SESSION: MAKING THE GRADE: TARGETING THE STUDENT MARKET NEIDRA MARC BILLINGS REITER
TOURISM PROJECT BOARD MEMBER, MANAGER, VISIT STUDENT YOUTH TRAVEL HOUSTON ASSOCIATION (SYTA) Getting Your Share of the Student & Youth Travel Market
Visit Houston Tourism Summit
Marc Reiter CSTP CEO Unique Travels & 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 industry 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 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 insurance 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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