Creating Loyalty in Youth Travel

Understand how to attract and retain youth travellers to develop lifelong customer loyalty to travel brands and destinations and increase profitability in the long term.

By attracting young people, travel brands and destinations can create a lifetime of value, with young people often staying longer, spreading their spend across a destination, contributing to the local economy and returning again and again. Creating Loyalty in Youth Travel explores the varying and unique needs of young tourists - from backpackers to youth mobility workers - and the challenges brands and destinations face in attracting and retaining them. While brands and destinations often target certain sectors such as business or luxury travellers, this can be a short-sighted strategy. Youth travellers can be a more sustainable market as they frequently form an emotional tie to a destination or travel brand, driving them to return throughout their lives, sharing with family and friends and increasing their spend as they age. This book looks at how successful brands and destinations prioritize developing long-term relationships with travellers early on, so that they can continue to cater to loyal customers throughout their lives with different offerings from within the same brand. Some countries and travel brands excel at this, building it into the heart of their strategy, while others have ignored this key market to their own detriment. Through real-world examples and extended interviews from such leaders in the sector as Marriott, Flight Centre and Tourism Australia, this book helps tourism and hospitality professionals to understand the needs of the youth traveller market and harness the potential of it to build a long-term strategy for the tourism industry.

Features real-world examples from leading global brands such as Marriott, Flight Centre and Toposophy

Auteur

Stephen Lowy is Chairman of the British Educational Travel Association (BETA) and CEO of Anglo Educational Services (AES), which manages foreign student apartments in Central London. He is serving as Interim CEO of the Mountbatten Program, and is a board member of the Tourism Alliance, Trustee of the Savoy Educational Trust and Chairman of Association of Serviced Apartment Providers (ASAP). In 2023, he was named by the International Hospitality Institute as one of the '100 Most Inspirational People in Global Hospitality and Travel'. Stephen Lowy is based in London, UK.

Contenu

• • Chapter - 01: Introduction: Journey from Youth Traveller to Lifelong Traveller;
  • Chapter - 02: The Value of the Youth Travel Market;
  • Chapter - 03: Challenges Facing the Youth Travel Sector and What this Means for the Tourism Industry;
  • Chapter - 04: Investing in Youth Travellers as Key Drivers of Economic Growth;
  • Chapter - 05: Attracting the Youth Travel Market;
  • Chapter - 06: Maintaining Brand Loyalty: Transitioning Youth Travellers to Different Brand Offerings;
  • Chapter - 07: Catering Hospitality for New Luxury Demands;
  • Chapter - 08: Destination Marketing and Management Best Practices;
  • Chapter - 09: Conclusion