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Full Description
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 travel professionals 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 extended interviews from leaders in the sector such as Marriott 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.
Contents
Chapter - 01: Introduction
Chapter - 02: What is Youth Travel?
Chapter - 03: The Value of the Youth Travel Market
Chapter - 04: Attracting the Youth Travel Market
Chapter - 05: Building Community: Hostels as Key Players in Youth Tourism
Chapter - 06: Investing in Youth Travellers as Key Drivers of Economic Growth
Chapter - 07: Authenticity, Safety, and Growth: Capturing the Youth Travel Market
Chapter - 08: Challenges Facing the Youth Travel Sector and What this Means for the Tourism Industry
Chapter - 09: Maintaining Brand Loyalty: Transitioning Youth Travellers to Different Brand Offerings
Chapter - 10: Destination Marketing and Management Best Practices
Chapter - 11: Language Travel: A Catalyst for Lifelong Connections and Economic Growth
Chapter - 12: The Lifelong Value of Youth Mobility
Chapter - 13: Reinventing Hostels for a New Generation: Challenges and Opportunities
Chapter - 14: Redefining Youth Living: From Hostels to Co-Living
Chapter - 15: The Shifting Landscape of Youth Marketing
Chapter - 16: Engaging the Next Generation: Building Loyalty and Legacy Through Youth-Centric Tourism
Chapter - 17: The Future of Youth Travel
