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Capture Your Youth

Discover the untapped potential of youth travel - a valuable market that stays longer, spends more, and seeks authentic experiences. Learn about the economic impact, top destinations, and growth opportunities in this dynamic sector.

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Capture Your Youth

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  1. Capture Your Youth Samuel Vetrak, CEO, StudentMarketing WTM LONDON 06 • 11 • 2018

  2. ABOUT US HQ Vienna StudentMarketing is a United Nations World Tourism Organization Affiliate Member. As an ESOMAR Member, I comply with the ICC/ESOMAR International Code on Market and Social Research and ESOMAR World Research Guidelines. Samuel Vetrak, CEO, StudentMarketing

  3. YOUTH TRAVEL | INTRODUCTION Niche by no means: 1 in 5 tourists is a young traveller Inclusive definition: People aged up to 35 years Valuable for destinations: They stay longer and spend more than average tourists Wider spread: Travel off the beaten path Social impact: Two-way cultural immersion The future: Today’s young travellers are tomorrow’s global tourists

  4. YOUTH TRAVEL| MARKET SIZE AND VALUE international arrivals expenditure 305 MILLION 2017 284 MILLION 2016 US$241 BILLION 2017 Source: UNWTO & WYSE Travel Confederation, 2018

  5. YOUTH TRAVEL |MARKET VALUE COMPARISON $241bn $210.7 bn $138 bn $33.8 bn $19.7 bn Top 20 football Clubs Intl TOURISM RECEIPTS IN THE USA Nasa budget Global games market YOUTH TRavel Source: NASA, 2018; Forbes, 2018; UNWTO, 2018; NewZoo, 2018; StudentMarketing, 2018

  6. YOUTH TRAVEL | UK AS A DESTINATION Source:English UK, 2018; HESA, 2018; Home Office, 2018; ISC, 2018; StudentMarketing, 2018; Office for National Statistics, 2018; BETA, 2017; British Council, 2009

  7. YOUTH TRAVEL | MOST VISITED CITIES IN THE UK Source:Office for National Statistics, 2018

  8. INTERNATIONAL EDUCATION| RACE FOR STUDENTS 2020 100,000 2022 2020 2023 2020 450,000 350,000 200,000 500,000 2020 300,000 2025 2022 470,000 350,000 2025 2025 720,000 250,000 450,000 350,000 350,000 100,000 250,000 200,000 720,000 470,000 500,000 300,000 France Turkey Germany Malaysia China South Korea Japan Canada Poland Australia Source:Government of Canada, 2015; Campus France, 2014; Ministry of Science and Higher Education Poland, 2015; International Relations Office Turkey, 2018; DAAD Germany, 2014; Ministry of Education China, 2011; Ministry of Education Malaysia, 2015; Ministry of Education, Republic of Korea, 2015; The Government of Japan, 2013; Australian Education International, 2017

  9. INTERNATIONAL EDUCATION | ECONOMIC IMPACT (CASE STUDY) €381.9 mn total direct spending p.a. €4,131 average study-related spending per stay €1,263 average monthly spending per student 44% participated in cultural events 29% in sports events 5,755 jobs generated 35% interested in staying after graduation 78% planning on returning as tourists 39,236 additional visits Source: StudentMarketing, 2016

  10. DESTINATION MARKETING

  11. TOP 5 GROWTH OPPORTUNITIES emerging markets programmes with educational components repeated business m&a structured accommodation (pbsa)

  12. Thank you!

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