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Student & Youth Travel Senders 2019 Marketing Outlook Forum Student and Youth Travel Carylann Assante, CAE CEO SYTA and SYTA Youth Foundation October 8, 2019 1 SYTA Community SYTA represents the student travel industry and provides business opportunities and resources for its association members. The SYTA Youth Foundation is the non-profit arm of SYTA that impacts the lives of culturally, linguistically or economically at-risk students and youth through travel experiences. Teach & Travel is the official publication of SYTA. It is our brand that reaches educators interested in student travel. 2 Student & Youth Travel Research Sources SYTA: Student & Youth Travel Digest and Student Travel Business Barometer Student Universe and Skift: The State of Student Travel WYSE and Hosteling International: New Horizons Bonard: Higher Education and Language Travel BETA: Unlocking The Value of Youth Market International Connector: Your Big Year ABA Foundation: US Travel Census 3 Represents 26% of all Global Tourism Student & Estimated that student and Youth youth market will reach 300 Travel By million arrivals by 2020 the Numbers 320 Billion in market value Driven by increase in middle class Student & Youth Travel Demographics § Globally - Student and Youth Traveler is 15 – 30 + § Millennial is between 24 – 38 Years old § Gen Z is between 4-24 Years Old (74 million in US) § 36% Travel Funded by Parents § Purposeful Travel: study, service, volunteer, work, exploration § FIT – Individual – 18+ § Group – All Ages – Primary for ages 17 or less § Budget - $1000 to $5000 5 Student & Youth Travel Segments 18+ Traveler • Higher Education/Language Travel • Voluntourism – study and volunteer • Immersion/Gap Year Under 18 – Junior Group Market • Education/Language/History • Music/Dance/Performance • Sports 6 Student & Youth Travel Senders Majority of student & youth travel is booked through sending agencies: Industry: Tour Operators, Travel Agents, Group Travel Planners, Receptive Operators Customers: Educators, School Administrators, Parents, Coaches 7 Deeper Dive Student & Youth Group Market Under 18 8 Social Impact of Student Travel on Students and Teachers DEFINITION of a STUDENT GROUP TRIP “A journey undertaken by a group of at least two unrelated people, usually classmates or peers, traveling out of their local area or day-to-day environment on the same dates and following the same itinerary. Such groups are often led and pre-organized by a teacher or group leader, largely to enrich their in-class or training experience (school trips), by experiencing/performing in/visiting a new environment with new experience/observation/relaxation. Extracurricular groups also fall under this definition.” Examples: school trips, marching bands, orchestras, drama clubs, choirs, church groups, sports teams, fraternities, and special needs groups. Domestic and Regional U.S. Student Travel WHY TEACHERS ORGANIZE STUDENT GROUP TRAVEL Cultural awareness/broaden horizons 79% Out of class experience 69% Overall benefits of travel 61% Useful for academic performance 54% Useful for curriculum 53% Established tradition in a school 39% Useful for students' future employment… 24% Other 15% *Multiple choice question Social Impact of Student Travel on Students and Teachers SOCIAL IMPACT OF STUDENT GROUP TRAVEL – TOP 10 EFFECTS *Multiple choice question Domestic and Regional U.S. Student Travel AS A STUDENT TRAVEL DESTINATION, THE U.S. IS … *Multiple choice question Domestic and Regional U.S. Student Travel TOP 10 PREFERRED DESTINATIONS OF INTERNATIONAL STUDENT GROUPS COMING TO THE U.S. Domestic and Regional U.S. Student Travel COMPARISON TO U.S. GROUPS (as reported by U.S. teachers) Domestic and Regional U.S. Student Travel PURPOSE OF STUDENT GROUP TRAVEL TO THE U.S. 66% 29% 20% 18% 57% 21% 19% 14% *Multiple choice question Domestic and Regional U.S. Student Travel PERCENTAGE OF TRIP ORGANIZERS LEADING STUDENT GROUP TRIPS BY MONTH By U.S. teachers By U.S. tour operators By international tour operators 100% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% September October November December January February March April May June July August *Multiple choice question Domestic and Regional U.S. Student Travel INBOUND TRIP SPECIFICS 18 2.8 27 Average number of U.S. Average group size Average length of stay destinations visited per trip in the U.S., in days Domestic and Regional U.S. Student Travel BOOKING-LEAD TIME 5 months on average 32% 24% 22% 12% 5% 4% 1% Over twelve Six months – Three months – Two months – One month – Two weeks – Less than two months twelve months six months three months two months one month weeks Social Impact of Student Travel on Students and Teachers BARRIERS TO STUDENT GROUP TRAVEL (as reported by teachers who do not organize trips) *Multiple choice question Social Impact of Student Travel on Students and Teachers TOP 10 INSTITUTION TYPES STUDENT CUSTOMERS ORIGINATE FROM 88% 72% 69% 69% 59% 56% 53% 44% 44% 39% High school Choir Middle Music band Marching Orchestra Performance Academy Elementary Musical school band group school group *Multiple choice question Social Impact of Student Travel on Students and Teachers AGE BREAKDOWN OF STUDENT TRAVELLERS Average 17% 15% 13% 14% 14% 9% 7% 3% 3% 2% 1% 1% 1% 0% 0% 0% 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 years Social Impact of Student Travel on Students and Teachers PRE-DEFINED VS. CUSTOMIZED TRIPS 70% : 30% Pre-defined tours Customized tours – teachers and school groups choose from – more than 50% of their itinerary is adjusted itineraries or packages put together by tour by teachers and students and tour operator is operators or travel professionals. only responsible for conducting the tours. Social Impact of Student Travel on Students and Teachers PERCENTAGE OF DOMESTIC STUDENT GROUP TRIPS BY DESTINATION Within 50 miles Within own state Neighboring state Interstate 5% 15% 18% 62% ABA Statistics on Student Travel 604 Million Passengers • 51.3 % - Adults and Young Adult Passengers • 22% - Students • 26.6% - Seniors 24 Social Impact of Student Travel on Students and Teachers AVERAGE PRICE OF A STUDENT GROUP TRIP The price includes all transportation, meals, accommodation, insurance, and admission fees. STUDENT & YOUTH TRAVEL DIGEST PUBLICATIONS • SYTD Overview • Social Impact • Teacher Overview • International Overview • Tour Operator Overview Watch this space: http://www.syta.org/research #SYTA Thank you Carylann Assante, CAE [email protected] www.syta.org.
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