Youth marketing focused on offline methods
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Most of the marketing budget for youth travel specialist remains in offline tools like high street travel agents, brochures and student fairs, according to new research from the World Youth Student and Educational Travel Confederation (WYSE).
Although specialists in the field told the confederation its website was their main marketing tool (89%), money mostly went towards printed brochures, student fairs and industry workshops.
Travel agents were crucial to the youth market with 52% of bookings said to be generated by travel agencies and 63% of young people booking through an agent in person.
Younger travellers are also listening to agents advice by being influenced by their recommendations, although price and location are also important.
That said, online strategies were still important to youth travel providers, with 70% making the first contact with customers remotely.
WYSE and StudentMarketing’s studies cover 769 travel businesses in 93 countries.
Back in October 2012 ABTA said inexperience pushes young travellers to visit travel agencies for advice and help.
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