The report, which is the latest edition in a benchmark study first conducted in 2002 and then 2007, looks at why, how and where young people travel to, as well as the growing requirements of the ever expanding industry.
Millennials and Tourism Seasonality - European Commission Workshop on Reducin...Peter Jordan
This document summarizes a workshop on developing low/medium season tourism for seniors and young people in Europe. The workshop focused on how millennials travel differently than previous generations, seeking experiences over possessions, authenticity through local interactions, and driving the sharing economy. Their last-minute and experience-focused travel could help address seasonal challenges for destinations. The case study of Athens, Greece was presented, where authorities worked with local young entrepreneurs and travel experts to develop millennials-focused products and media coverage to combat seasonality and social issues by attracting more youth tourism. The results strengthened local partnerships and international interest in developing youth markets long-term.
The Future of European Tourism to 2025, Riga Tourism Partners Forum, October ...Peter Jordan
Presented at Riga's annual tourism partners forum, this presentation looks at the characteristics of five key outbound markets of interest to Riga (Ger, UK, Fr, NL-Be, Nordics).
The presentation also goes deep into the trends in consumer culture and city management that will shape European city tourism over the next decade.
Toposophy associates are ready to assist your tourism forum with their insights and recommendations.
Vends Africa Travel and Tourism Social Media Index - June 2016.Vends Media
We’re delighted to introduce you to VENDS’ first Travel and
Tourism Social Index for Africa – the most in-depth study to date of the use of social media across the tourist boards, national
airlines and leading hotels of Africa.
The document discusses 10 trends that will influence the future of tourism according to Horwath HTL. The first trend is the aging global population and the rise of "silver-haired tourists" who are active travelers seeking customized experiences. The second trend is the influence of generations Y and Z, who are tech-savvy with specific communication and experience needs. A third trend is the growing global middle class and emerging markets that will drive more international travel.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Youth Travel Accommodation Usage – Based on Findings from New Horizonswysetc
This extract from the WYSE Travel Confederation New Horizons III survey contains data on Youth Travel Accommodation demand in 2012/13. The main sectors covered in this report are Apartments, Independent Hostels, Hostelling International Hostels, Hotels and Student Residences.
The document discusses key trends and drivers that will shape the future of tourism and the tourist experience by 2030. Some of the main trends identified include increasing prosperity globally leading to greater affordability of travel, improved accessibility due to technology and low-cost carriers, a focus on authentic experiences over manufactured ones, and a desire for wellness and self-fulfillment in addition to material luxury. Tourism will also be influenced by events, climate change, health and safety concerns, demographics like an aging population, and time pressures leading to shorter, more frequent trips for relaxation and experiences. By 2030, tourists are expected to have more choices in destinations and activities and will seek customized, niche experiences that meet their changing values and interests.
Millennials and Tourism Seasonality - European Commission Workshop on Reducin...Peter Jordan
This document summarizes a workshop on developing low/medium season tourism for seniors and young people in Europe. The workshop focused on how millennials travel differently than previous generations, seeking experiences over possessions, authenticity through local interactions, and driving the sharing economy. Their last-minute and experience-focused travel could help address seasonal challenges for destinations. The case study of Athens, Greece was presented, where authorities worked with local young entrepreneurs and travel experts to develop millennials-focused products and media coverage to combat seasonality and social issues by attracting more youth tourism. The results strengthened local partnerships and international interest in developing youth markets long-term.
The Future of European Tourism to 2025, Riga Tourism Partners Forum, October ...Peter Jordan
Presented at Riga's annual tourism partners forum, this presentation looks at the characteristics of five key outbound markets of interest to Riga (Ger, UK, Fr, NL-Be, Nordics).
The presentation also goes deep into the trends in consumer culture and city management that will shape European city tourism over the next decade.
Toposophy associates are ready to assist your tourism forum with their insights and recommendations.
Vends Africa Travel and Tourism Social Media Index - June 2016.Vends Media
We’re delighted to introduce you to VENDS’ first Travel and
Tourism Social Index for Africa – the most in-depth study to date of the use of social media across the tourist boards, national
airlines and leading hotels of Africa.
The document discusses 10 trends that will influence the future of tourism according to Horwath HTL. The first trend is the aging global population and the rise of "silver-haired tourists" who are active travelers seeking customized experiences. The second trend is the influence of generations Y and Z, who are tech-savvy with specific communication and experience needs. A third trend is the growing global middle class and emerging markets that will drive more international travel.
The Rise of the Asian Millennial Traveller, Micecon Manila 2015Peter Jordan
For an industry that’s as fast-moving and competitive as the global travel and tourism industry, it’s logical to look ahead; to seek opportunities to launch new products that appeal to new groups of consumers.
Given that these young people will increasingly be travelling to and from the Philippines as well as other countries in the Asia-Pacific region, it’s even more important to understand what motivates them, what makes them happy and how they plan their journeys. Crucially, Millennials have grown up in very different times to their parents, and this makes them a fast-moving, fast-thinking and unpredictable generation of travellers!
At MICECON Manila 2015, the Philippines' national tourism conference, Peter Jordan, Senior Tourism Analyst with Toposophy discussed recent consumer trends among the Millennial generation that will affect the travel industry of tomorrow, and explained how all tourism players across the Philippines can start to orientate their product towards this exciting, powerful group of young consumers.
Youth Travel Accommodation Usage – Based on Findings from New Horizonswysetc
This extract from the WYSE Travel Confederation New Horizons III survey contains data on Youth Travel Accommodation demand in 2012/13. The main sectors covered in this report are Apartments, Independent Hostels, Hostelling International Hostels, Hotels and Student Residences.
The document discusses key trends and drivers that will shape the future of tourism and the tourist experience by 2030. Some of the main trends identified include increasing prosperity globally leading to greater affordability of travel, improved accessibility due to technology and low-cost carriers, a focus on authentic experiences over manufactured ones, and a desire for wellness and self-fulfillment in addition to material luxury. Tourism will also be influenced by events, climate change, health and safety concerns, demographics like an aging population, and time pressures leading to shorter, more frequent trips for relaxation and experiences. By 2030, tourists are expected to have more choices in destinations and activities and will seek customized, niche experiences that meet their changing values and interests.
The document summarizes key travel trends from around the world according to the WTM Global Trends Report 2013. Some of the main trends discussed include:
- In the Americas, the report notes the rise of "PANKs" (Professional Aunts, No Kids) as an emerging demographic for the travel industry to target, as more women are delaying or opting out of having children.
- In the UK, the report highlights a new flight search site, Routehappy.com, that provides "Happiness Scores" to help consumers choose flights based on comfort and amenities rather than just price.
- Across regions, the report finds the travel industry is innovating through mobile technologies, social
Generation Y Chinese Luxury Traveller ReportYufan Qian
The document summarizes a report on young, high-net-worth Chinese luxury travelers born after 1980. Some key findings include:
- They spent an average of RMB 420,000 per household annually on tourism and RMB 220,000 on tourist shopping. Their average hotel budget is RMB 3,100 per night.
- Popular international destinations include Europe, especially France, and Japan. Domestically, they prefer to travel during national holidays or whenever their schedule allows.
- When selecting hotels, the top priorities are room condition, friendly service, location, technology amenities, and design. They expect personalized digital services.
- Air China and Lufthansa are the most popular airlines for domestic
The document discusses several ultra trends in tourism in the Middle East between 2016-2030. It identifies silver-haired tourism, generation Y and Z travelers, and the growing middle class as key trends. It also notes the rise of emerging destinations in areas like Asia, attracting more international visitors and spending as the middle class expands globally. Dubai is highlighted as leading the world in visitors and spending per resident due to its success in developing its tourism industry.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the second of this ‘‘Uncovered’’ series of reports, experts at TOPOSOPHY lift the lid on tourism trends in Mexico and make an honest, frank assessment of the top priorities for government and business in the
country today.
Domestic and international tourism in Mexico is continuously growing. The tourism industry growth continues to ride higher than the average national GDP growth and investment in the tourism sector is pouring into the country as the main source market, the United States, recovers from the global financial crisis. Nevertheless image remains the main concern as incidents relating to organised crime continue to affect parts of the country and Mexican citizens have mobilized to demand more security as mid-term elections approach (Summer 2015).
As this report will explain, the media often reports a distorted view of the reality of daily life in Mexico. Furthermore, Mexicans’ views of their own country can often be subject to an inferiority complex or over-influenced by current events. Discover TOPOSOPHY’s take on the current state of Mexican Tourism in this candid report that aims to provide an external view and an independent perspective on how a tourism industry with high potential can deliver for the country in the future.
An analysis of coffee stains militating sustainable tourism development in af...Alexander Decker
This document analyzes factors hindering sustainable tourism development in Africa. While Africa has many natural and artificial tourist attractions, tourism traffic to the region is low. The study found this is due to an unfavorable tourism environment in Africa characterized by political instability, negative perceptions, poor access, and diseases. These issues have depressed tourism activity. To realize Africa's potential, the study recommends implementing a universal visa regime, revising tourism pricing, enhancing air access, and financially supporting national tourism bodies.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
This chapter discusses how consumer attitudes towards risk and control are impacting travel behaviors and the pursuit of adventure. It finds that while risk-taking is culturally valued, consumers' behaviors are increasingly risk-averse and focused on control. Two trends are discussed: "Cruise Control" explores how the desire for control is driving both risk-averse behaviors and aspirations of maximizing experiences. "Mobile Control" looks at how attitudes towards control are manifesting through increasing usage of technology to plan and track experiences. The chapter examines implications for different stages of travel and differences between regions. Overall, it finds that consumers still value adventure but their risk-averse habits threaten this, posing a challenge for the travel industry.
Tripbarometer : Les comportements de réservation des voyageurs en 2016Ipsos France
l'enquête TripBarometer de TripAdvisor repose sur une étude en ligne réalisée du 21 juin au 8 juillet 2016 par Ipsos, un cabinet d'études international. Un total de 36 444 interviews ont été menées dans 33 marchés couvrant 7 régions différentes.Le panel est constitué d'utilisateurs du site web TripAdvisor et des membres du panel Ipsos en ligne ayant planifié leurs voyages sur Internet l'année dernière. Les données de l'enquête sont pondérées pour représenter le profil connu des internautes mondiaux, afin d'aligner cette édition de TripBarometer avec les précédentes.
Adventure travel industry growth statsv2Kelsey Albert
AdventureLink Adventure travel is the easiest way to find and book unforgettable trips. We hand selected thousands of trips from only the top operators in the world and organize them in a way that makes planning your next trip not only stress-free but fun and exciting.
The first edition of the guide to “Essential China Travel Trends”, published by ChinaTravelTrends.com, and produced in collaboration between Dragon Trail, VariArts Travel Group, and GreenEarth.travel, is an attempt to reveal some of the critical trends, and pitfalls when trying to enter this market, and offers insights from practitioners in the industry. It includes topics such as Internet and Social Media, Distribution, Sustainability, Outbound and Domestic Tourism, MICE, as well as Hotel Development. http://www.ChinaTravelTrends.com - http://www.DragonTrail.com
Free Download at http://www.chinatraveltrends.com/resources/book/
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
Asia's growing economies and large youth populations are creating opportunities for the international education sector. Countries like Singapore, Malaysia, and Hong Kong are positioning themselves as education hubs to attract more global students, especially from China. While the US, UK, and Australia remain top study abroad destinations for their reputation and use of English, Asian universities offer cheaper tuition and the chance to earn a degree without leaving Asia. However, Western countries are developing new programs with Asian partners to engage Asian students and maintain their status.
The perception of the Nigerian Youth about Travel & TourismPHILLIPS TUNDE
The document summarizes the results of a survey of 279 Nigerian youths ages 18-45 about their perceptions of tourism in Nigeria. Some key findings include:
- Most respondents have traveled outside their state of residence, though mainly for events, business, or tourism within Nigeria rather than internationally.
- Hotels are still the most popular accommodation, though many prefer staying with family/friends. Budget and price are major factors in choices.
- Passport ownership is low, as is travel insurance. Europe and Africa are most popular international destinations.
- Lagos, Abuja, and Cross River are seen as top domestic tourism destinations, while Obudu Cattle Ranch and Olumo Rock are the most known
The document is a report on global travel trends from a 2014 survey of over 50,000 travelers and 10,000 businesses. Some key findings:
- Most recent trips taken by travelers were domestic staycations, while businesses estimate domestic guests make up about half their clientele. International leisure trips are projected to increase 7% globally in the next year.
- Europe, especially Italy and France, are top destinations visited recently and planned. Australia and Italy are most desired destinations if money is no object. Millennials prefer backpacking and include UK; families prefer beaches and Caribbean.
- Travelers have different preferences based on life stage, nationality, and priorities like culture, deals, or luxury. Understanding these
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
This document summarizes tourism in Africa and its potential for economic growth. It finds that tourism currently contributes over $36 billion to Africa's GDP and is responsible for millions of jobs. However, Africa faces constraints like inadequate air and road transport that hamper tourism. If these constraints are addressed, tourism could be a significant driver of economic development across Africa by harnessing the region's natural and cultural assets. The document outlines opportunities and constraints to expanding Africa's tourism industry.
This document summarizes a study examining marketing activities that could attract Chinese tourists to Tatarstan, Russia. The study finds that while Tatarstan has attractive tourism assets like Kazan, it lacks brand awareness and flights from China. Through interviews, the study reveals that destinations successfully use both online and offline marketing. Key online strategies include social media like Weibo and WeChat as well as websites optimized for Chinese search engines. Offline, destinations participate in trade shows, host trips for travel agents, and build relationships. The study recommends Tatarstan raise awareness through these combined online and offline activities to attract more Chinese tourists.
The document contains a single name - Amith.A.K. It appears to list an individual's name but provides no other context or information about them. In just one word, the document gives no meaningful details that could be summarized further in only a few sentences.
Joys of Parenting - Shanita S. & Theodore F.shanitas13
This document discusses the various joys of parenting. It notes that parenting can create a sense of pride in accomplishing goals and being a role model. Parents take care of children who provide unconditional love in return. Parenting also helps people mature and provides fun and satisfaction in watching children grow up. In old age, children may care for their parents.
The document summarizes key travel trends from around the world according to the WTM Global Trends Report 2013. Some of the main trends discussed include:
- In the Americas, the report notes the rise of "PANKs" (Professional Aunts, No Kids) as an emerging demographic for the travel industry to target, as more women are delaying or opting out of having children.
- In the UK, the report highlights a new flight search site, Routehappy.com, that provides "Happiness Scores" to help consumers choose flights based on comfort and amenities rather than just price.
- Across regions, the report finds the travel industry is innovating through mobile technologies, social
Generation Y Chinese Luxury Traveller ReportYufan Qian
The document summarizes a report on young, high-net-worth Chinese luxury travelers born after 1980. Some key findings include:
- They spent an average of RMB 420,000 per household annually on tourism and RMB 220,000 on tourist shopping. Their average hotel budget is RMB 3,100 per night.
- Popular international destinations include Europe, especially France, and Japan. Domestically, they prefer to travel during national holidays or whenever their schedule allows.
- When selecting hotels, the top priorities are room condition, friendly service, location, technology amenities, and design. They expect personalized digital services.
- Air China and Lufthansa are the most popular airlines for domestic
The document discusses several ultra trends in tourism in the Middle East between 2016-2030. It identifies silver-haired tourism, generation Y and Z travelers, and the growing middle class as key trends. It also notes the rise of emerging destinations in areas like Asia, attracting more international visitors and spending as the middle class expands globally. Dubai is highlighted as leading the world in visitors and spending per resident due to its success in developing its tourism industry.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the second of this ‘‘Uncovered’’ series of reports, experts at TOPOSOPHY lift the lid on tourism trends in Mexico and make an honest, frank assessment of the top priorities for government and business in the
country today.
Domestic and international tourism in Mexico is continuously growing. The tourism industry growth continues to ride higher than the average national GDP growth and investment in the tourism sector is pouring into the country as the main source market, the United States, recovers from the global financial crisis. Nevertheless image remains the main concern as incidents relating to organised crime continue to affect parts of the country and Mexican citizens have mobilized to demand more security as mid-term elections approach (Summer 2015).
As this report will explain, the media often reports a distorted view of the reality of daily life in Mexico. Furthermore, Mexicans’ views of their own country can often be subject to an inferiority complex or over-influenced by current events. Discover TOPOSOPHY’s take on the current state of Mexican Tourism in this candid report that aims to provide an external view and an independent perspective on how a tourism industry with high potential can deliver for the country in the future.
An analysis of coffee stains militating sustainable tourism development in af...Alexander Decker
This document analyzes factors hindering sustainable tourism development in Africa. While Africa has many natural and artificial tourist attractions, tourism traffic to the region is low. The study found this is due to an unfavorable tourism environment in Africa characterized by political instability, negative perceptions, poor access, and diseases. These issues have depressed tourism activity. To realize Africa's potential, the study recommends implementing a universal visa regime, revising tourism pricing, enhancing air access, and financially supporting national tourism bodies.
2016 : LIFESTYLE TRENDS & TOURISM HOW CHANGING CONSUMER BEHAVIOUR IMPACTS TRA...Lausanne Montreux Congress
This chapter discusses how consumer attitudes towards risk and control are impacting travel behaviors and the pursuit of adventure. It finds that while risk-taking is culturally valued, consumers' behaviors are increasingly risk-averse and focused on control. Two trends are discussed: "Cruise Control" explores how the desire for control is driving both risk-averse behaviors and aspirations of maximizing experiences. "Mobile Control" looks at how attitudes towards control are manifesting through increasing usage of technology to plan and track experiences. The chapter examines implications for different stages of travel and differences between regions. Overall, it finds that consumers still value adventure but their risk-averse habits threaten this, posing a challenge for the travel industry.
Tripbarometer : Les comportements de réservation des voyageurs en 2016Ipsos France
l'enquête TripBarometer de TripAdvisor repose sur une étude en ligne réalisée du 21 juin au 8 juillet 2016 par Ipsos, un cabinet d'études international. Un total de 36 444 interviews ont été menées dans 33 marchés couvrant 7 régions différentes.Le panel est constitué d'utilisateurs du site web TripAdvisor et des membres du panel Ipsos en ligne ayant planifié leurs voyages sur Internet l'année dernière. Les données de l'enquête sont pondérées pour représenter le profil connu des internautes mondiaux, afin d'aligner cette édition de TripBarometer avec les précédentes.
Adventure travel industry growth statsv2Kelsey Albert
AdventureLink Adventure travel is the easiest way to find and book unforgettable trips. We hand selected thousands of trips from only the top operators in the world and organize them in a way that makes planning your next trip not only stress-free but fun and exciting.
The first edition of the guide to “Essential China Travel Trends”, published by ChinaTravelTrends.com, and produced in collaboration between Dragon Trail, VariArts Travel Group, and GreenEarth.travel, is an attempt to reveal some of the critical trends, and pitfalls when trying to enter this market, and offers insights from practitioners in the industry. It includes topics such as Internet and Social Media, Distribution, Sustainability, Outbound and Domestic Tourism, MICE, as well as Hotel Development. http://www.ChinaTravelTrends.com - http://www.DragonTrail.com
Free Download at http://www.chinatraveltrends.com/resources/book/
RESONANCE CONSULTANCY IS AN INTERNATIONAL LEADER IN DESTINATION DEVELOPMENT, BRANDING AND MARKETING. OUR TEAM HAS ADVISED PRIVATE AND PUBLIC SECTOR ORGANIZATIONS IN MORE THAN 70 COUNTRIES AROUND THE WORLD. OUR INTEGRATED
APPROACH TO RESEARCH, STRATEGY AND BRANDING HELPS COMMUNITIES, CITIES AND COUNTRIES IDENTIFY NEW MARKET OPPORTUNITIES, CREATE PLANS FOR THE FUTURE, AND COMMUNICATE THEIR STORIES TO REALIZE THE FULL POTENTIAL OF THEIR DESTINATIONS.
IN ADDITION TO CONDUCTING RESEARCH FOR OUR CLIENTS IN NORTH AMERICA AND EUROPE, RESONANCE CONSULTANCY CONDUCTED A SURVEY OF MORE THAN 3,300 U.S. TRAVELERS IN NOVEMBER 2014 TO UNDERSTAND THE PREFERENCES, ASPIRATIONS AND INTENTIONS OF THE WORLD’S LARGEST TOURISM ECONOMY.
THIS PRESENTATION UPDATES AND SUMMARIZES OUR RESEARCH AND PERSPECTIVE ON THE KEY MEGATRENDS SHAPING THE FUTURE OF THE TRAVEL AND TOURISM INDUSTRY.
To build a tourism strategy that lasts and that works for all, you have to be realistic in analysing what works and what doesn’t. In the first of this ‘uncovered’ series of reports, experts at TOPOSOPHY share their views on the tourism resurgence in Greece and the top priorities for government and business in Greece today.
Cruise lines are queuing up to bring visitors to Greek shores, airlines of all colours and origins are returning to Greek airports and hotels are yet again filling with guests eager to enjoy Greek hospitality. But after some difficult years, is the picture really this rosy? A closer look reveals a range of concerns as big and small players across Greece struggle to keep up with their European competitors and understand how to capitalise on growth from the emerging markets. discover TOPOSOPHY’s take on the current state of Greek Tourism in this candid report that aims to provide much food for thought to tourism industry professionals in Greece and beyond.
Asia's growing economies and large youth populations are creating opportunities for the international education sector. Countries like Singapore, Malaysia, and Hong Kong are positioning themselves as education hubs to attract more global students, especially from China. While the US, UK, and Australia remain top study abroad destinations for their reputation and use of English, Asian universities offer cheaper tuition and the chance to earn a degree without leaving Asia. However, Western countries are developing new programs with Asian partners to engage Asian students and maintain their status.
The perception of the Nigerian Youth about Travel & TourismPHILLIPS TUNDE
The document summarizes the results of a survey of 279 Nigerian youths ages 18-45 about their perceptions of tourism in Nigeria. Some key findings include:
- Most respondents have traveled outside their state of residence, though mainly for events, business, or tourism within Nigeria rather than internationally.
- Hotels are still the most popular accommodation, though many prefer staying with family/friends. Budget and price are major factors in choices.
- Passport ownership is low, as is travel insurance. Europe and Africa are most popular international destinations.
- Lagos, Abuja, and Cross River are seen as top domestic tourism destinations, while Obudu Cattle Ranch and Olumo Rock are the most known
The document is a report on global travel trends from a 2014 survey of over 50,000 travelers and 10,000 businesses. Some key findings:
- Most recent trips taken by travelers were domestic staycations, while businesses estimate domestic guests make up about half their clientele. International leisure trips are projected to increase 7% globally in the next year.
- Europe, especially Italy and France, are top destinations visited recently and planned. Australia and Italy are most desired destinations if money is no object. Millennials prefer backpacking and include UK; families prefer beaches and Caribbean.
- Travelers have different preferences based on life stage, nationality, and priorities like culture, deals, or luxury. Understanding these
World Tourism Trends and the Way Ahead - WYSETC Convention 2011 BarcelonaPlatma Tourism
An overview of the major trends in world tourism and the social movements behind these trends from UNWTO. Also contains key guidelines for public private partnerships in youth travel.
This document summarizes tourism in Africa and its potential for economic growth. It finds that tourism currently contributes over $36 billion to Africa's GDP and is responsible for millions of jobs. However, Africa faces constraints like inadequate air and road transport that hamper tourism. If these constraints are addressed, tourism could be a significant driver of economic development across Africa by harnessing the region's natural and cultural assets. The document outlines opportunities and constraints to expanding Africa's tourism industry.
This document summarizes a study examining marketing activities that could attract Chinese tourists to Tatarstan, Russia. The study finds that while Tatarstan has attractive tourism assets like Kazan, it lacks brand awareness and flights from China. Through interviews, the study reveals that destinations successfully use both online and offline marketing. Key online strategies include social media like Weibo and WeChat as well as websites optimized for Chinese search engines. Offline, destinations participate in trade shows, host trips for travel agents, and build relationships. The study recommends Tatarstan raise awareness through these combined online and offline activities to attract more Chinese tourists.
The document contains a single name - Amith.A.K. It appears to list an individual's name but provides no other context or information about them. In just one word, the document gives no meaningful details that could be summarized further in only a few sentences.
Joys of Parenting - Shanita S. & Theodore F.shanitas13
This document discusses the various joys of parenting. It notes that parenting can create a sense of pride in accomplishing goals and being a role model. Parents take care of children who provide unconditional love in return. Parenting also helps people mature and provides fun and satisfaction in watching children grow up. In old age, children may care for their parents.
Social media marketing is full of interesting information.
In social media content is the king.
Here are some ways to create social media content that succeeds.
A empresa de tecnologia anunciou um novo smartphone com câmera aprimorada, maior tela e bateria de longa duração. O dispositivo também possui processador mais rápido e armazenamento expansível. O novo modelo será lançado em outubro por um preço inicial de US$799.
This document provides tips for effective presentations for beginners. It recommends determining the desired outcome and audience needs, collecting relevant information, and designing visual aids. The document notes that 55% of audience retention is visual, so focus on visual presentation using charts and slides. It stresses practicing and feeling confident in the material. Key steps include outlining the purpose, analyzing the audience and their needs, collecting information, and preparing the communication. Presenters should introduce the topic, discuss it clearly and concisely, and leave time for questions. With preparation and focus on the audience, beginners can give successful presentations.
The document provides 40 ideas for a 2013 social media plan, including building a social media command center to monitor brands and engage with customers, crafting a content marketing plan to provide useful content to communities, and creating a social media playbook to consistently execute strategies. The document discusses each idea in 1-3 paragraphs with examples.
The document contains questions and answers about Michael Jackson's music career and humanitarian work. It discusses the album cover of MJ - THE FUTURE, Jackson's 1996 tour performance in Mumbai, India, the 1999 Bollywood Humanitarian Award he received, his 1993 collaboration with Eddie Murphy on the song "Whatzupwitu", the 2014 song and album "Love Never Felt So Good" and "Slave To The Rhythm" from the Xscape album which featured a Jackson hologram after his death.
we have top notch brands for ice creams that we store in our retailing shop. Now peoples in noida have the chance to taste imported ice creams in noida.
Information literacy- Determining Reliable Web SourcesBrian Story
Evaluating web site returns as reliable sources for your research. Using Scope, Authority, Currency, Organization and Objectivity- Information Literacy. Go beyond Google- Use Google better
Este documento presenta un trabajo grupal realizado por cinco estudiantes - Martin Rodríguez, Christina Rubio, Karen Sánchez, Geovanny Solano y Juan Verdugo - para su clase de computación en la Unidad Educativa San Luis Gonzaga.
Este documento presenta un trabajo grupal realizado por cinco estudiantes - Martin Rodríguez, Christina Rubio, Karen Sánchez, Geovanny Solano y Juan Verdugo - para su clase de computación en la Unidad Educativa San Luis Gonzaga.
These Rainbow Pinata cupcakes are filled with m&ms and then topped with rainbow buttercream...... these are perfect for kids birthdays or to make with the kids during school holidays!
This document lists various technologies used in education including telephones, computers, projectors, hardwares, and softwares. A range of tools from telecommunication devices to audiovisual equipment and software programs are employed in educational settings.
The vSphere Web Client video project: a case study in coordinated content str...Wendy Shaffer
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New Horizons lll - Executive Summary
1. NEW HORIZONS III EXECUTIVE SUMMARY
A global study of the youth and student traveller
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2. THANK YOU TO OUR SPONSORS
THANK YOU FOR DISTRIBUTING THE NEW HORIZONS SURVEY
trips for 18 to 30 somethings
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NEW HORIZONS III
3. NEW HORIZONS III
RESEARCH PROGRAMME
WYSE Travel Confederation is committed to understanding the ever changing characteristics,
motivations and needs of young travellers. WYSE Travel Confederation gathers, analyses and
shares important research data and market intelligence with their members, academics,
corporate and government decision-makers, and the general travelling public.
Our investment in research and market intelligence informs the policies, services and
products which make international travel and educational experiences exciting, safe,
accessible and affordable for young people.
Please visit www.wysetc.org for more information about the WYSE Travel Confederation
research programme and how to become a member.
Author: Tourism Research and Marketing
Survey Manager: Laura Daly
Title: New Horizons III
Publisher: WYSE Travel Confederation
Published: September 2013
Design: WYSE Travel Confederation
Printing: Worldwide Printing Solutions Alexandria, New South Wales, Australia
NEW HORIZONS III
3
4. FOREWORD
Taleb Rifai, Secretary General, UNWTO
Tourism continues to be one of the fastest growing sectors in the
global economy. Today, there are over one billion people traveling
the world, and that number is forecasted to grow even further to
1.8 billion people in 2030.
This impressive growth is welcome news considering the challenging
economic climate. As a sector representing 9% of the GDP more
,
than US$ 1 trillion in exports and one in eleven jobs worldwide,
tourism’s sustained growth means increased employment and
socioeconomic development.
Among the over one billion people crossing international borders
is an increasing number of young people. Youth travel has become
one of the fastest growing and dynamic segments of global tourism. The findings in the New
Horizons III survey confirm this growth, signifying the increasing participation and contribution of
the youth to global dialogue and development. Today, not only are more young people traveling, they
are also taking advantage of the enriching experience that travel brings, from gaining new skills to
learning more about themselves outside their comfort zone.
Travel is one of the best educational experiences. By immersing themselves in other cultures,
learning foreign languages and experiencing different ways of thinking, young people broaden their
perspectives, become aware of global issues, and infuse the values of respect and tolerance in an
increasingly diverse world.
Yet young people today are also faced with issues of political and economic uncertainty, which pose
them inevitable questions about their future security and prosperity. As such, the political value of
encouraging youth to travel cannot be overlooked.
Tourism can only make its fullest contribution to the world’s economic and social wellbeing if
governments are awake to the potential of youth travel and fully understand its impact on
destinations. This is why carrying out vital research like New Horizons is so important.
On behalf of the World Tourism Organization (UNWTO), I congratulate the WYSE Travel Confederation
for its continued work and promotion of sustainable and ethical development of the youth travel
sector and reassure all of UNWTO’s commitment to promote youth tourism. By working together, we
bridge the gap of generations and collaborate in shaping a better future.
4
4
NEW HORIZONS III
NEW HORIZONS III
5. FOREWORD
David Chapman, Director General, WYSE Travel Confederation
The New Horizons III study of 2012 and 2013 updates a benchmark study
conducted in 2002 and again in 2007 which identified the motivations
and unique travel characteristics of the millions strong global movement
of young travellers. Thanks to the help of WYSE Travel Confederation
members, this study has seen a significant increase in responses,
with the 2013 report collecting over 34,000 responses. Through
this updated study, WYSE Travel Confederation endeavours to further
advance an understanding of the unique travel motivations, activities,
communications, booking and spending habits of young travellers.
This study concludes that travel is an increasingly important aspiration
for young people around the world. Despite the global financial crisis
affecting all countries, some more than others, travelling has become an
essential rite of passage to many young people, filling the gap between education and work whilst adding
travel and cultural experiences as a vital new dimension to their CVs which helps them to compete in the
fiercely fought recruitment market place.
The report also shows that young people continue to identify themselves as ‘travellers’ rather than
tourists, and that they are exploring further, spending more, and demanding new types of experiences
to fulfil their desire to learn about and discover the world around them, a situation that remains at the
forefront across all the surveys.
The global movement of young travellers generates exceptional financial and social value. The value of
Youth Travel in 2007 was estimated as $143 billion and at the end of 2012 according to the UNWTO, this
had risen by 28% to $183 billion with young people accounting for nearly 20% of all international arrivals.
WYSE Travel Confederation is encouraged that the social value of youth travel is becoming better
understood by governments, industry and social sector organisations around the world. Reports such
as New Horizons III provide solid evidence that international travel experiences are an essential part
of young people’s personal and educational development, feeds their curiosity of other cultures, and
contributes to the “openness” that underpins international understanding. There is still plenty of work
to do on this topic, youth travel still doesn’t have the full recognition that it deserves and is still referred
to as a niche market in some areas.
I would like to thank the many members of WYSE Travel Confederation and all the other industry
contacts who helped collect the data for this study and also Laura Daly and her team at WYSE Travel
Confederation who chased in the returns and made sure that this study’s sample was the biggest and
the most relevant youth and student travel studies ever done.
Finally, WYSE Travel Confederation wishes to extend a special thank you to Professor Greg Richards,
the report’s lead author and researcher. Greg’s involvement and interest in this fascinating market has
made him the world’s leading research authority on youth and student travel. Greg’s understanding of the
data and the industry, along with his commitment to quality research on this market has allowed us to
better understand and serve the needs of millions of young travellers and to help develop the business
interests of our members that serve this robust and vibrant business.
NEW HORIZONS III
NEW HORIZONS III
5
6. Cheap eats. Last calls.
Art openings. Pickup games.
Vintage shopping. Velvet ropes.
Concerts every night.
Coffee shops all night long.
NYC <30.
Get the most out of New York City
with NYC & Company—the official
resource for all youth travel services,
including hotels, restaurants, tours,
attractions and more.
Contact traveltrade@nycgo.com
or visit nycgo.com/traveltrade
7. INTRODUCTION
This is the third New Horizons survey of global
youth and student travel conducted by the
World Youth Student and Educational Travel
Confederation (WYSE Travel Confederation).
The aim of the survey is to provide an overview
of the global youth and student travel market,
which was estimated to include over 200
million international trips in 2012.
The New Horizons research is the only
consistent global survey of this important
market. Since 2002 the survey has expanded
in both scale and scope, and now represents
responses from over 34,000 travellers in late
2012 and early 2013, drawn from 137 different
countries.
The latest report analyses why young people
travel, how they travel, where they travel to,
what they do in the destination, what impact
their travel has on them and what economic
impact they have in the destination.
Travel is changing rapidly and the youth travel
market is at the forefront of that change;
pioneering new destinations, new travel
technology, new travel experiences and new
forms of accommodation. The youth travel
market will continue to grow in future thanks
to the growing numbers of young people able
to travel abroad. As The Futures Company
(2013) points out: “A decade ago, the number
of international tourist arrivals from emerging
countries was just under half the figure for
arrivals from mature markets. Now the figures
are almost equal.”
8
NEW HORIZONS III
The qualitative nature of youth travel is also
changing as young people seek out more
engaging experiences. The last decade has
seen a shift towards cultural tourism, creative
tourism and now towards ‘relational tourism’
as people want to connect to the places they
visit (Richards, 2013). Hostels are becoming
social hubs for travellers and locals, and new
‘Live like a Local’ products are springing up in
cities across the globe.
Young travellers are also becoming increasingly
technology savvy and knowledgeable about the
places and people they visit. As The Futures
Company remarks: “Guests have a wealth of
information at their fingertips, so they expect
the concierge department to be as informed
as they are – and then some! The importance
of networking – contacts who can help make
the impossible possible – is paramount in this
day and age. We need to be one step ahead of
what is ‘available’ online.”
Younger generations no longer travel just to
‘discover’ themselves, but to say something
about themselves to their social peers. It may
even be that these travellers now think about
an experience in terms of how they will share
it with others. For many younger travellers, the
experience becomes real when it is posted
and viewed by someone else. The youth and
student travel industry of the future will not
only need to offer great experiences, but also
help young people tell great stories about
those experiences.
7
NEW HORIZONS III
9. INTRODUCTION
YOUTH TRAVEL RESEARCH
There is a growing body of research on the
youth travel market, stimulated amongst
other things by the WYSE Travel Confederation
research programme launched in 2001. The
New Horizons study forms the backbone of the
WYSE Travel Confederation research because it
provides an overview of all sectors of the market
and regularly updates travel trends. The New
Horizons research has been supplemented by
more specialised research projects on different
market sectors, including the STAY WYSE Youth
Travel Accommodation Study and the Cultural
Impacts of Travel research.
Overall the aim of the WYSE Travel
Confederation research programme is to
provide the youth and student travel community
with the data and market intelligence it needs
to develop the policies, services and products
that make international travel and educational
experiences exciting, safe, accessible and
affordable for young people. The research
programme comprises of three main elements:
PRIMARY DATA COLLECTION AND
ANALYSIS
WYSE Travel Confederation and its research
partners design and conduct research on the
youth and student travel market through surveys
of consumers and suppliers. This provides upto-date information on business trends across
different sectors of the market and provides the
basis for benchmarking. Regularly produced
reports include the New Horizons studies, the
STAY WYSE Youth Travel Accommodation Study
and the IAPA Au Pair survey.
INDUSTRY REVIEW SERIES
This research-based industry review from
secondary sources compiles current data
on industry matters that affect members’
businesses. The review investigates areas
such as youth travel market dynamics, mobility,
pricing, customer preferences and marketing.
RESEARCH ON DEMAND
WYSE Travel Confederation members also
have the opportunity to commission research
specific to their sector and business needs.
NEW HORIZONS III
NEW HORIZONS III
REVIEW OF RECENT YOUTH TRAVEL
RESEARCH
The amount of research on youth travel and
its constituent sectors has been increasing
in recent years as the scale, professionalism
and recognition of the industry has grown.
In addition to a growing body of academic
research, there are now many companies and
research organisations who regularly review the
market.
For example Hostelbookers have carried out
a number of surveys of their customers in the
past few years. In 2010 the surveys covered
over 15,000 respondents. As with many
other surveys of the youth travel market, the
Hostelbookers research had a majority of female
participants (60%). The main motivations for
travel were ‘sightseeing and culture’ (80.7%),
followed by ‘city break’ (47%) and ‘visiting
friends and family’ (44.6%). Travel budgets
increased, as 40% of respondents spent over
€30 a day, compared with 28% in 2009. The
effects of the economic crisis were reflected
in an increased number of people taking ‘no
trips’, but this was still just over 5% in 2010.
Research by the Katholieke Hogeschool Brugge
Oostende (van Ocken, 2012) indicated that
an even smaller proportion of young people
(16-25) in Flanders were not travelling – less
than 2% of respondents had not travelled
abroad in 2012. Over half the young people
surveyed made at least four international trips
in 2012, with over a quarter travelling for 29
days or more in total. Because the sample for
this study was relatively young, many travelled
with their parents, and on average almost 50%
of the total cost was covered by the parents.
Just as in the New Horizons research, parental
contributions fall sharply as age increases.
One of the trends noted in the New Horizons
research, the rise of the flashpacker, has also
been noted in other studies. In a scenario
study on the future of youth tourism, van Vals
(2012) compares the ‘old’ backpackers and the
‘new’ flashpackers. The flashpackers are older
(mainly over 30), have less contact with locals
(but are more virtually connected with home),
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10. YOUTH TRAVEL RESEARCH
travel on a higher budget for a shorter time,
use a wider variety of accommodation and
undertake more organised activities to make
better use of their pressured time. Similarly
Paris (2012) distinguished flashpackers on
the basis of travelling with a laptop or video
camera, a budget of at least $1,000 a week
and frequent use of social media. He found that
more than 75% of flashpackers travelled with a
laptop and that they not surprisingly favoured
hostels with free wi-fi access. He found that
the flashpackers were predominantly male
(62%) in contrast to the usual gender balance
of backpackers.
mainly students (58%) motivated by culture
and heritage, tourist services and nature.
The study recommended that more hostel
accommodation should be developed to tap
into this potentially important market. In South
Africa the City of Cape Town (2011) undertook
a study of the backpacker market. They found
that backpackers were predominantly between
the ages of 21 to 25, staying 42 days on
average, with a budget of SAR 10,000 or
less, and want to interact with locals. They
participate in visiting natural sites, museums,
townships and historical sites, game viewing,
and night life.
The traditional backpacker is still more
important in terms of numbers, however,
and makes a considerable impact on key
destinations. In Australia, for example,
research shows that the average length of
stay for a backpacker was 71 nights in 2012,
with total overnights rising even though the
number of backpackers fell. Research in New
South Wales (2011) indicated that visitors
travelling beyond the Sydney gateway were
more likely to be backpackers (38%) and
least likely to be with a tour group (4%). This
underlines the importance of youth travellers
in travelling beyond major hubs and supporting
regional destination development. The TNT
Backpackers Uncovered survey (2010)
indicated that 75% of backpackers had a
travel budget of more than AUD 4,000, and
nearly a quarter spent more than AUD 10,000.
Almost half the respondents were intending to
work in Australia and half said that they would
consider returning to live and work there in the
future.
The emergence of youth travel sectors is also
increasingly visible in research. For example
Miller’s (2012) study of volunteer travel found
that ‘volunteer experiences improve global
citizenship and participants desire to become
more involved in future activism upon their
return home’. The European Youth Forum
(2011) conducted research on internships,
and concluded that ‘doing internships have
become the norm for many young Europeans
and that the costs associated with them
are accepted as necessary to secure future
employment.’
Recent research on emerging youth travel
destinations shows how it has spread. For
example research in Ghana (Dayour, 2013)
looked at the motivations of backpackers
on the Cape Coast. This indicated that the
predominantly female respondents (73%) were
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NEW
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The longer term impacts of youth travel are
revealed by Brightspark Edu-Travel Report
(2011), which surveyed over 500 American
entrepreneurial and business leaders. Over
90% of respondents strongly agreed that being
well travelled was a competitive advantage
in the workplace. In common with the New
Horizons research, the poll found that student
travel fosters an appreciation for diversity,
an appreciation and acceptance of cultural
differences and helps to build confidence.
Almost all the respondents agreed that the
increased cultural awareness provided by youth
travel enhances opportunities for success by
enabling you to connect to others more easily.
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NEW HORIZONS III
11. METHODOLOGY
The data for the research was collected via email solicited web-based questionnaires. The email
addresses of people using or enquiring about the services of youth travel companies were used to
generate responses. An incentive of a draw to win an iPad was used to increase response rates.
The survey was distributed by WYSE Travel Confederation members through email, social media,
newsletters and website postings, with over 300 active links collecting data.
The link to the survey was made available in English and Spanish versions between August 2012
and January 2013. During this period some 34,000 responses were collected, a significant increase
on previous surveys in 2002 (2,300 responses) and 2007 (8,500 responses). In order to ensure a
representative picture of global youth tourism was obtained, where global data is analysed the data
has been weighted by visitor origin to reflect the distribution of global outbound tourism according
to UNWTO data. Weightings were also applied to the data collected in previous years in order to
compare survey waves.
Keeping one step
ahead comes
naturally to us.
5 – 9 March 2014 · itb-berlin.com
Meet your industry in hall 4.1: Youth Travel, Economy Accommodation, Adventure Travel, Responsible Tourism
NEW HORIZONS III
NEW HORIZONS III
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12.
13. EXECUTIVE SUMMARY
WHO ARE THE YOUNG TRAVELLERS?
Respondents to the New Horizons survey were more often female (67%) and the 20-25 age group
accounted for over half of all responses. The over 30 age group has grown consistently over the
past 10 years, and now accounts for over 17% of respondents.
Over half of the young travellers sampled had a Bachelor’s degree and almost 12% had a
postgraduate qualification. In line with the increased age of respondents the proportion of students
fell to just under 60%.
TRAVEL STYLE
The proportion of ‘backpackers’ and ‘travellers’ fell again in 2012/13, but the share of ‘tourists’
increased. This reflects the growth of new markets in areas such as Asia where the ‘tourist’ tag is
not viewed as negatively as in Europe or North America. The number of people identifying with other
labels, most notably flashpacker, more than doubled compared with 2007.
In general, younger people are more likely to see themselves as tourists, whereas the over 25s
were more inclined to identify with the traveller or backpacker label. These styles tend to be
attached to having more travel experience. Backpackers were particularly likely to come from, or
be travelling in Oceania, where backpacker infrastructure is very developed. Almost half of the
flashpackers used hotels, compared with only 29% of backpackers, who not surprisingly were more
likely to be staying in ‘backpacker’ hostels.
WHY ARE THEY TRAVELLING?
There has been little change in basic travel motivations in the past 10 years. Having a cultural
experience, exploring new cultures, learning new things and meeting local people are the most
common motivations (all mentioned by over 80% of respondents). Social motivations, such as
building friendships were much more strongly related to the use of hostel-type accommodation or
couchsurfing than to the use of hotel accommodation.
The main purpose of trip remains holiday (47% of trips), although this is far less than in 2002
or 2007. In contrast the proportions of people travelling to learn a language (22%), to gain work
experience (15%) or to study (15%) have increased. This seems to underline a more instrumental
approach to travel at a time of youth unemployment. Those going on holiday tended to have
relaxation related motives, but those travelling for work or study were more likely to be increasing
their knowledge.
PREVIOUS TRAVEL EXPERIENCE
The average young traveller had made six international short trips and five long trips (more than
seven nights) in the last five years. Although the total number of trips taken has declined compared
with the period 2002-2007, the number of trips rose during 2012/13, indicating a recent upswing.
Much travel experience is now gained outside of the world region in which they live, with an average
of 10 inter-regional trips having been made during their lifetime. Travellers from North America and
the Asia-Pacific region are rapidly catching up with their European counterparts in terms of interregional travel experience. Young people are clearly building a travel career, as they tend to visit
more distant regions as they get older.
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NEW HORIZONS III
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NEW HORIZONS III
14. EXECUTIVE SUMMARY
LIVING ABROAD
Many young people are now living outside their country of origin as a result of permanent or
temporary migration. Just under 11% were living in a different country and they were more likely
to be students, have a higher education level and a higher income. Those living abroad were
less likely to see themselves as tourists and more likely to see themselves as ‘global nomads’
or ‘locals’ than other travellers. They tend to stay more often with friends and relatives when
travelling (25%). Those living abroad were almost twice as likely to ‘Live like a Local’ when they
travelled.
PLANNING THE TRIP
Travellers use a much wider range of information sources now than they did five years ago, with
increased use of the Internet, social media and mobile devices. Family and friends are still the
most important single information source, but there is growing use of destination and review
websites. The number of different sources consulted jumped from an average of four in 2007 to
over nine in 2012/13.
Almost half of the young travellers ‘suddenly had time available’ or were influenced by special
offers or special events. This shows that marketing actions can have a strong influence on the
youth and student market, which is often more flexible than other segments.
GETTING THERE
The use of air travel has grown significantly, from around 16% of trips in 2007 to 26% in 2012/13.
This growth is largely due to budget airlines. Only flashpackers make significantly more use of
scheduled airlines.
WHERE DO THEY STAY?
Hostels are still the most important form of youth travel accommodation, used by 32% of
respondents. Hotels (31%) are also very important, but these tend to be favoured by flashpackers
and tourists rather than backpackers.
Young travellers spent less time in major gateway cities (51%) in 2012/13, with more time spent
in smaller cities and rural areas. Volunteers and backpackers are particularly likely to travel to
less accessible areas, tourists were more likely to stick to major cities.
TRIP LENGTH
The average length of the main trip was around 58 days in 2012/13, longer than the average trip
in 2007 (52 days) but about the same as in 2002. Although two-thirds of trips are still less than
a month in duration, there was a growth in trips of over 60 days in 2012/13. Volunteers (67 days)
and backpackers (63 days) take the longest trips on average, tourists the shortest. Trip length
generally declines with age as more young people enter full-time employment.
HOW MUCH DO THEY SPEND?
The average total spend was just under €3,000 in 2012/13, a growth of 40% since 2007.
Spending on youth travel grew at around 9% a year, compared with 3% for international tourism
as a whole. Those spending most on their main trip tend to be travelling for study (€3,640) or
language learning (€3,500). Flashpackers tend to spend most on their trips, tourists the least.
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NEW
HORIZONS III
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NEW HORIZONS III
15. EXECUTIVE SUMMARY
Almost two-thirds of travellers had a discount card in 2012/13, almost a third of whom used
it weekly while travelling. The main discounts that they want are on accommodation (42%) and
travel (22%).
In spite of their relatively low incomes, young people are able to raise their spending power
by saving (28% of the average budget) and parental funding (24%). As age increases parental
contributions drop off sharply, from 44% for under 20s to only 5% for over 30s. Parents are most
likely to contribute to educational travel and least likely to fund holiday travel.
ACTIVITIES IN THE DESTINATION
The most frequent activities are sitting in cafes/restaurants, shopping and visiting historical
sites, which were all mentioned by more than half of the respondents. More active sports and
adrenaline activities were undertaken in Oceania, volunteering in Africa and South America, while
those visiting North America were most likely to be working and earning money.
Those in the 20-22 age group were most likely to be working during their travels (24%), while
only 3% of those aged 35 and over did so. About 60% of activities were ‘tourist activities’ and
flashpackers and tourists were most likely to engage in these.
KEEPING IN TOUCH
Young people are increasingly in touch with home and with fellow travellers while on the road. Social
media has played a particularly important role, becoming the main form of daily communication
in 2012. Social media is particularly important for younger travellers: almost 40% of 20-22 year
olds used social media every day, compared with just over 20% of those aged 35 and over. Most
people communicate less on the road, largely because of cost (37%) or because they need a
break from home (34%).
The main information sources consulted while on the road are family and friends (44%) and
tourist information offices (40%). Social media was only used as an information source by around
20% of respondents, but levels varied from 25% in North America to only 7% in Africa.
REFLECTING ON THE TRIP
The benefits gained from travel have changed little in the past five years, with a thirst for more
travel (92%), more appreciation of other cultures (90%) and an interest in learning about other
cultures (89%) being rated most important. More appreciation of other cultures was particularly
likely to be gained by volunteers and flashpackers, and by those respondents in their 20s.
The perceived cultural benefits of travel are particularly important for younger travellers and tend
to decline slightly as people gain more travel experience. In general, those travelling for work,
study or volunteering were more likely to perceive cultural and personal benefits from travel than
those on a holiday.
BARRIERS TO TRAVEL
There is evidence that problems such as terrorism, crime, war, natural disasters and epidemics
are having an increasing effect on travel plans. Although the vast majority of travellers said their
plans were unaffected, the number of people altering or postponing travel plans grew in 2012/13
compared with 2007.
Young people travelling to South and North America were most likely to be avoiding certain places
during their trip, but those with more travel experience tend to be least affected by such problems.
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NEW HORIZONS III
15
NEW HORIZONS III
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17. CONCLUSIONS
The 2013 edition of the New Horizons research shows that the youth and student travel market has
continued to expand and diversify over the past decade. Young people are travelling more, visiting
more destinations in more parts of the world than ever before. This is having a significant effect on
them and the places they visit.
Young people benefit substantially from their travel experiences, coming home with more cultural
appreciation and understanding of the places they visit. They leave behind them not only new
friends, but also considerable economic benefits, as youth travellers continue to spend more on
their main trips than many other tourists. This money also tends to be more widely spread in the
destination and is also more likely to end up in local communities, because it tends to be spent
with smaller, locally based businesses.
The most obvious shift in youth and student travel in the past five years has been the growth of
social media and mobile communications, which have revolutionised the way that people interact
with travel products and gather information. Young travellers are now using more diverse sources
of information and are also beginning to use new mobile media to search for information and book
travel products while travelling.
The changing nature of youth travel is also reflected in shifts in travel style and behaviour. The
traditional ‘backpacker’ is no longer such a dominant figure, having been joined by other traveller
types, notably the flashpacker. The rise of the flashpacker in particular is linked to the gradual
aging of the ‘youth traveller’, underlining the fact that youth travel is increasingly a lifestyle rather
than a specific age group. People who are attracted to the flexible and social nature of travelling
when young increasingly want to hang on to this travel style into their 30s or even longer. This is
also an important factor driving the expansion of youth travel and the youth travel industry, which
is also becoming more professional as the demands of young travellers with higher levels of travel
experience become greater. For the youth traveller, hostels are just as important as hotels, and the
supply of hostel-type accommodation is growing in response to increased demand.
These trends indicate continued growth for youth tourism in the future, particularly as demand
grows from new emerging markets and young people continue to view travel not just as a form
of leisure but also as an essential part of their personal development. The current research also
continues to underline the high value of youth and student travel, as young people spend far more
than the average tourist on their major trips. The growth rate of youth travel spending has also
exceeded the growth in global tourism spend per trip over the past five years.
NEW HORIZONS III
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18. ACKNOWLEDGEMENTS
WYSE Travel Confederation would like to thank the following individuals and organisations for their
valuable contribution to this report:
A special thank you to Greg Richards, Tourism Research and Marketing
NEW HORIZONS III SURVEY DISTRIBUTION
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Hostelling International
Generator Hostels
BUNAC
STA Travel
StudentUniverse.com
CIEE
TAMWOOD
KILROY
Topdeck
Travel ALOTT
Intej
Praktikawelten
Smaller Earth
WISE Foundation
WYSE TRAVEL CONFEDERATION
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Mauro Battellini
Jose Carnizanes
David Chapman
Laura Daly
Kun Ma
Natalia Walkuska
Carla Vaz
Samuel Vertak, Student Marketing
WYSE Travel Confederation would also like to thank all the survey participants.
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19. THANK YOU TO OUR SPONSORS
THANK YOU FOR DISTRIBUTING THE NEW HORIZONS SURVEY
trips for 18 to 30 somethings
NEW HORIZONS III
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