DO FOR STUDENT & YOUTH TRAVEL

• Promote the value of travel to social, cultural and educational growth • Advocate for safe, professional and ethical travel • Promote the business interests of those engaged in student and youth travel • Keep up to date with the latest student group offerings in each destination • Monitor federal travel regulations • Represent the student market at industry related conferences

26 QUESTIONS

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