Creating Loyalty in Youth Travel : How Travel Brands and Destinations Can Build Lifelong Relationships

Lowy, Stephen

Kogan Page Ltd（2025/06発売）

• 製本 Hardcover:ハードカバー版／ページ数 256 p.
• 言語 ENG
• 商品コード 9781398620643
• DDC分類 338.4791

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 traveler market and harness the potential of it to build a long-term strategy for the tourism industry.

Contents

Chapter - 00: Introduction;
Chapter - 01: What is youth travel?;
Chapter - 02: The value of the youth travel market;
Chapter - 03: Attracting the youth travel market;
Chapter - 04: Building community;
Chapter - 05: Investing in youth travellers as key drivers of economic growth;
Chapter - 06: Authenticity, safety and growth;
Chapter - 07: Challenges facing the youth travel sector and what they mean for the tourism industry;
Chapter - 08: Maintaining brand loyalty;
Chapter - 09: Destination marketing and management best practices;
Chapter - 10: Language travel;
Chapter - 11: The lifelong value of youth mobility;
Chapter - 12: Reinventing hostels for a new generation;
Chapter - 13: Redefining youth living;
Chapter - 14: The shifting landscape of youth marketing;
Chapter - 15: Engaging the next generation;
Chapter - 16: The future of youth travel;